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...

engagementinternational, national, local, direct…

engages through… creating awareness, changing

perceptions/attitudes, building brand values,

influencing behaviour and… calling to action

engagement

stimulated to… thin

kfeelact

about… product

s

brands

organisations

DRIP…

• …to differentiate

• …to remind (or reassure)

• …to inform

• …to persuade

Chris Fill, 2016

DRIP

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, 2016)

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 typebroadcast… television, radio, cinema, online

media vehiclestelevision… coronation street, x-factor radio… absolute, Heart, Capitalnewspaper… 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 brandscan 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 advantageused 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

Norm

Vi

olat

ion

Surprise

Reac

tion

AttentionComprehensionElaborationRetentionBehaviour

Figure 18.1 A preliminary model of consumer reactions to shock appeals

(Dahl et al., 2003)

shock in advertising...

shock in advertising...

shock in advertising...

Sexism and stereotypes in advertising...

how does advertising work…

sequential models such as the AIDA and

Hierarchy of Effects model were very influential for a long timeassume that the consumer moves through stages logically…

learn - cognitive

attitude toward product was regarded as key

do - conativefeel - 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

Exposurebuyer 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 habithence, 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 repertoireso 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 establishedstrong theory for new brands?weak theory for established

brands?

how involved the consumer is, their personal motivations and the relevance of the advertisement