Advertising Theory


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Advertising Theory

  1. 1. Advertising Theory <ul><li>Communication </li></ul><ul><li>Advertising </li></ul><ul><li>Influence </li></ul>
  2. 2. <ul><ul><li>Persuasion </li></ul></ul><ul><li>Decisions, Decisions: Tactical Communications Options </li></ul><ul><li>The Elements of Communication </li></ul><ul><ul><li>Communication Model </li></ul></ul><ul><ul><li>Medium </li></ul></ul><ul><ul><li>Receivers </li></ul></ul><ul><ul><li>Feedback </li></ul></ul>Changing Attitudes Through Communication
  3. 3. Traditional Communications Model Consumer Consumer Consumer Consumer Consumer Medium Message Organization FEEDBACK
  4. 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. 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. 6. <ul><ul><li>Source Effects </li></ul></ul><ul><li>Source Credibility </li></ul><ul><ul><li>Building Credibility </li></ul></ul><ul><ul><li>Source Biases </li></ul></ul><ul><ul><ul><li>Knowledge Bias </li></ul></ul></ul><ul><ul><ul><li>Reporting Bias </li></ul></ul></ul>The Source
  7. 7. <ul><li>Source Attractiveness </li></ul><ul><ul><li>Source Attractiveness </li></ul></ul><ul><ul><li>Star Power: Celebrities As Communications Sources </li></ul></ul><ul><ul><ul><li>Cultural Meanings </li></ul></ul></ul>The Source
  8. 8. Use of Celebrities to Add Attractiveness to Source
  9. 9. <ul><ul><li>“ What Is Beautiful Is Good” </li></ul></ul><ul><ul><ul><li>Halo Effect </li></ul></ul></ul><ul><ul><ul><li>Social Adaptation Perspective </li></ul></ul></ul>The Source
  10. 10. <ul><ul><li>“ What Is Beautiful Is Good” Concept in Use in this Ad </li></ul></ul>
  11. 11. <ul><ul><li>Credibility Versus Attractiveness </li></ul></ul><ul><ul><ul><li>Social Risk </li></ul></ul></ul><ul><ul><li>The Sleeper Effect </li></ul></ul><ul><ul><ul><li>Availability-Valence Hypothesis </li></ul></ul></ul>The Source
  12. 12. <ul><li>Characteristics of a Message Itself Help to Determine Its Impact on Attitudes </li></ul><ul><li>Sending the Message </li></ul>The Message
  13. 13. <ul><ul><li>Vividness </li></ul></ul><ul><ul><li>Repetition </li></ul></ul><ul><ul><ul><ul><li>Mere Exposure </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Habituation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Advertising Wear-Out </li></ul></ul></ul></ul><ul><ul><ul><li>Two-Factor Theory </li></ul></ul></ul><ul><ul><ul><li> -Familiarity: Liking </li></ul></ul></ul><ul><ul><ul><li> -Tedium: Wear-out </li></ul></ul></ul>The Message
  14. 14. Volkswagen Using Repetition
  15. 15. <ul><li>Constructing the Argument </li></ul><ul><ul><li>One- Versus Two-sided Arguments </li></ul></ul><ul><ul><ul><li>Supportive Arguments </li></ul></ul></ul><ul><ul><ul><li>Two-Sided Message </li></ul></ul></ul><ul><ul><ul><li>Refutational Arguments </li></ul></ul></ul>The Message
  16. 16. <ul><ul><li>Drawing Conclusions </li></ul></ul><ul><ul><li>Comparative Advertising </li></ul></ul><ul><ul><ul><li>Effective for new products </li></ul></ul></ul>The Message
  17. 17. Break into small groups and discuss some situations in which using a comparative advertising strategy would be advisable. Discussion Question
  18. 18. <ul><li>Types of Message Appeals </li></ul><ul><ul><li>Emotional Versus Rational Appeals </li></ul></ul>The Message
  19. 19. Lexus Rational Versus Emotional Message Appeals
  20. 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. 21. <ul><ul><li>Sex Appeals </li></ul></ul>The Message
  22. 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. 23. <ul><ul><li>Humorous Appeals </li></ul></ul><ul><ul><ul><li>Distraction </li></ul></ul></ul>The Message
  24. 24. Humorous ads grab our attention
  25. 25. <ul><ul><li>Fear Appeals </li></ul></ul><ul><li>The Message As Art Form: Metaphors Be With You </li></ul><ul><ul><ul><li>Allegory </li></ul></ul></ul><ul><ul><ul><li>Metaphor </li></ul></ul></ul><ul><ul><ul><li>Resonance </li></ul></ul></ul><ul><ul><li>Forms of Story Presentation </li></ul></ul><ul><ul><ul><li>Drama Versus Lecture </li></ul></ul></ul><ul><ul><ul><li>Transformational Advertising </li></ul></ul></ul>The Message
  26. 26. The Message as an Art Form <ul><li>Product or service that has </li></ul><ul><li>been personified by a </li></ul><ul><li>character. (Jolly Green Giant) </li></ul><ul><li>Involves use of explicit </li></ul><ul><li>comparison. </li></ul><ul><li>(Tony the Tiger = Strength) </li></ul><ul><li>Presentation that combines a </li></ul><ul><li>play on words with a relevant </li></ul><ul><li>picture. </li></ul><ul><li>Drama - draws viewer into </li></ul><ul><li>the action. </li></ul><ul><li>Lecture - source speaks </li></ul><ul><li>directly to audience. </li></ul>Allegory Metaphor Resonance Forms of Story Presentation
  27. 27. <ul><li>The Elaboration Likelihood Model (ELM) </li></ul><ul><ul><ul><li>Peripheral Route </li></ul></ul></ul><ul><ul><li>The Central Route to Persuasion </li></ul></ul><ul><ul><ul><li>Cognitive Responses </li></ul></ul></ul>The Source Versus the Message: Sell the Steak or the Sizzle?
  28. 28. <ul><ul><li>The Peripheral Route to Persuasion </li></ul></ul><ul><ul><ul><li>Peripheral Cues </li></ul></ul></ul><ul><ul><li>Support for the ELM Model </li></ul></ul><ul><ul><ul><li>Thought Listing </li></ul></ul></ul>The Source Versus the Message: Sell the Steak or the Sizzle?
  29. 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. 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