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What do you think about advertising? Ask them ,,, This is our guess …

This is what the theory sais. a paid form of communication (although some forms of advertising use donated space and time; e.g. PSA)it has an identified sponsortries to persuade or influence the consumer to do somethingthe message is conveyed through many different kinds of mass media reaches a large audience of potential consumersform of mass communication, therefore it is non-personal

Caputre attention - tell the market about the product, and build awareness of both the product and the company.Arouse and hold interest - maintains interest and awareness of a well established product in the market. It is often used to remind consumers of the BrandMake a useful lasting impression - encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition

TOOL to help you define your brand and product characteristics!The Brand Wheel works best when:the essence synthesizes the whole of the attributes, benefits, values and personality of the brandno more than a few items appear in each of the four headingsyou only use items that are truly competitive and relevant and so add genuine leverage

Suggests that tangible attributes of the stimulus are captured by consumers via their 5 senses. The context also becomes a critical determinant of psychological meaning. This framework suggests that these context variable can be broken into individual variable, social variables and situational characteristics. This is not a sequential process, but a descriptive framework of the critical constructs involved in meaning formation.

Celebrity – perfumes, cosmeticsAttactive source – attractive modelsExpert sources – for toothpaste (dentists)Humor – irony, unexpected developmentsErotic – when in lack of other ideas, use sex

Lower credibility sources will have more effectiveness if the receiver’s thoughts about the product are favorableHigher credibility sources will be more persuasive if the receiver’s thoughts are negativeProfession has a greater effect upon perceived credibility than the spokesperson

Lower credibility sources will have more effectiveness if the receiver’s thoughts about the product are favorableHigher credibility sources will be more persuasive if the receiver’s thoughts are negativeProfession has a greater effect upon perceived credibility than the spokesperson

However, mixed recommendations!!!

The MAC model suggested that ad processing and making choices follow this pattern. In more difficult decisions we also engage A.

Asjaneaustin suggested, we rationalize the choice we have made on an affective basis but this is not always the case. Sometimes dissonance needs to be logically rezolved and sometimes other hard factors, such as affordability intrude. We may want something, but consideration tells us we cannot afford it. Thus cognition also serves to unmake the original choice.

Some examples of ad campaigns that invoke emotional appleal

Pleasure: in the case of pleasure or hedonic tone, an emotional appeal may be designed to associate a product with the direct experience of sensuous gratification, physical comfort and social intimacy, Example – sexy imagery found in many perfume commercials,Arousal – the emotional appeal might associate the product with a desired state of vitality and livelinessIncreasing tension generates energy up to a certain point, and beyond that threshold, increasing tension arouses anxiety

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Advertising Psychology - Presentation Transcript

