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Advertising as Persuasion
Chapter 10
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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.)?
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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 stimulate the distribution of a product Roles and Functions of Advertising To increase product use To build value, brand preference, and loyalty To lower the overall cost of sales
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Roles of Advertising (cont’d)
To associate feelings with brand To link brand with peers and group norms (And…. More?) To … Roles of Advertising (cont’d) To… To… To…
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Advertising Advertising characteristics Definitions 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.
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The Classifications of Advertising
By Target audience By Geographic Area Medium 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”
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A general Model of the Communication Process for Promotions
Feedback Model of the communication process Source Message Transmission Receiver Action 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 Consumer Relevant Agents and stimuli Key actions Or decision 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 Aact and behavioral intention Purchase product Store contact Word-mouth communication Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3rd ed.
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Internal Environment of the Advertising Process (Fig. 6.2)
Noise is Any Factor That Interferes With the 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 Media To Reach the Target Audience at the Best Time and Place. The Creative Strategy Outlines What Type of Message Needs to be Developed.
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Cultural Frames Idolatry Iconology Narcissism Totemism
products meet utilitarian needs Iconology products embody attributes approved by society Narcissism products transform self and satisfy personal needs Totemism products signal group membership Period Media for Advertising Newspapers/ Magazines Radio Television Marketing Strategy Rational Non-Rational Behaviorist Segmentation Advertising Strategy Utility Symbols Personalization Lifestyle 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
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VALSTM Typology
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Persuasion: Attitude Change and Trial
Retrial Appeals Attitudes Persuasive Ads Try to Establish, Reinforce, or Change an Attitude, Build an Argument, Touch an Emotion, or Anchor a Conviction Based on: Conviction Leads to Trail Opinions Emotions Arguments Likability
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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
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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 product’s benefits that leads to trial. i.e. good for us, make us look better Retrial Goal is to build strong brand loyalty though repurchases.
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Memorability: Locking Power
Locking Messages Into Consumer’s Minds Through Recognition and Recall Memorability: Locking Power - Key Visuals Vivid Image That Helps a Consumer Remember a Product or Message - Repetition Jingles, Slogans, and Taglines are Key Repetition Tools ***Vampire Creativity People Remember a Commercial, But Not the Product
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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.”
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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.
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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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