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  • Advertising Theory
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  • 1. Advertising Theory
    • Communication
    • Advertising
    • Influence
  • 2.
      • Persuasion
    • Decisions, Decisions: Tactical Communications Options
    • The Elements of Communication
      • Communication Model
      • Medium
      • Receivers
      • Feedback
    Changing Attitudes Through Communication
  • 3. Traditional Communications Model Consumer Consumer Consumer Consumer Consumer Medium Message Organization FEEDBACK
  • 4. Interactive Communications Model Receiver Receiver Receiver Communication Medium Sender Sender Sender The Interactive Communications Model Takes Into Consideration That (1) Consumers Have Many More Choices Available to Them, and (2) Greater Control Over Which Messages They Will Choose to Process.
  • 5. What is a Response? Building a Long-Term Relationship Reminding Us To Purchase the Product Building Brand Awareness Informing Us About Product Features Buying the Product Types of Customer Responses
  • 6.
      • Source Effects
    • Source Credibility
      • Building Credibility
      • Source Biases
        • Knowledge Bias
        • Reporting Bias
    The Source
  • 7.
    • Source Attractiveness
      • Source Attractiveness
      • Star Power: Celebrities As Communications Sources
        • Cultural Meanings
    The Source
  • 8. Use of Celebrities to Add Attractiveness to Source
  • 9.
      • “ What Is Beautiful Is Good”
        • Halo Effect
        • Social Adaptation Perspective
    The Source
  • 10.
      • “ What Is Beautiful Is Good” Concept in Use in this Ad
  • 11.
      • Credibility Versus Attractiveness
        • Social Risk
      • The Sleeper Effect
        • Availability-Valence Hypothesis
    The Source
  • 12.
    • Characteristics of a Message Itself Help to Determine Its Impact on Attitudes
    • Sending the Message
    The Message
  • 13.
      • Vividness
      • Repetition
          • Mere Exposure
          • Habituation
          • Advertising Wear-Out
        • Two-Factor Theory
        • -Familiarity: Liking
        • -Tedium: Wear-out
    The Message
  • 14. Volkswagen Using Repetition
  • 15.
    • Constructing the Argument
      • One- Versus Two-sided Arguments
        • Supportive Arguments
        • Two-Sided Message
        • Refutational Arguments
    The Message
  • 16.
      • Drawing Conclusions
      • Comparative Advertising
        • Effective for new products
    The Message
  • 17. Break into small groups and discuss some situations in which using a comparative advertising strategy would be advisable. Discussion Question
  • 18.
    • Types of Message Appeals
      • Emotional Versus Rational Appeals
    The Message
  • 19. Lexus Rational Versus Emotional Message Appeals
  • 20. Come up with two lists of products. The first list should be of products that can easily have an emotional appeal, and the second list should be of products that can easily have a rational appeal. Discussion Question
  • 21.
      • Sex Appeals
    The Message
  • 22. Take a look at a few ads using “Sex Appeal”, and try to find a few that advertise the benefits of the actual product rather than what is being shown. Discussion Question
  • 23.
      • Humorous Appeals
        • Distraction
    The Message
  • 24. Humorous ads grab our attention
  • 25.
      • Fear Appeals
    • The Message As Art Form: Metaphors Be With You
        • Allegory
        • Metaphor
        • Resonance
      • Forms of Story Presentation
        • Drama Versus Lecture
        • Transformational Advertising
    The Message
  • 26. The Message as an Art Form
    • Product or service that has
    • been personified by a
    • character. (Jolly Green Giant)
    • Involves use of explicit
    • comparison.
    • (Tony the Tiger = Strength)
    • Presentation that combines a
    • play on words with a relevant
    • picture.
    • Drama - draws viewer into
    • the action.
    • Lecture - source speaks
    • directly to audience.
    Allegory Metaphor Resonance Forms of Story Presentation
  • 27.
    • The Elaboration Likelihood Model (ELM)
        • Peripheral Route
      • The Central Route to Persuasion
        • Cognitive Responses
    The Source Versus the Message: Sell the Steak or the Sizzle?
  • 28.
      • The Peripheral Route to Persuasion
        • Peripheral Cues
      • Support for the ELM Model
        • Thought Listing
    The Source Versus the Message: Sell the Steak or the Sizzle?
  • 29. The Elaboration Likelihood Model Attention and Comprehension Low-Involvement Processing Communication Belief Change Behavior Change Attitude Change High-Involvement Processing Cognitive Response Belief and Attitude Change Behavior Change Central route Peripheral route
  • 30. Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Brand Attitudes Attitude Toward the Advertisement Visual Component of Advertisement Beliefs About Product Attribute Verbal Component of Advertisement