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Andreea Dicu Alexandra Musat Carmen Neghina Psycho-economics Psychology Advertisin g
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Andreea Dicu (slide design) Carmen Neghina Probably my best presentation so far. An insider's view into advertising.TRANSCRIPT
- Advertising
- 7/3/2009
Advertising Psychology
2 - Agenda
7/3/2009
Advertising Psychology
3
Advertising revealed
Advertising tactics
Elaboration Likelihood Model
Communication Model/Techniques
1) Who say?
2) What?
3) By what means?
4) To whom?
Methods of measuring advertising effects
Trends and future developments - Advertising Revealed
- Innovative
Fun
Hard Work
What do you think about advertising?
Creative
Deceptive
Aggressive - Non-Personal
Sponsor
Mass Media
What is advertising in theory?
Large Audience
Paid form of communication
Persuasive - Definition of advertising
Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.
(Wells, Burnett & Moriarty, 2003, p. 10)
An advertising idea is a credible and provocative statement of substance about the brands main consumer benefit.
7/3/2009
7
Advertising Psychology - Major objectives
7/3/2009
8
Advertising Psychology - Effects of advertising
7/3/2009
Advertising Psychology
9 - Unique Selling Proposition
A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer
The U.S.P.
is about uniqueness
must sell
must make a proposition
7/3/2009
10
Advertising Psychology - Unique Selling Proposition
In best cases our brand or product is unique in itself or is determined to be something unique for a special target group
Can you give examples?
Coca cola
Porsche
Rolex
7/3/2009
11
Advertising Psychology - Unique Selling Proposition
7/3/2009
Advertising Psychology
12
Unique
Advertising that promises a unique benefit,
or a benefit that is perceived as distinct and/or superior
Proposition
A clear, compelling
consumer benefit that is
delivered by the product
Selling
Significant and relevant
to consumers - persuasive
enough to incite action - Unique Selling Proposition
7/3/2009
Advertising Psychology
13
Unique
taste, shape, color, different flavors
Proposition
The Becks experience
Selling
Bottles, cans & kegs - Brand Wheel
7/3/2009
Advertising Psychology
14
What the brand is / what the brand looks like:
Physical/functional characteristics of the brand
Rational advantage for me. What the brand does: The results of using the brand.
Psychological advantage of using the brand:
How the brand makes me feel about myself / how others feel about me, using the brand
If the brand were a person:
How would it be?
Brand Essence: The core of the brand.
The sum of characteristics in the wheel.
Attributes
Benefits
Values
Personality
Brand Essence - Brand Wheel
7/3/2009
Advertising Psychology
15
German, Masculine, Luxury, Expensive,
well-engineered. Quality, Performance,
Roadholding, Heritage, Bssssssing!
Sports performance in luxury comfort,
Best of both worlds. Is what it does
Wise heads on young shoulders
A passionate driver
Serious but not serious-minded,
charismatic, outgoing, joie de vivre,
half german, half human.