  1. Advertising
  2. 7/3/2009
    Advertising Psychology
    2
  3. Agenda
    7/3/2009
    Advertising Psychology
    3
    Advertising revealed
    Advertising tactics
    Elaboration Likelihood Model
    Communication Model/Techniques
    1) Who say?
    2) What?
    3) By what means?
    4) To whom?
    Methods of measuring advertising effects
    Trends and future developments
  4. Advertising Revealed
  5. Innovative
    Fun
    Hard Work
    What do you think about advertising?
    Creative
    Deceptive
    Aggressive
  6. Non-Personal
    Sponsor
    Mass Media
    What is advertising in theory?
    Large Audience
    Paid form of communication
    Persuasive
  7. Definition of advertising
    “Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.”
    (Wells, Burnett & Moriarty, 2003, p. 10)
    An advertising idea is a credible and provocative statement of substance about the brand’s main consumer benefit.
    7/3/2009
    7
    Advertising Psychology
  8. Major objectives
    7/3/2009
    8
    Advertising Psychology
  9. Effects of advertising
    7/3/2009
    Advertising Psychology
    9
  10. Unique Selling Proposition
    A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer
    The U.S.P.
    is about uniqueness
    must sell
    must make a proposition
    7/3/2009
    10
    Advertising Psychology
  11. Unique Selling Proposition
    In best cases our brand or product is unique in itself or is determined to be something unique for a special target group
    Can you give examples?
    Coca cola
    Porsche
    Rolex
    7/3/2009
    11
    Advertising Psychology
  12. Unique Selling Proposition
    7/3/2009
    Advertising Psychology
    12
    Unique
    Advertising that promises a unique benefit,
    or a benefit that is perceived as distinct and/or superior
    Proposition
    A clear, compelling
    consumer benefit that is
    delivered by the product
    Selling
    Significant and relevant
    to consumers - persuasive
    enough to incite action
  13. Unique Selling Proposition
    7/3/2009
    Advertising Psychology
    13
    Unique
    taste, shape, color, different flavors
    Proposition
    The Beck‘s experience
    Selling
    Bottles, cans & kegs
  14. Brand Wheel
    7/3/2009
    Advertising Psychology
    14
    What the brand is / what the brand looks like:
    Physical/functional characteristics of the brand
    Rational advantage for me. What the brand does: The results of using the brand.
    Psychological advantage of using the brand:
    How the brand makes me feel about myself / how others feel about me, using the brand
    If the brand were a person:
    How would it be?
    Brand Essence: The core of the brand.
    The sum of characteristics in the wheel.
    Attributes
    Benefits
    Values
    Personality
    Brand Essence
  15. Brand Wheel
    7/3/2009
    Advertising Psychology
    15
    German, Masculine, Luxury, Expensive,
    well-engineered. Quality, Performance,
    Roadholding, Heritage, Bssssssing!
    Sports performance in luxury comfort,
    Best of both worlds. Is what it does
    Wise heads on young shoulders
    A passionate driver
    Serious but not serious-minded,
    charismatic, outgoing, joie de vivre,
    half german, half human.
    The steel fist in a velvet glove
    Attributes
    Benefits
    Values
    Personality
    Brand Essence
    DRIVING EXCELLENCE
  16. Advertising Tactics
  17. A framework of psychological meaning
    7/3/2009
    Advertising Psychology
    17
    Attribute Bundle
    Perceptual Mode
    Context
    Tangible Attributes
    e.g. size
    color
    brightness
    music
    Data driven
    e.g. sight
    touch
    sound
    Individual characteristics
    e.g. attitudes
    perceptual selectivity
    personality
    Psychological Meaning
    Stimulus
    e.g. TV ad
    Billboard
    Image ad
    Social characteristics
    e.g. gender
    social class
    marital status
    occupation
    Intangible Attributes
    e.g. modern
    fun
    exciting
    Concept Driven
    e.g. cognitive associations
    cognitive abstractions
    Situational characteristics
    e.g. time to make decision number of available choices
  18. Elaboration Likelihood Model (Petty & Cacioppo, 1986)
    Implies two routes to persuasion:
    Consumers that are motivated and able to process the message will devote more thought to the message contained in advertisement
    • “elaboration”
    Attitude change depends on the quality of the arguments
    Consumers that are not motivated and/or unable to process the message will switch to a less involved and elaborate processing of information
    Attitude change depends on the peripheral cues
    Central route to persuasion
    Peripheral route to persuasion
    7/3/2009
    18
    Advertising Psychology
  19. Examples of peripheral cues
    celebrity
    attractive source
    sources with high credibility
    expert sources
    humor
    erotic stimuli
    7/3/2009
    19
    Advertising Psychology
