Perspectives on Branding
and Marketing Communications
July 2008

“Today’s best‐practice of branding and marketing
communications definitely suggests sound
management skills, theories and scientific approaches.
The following brief overview of key concepts and
frameworks aims at guiding through not only an
exciting but sophisticated expertise.”
Benjamin Teeuwsen 2008

Outline
1. Trends & Topics
2. Branding
3. Positioning
4. Marketing Communication Effects
5. Emotional Branding
6. Creative Strategy
7. Advertising Effectiveness
8. Qualitative Perspectives

1. Trends & Topics

“… the future of brands is the future of business …
Further, because of the interaction of brands with
society, (…), the future of brands is also
inextricably linked to the future of society.”
Rita Clifton 2004 p. 1

Trends & Topics
• Health and well‐being, holistic and organic lifestyles
• Leisure, entertainment and ‚new adventure‘ experiences
• Physical and emotional security
• Return to family, local and trusted products and symbols
• Emerging market of services for the ‚new old‘
• Lifelong education
• Information and lifestyle management (avatars, service robots)
• Critical, hybrid, demanding but actively participating consumers
• Consumers lacking trust and confidence in official governmental bodies
• Blurring of online and offline worlds, virtual worlds and networks
• Advances in quantum, optical technologies, biotechnology and genetics
• Information technologies, broadband internet and mobile services changing nature of
information distribution and processing, media delivery and consumption
• Economic changes (developing markets, globalization)
• Limited natural resources (water, energy, food, minerals)
• Brand consolidations, co‐branding, celebrity branding, transcendence of categories, new
brands from emerging markets
Clifton 2004 pp. 2 – 10, Cooper 2007 p. 12 ‐ 13

2. Branding

“If differentiation is the goal,
branding is the process.”
Chuck Brymer 2004 p. 3

Principles to Branding ‐ Interbrand
• Compelling idea
• Resolute core purpose and values
• Consistency in delivering on brand promise
• Distinctive positioning and total customer
experience
• Internal commitment and culture
• Ability to stay relevant to and engage target
customers Brymer 2004 pp. 1‐7

Customer‐Based Brand Equity
„The differential effect that a brand knowledge
has on consumer response to the marketing of
that brand“
Kevin Lane Keller 2008 p. 48

Brand Equity Pyramid
Stages of Brand Branding Objective
Development at each stage
4. Relationsships Intense, active
What about you and
me?
loyalty
Resonance
4. Response Positive, accessible
What about you? reactions
Judgements Feelings
2. Meaning Points of parity and
What are you? difference
Performance Imagery
1. Identity Salience Deep, broad brand
Who are you? awareness
Keller 2008 p. 60

Points of Difference – Pts. of Parity
Points of Difference Points of Parity
• Attributes or benefits • Category POP represent
strongly associated with the necessary ‐ but not
brand, positively evaluated, necessarily sufficient
unique (completely or in conditions
terms of its extent) • Competitive POP are
associations designed to
negate competitor‘s POD
Keller 2008 pp. 107 ‐109

Corporate Social Responsibility
• CSR as core corporate responsibility
• Leveraging opportunities of brand leadership to influence
and drive social and economic developments
• Success depends on internal reality of companies
– Alignment of internal and external operations
– Transparency
– Sensitivity to local cultures
– Public Relations linking to brands promise and fulfillment
• Communicating wider benefits of branding, globalization
and free trade
• Easy to be cynical about CSR – but probably not helpful
Clifton 2004 pp. 1 ‐ 9

Brand Valuation ‐ Interbrand
• Research‐based brand equity valution
– Consumer behaviour and attitudes
• Awareness, Knowledge, familiarity, relevance, image attributes,
purchase considerations, preference, satisfaction, recommendation
Approach does not account for other factors (R&D, design, etc.)
• Financially driven approaches
– Cost‐based approach (Sum of financial investments)
Approach lacks correlation
– Comparables
In reality comparables often do not exist (brand differentiation)
– Premium price
Approach ignores future demand creation and lack of
equivalents
Lindemann 2004 pp. 5 ‐ 6

Economic Use Brand Valuation ‐
Interbrand
• Based on demand and financial principles
– Purchase volume, price, frequency and loyalty
– Net present value of future expected earnings including assessment
of competitive risk
1) Market segmentation
• Brand valuation per segment
2) Financial analysis
• Forecast of brand revenues less operating costs, taxes and interest
3) Demand analysis
• Impact of demand drivers and degree of influence by brand
4) Competitive benchmarking
• Assessment of competitive factors (market position, legal protection, etc.)
Lindemann 2004 pp. 6 ‐ 7

