Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Branding is very important in today's world. Whether it is for businesses or individuals, it is essential to invest in brand building in order to be distinct.
In this presentation I describe the Brand Personality Framework which was developed by Jennifer Aaker in 1997 and use it to look at the Brand Personality of some of the iconic Indian Brands.
The power-point presentation is a summary of a HBR article on creativity in advertising. It also demonstrates its relation to theory from the book "Introduction to marketing management " by Philip Kotler and advertisements supporting the theory. Be sure to view this with good internet facility. It is 130 MB in size and contains few video commercials.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
All products and services have a Value Proposition set by the market place. What you offer to the market needs to be designed in order to exceed customer expectations. Learn more about this concept.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Branding is very important in today's world. Whether it is for businesses or individuals, it is essential to invest in brand building in order to be distinct.
In this presentation I describe the Brand Personality Framework which was developed by Jennifer Aaker in 1997 and use it to look at the Brand Personality of some of the iconic Indian Brands.
The power-point presentation is a summary of a HBR article on creativity in advertising. It also demonstrates its relation to theory from the book "Introduction to marketing management " by Philip Kotler and advertisements supporting the theory. Be sure to view this with good internet facility. It is 130 MB in size and contains few video commercials.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
All products and services have a Value Proposition set by the market place. What you offer to the market needs to be designed in order to exceed customer expectations. Learn more about this concept.
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Top 10 USP's (Unique Selling Propostions)Rick Osbourne
A Unique Selling Proposition distinguishes a business apart from all others. And instead of competing you eliminate competitors with a well conceived USP.
Role of board of directors - corporate management - Strategic Management - ...manumelwin
It acts as the Trustee of Shareholders – The director’s act as representatives of shareholders and work with utmost faith and degree of honesty in protecting long term aims of wealth maximization of company.
A discourse over the role of persuasive psychology in commercial advertising.
Topics include:
- Advertising psychology over time
- cognitive theories and effects
- rhetoric influences on advertising
- advertising effects on children
Hint:
Download the presentation for extensive presenter explanations (dutch) in the notes section.
Is Creativity the Key to Connection - Future of Social Media Forum 2018craig mack
I recently spoke at IBR Conferences Future of Social Media Strategy Forum in Sydney on May 31 and again on June 1 for a live podcast with Hot and Delicious.
I looked at the future, and present, of social media strategy and content from a perspective that is often undervalued - the value and role of creativity.
Read more about this talk: https://craigontoast.com/2018/06/13/if-marketing-is-all-art-and-science-is-creativity-the-key-to-connection/
Listen to the Podcast with Hot and Delicious: https://hotndelicious.com/2018/06/05/future-social-media-2018-conference-hot-delicious-rocks-the-planet-live-podcast/
Craig Mack is a social media and content strategist, Head of Social Media at Colloquial @ JWT, blogger, model and Ambassador for suicide prevention charity R U OK. With broad experience in social media, digital and content, from all client, agency and talent sides he has a unique view of and approach to social media. Whether developing strategy, building and engaging communities, creating content, running paid social campaigns, working with influencers or analysing data, thinking creatively and putting the audience first to deliver results, is the lens he looks through.
Welcome to Marketing 3.0 World
Have been inspired by the sustainable “Marketing 3.0”, we selected the key parts from the book and various presentations, digested and retold in our own way, for you to enjoy.
Hoping it’ll inspire you to practice “Marketing 3.0” more, as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better place.
Marketing the cmo agenda jpb_module2_entering the behaviors'jungle_jan 2017Jean-Pierre Baeyens
This second part of a marketing basics course addresses the recent evolutions of behaviors and their influence on the marketing process. For more about Prof Baeyens, see https://profbaeyens.com
Healthy Inspirations Traditional Marketing & FacebookJustin Tamsett
Research shows traditional marketing is proving less successful but when combined with social media we see the success increase. Learn the secrets of both traditional marketing and social media.
Fairy Tailors - Case Studies - AladinE [EN/US]Fairy Tailors
Fairy Tailors | Social Media Campaign Succes Stories & Case Studies [EN / US]
Client: AladinE.
For more details don't hesitate to contact us directly by e-mail info@fairytailors.cz or via contact form on our website www.fairytailors.cz !
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
This presentation was developed as a guest lecture for the "Public Relations: History & Society" course in the Public Relations Post Degree Diploma Program at Western Continuing Studies. It addresses what Public Relations and Marketing (& Marketing Communications -MarCom) are and how they differ.
Many professionals and associations define all three terms differently though generally it's acknowledged that all need to be used to engage an audience, specifically a target market. Please feel free to comment with your definition of Public Relations, Marketing and/or Marketing Communications -MarCom.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
Marketing and propaganda are not two subjects from separate books. There is a huge overlap.
All marketing is not propaganda and all propaganda is not marketing. Propaganda is a technique of doing marketing.