The steel fist in a velvet glove
Attributes
Benefits
Values
Personality
Brand Essence
DRIVING EXCELLENCE - Advertising Tactics
- A framework of psychological meaning
7/3/2009
Advertising Psychology
17
Attribute Bundle
Perceptual Mode
Context
Tangible Attributes
e.g. size
color
brightness
music
Data driven
e.g. sight
touch
sound
Individual characteristics
e.g. attitudes
perceptual selectivity
personality
Psychological Meaning
Stimulus
e.g. TV ad
Billboard
Image ad
Social characteristics
e.g. gender
social class
marital status
occupation
Intangible Attributes
e.g. modern
fun
exciting
Concept Driven
e.g. cognitive associations
cognitive abstractions
Situational characteristics
e.g. time to make decision number of available choices - Elaboration Likelihood Model (Petty & Cacioppo, 1986)
Implies two routes to persuasion:
Consumers that are motivated and able to process the message will devote more thought to the message contained in advertisement
- elaboration
Consumers that are not motivated and/or unable to process the message will switch to a less involved and elaborate processing of information
Attitude change depends on the peripheral cues
Central route to persuasion
Peripheral route to persuasion
7/3/2009
18
Advertising Psychology - Examples of peripheral cues
celebrity
attractive source
sources with high credibility
expert sources
humor
erotic stimuli
7/3/2009
19
Advertising Psychology - Elaboration Likelihood Model
Motivationto process the message can be influenced by
personal relevance of the product
need for cognition (a tendency to engage in and enjoy effortful analytic activity)
personal responsibility
Ability to process the message can be influenced by
distraction
prior knowledge
intelligence
message comprehensibility
7/3/2009
20
Advertising Psychology - Elaboration Likelihood Model
7/3/2009
Advertising Psychology
21
Consequences of elaboration
Central route to persuasion
Peripheral route to persuasion
- relatively enduring / shows a greater temporal persistence
- more predictive of behavior
- shows a greater resistance to counter-persuasion
- less enduring / relatively temporary
- unpredictive of behavior
- shows a greater susceptibility to counter-persuasion
- Communication Model
Who?
Says what?
By what means?
To whom? - Communication Model
Source characteristics
1) Credibility
Lowercredibility sources - when the receivers thoughts about the product are favorable
Higher credibility sources when the receivers thoughts are negative
Profession has a greater effect upon perceived credibility than the spokesperson
2) Attractiveness
3) Gender
7/3/2009
Advertising Psychology
23
Who?
Says what?
By what means?
To whom? - Communication Model
Source characteristics
1) Credibility
2) Attractiveness
For low involvement products coffee, perfume
Attractive models do not enhance recall, but facilitate ad recognition
3) Gender
7/3/2009
Advertising Psychology
24
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
25
Source
Credibility
Attractiveness
Gender - 7/3/2009
Advertising Psychology
26
Source
Credibility
Attractiveness
Gender - Communication Model
Source characteristics
1) Credibility
2) Attractiveness
3) Gender
Gender of models should match the image of the product held by users
Any role depiction should be realistic and natural rather than stereotypical and false
7/3/2009
Advertising Psychology
27
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
28
Source
Credibility
Attractiveness
Gender - Communication Model
Who?
Says what?
By what means?
To whom? - Communication Model
7/3/2009
Advertising Psychology
30
Who?
Says what?
By what means?
To whom?
Message appeal - the overall style of the advertising
Rational appeal?
Emotional appeal?
One- vs. two- sided and comparative appeals? - Communication Model
7/3/2009
Advertising Psychology
31
Who?
Says what?
By what means?
To whom?
The MAC Model
Memory only most of the choices we make are determined by habit
Memory plus affect most of the conscious choices that make us pause are determined by affect
Memory plus affect plus cognition some ads make us think, as well as do some decision
Ads
Memory
Affect
Perceptual filters
Competitors for attention
Cognition - Communication Model
The MAC Model
Consider a major purchase choice you made in the past.
Did you use some rational basis to create a consideration set, or did you just fall in love with it when you saw it?
7/3/2009
Advertising Psychology
32
Who?
Says what?
By what means?
To whom? - Communication Model
The role of emotion
Coca-Cola Have a Coke smile
Pepsi-Cola Get that Pepsi feeling
General Motors Get that great GM feeling
AT&T Reach out and touch someone
Saab One car you can buy where your emotions arent compromised by your intellect
7/3/2009
Advertising Psychology
33
Who?
Says what?
By what means?
To whom? - Communication Model
The role of emotion
7/3/2009
Advertising Psychology
34
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
35
Message appeal
Pleasure - 7/3/2009
Advertising Psychology
36
Message appeal
Arousal
Vitality
Liveliness - 7/3/2009
Advertising Psychology
37
Message appeal
Dominance - Communication Model
Fear appeals as arousal
Optimal range of tension
Point of inflection where increasing tension activates anxiety > negative feelings
7/3/2009
Advertising Psychology
38
Who?