3. Positioning

T‐C‐B Positioning Model (Rossiter)
„What is it?“ CATEGORY
NEED
TARGET „For me?“
CUSTOMER
Brand awareness
BRAND KEY „What does it offer?“
IDENTITY BENEFIT
Brand preference
► Final Positioning remains managerial decision
Rossiter 2005 p. 43

Key Benefit Positioning Decision
• Benefit positioning within the category
– Central
– Differentiated
– Central me‐too
• Emphasized benefit type
– Instinctual selling proposition
– Archetypal selling proposition
– Emotional selling proposition
– Rational selling proposition
• Other benefits
– Entry‐ticket benefits
– Inferior benefits (traded off or omitted) Rossiter 2005 p. 50

I‐D‐U
Brand Preference as the sum of importance‐
weighted benefit delivery ratings
‐ possibly expanded by instinct, archetyp or
strong emotion ratings Rossiter 2005 p. 64
Compare: Theory of Reasoned Action (Fishbein, Ajzen, 1975)

The a‐b‐e Benefit Claim Model
1 attribute Positioning at micro level:
2 Focus may lay on the level itself (1, 3, 6)
if not put on a sequential path ending at
a certain level (2, 4, 5)
3 benefit
4 5
(+) (-)
6 emotion
Rossiter 2005 p. 72

4. Marketing
Communication
Effects

Attention
• Limits of attention
– 7 +/‐ 2 units of information
– Size dependent on knowledge or experience
• Attention Intensity
– Best performance at moderate arousal
• Selective Attention
– Salient stimuli (context dependent)
• Figure‐ground principle of perception
• Novelty (wear‐out effect)
– Vividness (across context)
• Concreteness
• Proximity (sensory, temporal, spatial)
• Personal interest (people dependent) Kardes 2001 pp. 29‐41

Comprehension
• Interpretive inferences
• Believability
– Believing comes first – neglecting later
• Distraction reduces ‚unbelieving‘
• Repetition increases familarity which
increases believability Kardes 2001 pp. 41‐44

Memory
Perception of Information
‐ Direct experience
‐ Indirect experience
Short‐Term Sensory Register
‐Sight, Sound, Smell, Taste, Touch
Rehearsal
and Coding
Short‐Term Memory Long‐Term Memory
‐ Attitudes
‐ Encoding
‐Beliefs
‐ Retrieval
‐Schemata
‐ Reasoning
‐Categories
Recognition, Cued Recall, Free Recall
Response
‐ Judgement
‐ Choice
Kardes 2001 p. 53

Implications
• Primacy effect and recency effect
• Organization principle of long‐term memory
• Encoding‐specificity principle of long‐term memory
– Memory performance depends on contextual cues
• Association principle of long‐term memory
– Priming effect
• Perceived similarity between target and primed concepts depends on
ambiguity of target
• Associative Interference
– Activation of particular node decelerates in rich associative networks
– Similarity between contextual information and target information
decreases memory performances
Kardes 2001 pp. 53‐74

Implicit Memory
• Records perceptions and concepts but no meaning
– Associations and emotive values triggered from past experience
– Route to influence intuitive brand choice (Heath 2005 p. 273)
• Superior to long‐term memory
– More durable, capacious, independent of attention (Shapiro,
Krishnan 2001 in: Heath 2005 p. 274)
• Influences judgements and decisions without attention or
awareness (Kardes 2001 p. 75)
• Influence works best if unaware (LeDoux 1998 in: Heath 2005 p.
274)
• Most likely to not conciously be learned or processed in
working memory (Penn D in: Van Hamersfeld 2007 p. 491)

Communication Effects (Rossiter)
Ad or promotion Brand communication Customer decision
processing effects stages
Not in the
Attention Category need
market
Brand
Learning Need arousal
awareness
Brand Search and
Emotions
preference evaluation
Brand action
Acceptance Purchase
intention
Purchase
Usage
facilitation
Rossiter 2005 pp. 24

Key Learnings
• Three levels of simultaneous effects: No hierarchy
• Communication effects like „mental boxes to be
filled or topped up“ at the same time
• Communication effects build up through repetition
of processing effects
• Processing responses occur in „many different
permutations“
• Likely hierarchy of effects only regarding decision
stages
Rossiter 2005 pp. 24‐30