Let’s define these concepts before we talk about the differences, overlaps and where you stand.
https://stephenrtaylor.co.uk/how-propaganda-works-for-businesses-by-stephen-taylor/
If you would build a new brand in the food industry, what would you choose? My team and I went for an African meal package brand, that combines the flavors of Africa & the convenience required by today's fast consumer lifestyles. The result? A great branding campaign. Have a look !!
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes
Presentation of the article by Bernard L. Simonin & Julie A. Ruth (1998).
This presentation looks at the effects of brand alliances on the individual brands.
First part of a larger paper on the topic of incremental vs. radical innovation. The paper is based on extant research and tries to answer a very simple question: how to innovate? Marketing literature is used in order to provide a deeper understanding of the topic.
How to Innovate? Giant leaps or small steps?Carmen Neghina
First part of a larger presentation / paper on the topic of incremental vs. radical innovation. The presentation is based on extant research and tries to answer a very simple question: how to innovate? The presentation is done from a product management point of view.
The interplay of affect and cognition in consumer decision making. Baba Shiv & Alexander Fedorikhin
Buying Behavior presentation: Andreea Dicu, Raquel Gonzalez Martin,
François-Xavier Jeanne, Carmen Neghina, Algirdas Sabaliauskas
Public Relations and New Media TechnologiesCarmen Neghina
Carmen Neghina
Public Relations and New Media Technologies
Changing models of communication
- trends
- traditional model
Implications of new technology
- implications
- challenges
- two-way communication model
survey results
- content analysis
- mail questionnaire
- conclusions
Hofstede - Cultural differences in international managementCarmen Neghina
Andreea Dicu, Carmen Neghina, Alina Oprea, Teodora Vasileva
Hofstede’s Study on Work Related-Values Concept, Methods, Results, and
Critique
Culture defined
Hofstede’s cultural dimensions
Implications for management
Criticism
Knowledge Management - International University in GermanyCarmen Neghina
Miguel Espinosa, Carmen Neghina, Alina Oprea, Teodora Vasileva
Group presentation - improving knowledge management at the International University in Germany
Roxana Craciun, Felix Gehring, Carmen Neghina, Alina Oprea, Marc Schöfer - Mash-up Project for Accenture Campus Challenge - dynamic information exchange within companies
Carmen Neghina, Alina Oprea, Myriam Suidan - Case study - Marketing and Psychology
Who Influences Decisions?
Who Is in the Buying-Center?
Who Are the Powerful Buyers?
What Do Buyers Want?
Diagnosing Motivation
The Buyers’ Decision-making Process
Possible Outcomes
How Do Buyers Perceive a Company?
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
3. Agenda
2/19/2015 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
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.
2/19/2015 7Advertising Psychology
9. Effects of advertising
2/19/2015 Advertising Psychology 9
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
2/19/2015 10Advertising 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
2/19/2015 11Advertising Psychology
12. Unique Selling Proposition
2/19/2015 Advertising Psychology 12
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
2/19/2015 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.
Brand
Essence
15. Brand Wheel
2/19/2015 Advertising Psychology 15
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
2/19/2015 Advertising Psychology 17
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
2/19/2015 18Advertising Psychology
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
2/19/2015 19Advertising Psychology
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
2/19/2015 20Advertising Psychology
21. Elaboration Likelihood Model
2/19/2015 Advertising Psychology 21
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
2/19/2015 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
2/19/2015 Advertising Psychology 24
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
2/19/2015 Advertising Psychology 27
Who? Says what? By what means? To whom?
30. Communication Model
Message appeal - the overall style of the advertising
2/19/2015 Advertising Psychology 30
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
2/19/2015 Advertising Psychology 31
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?
2/19/2015 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”
2/19/2015 Advertising Psychology 33
Who? Says what? By what means? To whom?
34. Communication Model
The role of emotion
2/19/2015 Advertising Psychology 34
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
2/19/2015 Advertising Psychology 38
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
2/19/2015 Advertising Psychology 44
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
2/19/2015 Advertising Psychology 47
Who? Says what? By what means? To whom?
50. Communication Model
1) Copy theme
2/19/2015 Advertising Psychology 50
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
2/19/2015 Advertising Psychology 51
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)
2/19/2015 Advertising Psychology 52
Who? Says what? By what means? To whom?
53. Communication Model
2) Visual representations
2/19/2015 Advertising Psychology 53
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
2/19/2015 Advertising Psychology 55
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
2/19/2015 Advertising Psychology 58
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
2/19/2015 Advertising Psychology 61
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
2/19/2015 Advertising Psychology 63
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
2/19/2015 Advertising Psychology 65
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
2/19/2015 Advertising Psychology 67
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
2/19/2015 Advertising Psychology 81
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
2/19/2015 Advertising Psychology 85
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
2/19/2015 Advertising Psychology 94
95. Traditional measures of effectiveness
2/19/2015 Advertising Psychology 95
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
2/19/2015 Advertising Psychology 96
97. Best practice
2/19/2015 Advertising Psychology 97
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