Advertising Psychology

Advertising

7/3/2009
Advertising Psychology
2

Agenda
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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

Advertising Revealed

Innovative
Fun
Hard Work
What do you think about advertising?
Creative
Deceptive
Aggressive

Non-Personal
Sponsor
Mass Media
What is advertising in theory?
Large Audience
Paid form of communication
Persuasive

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.
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Major objectives
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Effects of advertising
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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
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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
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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

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Unique
taste, shape, color, different flavors
Proposition
The Beck‘s experience
Selling
Bottles, cans & kegs

Brand Wheel
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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

Brand Wheel
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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

Advertising Tactics

A framework of psychological meaning
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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

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
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Examples of peripheral cues
celebrity
attractive source
sources with high credibility
expert sources
humor
erotic stimuli
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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
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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

Communication Model
Who?
Says what?
By what means?
To whom?

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
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Who?
Says what?
By what means?
To whom?

Communication Model
1) Credibility
2) Attractiveness
For low involvement products – coffee, perfume
Attractive models do not enhance recall, but facilitate ad recognition
3) Gender
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Who?
Says what?
By what means?
To whom?

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Source
Credibility
Attractiveness
Gender

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Source
Credibility
Attractiveness
Gender

Communication Model
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
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Who?
Says what?
By what means?
To whom?

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Source
Credibility
Attractiveness
Gender

Communication Model
Who?
Says what?
By what means?
To whom?

Communication Model
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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?

Communication Model
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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

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?
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Who?
Says what?
By what means?
To whom?

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”
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Who?
Says what?
By what means?
To whom?

Communication Model
The role of emotion
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Who?
Says what?
By what means?
To whom?

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Message appeal
Pleasure

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Message appeal
Arousal
Vitality
Liveliness

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Message appeal
Dominance

Communication Model
Fear appeals as arousal
Optimal range of tension
Point of inflection where increasing tension activates anxiety –> negative feelings
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Who?
Says what?
By what means?
To whom?
Audio-Visual
Print
Anxiety & Energy
generation
Energy generation
Threshold
No picture
Picture
Tension

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Message appeal
Fear

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Message appeal
Fear

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Message appeal
Fear

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Message appeal
Fear

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Message appeal
Fear

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
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Who?
Says what?
By what means?
To whom?

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Message appeal
Humor

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Message appeal
Humor

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
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Who?
Says what?
By what means?
To whom?

Communication Model
Who?
Says what?
By what means?
To whom?

Communication Model
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Who?
Says what?
By what means?
To whom?

Communication Model
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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

Communication Model
1) Copy theme
Use of figurative language and rhetorical devices
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Who?
Says what?
By what means?
To whom?

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)
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Who?
Says what?
By what means?
To whom?

Communication Model
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Who?
Says what?
By what means?
To whom?

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Attracting attention
Violating reality

Communication Model
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Who?
Says what?
By what means?
To whom?

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Visual Metaphor

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Visual Metaphor

Communication Model
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Who?
Says what?
By what means?
To whom?

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Visual parodies

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Visual parodies

Communication Model
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Who?
Says what?
By what means?
To whom?

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Direct eye gaze

Communication Model
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Who?
Says what?
By what means?
To whom?

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Eliciting Emotion
Vertical camera Angle, Power, and Status

Communication Model
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Who?
Says what?
By what means?
To whom?

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Eliciting Emotion
Looking down, Nurturance, Subservience

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
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Who?
Says what?
By what means?
To whom?

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Communication Model
Who?
Says what?
By what means?
To whom?

Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Linguistics
Cultural Suitability

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Targeting Cultures
Linguistics

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Targeting Cultures
Cultural Suitability

Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Explicit
Implicit

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Targeting Cultures
Explicit

Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Colors
Numbers

Colors and cultures
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Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Religion
Individualism
Masculinity

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Targeting Cultures
Religion

Communication Model
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Targeting Cultures
US Melting Point

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Targeting Generations
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“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)

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Baby Boomers

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Gen X

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Gen Y

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
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Targeting Genders

Communication Model
What do women want?
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Targeting Genders

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Individuality
Respect
Connection
What Do Women Want?
Relationship
Stress Relief

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Targeting Genders
Respect?

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Targeting Genders
Individuality
Dove Pro-Age Campaign

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Targeting Genders
Stress Relief

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Targeting Genders
Connection

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Targeting Genders
Relationship

Measuring Effectiveness
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Why?
"Half the money I spend on advertising is wasted, and the trouble is I don't know which half. “
- John Wanamaker
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Traditional measures of effectiveness
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Involvement
Effectiveness
Attitudes towards the ad
Purchase Intentions
Brand / Product / Ad recall

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
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Best practice
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Copy refinement
Below the surface exploration
Strategy or copy developement
Disaster checks

Future Trends in Advertising
98
7/3/2009

Mass is back in business
Goal: reach a mass audience

Future trends
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Questions?
Thoughts?
Applause?

Thank you for your attention!

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Advertising Psychology

by Carmen Neghina on Jul 05, 2009

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Advertising Psychology — Presentation Transcript