3. 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
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.
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9. Effects of advertising
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Cognitive
• awareness /
recognition of
the ad, brand,
or
product/service
• memory about
the ad, brand,
or
product/service
Affective
• Interest
• product liking
• positive
emotional
response to an
ad
• emotional
bonding
Conative
• purchase
consideration
• buying the
product
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
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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
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12. Unique Selling Proposition
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Unique
Advertising that promises a unique benefit,
or a benefit that is perceived as distinct
and/or superior
Selling
Significant and relevant
to consumers - persuasive
enough to incite action
Proposition
A clear, compelling
consumer benefit that is
delivered by the product
14. 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.
Brand
Essence
15. Brand Wheel
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DRIVING EXCELLENCE
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
Brand
Essence
17. A framework of psychological meaning
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Stimulus
e.g. TV ad
Billboard
Image ad
Tangible Attributes
e.g. size
color
brightness
music
Data driven
e.g. sight
touch
sound
Intangible
Attributes
e.g. modern
fun
exciting
Concept Driven
e.g. cognitive
associations
cognitive
abstractions
Psychological
Meaning
Individual
characteristics
e.g. attitudes
perceptual selectivity
personality
Social characteristics
e.g. gender
social class
marital status
occupation
Situational
characteristics
e.g. time to make decision
number of available
choices
Attribute Bundle Perceptual Mode Context
18. 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
Elaboration Likelihood Model
(Petty & Cacioppo, 1986)
Implies two routes to persuasion:
Central route to
persuasion
Peripheral route to
persuasion
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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
19. Examples of peripheral cues
celebrity
attractive source
sources with high credibility
expert sources
humor
erotic stimuli
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20. Elaboration Likelihood Model
Motivation to 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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21. Elaboration Likelihood Model
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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
Attitudechange
Consequences of elaboration
23. Communication Model
Source characteristics
1) Credibility
Lower credibility 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?
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
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Who? Says what? By what means? To whom?
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
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Who? Says what? By what means? To whom?
30. Communication Model
Message appeal - the overall style of the advertising
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Who? Says what? By what means? To whom?
Rational appeal?
One- vs. two- sided and
comparative appeals?
Emotional appeal?
31. Communication Model
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
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Who? Says what? By what means? To whom?
Ads
Competitors
for attention
Perceptualfilters Memory
Affect
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?
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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”
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Who? Says what? By what means? To whom?
34. Communication Model
The role of emotion
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Who? Says what? By what means? To whom?
A Typology of Emotional Content
Positive Negative
Pleasure Joy
Friendliness
Sadness
Loneliness
Arousal Vitality
Liveliness
Overstimulation
Dominance Competence
Self-fulfillment
Futility
38. Communication Model
Fear appeals as arousal
Optimal range of tension
Point of inflection where increasing tension activates
anxiety –> negative feelings
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Audio-Visual
Print
Energy generation
Anxiety & Energy
generation
Threshold
Tension
No picture Picture
Who? Says what? By what means? To whom?
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
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Who? Says what? By what means? To whom?
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
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Who? Says what? By what means? To whom?
50. Communication Model
1) Copy theme
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Who? Says what? By what means? To whom?
Surface level
Text
Underlying level
Text
Different ads using the same kinds of
techniques (characters, jingles)
Signification system structured around
connatative signified
51. Communication Model
1) Copy theme
Use of figurative language and rhetorical devices
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Who? Says what? By what means? To whom?
Metaphor
• used in
creating brand
identity
• Beetle (small
and quick)
• Mustang (very
fast)
Slogans
• reinforce the
recognizability
of a brand
name
• Joint the Pepsi
generation
Imperative
forms
• this creates the
effect of advice
coming from
an unseen
authoritative
source
• Trust your
senses
Formulas
• create the
effect of
making
meaningless
statements
sound truthful
• A Volkswagen
is a
Volkswagen
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)
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Who? Says what? By what means? To whom?
53. Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting
Attention
• Violating
reality
• Surrealism
and visual
metaphor
• Visual
parodies
• Direct eye
gaze
Eliciting Emotion
• Vertical
camera angle,
Power, and
Status
• Looking down,
Nurturance,
Subservience
55. Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting
Attention
• Violating
reality
• Surrealism
and visual
metaphor
• Visual
parodies
• Direct eye
gaze
Eliciting Emotion
• Vertical
camera angle,
Power, and
Status
• Looking down,
Nurturance,
Subservience
58. Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting
Attention
• Violating
reality
• Surrealism
and visual
metaphor
• Visual
parodies
• Direct eye
gaze
Eliciting Emotion
• Vertical
camera angle,
Power, and
Status
• Looking down,
Nurturance,
Subservience
61. Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting
Attention
• Violating
reality
• Surrealism
and visual
metaphor
• Visual
parodies
• Direct eye
gaze
Eliciting Emotion
• Vertical
camera angle,
Power, and
Status
• Looking down,
Nurturance,
Subservience
63. Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting
Attention
• Violating
reality
• Surrealism
and visual
metaphor
• Visual
parodies
• Direct eye
gaze
Eliciting Emotion
• Vertical
camera angle,
Power, and
Status
• Looking down,
Nurturance,
Subservience
65. Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting
Attention
• Violating
reality
• Surrealism
and visual
metaphor
• Visual
parodies
• Direct eye
gaze
Eliciting Emotion
• Vertical
camera angle,
Power, and
Status
• 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
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Who? Says what? By what means? To whom?
81. Respond to:
Themselves reflected in images
Fierce sarcasm/ Imagination, Creativity
Stupid / Smart Messages
Deconstructed Paradigms
Style
Luxury Goods and Mass Market
Targeting Generations
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GEN-X
(24-35)
“US“ “I“ “ALL“
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
BABY BOOMERS
(36-54)
GEN-Y
(6-23)
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
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Targeting Genders
94. 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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95. Traditional measures of effectiveness
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Effectiveness
Attitudes
towards the ad
Brand / Product
/ Ad recall
Purchase
Intentions
Involvement
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
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97. Best practice
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Strategy or copy
developement
Copy refinement
Below the surface
exploration
Disaster checks
98. Future Trends in Advertising
2/19/2015 Advertising Psychology 98
99. Mass is back in business
Goal: reach a mass audience
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