  20. Elaboration Likelihood Model
    Motivationto process the message can be influenced by
    personal relevance of the product
    need for cognition (a tendency to engage in and enjoy effortful analytic activity)
    personal responsibility
    Ability to process the message can be influenced by
    distraction
    prior knowledge
    intelligence
    message comprehensibility
    7/3/2009
    20
    Advertising Psychology
  21. Elaboration Likelihood Model
    7/3/2009
    Advertising Psychology
    21
    Consequences of elaboration
    Central route to persuasion
    Peripheral route to persuasion
    • relatively enduring / shows a greater temporal persistence
    • more predictive of behavior
    • shows a greater resistance to counter-persuasion
    • less enduring / relatively temporary
    • unpredictive of behavior
    • shows a greater susceptibility to counter-persuasion
    Attitude change
  22. Communication Model
    Who?
    Says what?
    By what means?
    To whom?
  23. Communication Model
    Source characteristics
    1) Credibility
    Lowercredibility sources - when the receiver’s thoughts about the product are favorable
    Higher credibility sources – when the receiver’s thoughts are negative
    Profession has a greater effect upon perceived credibility than the spokesperson
    2) Attractiveness
    3) Gender
    7/3/2009
    Advertising Psychology
    23
    Who?
    Says what?
    By what means?
    To whom?
  24. Communication Model
    Source characteristics
    1) Credibility
    2) Attractiveness
    For low involvement products – coffee, perfume
    Attractive models do not enhance recall, but facilitate ad recognition
    3) Gender
    7/3/2009
    Advertising Psychology
    24
    Who?
    Says what?
    By what means?
    To whom?
  25. 7/3/2009
    Advertising Psychology
    25
    Source
    Credibility
    Attractiveness
    Gender
  26. 7/3/2009
    Advertising Psychology
    26
    Source
    Credibility
    Attractiveness
    Gender
  27. Communication Model
    Source characteristics
    1) Credibility
    2) Attractiveness
    3) Gender
    Gender of models should match the image of the product held by users
    Any role depiction should be realistic and natural rather than stereotypical and false
    7/3/2009
    Advertising Psychology
    27
    Who?
    Says what?
    By what means?
    To whom?
  28. 7/3/2009
    Advertising Psychology
    28
    Source
    Credibility
    Attractiveness
    Gender
  29. Communication Model
    Who?
    Says what?
    By what means?
    To whom?
  30. Communication Model
    7/3/2009
    Advertising Psychology
    30
    Who?
    Says what?
    By what means?
    To whom?
    Message appeal - the overall style of the advertising
    Rational appeal?
    Emotional appeal?
    One- vs. two- sided and comparative appeals?
  31. Communication Model
    7/3/2009
    Advertising Psychology
    31
    Who?
    Says what?
    By what means?
    To whom?
    The MAC Model
    Memory only – most of the choices we make are determined by habit
    Memory plus affect – most of the conscious choices that make us pause are determined by affect
    Memory plus affect plus cognition – some ads make us think, as well as do some decision
    Ads
    Memory
    Affect
    Perceptual filters
    Competitors for attention
    Cognition
  32. Communication Model
    The MAC Model
    Consider a major purchase choice you made in the past.
    Did you use some rational basis to create a consideration set, or did you just fall in love with it when you saw it?
    7/3/2009
    Advertising Psychology
    32
    Who?
    Says what?
    By what means?
    To whom?
  33. Communication Model
    The role of emotion
    Coca-Cola – “Have a Coke smile”
    Pepsi-Cola – “Get that Pepsi feeling”
    General Motors – “Get that great GM feeling”
    AT&T – “Reach out and touch someone”
    Saab – “One car you can buy where your emotions aren’t compromised by your intellect”
    7/3/2009
    Advertising Psychology
    33
    Who?
    Says what?
    By what means?
    To whom?
  34. Communication Model
    The role of emotion
    7/3/2009
    Advertising Psychology
    34
    Who?
    Says what?
    By what means?
    To whom?
  35. 7/3/2009
    Advertising Psychology
    35
    Message appeal
    Pleasure
  36. 7/3/2009
    Advertising Psychology
    36
    Message appeal
    Arousal
    Vitality
    Liveliness
  37. 7/3/2009
    Advertising Psychology
    37
    Message appeal
    Dominance
  38. Communication Model
    Fear appeals as arousal
    Optimal range of tension
    Point of inflection where increasing tension activates anxiety –> negative feelings
    7/3/2009
    Advertising Psychology
    38
    Who?
    Says what?
    By what means?
    To whom?
    Audio-Visual
    Print
    Anxiety & Energy
    generation
    Energy generation
    Threshold
    No picture
    Picture
    Tension
  39. 7/3/2009
    Advertising Psychology
    39
