1. Welcome to the Advertising Webinar 18th April 2013
This webinar will start at 7pm.
For this webinar, it won’t be possible to enable individuals to speak, but you can ask questions and make comments by utilising the chat area on the right hand of the screen.
Please ensure that your computer’s internal speakers are switched on, or you have connected external speakers or headphones.

2. If you still can’t hear type please log off and then on again
Sound Check
The presenter is now speaking.
If you can’t hear anything make sure that you have enabled the sound on your computer. If you still can’t hear anything click on the arrow next to your name on the participants list and re-enable the audio.
If you still can’t hear type please log off and then on again

3. Webinar content for today:
Welcome
Your webinar presenter today is:
Anneke Edmonds
Webinar content for today:
Overview of the subject
Sessions 4 & 5 Practice Questions
Learning, Revision and Exam technique 3

4. Diploma in Marketing Communications
Advertising Exam Practice Sessions 4 and 5

5. Learning Outcomes
At the end of this session, students should be able to;
Understand how to approach answering exam questions
Learn some exam prep techniques

6. Session 4 question (December 2006)
Explain how the communications process works, and the attributes of emotional and rational appeals.
Give TWO current examples: one of a company using an emotional appeal approach and the other of a company using a rational appeal approach, clearly labelling your examples as either ‘emotional’ or ‘rational’.

7. How to approach this question
The question is in two parts
Explain how the communications process works, and the attributes of emotional and rational appeal.
7 marks and 6 marks (3 +3)
Give two current examples: one of a company using an emotional appeal approach and the other of a company using a rational appeal approach, clearly labelling your examples as either ‘emotional’ or ‘rational’.
4 marks + 4 marks
4 marks for quality of discussion, context and clarity

8. How Does Advertising Work? - Basic Model of Communications
Encode
Decode
Sender Message Receiver
NOISE
Feedback Loop
Brassington and Pettitt, 2006

9. Rational Appeals: Information Cues
Price
Quality
Performance
Components
Availability
Special offers
Taste
Nutrition
Packaging
Warranties
Safety
Independent research
Company research
New ideas

10. Emotional Appeals Humour Fear Warmth Eroticism Music Guilt Safety
Happiness
Pride
Self esteem
Emotional appeals can use both positive and negative emotions.
Fear and guilt are often used to change consumer behaviours (i.e. Drink driving, smoke detectors)

11. Message Format/Appeal
Information-based appeals:
Factual
Slice of life
Demonstration
Comparative advertising
Emotion-base appeals
Fear
Humour
Eroticism/sex
Music
Animation
Fantasy and surrealism

12. Information-based Appeals
Factual
Objective is to provide information.
Commonly associated with high-involvement decisions.
Persuasion is undertaken through the central processing route.
Ads should be rational and contain logically reasoned arguments.
Slice of Life
Assist ion establishing credibility as message is presented in a way that the receiver can immediately identify with.
On successful decoding of the message, the effect is for the receiver to conclude: “that person is like me; I have the same problem; they are satisfied with brand X, therefore I, too, will use brand X”.

13. Information-based Appeals
Demonstration
Presenting the problem to the audience as a demonstration.
The focus brand is depicted as instrumental in the resolution of a problem.
Whether the execution is believable is a function of the credibility and the degree of life-like dialogue.
Examples: Pain relief (Panadol), Removes stubborn stains (Flash, Cillit Bang).
Comparative advertising
Popular means of positioning brands.
Messages are based on the comparison of a brand with either a main competitor brand or all competing brands.
Aim = establish and maintain superiority.
Comparison centres on one or two key attributes.

14. Rational Appeal in Advertising

15. Emotion-based Appeals
Fear
Used demonstrate negative aspects (or physical dangers) with a particular behaviour or improper product usage.
Drink driving, life insurance or toothpaste brands use this approach.
Also used to highlight the threat of social rejection or disapproval if a brand is not used.
Anti-dandruff shampoos, deodorants etc use this approach.
Humour
If receivers are in a positive mood they are more likely to process advertising messages.
Humour can attract attention , stimulate interest and foster a positive mood.
More effective with low-involvement products/decisions.
Argument quality is likely to be high when using humour.