LAP: Low‐Attention Processing
“. . . feelings and emotions have primacy over
thoughts, and emotional responses can be
created even when we have no awareness of the
stimulus that causes them.”
Heath 2005 p. 270

MAC Model (Ambler)
Memory
Advertisement
Perceptual Affect
Filters
Long‐term
Competitors for Cognition Memory
Advertisement
Memory
Decision Stimulus
Perceptual Affect
Filters Behaviour
New Information Cognition
Ambler 1998 in: Cramphorn 2004

Implicactions
• Consumer choices rather intuitive than considered
• Emotions influence decisions
• Non‐cognitive passive and implicit learning of
emotive content at low attention
(building, reinforcing and linking associations – like perceptions and
concepts ‐ to brands over long periods rather than leading to changes of
attitudes/believes)
• Associations can trigger emotions
• Emotions and feelings bypass working memory
• Repetition important – not attention
Heath 2005 pp. 269‐274

P‐E‐M Model (Hall)
Phase Pre‐Experience Post‐Experience
Exposure Exposure
Function Framing Enhancing Organizing
Perception Experience Memory
• Expectation • Cueing
Effect • Sensory Enhancement
• Anticipation • Branding
• Social Enhancement
• Interpretation • Interpretation
Hall 2002 p. 24

Pre‐Experience
• Framing Perception
• Expectation in regards to category need and brand
existance
• Ancipation of benefits (emotionally – not USP)
• Rational interprations delivering logical explanation
for decision already taken based on emotions
• Enhancing Experience
• Experiments show that advertising may enhance
consumers actual sensory and social experience
• Enhance quality of rememberance
Hall 2004 p. 182

Post‐Experience
• Organizing memory
• Adv. delivers verbal, visual, aural cues for better recall
(explicitly or implicitely)
• Remembering refers to the process by which
consumers RESHAPE long‐term memory / ‚objective‘
sensory past experience (reconstruction)
• Cognitive interpretation reinforces consumers‘
feelings about positive experience and reasoning why
– based on advertisment or consumers interpretation
Hall 2004 p. 183

Key Learnings
• Focus on affective measures / decision‐making
– People respond to emotion first and reason last
– Emotions, feeling, affect and experience more important than
cognition
• Recognition of long‐term effects
– Life‐time value , Purchasing frequency
• Recommendation of two type of measures
– Product Testing
• Overcoming cognitive biases of verbal self‐reports (esp. recall)
• Identification of implicitly learned (unaware) concepts
– Physiological Testing
• Electrodermal response, brain imaging, facial response recognistion
Hall 2004 p. 183

Discussion
• Emotions bypass working memory automatically and
implicitely and guide decision‐making
MAC + LAP Model
• Emotions „shape and feed our conscious thought“
• Seeking for the positive and pleasurabe leads to paying
attention to those ads
• Attention/cognitive appraisal to impart new information
Du Plessis 2005 in: Van Hamersfeld 2007 pp. 493‐494

Recognition over Recall
• In contrast to recal quick and semi‐automatic
• Not limited by capacity of working memory
• Able to stimulate automatic and involuntary flow of
emotions
• Less dependent on attention
• Connects to short‐term and long‐term memory
• MAC and LAP may not sufficiently reflect complexity
of acquisition of affective memory
– New emotional information may go through working
memory
Van Hamersfeld 2007 pp. 493‐494

5. Emotional Branding

„People make decisions that make them
feel the way they want to feel.“
Added Value 2008

Approach ‐ Icon Added Value
• Properly managed, brands may offer orientation, identification, decision
guidance, certainty and confidence
• The key is to deeply embed and fulfill brands‘ promises
• Brands‘ total promise exceeds sole product experience affecting all touch
points
• Consumer decision‐making as an inextricable linked interplay of emotion
and cognition
• Brand judgment as a result of (mainly unconscious) interpretation of
signals and symbols, appraisal of promises and experiences (first‐hand +
second‐hand)
• Meeting brain‐requirements by applying insights about basic human
brain functioning regarding brand perception and judgment on the basis
of iconography, cognitive psychology and neuroscience
Munzinger 2004, Rosenzweig 2005, Weeks 2006

Mental Imagery
• „ … a mental event involving visualization of a concept or
relationship“ (Lutz, Lutz 1978, in: Babin 1993)
• „ … a process (…) by which (…) sensory information is
represented in working memory.“ (MacInnes, Price 1987, in Babin
1993)
• Draws information from long‐term memory into working‐
memory (high elaboration) (MacInnes, Price 1987, in: Babin 1993)
• More personally relevant and richer
• Enhances advertising effectiveness and elicitis influence on
consumer attitude and intentions (Rossiter 1982, in: Babin 1993)
Babin L A 1993