Says what?
By what means?
To whom?
Audio-Visual
Print
Anxiety & Energy
generation
Energy generation
Threshold
No picture
Picture
Tension - 7/3/2009
Advertising Psychology
39
Message appeal
Fear - 7/3/2009
Advertising Psychology
40
Message appeal
Fear - 7/3/2009
Advertising Psychology
41
Message appeal
Fear - 7/3/2009
Advertising Psychology
42
Message appeal
Fear - 7/3/2009
Advertising Psychology
43
Message appeal
Fear - Communication model
Humor appeal
"Trying to figure out why something is funny is like dissecting a frog. You'll come up with answers, but the frog always dies. Mark Twain
One of the most common techniques, but hard to realize
The belief that humor can increase advertising effectiveness has led to its unprecedented popularity
However, it can work for you or it can work against you!
Peripheral cue - drawing attention to the ad
7/3/2009
Advertising Psychology
44
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
45
Message appeal
Humor - 7/3/2009
Advertising Psychology
46
Message appeal
Humor - Communication Model
Subliminal Messages
the use of hidden or otherwise imperceptible stimuli to manipulate viewers or listeners to behave in ways they otherwise would not.
The Vicary Eat Popcorn/Drink Coke Study
Below threshold
Subjective threshold
Objective threshold
7/3/2009
Advertising Psychology
47
Who?
Says what?
By what means?
To whom? - Communication Model
Who?
Says what?
By what means?
To whom? - Communication Model
7/3/2009
Advertising Psychology
49
Who?
Says what?
By what means?
To whom? - Communication Model
7/3/2009
Advertising Psychology
50
Who?
Says what?
By what means?
To whom?
1) Copy theme
Surface level
Text
Different ads using the same kinds of techniques (characters, jingles)
Underlying level
Text
Signification system structured around connatative signified - Communication Model
1) Copy theme
Use of figurative language and rhetorical devices
7/3/2009
Advertising Psychology
51
Who?
Says what?
By what means?
To whom? - Communication Model
2) Visual representations
What visual images express can only be approximated by words, but never fully captured by them. Words represent an artificially imposed intellectual system removed from primal feeling; images plunge us into the depth of experience itself. (Barry, 75)
7/3/2009
Advertising Psychology
52
Who?
Says what?
By what means?
To whom? - Communication Model
2) Visual representations
7/3/2009
Advertising Psychology
53
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
54
Attracting attention
Violating reality - Communication Model
2) Visual representations
7/3/2009
Advertising Psychology
55
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
56
Attracting attention
Visual Metaphor - 7/3/2009
Advertising Psychology
57
Attracting attention
Visual Metaphor - Communication Model
2) Visual representations
7/3/2009
Advertising Psychology
58
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
59
Attracting attention
Visual parodies - 7/3/2009
Advertising Psychology
60
Attracting attention
Visual parodies - Communication Model
2) Visual representations
7/3/2009
Advertising Psychology
61
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
62
Attracting attention
Direct eye gaze - Communication Model
2) Visual representations
7/3/2009
Advertising Psychology
63
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
64
Eliciting Emotion
Vertical camera Angle, Power, and Status - Communication Model
2) Visual representations
7/3/2009
Advertising Psychology
65
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
66
Eliciting Emotion
Looking down, Nurturance, Subservience - Communication Model
3) Music
Attention gaining value
Ability to engage a listeners attention through speed and loudness
Role in advertising attract and hold attention
However, can be act as a distractive factor
Message congruence
The extent to which purely instrumental music conveys meanings (feelings, images, thoughts) that are congruent with those evoked by ad messages
7/3/2009
Advertising Psychology
67
Who?
Says what?
By what means?
To whom? - 7/3/2009
Advertising Psychology
68 - Communication Model
Who?
Says what?
By what means?
To whom? - Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
7/3/2009
Advertising Psychology
70
Who?
Says what?
By what means?
To whom?