    Message appeal
    Fear
  40. 7/3/2009
    Advertising Psychology
    40
    Message appeal
    Fear
  41. 7/3/2009
    Advertising Psychology
    41
    Message appeal
    Fear
  42. 7/3/2009
    Advertising Psychology
    42
    Message appeal
    Fear
  43. 7/3/2009
    Advertising Psychology
    43
    Message appeal
    Fear
  44. Communication model
    Humor appeal
    "Trying to figure out why something is funny is like dissecting a frog. You'll come up with answers, but the frog always dies.“ Mark Twain
    One of the most common techniques, but hard to realize
    The belief that humor can increase advertising effectiveness has led to its unprecedented popularity
    However, it can work for you or it can work against you!
    Peripheral cue - drawing attention to the ad
    7/3/2009
    Advertising Psychology
    44
    Who?
    Says what?
    By what means?
    To whom?
  45. 7/3/2009
    Advertising Psychology
    45
    Message appeal
    Humor
  46. 7/3/2009
    Advertising Psychology
    46
    Message appeal
    Humor
  47. Communication Model
    Subliminal Messages
    the use of hidden or otherwise imperceptible stimuli to manipulate viewers or listeners to behave in ways they otherwise would not.
    The Vicary “Eat Popcorn/Drink Coke” Study
    Below threshold
    Subjective threshold
    Objective threshold
    7/3/2009
    Advertising Psychology
    47
    Who?
    Says what?
    By what means?
    To whom?
  48. Communication Model
    Who?
    Says what?
    By what means?
    To whom?
  49. Communication Model
    7/3/2009
    Advertising Psychology
    49
    Who?
    Says what?
    By what means?
    To whom?
  50. Communication Model
    7/3/2009
    Advertising Psychology
    50
    Who?
    Says what?
    By what means?
    To whom?
    1) Copy theme
    Surface level
    Text
    Different ads using the same kinds of techniques (characters, jingles)
    Underlying level
    Text
    Signification system structured around connatative signified
  51. Communication Model
    1) Copy theme
    Use of figurative language and rhetorical devices
    7/3/2009
    Advertising Psychology
    51
    Who?
    Says what?
    By what means?
    To whom?
  52. Communication Model
    2) Visual representations
    „What visual images express can only be approximated by words, but never fully captured by them. Words represent an artificially imposed intellectual system removed from primal feeling; images plunge us into the depth of experience itself.“ (Barry, 75)
    7/3/2009
    Advertising Psychology
    52
    Who?
    Says what?
    By what means?
    To whom?
  53. Communication Model
    2) Visual representations
    7/3/2009
    Advertising Psychology
    53
    Who?
    Says what?
    By what means?
    To whom?
  54. 7/3/2009
    Advertising Psychology
    54
    Attracting attention
    Violating reality
  55. Communication Model
    2) Visual representations
    7/3/2009
    Advertising Psychology
    55
    Who?
    Says what?
    By what means?
    To whom?
  56. 7/3/2009
    Advertising Psychology
    56
    Attracting attention
    Visual Metaphor
  57. 7/3/2009
    Advertising Psychology
    57
    Attracting attention
    Visual Metaphor
  58. Communication Model
    2) Visual representations
    7/3/2009
    Advertising Psychology
    58
    Who?
    Says what?
    By what means?
    To whom?
  59. 7/3/2009
    Advertising Psychology
    59
    Attracting attention
    Visual parodies
  60. 7/3/2009
    Advertising Psychology
    60
    Attracting attention
    Visual parodies
  61. Communication Model
    2) Visual representations
    7/3/2009
    Advertising Psychology
    61
    Who?
    Says what?
    By what means?
    To whom?
  62. 7/3/2009
    Advertising Psychology
    62
    Attracting attention
    Direct eye gaze
  63. Communication Model
    2) Visual representations
    7/3/2009
    Advertising Psychology
    63
    Who?
    Says what?
    By what means?
    To whom?
  64. 7/3/2009
    Advertising Psychology
    64
    Eliciting Emotion
    Vertical camera Angle, Power, and Status
  65. Communication Model
    2) Visual representations
    7/3/2009
    Advertising Psychology
    65
    Who?
    Says what?
    By what means?
    To whom?
  66. 7/3/2009
    Advertising Psychology
    66
    Eliciting Emotion
    Looking down, Nurturance, Subservience
  67. Communication Model
    3) Music
    Attention gaining value
    Ability to engage a listener’s attention through speed and loudness
    Role in advertising – attract and hold attention
    However, can be act as a distractive factor
    Message congruence
    The extent to which purely instrumental music conveys meanings (feelings, images, thoughts) that are congruent with those evoked by ad messages
    7/3/2009
    Advertising Psychology
    67
    Who?
    Says what?
    By what means?
    To whom?
  68. 7/3/2009
    Advertising Psychology
    68
  69. Communication Model
    Who?
    Says what?
    By what means?