Iceberg‐Model ‐ Icon Added Value
Apparent:
What consumers
see, feel, hear, touch and smell Brand‐Iconography
Latent:
Brand‐Credit
The way/degree to which they
feel attached to the brand
Strengths of branding = Iconography + Credit
Munzinger 2004

Implications
• Understanding development, processing, storing and behavioral
influences of mental imagery
• Brand‐Iconography
– Brand appearance from consumers‘ view
– Concrete sensory perception
– The aim is, to strengthen the connection and interplay of benefits,
value, advantages, tonality with concrete sonsory information
– Dimensions: clarity, attractiveness (relevance), uniqueness
• Brand‐Credit
– Emotional connection and bonding
– Sympathy, trust, loyalty
– Long‐term learning process
Munzinger 2004, Rosenzweig 2005

T‐Model ‐ Icon Added Value
Promise Concrete elements of iconography
brand‐ , product‐attributes signals and symbols (acoustic,
e.g. quality, innovativeness, etc. visual, gustatory, olfactoric, haptic
stimuli), such as logo, colors and
other elements of marketing‐mix
and customer experience at all
touch points
Interconnected processing
in different brain regions
expectations
judgement perception of
and evaluation signals
emotions experience
Munzinger 2004, Rosenzweig 2005

T‐Model ‐ Moderators
• Experience
– Prior knowledge about brand and usage
• Emotions
– Feelings related to brand and product
• Expectations
– Anticipated feelings after decision‐making/buying
– Midbrain dopamine activity and ‚reward‐functioning‘
• Iconography triggers emotions and memories of previous
experience, which in turn create expectations to be cognitive
processed
• Outcome context specific!
Icon Added Value 2008, Weeks 2006, Rosenzweig 2005

Somatic Markers (Damasio)
• Gut feelings to support and accelerate decision‐
making
• Emotional‐associative feedback mechanism
– external stimuli evoke neural responses based on
previous experience and associated emotions
– Body + Mind
• Schemes influenceable!
• Challenge, to identify current brand emotive
responses and key drivers for desired brand feeling
Icon Added Value 2008, Weeks 2006

Driving Power Analysis
• Evaluation of customer perception of brand
attributes and elements of brand‐iconography in
comparison to competitive brands
• Evaluation of driving power to strengthen brand by
multivariate analysis
Munzinger 2004

Measurement ‐ Icon Added Value
• Dimensions of emotions and feeling
– Active vs passive & positive vs negative
– Based on overall scientific agreement
• Categories: Feel States
– Stereotypical characteristics and way of emotional
bonding
– Feel states as bundles of various emotions
• Identification requires qualitative research
• Measurement by addressing up to 120 different
emotions and feelings by associative means
Icon Added Value 2008

Conclusion
„It‘s not how we feel about brands.
It‘s about how brands make us feel.“
Added Value 2008
• Sensational emotional appeal goes beyond simply
adding an emotional selling proposition to brands
by means of advertising
• Believe about outcome i.e. experience matters –
not emotions provoked by brand, packaging, etc.
Weeks 2006

6. Creative Strategy

Classification of Adv. Models
• Market response
– No intermediate adv. effects considered
• Cognitive information
• Pure affect
• Persuasive hierarchy
– Think > Feel > Do
• Low‐involvement hierarchy
– Think > Do > Feel / Feel > Do > Think
• Integrative
– Hierarchy not fixed, depends on product/involvement
• Hierarchy‐free
Vakratas 1999 p. 27

Rossiter‐Percy‐Bellman Grid
BRAND AWARENESS
Brand recognition Brand recall
BRAND PREFERENCE
Type of Motivation
Informational Transformational
(neg. oriented motivations) (pos. oriented motivations)
Low
Involvement
Type of Decision
High
Involvement
Rossiter 2005 p. 152

Key Learnings
• Allocation based on mental state of specific target audience
targeted by campaign for purchase of specific brand item
• Allocation to one of eight possible locations (four options
times two brand awareness objectives) leads to certain set
of recommended creative strategy executional tactics (not
yet attention tactics!)
• Choice of recall versus recognition depends on whether
customer decision‐making takes place before or at point of
sale
Rossiter 2005 p. 152

