Presentation on theme: "Recognize & Understand That…. Advertising is persuasive because it adapts its messages to the complexity of the situation Adverting counters traditional."— Presentation transcript:
Recognize & Understand That…. Advertising is persuasive because it adapts its messages to the complexity of the situation Adverting counters traditional ideas about how we learn, and how we acquire attitudes
Advertising & our Attitudes Information is transmitted, once information is understood, attitudes may change or some reorganize of belief structure may occur. Once an attitude alters, then corresponding behavior follows
Important Concepts in Advertising Reach : how many people in the target audience will actually see or hear an advertisement Frequency : How many times the target audience will see or hear the ad within a specified time frame
Before Advertising Induces Behavior #1 Stimulate Interest #2 Prompt product evaluation and recognition #3 Reinforce message variables Accomplished through repetition of message.
Effects of Advertising Research: Usually two or three exposures can influence-short term influence Price reduction increase sales in short term, repeated price reduction can extend this effect. John Joes found that advertising had a positive but short term effect in 70 % of the cases be reviewed. Advertised brands receive 5 – 7 % more profit than unadvertised Advertised brands price higher
Likability Likability enhances persuasion Likability invokes a gratitude response
Characteristics of … Successful Advertisements # 1 The intrinsic properties of the advertisement itself REWARD viewers for watching the ad by making commercial ENTERTAINING & AMUSING #2 These campaigns communicate VISUALLY rather than Verbally # 3 Advertisement becomes an EMOTIONAL ENVELOPE
Internet Marketing #1 Gain attention, video, sound graphics or animation DRAW PEOPLE TO WEB PAGE & KEEP THEM THERE #2 Create interest ; relevant desired info must be provided quickly to keep people interested. KEEP PAGES CONSTANTLEY UPDATED #3 Build desire to interactivity as viewers move through the site. #4 INDUCE ACTION. a click and you purchase
SUBLIMINAL MESSAGES?? Messages that allegedly target the consumers subconscious- to sell products and services. EAT POPCORN The messages increased sales of popcorn by 57% (1/3,000)
Subliminal Messages w/Branded Entertainment Branded entertainment involves embedding advertising inside the content of television and radio programs and movies by placing products in important scenes or making brands intrinsic elements of plot lines. Source: The New York Times
CHANGES IN CONTEMPORARY ADVERTISING EXPOSED TO MORE ADVERTISING ADVERTISING MESSAGES BECAME SHORTER EMPHASIS ON CREATIVITY AND LIKABILITY GROWTH WITH CONSUMER GROWTH PROMOTIONS (coupons)
THE ADVERTISING INDUSTRY RELIES ON THE SUBTLE AND THE OBVIOUS. THE RATIONAL AND THE OBSURB, THE EVERYDAY AND THE NOVEL IN ORDER TO LEAD US FROM AWARNESS TO ULTIMATE PURCHASE
Advertising as Myth Nearly all advertising tells a story; they are narratives that describe situations and solve problems. Ads are most effective when they create attitudes and reinforce values Most ads are a narrative fiction that communicate information about a product in the context of the values, lifestyle, and the culture of the target audience.
Advertising as Myth (cont). Advertising encourages the liking of images, symbols, and feelings to the object or idea being sold Overtime, advertising creates mythical worlds and characters that become associated with specific brands.
Each advertisement or commercial represents an individual mythology, which also contributes to the overall brand mythology… Megabrand advertising does not just sell products, it creates an emotional bond between the brand and the consumer. Advertising creates this bond by mythologizing the product; by humanizing it; and by giving the product a distinct identity, personality, and sensibility. Advertising mythologizes brands by wrapping them in consumers dreams and fantasies.
Mythical Elements in Ads # 1 They feature characters, settings, plots #2 They involve conflicts usually printing one set of character or social values against another #3 The conflicts are resolved by using the product in effect the products become the hero Ads most effective when they create attitudes & reinforce values
Advertising is a powerful, subtle, and intensive as many face-to-face encounter. It is both a creative or scientific process Advertising messages are inherently persuasive; they seek to convert the individuals by playing on human emotions, hopes, and fears. Peoples interest are targeted based on demographic characteristics such as age, sex, income, or lifestyle. Our society is characterized by material possessions that often carry symbolic significance for the owner.
The quantity of advertising is increasing, and the distinction between advertising and other forms of communication, such as news and information are increasingly blurred. Advertising, like all persuasive communication is not neutral and will not always involve a psychological wins. To balance the persuasive presence of advertising consumers must engage in constant, critical analysis of advertising messages and influence