    To whom?
  70. Targeting Cultures
    Language
    Communication Style
    Symbols
    Cultural Values
    Communication Model
    7/3/2009
    Advertising Psychology
    70
    Who?
    Says what?
    By what means?
    To whom?
    Linguistics
    Cultural Suitability
  71. 7/3/2009
    Advertising Psychology
    71
    Targeting Cultures
    Linguistics
  72. 7/3/2009
    Advertising Psychology
    72
    Targeting Cultures
    Cultural Suitability
  73. Targeting Cultures
    Language
    Communication Style
    Symbols
    Cultural Values
    Communication Model
    7/3/2009
    Advertising Psychology
    73
    Who?
    Says what?
    By what means?
    To whom?
    Explicit
    Implicit
  74. 7/3/2009
    Advertising Psychology
    74
    Targeting Cultures
    Explicit
  75. Targeting Cultures
    Language
    Communication Style
    Symbols
    Cultural Values
    Communication Model
    7/3/2009
    Advertising Psychology
    75
    Who?
    Says what?
    By what means?
    To whom?
    Colors
    Numbers
  76. Colors and cultures
    7/3/2009
    Advertising Psychology
    76
  77. Targeting Cultures
    Language
    Communication Style
    Symbols
    Cultural Values
    Communication Model
    7/3/2009
    Advertising Psychology
    77
    Who?
    Says what?
    By what means?
    To whom?
    Religion
    Individualism
    Masculinity
  78. 7/3/2009
    Advertising Psychology
    78
    Targeting Cultures
    Religion
  79. Communication Model
    7/3/2009
    Advertising Psychology
    79
    Targeting Cultures
    US Melting Point
  80. 7/3/2009
    Advertising Psychology
    80
  81. Targeting Generations
    7/3/2009
    Advertising Psychology
    81
    “US“
    “I“
    “ALL“
    Respond to:
    Themselves reflected in images
    Fierce sarcasm/ Imagination, Creativity
    Stupid / Smart Messages
    Deconstructed Paradigms
    Style
    Luxury Goods and Mass Market
    Respond to:
    Cues of achievement / Status / Heroes
    Iconic Authority
    Heroes / Trailbrazers
    The things that are earned
    Comfort
    „I‘ve earned it luxury“
    Perks
    Anti-Aging
    Respond to:
    New Ideas
    Companies with a Philosophy
    „Multi-Sensory“ Experiences
    Multi Generational Models
    Fun / Learning
    Parents as their Heroes
    Interesting People
    Senses of Community
    GEN-X
    (24-35)
    BABY BOOMERS
    (36-54)
    GEN-Y
    (6-23)
  82. 7/3/2009
    Advertising Psychology
    82
    Targeting Generations
    Baby Boomers
  83. 7/3/2009
    Advertising Psychology
    83
    Targeting Generations
    Gen X
  84. 7/3/2009
    Advertising Psychology
    84
    Targeting Generations
    Gen Y
  85. Communication Model
    „The consumer is not an idiot, she‘s your wife.“
    - David Ogilvy
    „I heard another one: She‘s not an idiot, she‘s your boss!“
    - David Lubars, BBDO West
    7/3/2009
    Advertising Psychology
    85
    Targeting Genders
  86. Communication Model
    What do women want?
    7/3/2009
    Advertising Psychology
    86
    Targeting Genders
  87. 7/3/2009
    Advertising Psychology
    87
    Individuality
    Respect
    Connection
    What Do Women Want?
    Relationship
    Stress Relief
  88. 7/3/2009
    Advertising Psychology
    88
    Targeting Genders
    Respect?
  89. 7/3/2009
    Advertising Psychology
    89
    Targeting Genders
    Individuality
    Dove Pro-Age Campaign
  90. 7/3/2009
    Advertising Psychology
    90
    Targeting Genders
    Stress Relief
  91. 7/3/2009
    Advertising Psychology
    91
    Targeting Genders
    Connection
  92. 7/3/2009
    Advertising Psychology
    92
    Targeting Genders
    Relationship
  93. Measuring Effectiveness
    Advertising Psychology
    93
    7/3/2009
  94. Why?
    "Half the money I spend on advertising is wasted, and the trouble is I don't know which half. “
    - John Wanamaker
    7/3/2009
    Advertising Psychology
    94
  95. Traditional measures of effectiveness
    7/3/2009
    Advertising Psychology
    95
    Involvement
    Effectiveness
    Attitudes towards the ad
    Purchase Intentions
    Brand / Product / Ad recall
  96. Dillemma
    Some commercials succeed at being memorable without managing to persuade viewers, while other are persuasive without being memorable
    - David. W. Stewart, David H. Furse
    7/3/2009
    Advertising Psychology
    96
  97. Best practice
    7/3/2009
    Advertising Psychology
    97
    Copy refinement
    Below the surface exploration
    Strategy or copy developement
    Disaster checks
  98. Future Trends in Advertising
    98
    7/3/2009
    Advertising Psychology
  99. Mass is back in business
    Goal: reach a mass audience
  100. Future trends
    7/3/2009
    Advertising Psychology
    100
  101. 7/3/2009
    Advertising Psychology
    101
    Questions?
    Thoughts?
    Applause?
  102. Thank you for your attention!

+ Carmen NeghinaCarmen Neghina, 4 months ago

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