Creative Tactics Toolbox
• Logo and packshot design (realistic, natural, symmetric, etc.)
• Exposure of logo, packshot and brand name
• Category need communication
• Association of category need and brand name
• Personalization
• Presenter (celebrity, expert, characteristics, etc.)
• Mnemonic device
• Recallable brand
• Emphasize on key benefit and other benefits
• Key benefit claim (credibility, benefit chain, order and number of benefits)
• Likability of ad
• Uniqueness of execution
• Reflection of customer‘s initial state by message
• Comparision
• Emotional appeal Rossiter 2005 pp. 153‐187

Examples of Attention Factors
• TV commercials
– Lengths, cuts, interest pattern, etc.
• Radio commercials
– Lengths, format, style, etc.
• Newspaper ads, magazine ads
– Size and color, focal point, lead‐in or complete headline, body copy
format and amount of words, brand name placement and size,
overall structure
– Person or animal
• Eyes (direct gaze), baby, erotic, celebrity
– Object picture
• Beautiful szene or object, danger‐suspense scene, cultural icon, bright color,
simple object on white space, remote conveyer
Rossiter 2005 pp. 188‐211

Creativity in Advertising
• A variety of studies provide evidence that creative adv.
delivers superior results by investigating award winning
campaigns
• By definition: ‘originality’ and ‘appropriateness’
– Novelty, innovation, uniqueness
– Relevance to product, usefulness
– “originality and imagination must operate within a goal‐directed and
problem‐solving context”
(Reid, King, DeLorme 1998 in: El‐Murad 2004 p. 190)
• Example: Criterias of ADC Germany (Art Directors Club)
– Is the idea new, clear and convincing?
– Does this idea give pleasure? Is this idea technically well executed?
Turner 2004 pp. 82 – 84; El‐Murad 2004 pp. 188 – 190

7. Advertising
Effectiveness

Focus Groups
• Inappropriate technique!
• Unnatural setting
– social and vocally interaction
– Biased/preconditioned through first responses
– Overexposure
• Generally no focus on communication objectives
Rossiter 2005 p. 222; Cramphorn 2004 p. 175

MJAT (Rossiter)
• Management judgment ad test to pre‐test rough ads
– Storyboard version results likely the same as for finished versions
regarding ‚factual‘ AND ‚emotional‘ ads
• Focuses attention on Creative Brief
– Positioning, Communication Objectives, Action Objectives
(Compare Communication Effects by Rossiter)
• Builds management responsibility and commitment
• Reduces Downside‐Risk
• Consists of content (11‐pt. scale) and attention factors (yes/no)
– Compare Rossiter‐Percy‐Bellman Grid Tactics
• Rated by 6 to 10 judges (management team) independently

Customer Response Ad Test
Rossiter 2005 pp. 221 ‐ 228
• IDI‘s among large samples of target customers (min. 200) and
unexposed control groups to select creative idea and
executions (ideally among two creative ideas à two executions)
• Brand awareness (after artificial delay)
– Unaided Brand recall (Compared to consideration set)
– Brand recognition (e.g. ‚purchase‐likability‘ of pack shots )
• Brand preference (i.e. category need statement first)
– Multiple‐brand or –logo photos
– Measures depending on involvement (4 or 11 point scales)
– If necessary, additional purchase intent questions
• Brand emotions (pictorial manikins) and benefit beliefs (range
measure)
• Ad response modeling (path analysis, a‐b‐e strategy)

Forced‐Exp. ‐ Brand‐Pref. Change
– Theater testing (first in 1950s)
– Demographic, brand/usage‐related questions first
– Viewing program that is interrupted by test commercials
– Free brand‐recall questions (clutter/awareness score)
– Continuation with program and commercials
– Attitude Shift (AS) based on post‐exposure brand
selection question (market‐basked award situation) or
constant‐sum measure before and after exposure
– Final questions (comprehension, evaluation, perceptions
of brand uniqueness/differentiation, confusing elements,
viewer involvement) Aaker 2003 pp. 659‐660

On‐Air Tests ‐ Brand‐Pref. Change
• Sample contacted by phone to participate in survey
– Unaided brand‐name awareness questions
– Brand‐preferences in variety of procut categories
• Commercials aired on radio station
• Day after follow‐up call
– Brand‐pref. Questions
– DAR questions (sales message, story line, plot, … )
Aaker 2003 pp. 661‐662

