2 Your ExperiencesHave 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.)?
3 Roles and Functions of Advertising To identify and differentiate from other offeringsTo communicate information about the productTo induce consumers to try new products and tosuggest reuseTo stimulate the distribution of a productRoles and Functions of AdvertisingTo increase product useTo build value, brand preference, and loyaltyTo lower the overall cost of sales
4 Roles of Advertising (cont’d) To associate feelings with brandTo link brand with peers and group norms(And…. More?)To …Roles of Advertising (cont’d)To…To…To…
5 Advertising Advertising characteristics Definitions Ubiquitous SymbolicProfaneMagicalDefinitionsAdvertising is a paid form of communicationAdvertising 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 identifiedAdvertising 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.
6 The Classifications of Advertising ByTarget audienceBy Geographic AreaMediumPurposeConsumerBusinessTradeProfessionalAgricultureLocal (retail)RegionalNationalGlobalPrintBroadcast(electronic)- Radio- TVOut-of-HomeDirect-MailInternetProductNonproductCommercialNon commercialActionAwareness“Teaser”
7 A general Model of the Communication Process for Promotions FeedbackModel of the communication processSourceMessageTransmissionReceiverActionManufacturerPromotion managerAd agencySalespersonSpokespersonAdvertisementsSales promotionsPersonal sellingPublicityMedia: TV, magazinesDirect mail: in-storeIn-home; telephoneNewspaper articlesConsumerConsumerRelevantAgents andstimuliKey actionsOr decisionManage promotionStrategyEncode promotioncommunicationTransmit promotioncommunicationDecode PromotioncommunicationTake actionAnalyze consumer/product relationshipDetermine promotionobjectives and budgetDesign and implementpromotion strategyEvaluate promotionstrategyDesign promotionto communicateappreciatemeaningsSelect media ordistribution methodto expose promotionmessage toappropriateaudienceAttend to messageInterpret promotionIntegrate meaningsto form Aact andbehavioral intentionPurchase productStore contactWord-mouthcommunicationSource: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3rd ed.
8 Internal Environment of the Advertising Process (Fig. 6.2) Noise is Any Factor That Interferes Withthe Correct Delivery of the Ad Message.Target Audience’s Attention Depends on:Their Perceived Needs,Information Processing, and Avoidance.Media Plan Produces the Best Set of MediaTo Reach the Target Audience at theBest Time and Place.The Creative Strategy Outlines What Typeof Message Needs to be Developed.
9 Cultural Frames Idolatry Iconology Narcissism Totemism products meet utilitarian needsIconologyproducts embody attributes approved by societyNarcissismproducts transform self and satisfy personal needsTotemismproducts signal group membershipPeriodMedia for AdvertisingNewspapers/ MagazinesRadioTelevisionMarketing StrategyRationalNon-RationalBehavioristSegmentationAdvertising StrategyUtilitySymbolsPersonalizationLifestyleElements in AdsProduct qualities, price, useSymbolic attributes of productsProducts as vehicles for personal changePeople in specific activities, settingsThemes in AdsQuality, useful, descriptiveStatus, family, health, social authorityGlamour, romance, sensuality, self-transformationLeisure, health, groups, friendship
11 Persuasion: Attitude Change and Trial RetrialAppealsAttitudesPersuasive Ads Try to Establish, Reinforce, or Change an Attitude, Build an Argument, Touch an Emotion, or Anchor a Conviction Based on:ConvictionLeads to TrailOpinionsEmotionsArgumentsLikability
12 Persuasion: Attitude Change and Trial AppealsSomething that makes the product particularly attractive or interesting to the consumer. i.e. security, esteem.Attitudes and OpinionsEstablish a new opinion where none has existed before,Reinforce an existing opinion,Change an existing opinion.LikabilityHow people respond to a product or a message. i.e. use of entertainment
13 Persuasion: Attitude Change and Trial ArgumentsA line of reasoning in which one point follows from another, leading to a logical conclusion. i.e Jeep adEmotionsHow someone feels about the product, etc. may be just as important as what that person knows about it.Conviction Leads to TrialStrong belief about a product’s benefits that leads to trial. i.e. good for us, make us look betterRetrialGoal is to build strong brand loyalty though repurchases.
14 Memorability: Locking Power Locking Messages Into Consumer’s Minds ThroughRecognition and RecallMemorability: Locking Power- Key VisualsVivid Image That Helps a ConsumerRemember a Product or Message- RepetitionJingles, Slogans, and Taglines areKey Repetition Tools***Vampire CreativityPeople Remember a Commercial,But Not the Product
15 10 Considerations When Reviewing an Ad What does the ad promise?What does the ad not say?What are the claims being made?What reasons are given for purchasing the product?What was the first thing that caught your attention?Remember, all advertising are pieces of “persuasion.”
16 10 Considerations When Reviewing an Ad (cont.) Remember, people often buy more than products. A Mercedes is more than transportation: we buy the world that it represents.Remember, there is no relationship between the brand and its image.Remember, read all the fine print.Remember, we participate in our own persuasion.
17 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.
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