advertising psychology

Advertising

7/3/2009
Advertising Psychology
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Agenda
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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.
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Major objectives
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Effects of advertising
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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
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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
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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

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Unique
taste, shape, color, different flavors
Proposition
The Becks experience
Selling
Bottles, cans & kegs

Brand Wheel
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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
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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
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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
Attitude change depends on the quality of the arguments
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
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Examples of peripheral cues
celebrity
attractive source
sources with high credibility
expert sources
humor
erotic stimuli
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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
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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
Attitude change

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
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Who?
Says what?
By what means?
To whom?

Communication Model
1) Credibility
2) Attractiveness
For low involvement products coffee, perfume
Attractive models do not enhance recall, but facilitate ad recognition
3) Gender
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Who?
Says what?
By what means?
To whom?

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Source
Credibility
Attractiveness
Gender

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Source
Credibility
Attractiveness
Gender

Communication Model
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
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Who?
Says what?
By what means?
To whom?

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Source
Credibility
Attractiveness
Gender

Communication Model
Who?
Says what?
By what means?
To whom?

Communication Model
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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
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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?
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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
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Who?
Says what?
By what me

advertising psychology

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