Purchase Behaviour
• Coupon‐Stimulated Purchasing
– Test‐ /control group intercepted in shopping centre location
– Test group exposed to commercial or print ads and surveyed
– Both groups: customer code and packet of coupons incl. advertised
brand
– Selling‐effectiveness score (purchases of viewers divided by those of
control group)
• Split‐Cable Tests
– Monitoring of purchases of panel groups incl. POS promotions,
special deals, …
– Device connected to TV sets monitor channel selection and allow for
commercial exchange (cut‐ins)
Aaker 2003 p. 662

Computer‐Assisted Tests
• Computer Assisted Telephone Interview (CATI)
– Brand awareness
– Brand favorability
– Claimed advertising awareness
• Computer Assistet Personal Interview (CAPI)
– Recognition
– Estimated frequency of exposure
– Brand attribution
Malhotra 2006 pp. 185 ‐ 188

Low Attention Processing Metrics
• Claimed adv. Awareness & Free Recall
– Underestimates effect of highly affective adv. processed at low
attention
– Missleading in respect to actual exposure and effect
• Recognition
– Measures explicit and implicit learnings
– Affective adv. requires showing of entire adv.
• Sales Intention
– Might indicate past intention not predicting future buying behaviour
• Brand favorability
– Putting focus on „object“instead of adv. to measure non‐cognitive
results („I like it, because I like it“ / „This is a brand for me“)
Heath 2005 p. 274‐279

Product Test based on P‐E‐M Model
• Exposure of first group to advertising concept and exposure
of control group to benchmark advertising
• Sampling advertised product
– Alternatively: Providing virtual online experience, description of
service exp./durable goods in concept form
• Rating on standard hedonic measures
– Diagonstic questions about product
• Respondents unaware of test intention nor being asked
about advertising
• Comparing respondents‘ cognitive attributions to
product/messages with adv. concepts
• Metrics i.e. likelihood of trial/repeat, post‐exp. attitudes
Hall 2002 pp. 29‐30

Ad Test ‐ psychonomics AG
• Awareness and impact
• Uniqueness
• Likability (emotions, associations, aesthetics)
• Involvement (sympathy, identification)
• Insight (clarity of message)
• Brand and product fit
• Credibility
• Persuasion
Psychonomics 2008

Physiological Testing
• Galvanic skin response (GSR)
• Brain imaging
• Heart rhythms
• Pupil dilation
• Eye tracking
• Facial change recognition

Neuromarketing
• Based on brain science (cognitive neuroscience, philosophy, biology,
evolutionary psychology)
• Understanding emotions and unconscious responses by
brain activity localisation and time course of brain processes
(challenging conventional market research)
• Feelings as conscious component of emotions
• Unconscious processes determining largely ‚feeling, acting
and thinking‘ (e.g. mind‘s routines: „automatic pilot“ functioning)
• Interconnectedness (rationality & emotion; mind & brain)
• Difficult interpretation (observing/seeing brain activity does not
explain it: what mental processes are happening and why??)
Penn D 2007 in: van Hamersveld 2007 pp. 481 – 490

Brain Imaging Techniques
• Electric/magnetic fields related to neuronal
signalling
– EEG (electroencephalography)
– MEG (magnetoencephalography)
• Metabolic (energy‐consuming) manifestations
– Physilogical functions, such as changes in metabolism and
metabolic by‐products, blood flow, blood volume, and
blood oxygenation
• PET (positron emission tomography)
• fMRI (functional magnetic resonance imaging)
Plassmann 2007 pp. 151 – 155

Comparison Plassmann 2007 p. 156
EEG MEG PET fMRI
Impact on ++ Non‐invasive ++ Non‐invasive ‐ Invasive ++ Non‐invasive
participants ‐ Claustrophobic ‐ Claustrophobic
anxiety anxiety
‐ Noise
‐ No ferromagnetic
implants
Temporal ++ Very good ++ Very good ‐ Limited ‐ Limited
resolution
Spatial ‐ Limited ‐ Limited + Good ++ Very good
resolution
Costs ++ Very cost‐efficient ‐ Expensive ‐ Expensive ‐ Expensive
Analysis ‐ Moderate to high ‐ Moderate to ‐ Relatively high ‐ Relatively high
complexity high complexity complexity complexity

Brain Imaging ‐ Outlook
• Still limited results to guide practical marketing
• However, promising future
– Associative brand memories (pre‐ and post‐experience, brand
imaging)?
– Persuasion to new behaviour or reinforcing existing ones?
– Emotions and the effect of advertisements (emotional memories,
impact on consumer choice)?
– Neuroscientific establishment/location of brand‐equity and
interaction with memory?
– Complexity of consumer choice processes?
– Impact of adv. exposure: lengths and frequency?
Plassmann 2007 pp. 166 – 170