Linguistics
Cultural Suitability - 7/3/2009
Advertising Psychology
71
Targeting Cultures
Linguistics - 7/3/2009
Advertising Psychology
72
Targeting Cultures
Cultural Suitability - Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
7/3/2009
Advertising Psychology
73
Who?
Says what?
By what means?
To whom?
Explicit
Implicit - 7/3/2009
Advertising Psychology
74
Targeting Cultures
Explicit - Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
7/3/2009
Advertising Psychology
75
Who?
Says what?
By what means?
To whom?
Colors
Numbers - Colors and cultures
7/3/2009
Advertising Psychology
76 - Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
7/3/2009
Advertising Psychology
77
Who?
Says what?
By what means?
To whom?
Religion
Individualism
Masculinity - 7/3/2009
Advertising Psychology
78
Targeting Cultures
Religion - Communication Model
7/3/2009
Advertising Psychology
79
Targeting Cultures
US Melting Point - 7/3/2009
Advertising Psychology
80 - Targeting Generations
7/3/2009
Advertising Psychology
81
US
I
ALL
Respond to:
Themselves reflected in images
Fierce sarcasm/ Imagination, Creativity
Stupid / Smart Messages
Deconstructed Paradigms
Style
Luxury Goods and Mass Market
Respond to:
Cues of achievement / Status / Heroes
Iconic Authority
Heroes / Trailbrazers
The things that are earned
Comfort
Ive earned it luxury
Perks
Anti-Aging
Respond to:
New Ideas
Companies with a Philosophy
Multi-Sensory Experiences
Multi Generational Models
Fun / Learning
Parents as their Heroes
Interesting People
Senses of Community
GEN-X
(24-35)
BABY BOOMERS
(36-54)
GEN-Y
(6-23) - 7/3/2009
Advertising Psychology
82
Targeting Generations
Baby Boomers - 7/3/2009
Advertising Psychology
83
Targeting Generations
Gen X - 7/3/2009
Advertising Psychology
84
Targeting Generations
Gen Y - Communication Model
The consumer is not an idiot, shes your wife.
- David Ogilvy
I heard another one: Shes not an idiot, shes your boss!
- David Lubars, BBDO West
7/3/2009
Advertising Psychology
85
Targeting Genders - Communication Model
What do women want?
7/3/2009
Advertising Psychology
86
Targeting Genders - 7/3/2009
Advertising Psychology
87
Individuality
Respect
Connection
What Do Women Want?
Relationship
Stress Relief - 7/3/2009
Advertising Psychology
88
Targeting Genders
Respect? - 7/3/2009
Advertising Psychology
89
Targeting Genders
Individuality
Dove Pro-Age Campaign - 7/3/2009
Advertising Psychology
90
Targeting Genders
Stress Relief - 7/3/2009
Advertising Psychology
91
Targeting Genders
Connection - 7/3/2009
Advertising Psychology
92
Targeting Genders
Relationship - Measuring Effectiveness
Advertising Psychology
93
7/3/2009 - Why?
"Half the money I spend on advertising is wasted, and the trouble is I don't know which half.
- John Wanamaker
7/3/2009
Advertising Psychology
94 - Traditional measures of effectiveness
7/3/2009
Advertising Psychology
95
Involvement
Effectiveness
Attitudes towards the ad
Purchase Intentions
Brand / Product / Ad recall - Dillemma
Some commercials succeed at being memorable without managing to persuade viewers, while other are persuasive without being memorable
- David. W. Stewart, David H. Furse
7/3/2009
Advertising Psychology
96 - Best practice
7/3/2009
Advertising Psychology
97
Copy refinement
Below the surface exploration
Strategy or copy developement
Disaster checks - Future Trends in Advertising
98
7/3/2009
Advertising Psychology - Mass is back in business
Goal: reach a mass audience - Future trends
7/3/2009
Advertising Psychology
100 - 7/3/2009
Advertising Psychology
101
Questions?
Thoughts?
Applause? - Thank you for your attention!