Transcript Advertising Research

Communication Models and
Advertising Research
AIDA Model
Awareness
Interest
Desire
Action
Hierarchy of Effects
Unaware
Aware
Comprehension
& Image
Attitude
Action
New Adopter Hierarchy
Awareness
Interest
Evaluation
Trial
Adoption
Lavidge and Steiner model
Awareness
Knowledge
Liking
Preference
Conviction
Action
Research stream 1
• Exposure, Salience, Familiarity – Zazonc
• Exposure – Preference is created by mere
exposure
• Salience – ‘TOMA’ for mature brands.
Reminder advertising for others
• Familiarity – Comfort, Security,
Ownership, Intimacy – Perceptual Fluency
• Implications – High level of ad repetition –
for low involvement products
Research stream 2
• Low Involvement Learning- Krugman,Ray
For normal products
Cognitive
Attitudinal
Behavioural
For L.I. products
Cognitive
Behavioural
Attitudinal
Implications – For L. I. products, greater
awareness and branding is required to
build preference (Wayne D. Hoyer)
Familiarity – Attitude Grid
High
Imported goods,
Endorsement products
Popular FMCG
Big brands
Recently
launched
products
Paints,
Lubricants, etc
Low
High
Low
Familiarity
Central vs Peripheral routes to
processing
Central processing
• Depth of information processing
• Rational and logical thinking
• High involvement
Peripheral processing
• Holistic thinking
• Associating –ve or +ve cues from ads
• Cognitive ‘short-cuts’
Research stream 3
Elaboration Likelihood Model – Richard E.
Petty and John T. Cacioppo
Consumers are more likely to process
centrally when motivation and ability to
process is high. When either or both is
low, peripheral processing is likely to take
place.
Elaboration Likelihood Model to
Attitude change
Advertisement
Motivation to
No
Process
Peripheral cue
information
present
Yes
Ability to
process information
No
Yes
Central route
Peripheral
route
Factors that shape motivation and
ability
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Ad medium
Involvement or motivation (ad story)
Knowledge level
Comprehension
Distraction
Emotion
Need for cognition
Research stream 4
• The Cognitive Response Model
Advertising exposure and processing leads
to consumers forming SAs and CAs.
These are the thoughts that go on in the
consumer’s mind which are cognitive
responses
• SAs change beliefs and attitudes
• CAs strengthens existing beliefs and
attitudes
Cognitive Response Model
CAs
SAs
CAs
SAs
Exposure
Implications of the CR model
The objective of the advertiser would be to
stimulates SAs and minimise CAs
Therefore this is to be managed
• Repetitions. CAs rise and SAs fall with too much
repetition. Therefore there is an optimal level
beyond which advertising should not take place
(ad wearout)
• Don’t expect to win over a hostile audience
easily
• Strength of argument promotes SAs
• Emotion – Positive moods generates SAs
Research Stream 5
Recall and Persuasion – David W. Stewart and
John G. Lynch
• Recall is a necessary but not a sufficient
condition for persuasion
• For L.I. products, recall is necessary for
comprehension and comprehension is
necessary for persuasion
• For H. I. products, message content indicating
superiority over competitive products and recall
are both necessary