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