Presentation on theme: "Advertising as Persuasion Chapter 10. Your Experiences Have you done something primarily because of the ad you saw( e.g., bought the offering, talked."— Presentation transcript:
Advertising as Persuasion Chapter 10
Your Experiences Have you done something primarily because of the ad you saw( e.g., bought the offering, talked about it, encouraged or discouraged friends to use it, etc.)?
Roles and Functions of Advertising To identify and differentiate from other offerings To communicate information about the product To induce consumers to try new products and to suggest reuse To induce consumers to try new products and to suggest reuse To stimulate the distribution of a product To increase product use To build value, brand preference, and loyalty To lower the overall cost of sales
Roles of Advertising (contd) To associate feelings with brand To link brand with peers and group norms (And…. More?) To …
Advertising Advertising characteristics – Ubiquitous – Symbolic – Profane – Magical Definitions – Advertising is a paid form of communication – Advertising is a nonpersonal, presentational form of communication distinct from face-to-face sales presentations. – Advertising messages present ideas, products, and services. – Sponsors of advertising messages are identified – Advertising is defined as communication by a specific group or industry utilizing mass media for the purposes of selling a product, service, candidate, or idea to a target audience.
The Classifications of Advertising By Target audience By Geographic Area By Medium By Purpose Consumer Business - Trade - Professional - Agriculture Local (retail) Regional National Global Print Broadcast (electronic) - Radio - TV Out-of-Home Direct-Mail Internet Product Nonproduct Commercial Non- commercial Action Awareness Teaser
7 A general Model of the Communication Process for Promotions Feedback Source Message Transmission ReceiverAction Model of the communication process Manufacturer Promotion manager Ad agency Salesperson Spokesperson Advertisements Sales promotions Personal selling Publicity Media: TV, magazines Direct mail: in-store In-home; telephone Newspaper articles Consumer Manage promotion Strategy Encode promotion communication Transmit promotion communication Decode Promotion communication Take action Analyze consumer/ product relationship Determine promotion objectives and budget Design and implement promotion strategy Evaluate promotion strategy Design promotion to communicate appreciate meanings Select media or distribution method to expose promotion message to appropriate audience Attend to message Interpret promotion Integrate meanings to form A act and behavioral intention Purchase product Store contact Word-mouth communication Relevant Agents and stimuli Key actions Or decision Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3 rd ed.
8 Noise is Any Factor That Interferes With the Correct Delivery of the Ad Message. Noise is Any Factor That Interferes With the Correct Delivery of the Ad Message. Target Audiences Attention Depends on: Their Perceived Needs, Information Processing, and Avoidance. Target Audiences Attention Depends on: Their Perceived Needs, Information Processing, and Avoidance. Media Plan Produces the Best Set of Media To Reach the Target Audience at the Best Time and Place. Media Plan Produces the Best Set of Media To Reach the Target Audience at the Best Time and Place. The Creative Strategy Outlines What Type of Message Needs to be Developed. The Creative Strategy Outlines What Type of Message Needs to be Developed. Internal Environment of the Advertising Process (Fig. 6.2)
Cultura l Frames Idolatry products meet utilitarian needs Iconology products embody attributes approved by society Narcissis m products transform self and satisfy personal needs Totemism products signal group membership Period Media for Advertising Newspapers/ Magazines RadioTelevision Marketing Strategy RationalNon-RationalBehavioristSegmentation Advertising Strategy UtilitySymbolsPersonalizationLifestyle Elements in Ads Product qualities, price, use Symbolic attributes of products Products as vehicles for personal change People in specific activities, settings Themes in Ads Quality, useful, descriptive Status, family, health, social authority Glamour, romance, sensuality, self- transformation Leisure, health, groups, friendship
VALS TM Typology
11 Opinions Emotions Conviction Leads to Trail Attitudes Arguments Likability Retrial Persuasion: Attitude Change and Trial Appeals Persuasive Ads Try to Establish, Reinforce, or Change an Attitude, Build an Argument, Touch an Emotion, or Anchor a Conviction Based on:
12 Persuasion: Attitude Change and Trial Appeals – Something that makes the product particularly attractive or interesting to the consumer. i.e. security, esteem. Attitudes and Opinions – Establish a new opinion where none has existed before, – Reinforce an existing opinion, – Change an existing opinion. Likability – How people respond to a product or a message. i.e. use of entertainment
13 Persuasion: Attitude Change and Trial Arguments – A line of reasoning in which one point follows from another, leading to a logical conclusion. i.e Jeep ad Emotions – How someone feels about the product, etc. may be just as important as what that person knows about it. Conviction Leads to Trial – Strong belief about a products benefits that leads to trial. i.e. good for us, make us look better Retrial – Goal is to build strong brand loyalty though repurchases.
14 Memorability Locking Messages Into Consumers Minds Through Recognition and Recall Memorability Locking Messages Into Consumers Minds Through Recognition and Recall - Key Visuals Vivid Image That Helps a Consumer Remember a Product or Message - Key Visuals Vivid Image That Helps a Consumer Remember a Product or Message - Repetition Jingles, Slogans, and Taglines are Key Repetition Tools - Repetition Jingles, Slogans, and Taglines are Key Repetition Tools ***Vampire Creativity People Remember a Commercial, But Not the Product ***Vampire Creativity People Remember a Commercial, But Not the Product Memorability: Locking Power
10 Considerations When Reviewing an Ad 1. What does the ad promise? 2. What does the ad not say? 3. What are the claims being made? 4. What reasons are given for purchasing the product? 5. What was the first thing that caught your attention? 6. Remember, all advertising are pieces of persuasion.
10 Considerations When Reviewing an Ad (cont.) 7. Remember, people often buy more than products. A Mercedes is more than transportation: we buy the world that it represents. 8. Remember, there is no relationship between the brand and its image. 9. Remember, read all the fine print. 10. Remember, we participate in our own persuasion.
Considerations When Reviewing an Ad (cont.) While analyzing these specific elements, remember the following: People often buy more than products. A Mercedes is more than transportation; we buy the world that it represents. There is no relationship between the brand and its image. Read all the fine print. We participate in our own persuasion.