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Introduction to Marketing Communications Lecture 2

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Neil Kelley
Neil Kelley

...an introduction to advertising

Education
1 of 26
2…introduction to
the role advertising plays
• …to differentiate • …to remind (or reassure) • …to inform • …to persuade D R I P
the Advertising Plan...
message… emotional and informational
message… factual, ‘slice-of-life’, demonstration, comparative fear, humour, animation, sex, music, fantasy
timing… Pulsing – a combination of the previous
uses of advertising…
aligned with this approach is the concept of likeability
shock in advertising...
Exposure Shock Advert NormViolation Surprise Reaction Attention Comprehension Elaboration Retention Behaviour Shock in Advertising
attitudetoward product was regarded as key
Attention Desire Interest Action Awareness Interest Evaluation Trial Adoption Unawareness Awareness Comprehension Conviction Action Awareness Knowledge Liking Preference Conviction Purchase cognitive affective conative AIDA The Innovation- Adoption Model The Hierarchy-of- Effects Model DAGMAR Colley, 1961 Lavidge and Steiner, 1961 Lewis, 1898 Rogers, 1962
Communication effects in relation to brand positioning
advertising frameworks… involvement – advertising works by drawing members of the audience into the advertisement.
strong and weak theories… hence, it is only after trial that our attitudes are changed
consumers should be ‘nudged’ into buying brands more frequently
Introduction to Marketing Communications Lecture 2
Introduction to Marketing Communications Lecture 2

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