16. Emotion-based Appeals
Sex
Using sex as an appeal for buyers is excellent for gaining the attention of buyers – but achieves little else!
Sex appeals usually work well for products such as perfume, jewellery and clothing.
Haagen Dazs used pleasure as a central appeal when entering the UK market.
Music
Can provide continuity between a series of advertisements and can be a good peripheral cue.
A jingle, melody or tune, if repeated sufficiently, can become associated with the advertisements (Go Compare, Direct Line adverts).
Music can assist in differentiating and gaining attention.
It can be used to create mood and signal a lifestyle, so to communicate a brand identity.

17. Emotional Appeal Advert

18. Session 5 Question (December 2005)
Prepare a memo for the marketing department of your organisation that covers the following points:
The advantages and disadvantages of measuring the effectiveness of their advertising campaigns
What you should research in assessing the effectiveness of advertising, using examples to illustrate your answer.

19. How to approach this question
The advantages and disadvantages of measuring the effectiveness of their advertising campaigns – 5 x 2
Why measure? How can it help us? What are the problems?
What you should research in assessing the effectiveness of advertising, using examples to illustrate your answer (examples)
Achievement of objectives e.g. sales, enquiries, quotes, recognition and awareness, attitude change.
Use examples from your own organisation

20. Evaluation Why? Why don’t all organisations evaluate?
Avoid expensive mistakes
Evaluate alternative approaches
Increase overall efficiency
Why don’t all organisations evaluate?
Too expensive
Difficult to assess creativity
Can’t agree on what to test
Lack of time
Evaluation must be linked to objectives

21. Evaluating Communications Campaigns
Method
Explanation
Pre-testing
Used to shape creative aspect of ad prior to its release. Common methods:
Focus groups
Theatre/hall tests
Physiological tests
Readability tests
Post-testing
Used to evaluate effectiveness of ads:
Inquiry tests (behavioural)
Recall tests (communication)
Recognition tests (communication)
Sales-based (behavioural)
Tracking Studies
Involves interviewing a large number of people on a regular basis with purpose of collecting data about buyers perceptions of marketing communications
Fill, 2006

22. Evaluating Communications Campaigns
Method
Explanation
Likeability
The degree to which people enjoy an ad has a strong correlation with future sales.
A multifaceted concept so that ads that are perceived as personally meaningful, relevant, informative believable and convincing are regarded as reliable indicators of ad effectiveness
Enquiry tests
Measure the number of enquiries or direct responses stimulated by adverts (coupons, response cards, telephone calls)
Fill, 2006

23. Limitations of Pre-testing
Never the best possible ad – only ‘a guide to better advertising’
Artificial setting
Effect of repetition not considered
Limited time between exposure and test
Influence of external factors not measured (such as competitive action)
Ads are processed individually, but often tested in a group setting

24. Limitations of Post-testing
Difficult to isolate affect of single ad – usually part of a wider campaign of similar ads
Consumer’s honesty – they can lie, exaggerate or guess
Suggests that recognition or recall of the ad leads to buying the product – not always true!
Time between exposure and measurement – recall can drop dramatically after only a few days.
Product involvement will influence the results of the test – consumer who is interested in product category will perform better in recognising ads

25. Learning and Revision tips
Actively search out examples that apply to each area of the syllabus
This will help you to better remember basic concepts and help you to answer specific questions
Learn and revise the full syllabus
Don’t risk it and try to guess what may come up in the exam
Adopt an integrated approach to the subject

26. The Magic Formula – CAM L4
Evaluation
20%
Application
30%
Concept
40%
Presentation and wider reading
10%

27. Next webinar
Revision Webinar for Advertising is on 24th May

28. Questions?