Post on 14-Feb-2017
transcript
marketing Communications
…advertising
2
…introduction to…
…introduction to
points to consider…...
the role advertising plays
the strong and weak theories of advertising
the principle frameworks by which advertising is
thought to influence individuals
what is an advertising plan?
the role of advertising...
engagement
international, national, local, direct…
engages through… creating awareness, changing
perceptions/attitudes, building brand values, influencing
behaviour and… calling to action
engagement
stimulated to…
think feelact
about…
productsbrands
organisations
DRIP…
• …to differentiate
• …to remind (or reassure)
• …to inform
• …to persuade
Chris Fill, 2009
D
R
I
P
the Advertising Plan...
an Advertising Plan consists of 3 key elements…
the message – what is to be said
the purpose of the advertising plan is to provide the means by which
appropriate messages are devised and delivered to target audiences
the media – how the message will be conveyed
the timing – the manner in which the message will be carried
message…the nature and form of the message is determined by the
creative strategy
source credibilityexpertise, motives and trust
balanceemotional and informational
message…
the nature and form of the message is determined by the
creative strategy
structureGetting key points across – inform, motivate, action
presentationfactual, ‘slice-of-life’, demonstration, comparative
fear, humour, animation, sex, music, fantasy
media...
when the message is agreed a media plan is
developed
it provides the “optimum route for the delivery of the promotional message
to the target audience” (Fill, 2006)
the choice of media, vehicles and scheduling are all
determined in relation to the characteristics of the target
audience
media selection
media classbroadcast, print, outdoor, digital, in-store
media type
broadcast… television, radio, cinema, online
media vehicles
television… coronation street, x-factor
radio… absolute, Heart, Capital
newspaper… Telegraph, Metro, Sun
timing…
Flighting – used over longer periods of time
Continuity – a more regular and uniform presentation
Pulsing – a combination of the previous
uses of advertising…
(re)position brands
can be important to the creation/maintenance of a brand personality
used as a mobility barrier, deterring entry to a market by other
organisations
provide a means for differentiation and competitive advantage
used as an anchor for many integrated campaigns, to build awareness and develop brands
emotion in advertising...
aligned with this approach is the concept of likeability
the use of emotion in order to influence and change attitudes
information in advertising...the use of information in order to influence and change attitudes
shock in advertising...
shock strategy is ‘one that deliberately, rather than
inadvertently, startles and offends its audience.’
It gets attention as the cognitive engagement and
message elaboration help us remember
audiences are surprised by the messages because they don’t
conform to social norms or expectations
Expo
sure
Shock Advert
Nor
m
Vio
lati
on
Surprise
Rea
ctio
n
AttentionComprehensionElaborationRetentionBehaviour
Figure 18.1 A preliminary model of consumer reactions to shock appeals
(Dahl et al., 2003)
Shock in Advertisingshock in advertising...
shock in advertising...
sexism in advertising...
how does advertising work…
sequential models such as the AIDA and Hierarchy of
Effects model were very influential for a long time
assume that the consumer moves through stages logically…
learn - cognitive
attitude toward product was regarded as key
do - conative
feel - affective
response hierarchy models…
Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
cognitive
affective
conative
AIDA The Innovation-Adoption Model
The Hierarchy-of-Effects Model
DAGMAR
Colley, 1961 Lavidge and Steiner, 1961
Lewis, 1898 Rogers, 1962
Exposure
buyer response sequence…
Processing
Communication effects in relation to brand positioning
Target audience action
Involvement
Rossiter and Percy (1997)
advertising frameworks…
sales - advertising seeks short-term changes in behaviour. In this
view advertising should adopt a promotional approach.
persuasion - assumes advertising works rationally. Because
messages are capable of being persuasive, customers are moved
through sequential steps
involvement – advertising works by drawing members of the audience into the advertisement.
salience - is based upon the premise that advertising
works by being different and standing out.
Fill, 2006 after Hall, 1991 and O’Malley, 1991
strong and weak theories…
strong view… ads can increase sales through use of persuasive,
manipulative techniques, deployed against passive customers who do not
process information, such as the sequential models
weak view… Ehrenberg’s ATR‘N’ framework (awareness-trial-reinforcement-nudge)
promotional messages do not make us buy products
but rather consumers are driven by habit
hence, it is only after trial that our attitudes are changed
Ehrenberg’s ‘nudge’ (weak) theory...
consumers should be ‘nudged’ into buying brands more frequently
ads just provide reinforcement to stimulate habitual buyers into
more frequent purchases of the brand from their repertoire
so the role of advertising is not to inform but to get lapsed or potential users to try the brand, to ‘nudge’ us into buying
a little nudge…
summary...
how advertising “works” depends on…
whether the product is new or established
strong theory for new brands?
weak theory for established brands?
how involved the consumer is, their personal
motivations and the relevance of the advertisement