8. Qualitative
Perspectives

General Perspectives
• Advertising ‐ the ‚world‘s oldest trade‘
– Great artistry in consumers day‐to‐day personal advertising efforts
often ignored, but central activity of life
– Advertising to pick up, support, encourage, develop further activity
• (Secret) life images (concepts, proposals)
– Override isolated desires or drives in determining choice
– Provide direction, orientation, order, certain moods and meaning
– Classical image providers, such as religions or ideologies loosing
relevance
– Brands and products acting as agents and proxies
– Cultural‐specific effectiveness
– Advertising to take up or provide new life images
• stability in light of threat vs attractiveness of alteration
Lönneker A, Imdahl 2007

Reception Generally
• Annoying, disturbing, obtrusive and always too much –
however generally accepted
• Actively seeking vs intrusive reception
– When, where and how matters
• Thus, dialogue orientation important
– Consumers active role and participation
• Also, daily changing moods and states affect effect
– Daily routines influence
1) Varying degree of concentration and arousal
2) Varying media consumption
‐ e.g. newspaper > morning; tv > evening
Imdahl 2007, Rheingold B, ZMG 2006

Morphological Psychology ‐ rheingold
• The path to consumer motives rests in their psyche
• Deep understanding of causes, effects and inner impact mechanisms
• Focus on subliminal forces and factors – uncovering the secret logic
• Holistic view: unconscious life images, relevant motive complexes,
cultural context, day‐to‐day personal advertising aims and games
• Dividing the market into different states of mind that can be elicited in
any consumer instead of different types of consumers (category
dependent)
• Taking current culturally relevant but hidden themes into account
– few things that give meaning to everything else
– impact situational and context dependent
• Focusing research on concrete, behavioral‐steering motives and effects
Lönneker A, Rheingold A, Rheingold B

Advertising Levels of Effects
• Cover Story
– Clear, obvious, apparent story in the foreground
– Concrete information, that respondents can recall and play
back
• Impact Story
– Secret and hidden story, carrier, fundament
– Consumers do feel it – but can’t tell
– Focus on motives related to product usage situation
– Addresses secret logic of brands addressed and overall
spanning cultural‐specific themes
– Impact‐Story impacts assessment of Cover‐Story
– Insights through reactions on Cover‐Story
– Interpretation and theoretical foundation explaining interplay
between phenomena and results matter
Imdahl 2007

Qualitative Measurement
• Gauging process of dissemination and dealing (consumer <‐> advertising)
• Preference‐shifts, buying‐intention, likes indicate that consumers are disposed to
a brand – however possibly related to an ad not impacting, motivating or
persuasive (kept autonomy vs reactance/complaints as reaction to influence)
• Recall and attention psychologically absurd – decision‐making not a matter of
conscious memory performance or rational justification
• Impact strength not appropriate – deeper effects, quiet remarks or nuances do
• Repetition effective, as long as consumers engage based on shifting accents
experienced (ability to view ad from different angles)
• Physiological testing needs explanation and depends on product category (why
excited? What tensions, upheavals, desires, processes cause effect?
• Credibility: Advertising thrives from dramatizing, exaggerating or bending reality!
However dramaturgical cohesion does matter category dependent (e.g. financial
services: communication aims are seriousness, innovativeness, etc.)
• Benchmarks misleading: Unique creative strategies and circumstances require
unique measurements
Grünewald 1997

Literature
• Aaker D A, Kumar V, Day G S (2003) ‚Marketing Research‘ 8th ed, John Wiley &
Sons, New York
• Added Value (2008) ‚Added Value – Brand Development and Marketing Insight‘
company presentation, www.added‐value.com
• Babin L A (1993) ‚The operation of visual imagery as a mediator of advertising
effects‘ Journal of Advertising, June 1993
• Brymer C (2004) ‚Brands and Branding ‐ What Makes Brand Great‘ paper,
Interbrand
• Clifton R (2004) ‚Brands and Branding – The Future of Brands‘ paper, Interbrand
• Cooper P (2007) ‚In Search of Excellence – The Evolution and Future of Qualitative
Research‘ conference paper, ESOMAR
• Cramphorn S (2004) ‚What Advertising Testing Might Have Been, If We Had Only
Known‘ Journal of Advertising Research, June, pp. 170‐180
• El‐Murad J, West D C (2004) ‚The Definition and Measurement of Creativity: What
Do We Know?‘ Journal of Advertising Research, June, pp. 188 – 201

