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Advertising–1
Advertising Decisions
Ad copy analysis
ADCAD system
Exercise for Enhance hair conditioner
Advertising–2
Advertising Copy Analysis
Copy testing:
Attention Persuasion Understanding Purchase
Creativity templates:
Abstract templates based on successful ads
Advertising–3
Advertising Copy Analysis
Creative Quality Models:
Quality = Weighted Sum/Product of Key Indicators:
Indicators include:
Page number Color RH/LH side Bleed Size Short/Long copy, etc.
~ explains about 30% of variance
Artificial Intelligence Systems: ADCAD and Adduce
Advertising–4
Johnson Wax (Enhance) Map: Conditioning vs. Clean
Clean
Conditioning
0.00 1.00–1.00
–0.60
0.60
0.00
Sassoon
Agree
Loreal
W.BalsamEnh.Post
EnhanceCondition
Fx.instTame
Br. Clean
Suave
Herb.ess
F.Fawcett
I
Enhance =Before use positioning Enh.Post =After use positioningI =ideal brand positioning
Advertising–5
Enhance =Before use positioning Enh.Post =After use positioningI =ideal brand positioning
Johnson Wax (Enhance) Map: Conditioning vs. Effects
Sassoon
Agree
Loreal
W.Balsam
Enh.Post
Enhance
Condition
Fx.inst
Tame
Br. CleanHerb.ess
F.Fawcett
Suave
Effect onHair
0.00 1.00–1.00
–0.60
0.60
0.00
I
Conditioning
Note: The poor Enh.Post position suggests a need to revise copy.
Advertising–6
Systematic Approach to Ad Development
Ads should be developed based on sound marketing and advertising strategies
Good ads are developed based on a knowledge of: advertising concepts and theories
market, product, and audience characteristics
philosophies of client and ad agency
Advertising–7
Typical Sequence of Steps in Ad Design
Marketing Strategy
Objective
Target audience
Advertising Strategy
Link to marketing strategy
Find unique brand opportunity
Desired ConsumerResponse
Beliefs, feelings, or behavior
Creative strategy
Primary Benefit
Message/support
Executional elements
Advertising–8
ADCAD System Overview
ADCAD Reasoning Process
Communication ApproachesPositioning Message
Characteristics• Benefits • Message arguments• Comparisons • Ad format• Message sidedness • Educational
techniques
Presenter Characteristics Message Emotion• Attractiveness • Strength• Similarity • Direction• Expertise • Mood• Objectivity
Advertising Objectives
Marketing Objectives
Market Assessment
Knowledge Base• Published theory• Published empirical findings• Cumulative agency experience
Background information (problem definition; brand, competitor, product, and audience characteristics)
Questions, definitions, and explanations
Target audience selection and other marketing decisions
Recommendations and rationale
“What if” sensitivity analysis
User
Information from
Marketing Research
and Databases
New branduses
Product purchasemotivation
Decision involvement
Time of brand decision
Current top-of-mind
awareness
Current brandrecognition
Package visibility and recognition at
POP
Brand type
Brand purchasemotivation
Nature of product
Past & presentproduct usage
Past & present brand usage
Brandmarket share
Product purchase interval
Product usagerate
Product lifecycle stage
Currentbrand loyalty
Marketing Objectives
AdvertisingObjectives
Advertising–29
Decision involvement
Consumereducation
level
Product knowledge
Conflictinginformation
Brand attitude
Message processingmotivation Decision
involvement
Brandknowledge
Benefit awareness
BenefituniquenessBenefit
importance
Benefitdelivery
Performance evaluation
ability
Creative Strategy
Productknowledge
Benefit Presentation
Message Sidedness
ComparisonsPresentation Techniques
Advertising–30
Advertising–11
Marketing Objectives
Stimulate primary demand
Reinforce primary demand
Stimulate brand trial
Stimulate repeat purchase or loyalty
Increase rate of brand usage
Attract trier-rejectors
Advertising–12
Advertising Objectives
Create/increase brand recognition
Create/increase top-of-mind awareness
Communicate category image/mood/lifestyle
Communicate brand characteristics
Communicate brand image/mood/lifestyle
Maintain brand recognition
Maintain top-of-mind brand awareness
Reinforce category beliefs
Reinforce brand image/mood/lifestyle
Communicate brand changes/enhancements
Communicate new brand image/mood/lifestyle
Communicate new brand uses
Advertising–13
Format
Demonstration of product in use or by analogy
Demonstration of results of using the product
Endorsement by celebrity/authority
Testimonial by product user
Customer interview
Slice-of-life
Problem-solution
Fantasy, exaggeration, or surrealism
Musical
Comedy or satire
Serious drama
Vignette
Unusual/extreme
(Announcement)
(Case-history)
(Brand production/preparation)
Advertising–14
Presenter Characteristics
Species
Age
Sex
Identity
Recognizability
Credibility (Expertise, Objectivity)
Attraction (Likability, Similarity)
Advertising–15
Presentation Techniques
Package-closeup Familiar scenario
Color illustration General humor
Long package display Product humor
Jingle/rhyme/slogan Incongruent elements
Questions Animation/cartoon/rotoscope
Brand name repetition Hidden-camera
Personal reference Implicit conclusion
Music and/or singing Explicit conclusion
Visual/verbal integration Climax presentation
Visual stimuli/imagery Anti-climax presentation
Quantitative arguments Strong arguments
Surrogate indicators Capture consumer emotions
Front-end impact Message sign-off
Short copy Short headline
Nouns in headline
Advertising–16
Emotion in Ad
