Transcript Chapter 6

Chapter 6
How Advertising Works
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Learning Objectives
Review consumer behavior
Understand the basic human
communication process.
Learn about what advertising can do to
influence consumers at various stages
of the process.
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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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The Human Communication
Process
Sources
Encoding
Message
Channel
Decoding
Feedback
Receiver
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A general Model of the Communication Process for
Promotions
Feedback
Model of the
communication
process
Relevant
Agents and
stimuli
Source
Message
• Manufacturer
• Advertisements
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Promotion manager
Ad agency
Salesperson
Spokesperson
Key actions Manage promotion
Strategy
Or decision
• Analyze consumer/
product relationship
• Determine promotion
objectives and budget
• Design and implement
promotion strategy
• Evaluate promotion
strategy
Transmission
Receiver
• Consumer
• Sales promotions
• Personal selling
• Publicity
• Media: TV, magazines
• Direct mail: in-store
• In-home; telephone
• Newspaper articles
Encode promotion
communication
Transmit promotion
communication
Decode Promotion
• Design promotion
to communicate
appreciate
meanings
• Select media or
distribution method
to expose promotion
message to
appropriate
audience
Action
• Consumer
Take action
communication
• Attend to message
• Interpret promotion
• Integrate meanings
to form Aact and
behavioral intention
• Purchase product
• Store contact
• Word-mouth
communication
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Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3rd ed.
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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The Message Reception
Process (Fig. 6.3)
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Marketing Communications Spectrum
(DAGMAR)
- Advertising
- Promotion
- Personal selling
- Publicity
-User recommendation
- Product design
- Availability
- Display
- Price
- Packaging
-Exhibits
MKTG FORCES
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- Competition from
other brands within
the product category
- Memory lapse
- Sales resistance
- Market attrition
- Competition from other
product categories
- Other environmental
factors
COUNTERVAILING
FORCES
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Alternative Response Hierarchies: Three-Orders
Model
Topical Involvement
High
Low
(Learning model)
Cognitive
High
Affective
(Low Involvement model)
Cognitive
Conative
Perceived Product
Differentiation
(Dissonance attribution model)
Conative
Conactive
Low
Affective
Affective
Cognitive
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Communication Effects
Models
Traditional Response Hierarchy Models
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AIDA
Hierarchy of effects
Innovation adoption
Information processing
Two assumptions: high topical involvement and a
high level of brand differentiation
Standard learning model (cognitive-->affective-->
conative)
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Communication Effects
Models
Alternative Response Hierarchy Models
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Dissonance/Attribution model
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high topical involvement, but low brand differentiation
conative--> affective--> cognitive
reducing dissonance as a primary role of adv.
Low involvement model
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“learning without involvement” (Herbert Krugman)
cognitive->conative->affective
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simple cues in advertising triggers a brand choice
developing such cues as a primary role of advertising
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Hierarchy of effects
Implications of effects models
Which model best represents consumer
responses related to the product/service
being promoted?
Where do consumers perceive us to be
located in the hierarchy?
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==>Then, where do we plan to move
consumers to in the hierarchy?
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Perception: Creating Stopping
Power
One of the Biggest Challenges for Advertisers is Simply to Get
Consumers to Notice Their Messages.
Exposure
Attention
Messages Have
To be Placed
in a Medium
that the Target
Audience
Sees, Reads,
Watches, or
Listens to.
The Mind is
Engaged; it is
Focusing on
Something.
Attention is
Aroused by a
Trigger.
Stopping
Power
Ads that Stop
The Scanning
are Usually
High in
Intrusiveness
& Originality.
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Awareness: Making an
Impression
Attention
- Relevance
- Interest
Involvement
Attention is a Message
Design Problem and is
Obtained by Providing:
Ads That Speak to Our
Personal Interest are
Noticed More Often.
Interest is Usually Created
by Personal Involvement or
Curiosity.
Intensity of the Consumer’s
Interest in a Product,
Medium or Message.
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Understanding: Making It
Clear
Understanding is a Conscious Effort to
Make Sense of the Information Being
Presented and May Involve:
Teaching, Learning,
Knowing
Association
Clear Relevant Explanations
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Persuasion: Attitude Change
and Trial
Retrial
Conviction
Leads to Trail
Emotions
Appeals
Persuasive Ads Try to
Establish, Reinforce, or
Change an Attitude,
Build an Argument,
Touch an Emotion, or
Anchor a Conviction
Based on:
Arguments
Likability
Attitudes
Opinions
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Persuasion: Attitude Change
and Trial
Appeals
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Something that makes the product particularly attractive
or interesting to the consumer. i.e. security, esteem.
Attitudes and Opinions
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Establish a new opinion where none has existed
before,
Reinforce an existing opinion,
Change an existing opinion.
Likability
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How people respond to a product or a message. i.e.
use of entertainment
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Persuasion: Attitude Change
and Trial
Arguments
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A line of reasoning in which one point follows from
another, leading to a logical conclusion. i.e Jeep ad
Emotions
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How someone feels about the product, etc. may be just
as important as what that person knows about it.
Conviction Leads to Trial
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Strong belief about a product’s benefits that leads to
trial. i.e. good for us, make us look better
Retrial
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Goal is to build strong brand loyalty though repurchases.
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Memorability: Locking Power
Memorability
Locking Messages Into Consumer’s Minds Through
Recognition and Recall
- 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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How Brands Work
Brand Image:
Consumers’ Mental Image of a Brand Based On:
Product Personality
Physical Dimension
Psychological Dimension
Promise
Builds Brand Equity
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Review
Review consumer behavior
Understand the basic human
communication process.
Learn about what advertising can do to
influence consumers at various stages
of the process.
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