Literature
• Grünewald S (A) ‚Die Bindungs‐Kategorien der Märkte‘ rheingold Institute for
Qualitative Market and Media Research
• Grünewald S, Szymkowiak F (1997) ‚Die Psychologie der Werbewirkung‘
planung&analyse 2/97
• Hall B F (2004) ‚On Measuring The Power of Communications‘ Journal of
Advertising Research, June, pp. 181‐187
• Hall B F (2002) ‚A New Model For Measuring Advertising Effectiveness‘ Journal of
Advertising Research, Mar‐Apr, pp. 23‐31
• Heath R, Nairn A (2005) ‚Measuring Affective Advertising: Implications fo Low
Attention Processing on Recall‘ Journal of Advertising Research, June, pp. 269‐281
• Icon Added Value (2008) ‚Das CSR‐Gefühl für Regierung, NGOs und Unternehmen‘
Icon research study 2007
• Imdahl I (2007) ‚Grundlagen qualitativer Werbewirkungsforschung‘
planung&analyse 6/2007

Literature
• Kardes F R (2001) ‚Consumer Behaviour And Managerial Decision Making‘ 2nd ed
Pearson Prentice Hall, New Jersey
• Keller K L (2008) ‚Building, Measuring, and Managing Brand Equity‘ 3rd ed,
Pearson Prentice Hall, New Jersey
• Lindemann J (2004) ‚Brands and Branding – Brand Valuation‘ paper, Interbrand
• Malhotra N K (2006) ‚Marketing Research – An Applied Orientation‘ 5th ed,
Pearson Education, Upper Saddle River
• Munzinger U J, Berens H, Kuntkes J (2004) ‚Der Wert der Marke entsteht im Kopf
des Verbrauchers‘ planung&analyse 2/2004
• Plassman H, et al. (2007) ‚What can advertisers learn from neuroscience?‘
International Journal of Advertising‘’26 (2) ,pp. 151‐175
• Psychonomics AG (2008) ‚Ad.Profiler – Werbeprofil schärfen, Werbewirkung
steigern‘ www.psychonomics.de
• Rheingold (A) ‚Was ist wirklich wichtig?‘ rheingold Institute for Qualitative Market
and Media Research‘

Literature
• Rheingold (B) ‚ 'State‐specific marketing' appeals to the 'soul' of the consumer’
rheingold Institute for Qualitative Market and Media Research
• Rosenzweig B, Berens H (2005) ‚Neuromarketing – der Blick in die Kristallkugel
„Konsument“?‘ Marketing Journal, Special Edition: Neuromarketing ‐ Brand meets
Brain, October 2005
• Rossiter J R, Bellman (2005) ‚Marketing Communications – Theory And
Applications‘ Pearson Education Australia, Frenchs Forest
• Turner S (2004) ‚Kreative Werbung wirkt besser‘ Werben und Verkaufen, Nr. 10,
pp. 82 – 84
• Vakratsas D, Ambler T (1999) ‚How Advertising Works: What Do We Really Know?‘
Journal of Marketing (63), pp. 26 – 43
• Van Hamersveld M, De Bont C (2007) ‚Market Research Handbook‘ 5th ed,
ESOMAR World Research Publication, John Wiley & Sons, West Sussex
• Weeks M, Kim F (2006) ‚Discovering the Feeling: Applying Neuroscience to
Marketing‘ Marketing Journal, Special Edition: Brandvalue
• ZMG (2006) ‚Werbung im Alltag – Wie wirkt sie und warum?‘ www.zmg.de

Further Readings
• Damasio A (1994) 'Descartes' Error: Emotion, Reason, and the Human
Brain' G P Putnam, New York
• Du Plessis E, Brown M (2005) 'The Advertised Mind: Groundbreaking
Insights into How Our Brains Respond to Advertising‘ Kogan Page Ltd,
London
• LeDoux J E (1996) 'The Emotional Brain' Simon & Schuster, New York
• Levitt Ted (1960) ‚Marketing Myopia‘ HBR Vol. 38 Jul‐Aug pp. 45‐56
• Shapiro et al. (2001) ‚Memory‐Based Measures for Assessing Advertising
Effects: A Comparison of Explicit and Implicit Memory Effects‘ Journal of
Advertising, 30 (3)
• Wells M (2003) 'In Search of the Buy Button' Forbes, Vol. 172 Issue 4, pp.
62 ‐ 70

www.chiligum.com