Anger then relief ConvenienceRelief Dullness then elationFear then relaxation ElationRelaxation Boredom then excitementFear then trust ExcitementTrust Apprehension then flatteryModerate or high fear FlatteryDisappointment the optimism Tension, discomfort, threatOptimism SurpriseAnnoyance then convenience Nostalgia
Sanguine Phlegmatic Melancholic Choleric
Advertising–17
Recommended Benefits
Price/economy
Value
Quality
Challenge
Enjoyment
Safety
Status
Convenience
Guarantees or warranty
Nutrition or health
User satisfaction or loyalty
New product or option
New brand uses
New solution
(Dependability)
(Self-expression)
Advertising–18
Marketing Objectives RuleExample in ADCAD
Marketing Objectives (11 rules)
IF product life cycle stage = introductionAND innovation type = discontinuousTHEN marketing objective = stimulate primary demand
IF brand usage = noneTHEN marketing objective = stimulate brand trial
IF current brand usage = someAND (brand switching = high OR product usage rate = fixed)THEN marketing objective = stimulate repeat purchase/loyalty
IF current brand usage = someAND brand switching = lowAND product usage rate = variableTHEN marketing objective = increase rate of brand usage
Advertising–19
Positioning Rule Examplein ADCAD
Positioning (24 rules)
IF ad objective = convey brand image or reinforce brand imageAND brand purchase motivation = social approvalAND brand usage visibility = highTHEN possible benefit = “status” (c.f. Holbrook & Lehmann 1980)
IF ad objective = convey brand information or change brand beliefsAND perceived differences between brands = small or mediumAND perceived relative performance = inferior or parityAND relative performance = superiorAND current brand loyalty = competitor loyalTHEN message comparison = direct comparison against competition
(Gorn & Weinberg 1983)
IF ad objective = convey brand information or reinforce brand beliefsAND conflicting information = likely AND education = college or graduateAND product knowledge = high AND involvement = highTHEN message sidedness = two-sided (McGuire & Papageorgis 1961)
Advertising–20
Message Characteristic Rule Example in ADCAD
Message Characteristics (80 rules)
IF ad objective = increase top-of-mind awareness
THEN technique = jingle, rhyme, or slogan (MacLachland 1984)
IF ad objective = convey brand information or reinforce brand beliefs
AND market share = large
AND brand switching = high
AND product type = existing
THEN technique = sign off (Stewart & Furse 1986)
IF ad objective = convey brand information or change brand beliefs
AND message processing motivation = low
AND message processing ability = low
THEN ad format = problem solution (Schwerin & Newell 1981)
Advertising–21
Output: Marketing and Advertising ObjectivesMarket objective = stimulate brand trial Advertising objectives = create/increase brand
recognition,communicate brand image/mood/lifestyle
Output: Communication ApproachesPositioning:
Featured benefit = quality (user replaced Message comparison = none recommend benefit = “value”) Message sidedness = one-sidedBenefit claim = extremely positive Number of benefits = few
Message Characteristics:Format = demonstration of product in use, Technique = closeup, color illustrations, long package endoresement by celebrity, vignette display, music, visual stimuli/imagery, surrogate
indicators of performance, capture consumer emotions
Presenter/Principal Character:Identity = celebrity Sex = female Likability = highIdentification in message = early Attraction = high Recognizability = high
Message Emotion:Strength = high Direction = positiveTone = apprehension/flattery Authenticity of portrayal = high
ADCAD Consultation: Output
Advertising–22
Benefits of ADCAD System
Flexible representation and processing of advertising knowledge using AI methods
Separate knowledge from its processing
Verbally rich models that are closer to the way people normally tend to think -- incorporating qualitative elements relevant to a situation
Improved explanatory features
Deliver knowledge when and where decisions are made
Advertising–23
Limitations of ADCAD Knowledge Base
Unclear specification of the context in which a rule is valid
No clear assessment of the degree of uncertainty associated with a knowledge element
Much of the knowledge is not empirically verified in a scientific sense
Advertising–24
Initial Ad Agency Reactions
Creating an advertisement is like making an omelette—easy to do but difficult to do well! Do you know any computers that can make an omelette?
Computers and creatives? Forget it!!
What do you think?
Advertising–25
Potential Application Areasof Knowledge-Based Systems
Too much information Systems to interpret information and generate insights for
managerial actions. Example: Interpretation of log files from web servers
Too many options to consider and evaluate Systems to reduce the number of options to a few important ones
Example: Design of TV commercials
No single individual has all the relevant skills/knowledge
Systems incorporating multiple sources of knowledge and expertise. Example: New Product Development screening
Advertising–26
Potential Application Areasof Knowledge-Based Systems
Routine problems with highly variable input data Systems to automate problem solving. Examples: credit card
authorization, product configuration
Shortage of skilled employees/frequent turnover Systems that embed procedures and plans. Example: Help desk
Need “just-in-time” knowledge to solve a management problem
Network of expert systems available on demand