master's thesis : "shifting advertising strategies and designs : consequences for brand...

Shifting advertising strategies and designsConsequences for brand perception

Perez-Diaz Michaël

4

Giroux (1994)

“Shocking pictures have become ‘the most effective way of selling commodities

today’.”

7

Lynn (2004)“Instead [of provocation],

firms will have to find another way to promote their goods. Maybe they could just say what it is, what it does and

how much it costs. Now, that really would be shocking.”

8

Can brands which used to rely for several years on provocation easily change consumer perceptions by shifting to more

traditional advertising strategies ?

Is the impact of the shift from provocative to more traditional advertising strategies on Aad, Abr, and PI influenced solely by

the effect of the change in the picture/content of the ads or also by the effect of the consumers’ perceptions of the product

brands ?

The attitudes toward a Benetton ad “were mostly feelings about their advertising campaigns through the years and not only the picture itself”

(Andersson, Hedelin, Nilsson, and Welander, 2004)

Research purpose

9

The theoretical research

10

Besides the picture/content of the ad, other factors such as the product brand

might have an influence on Aad

They result in significantly

less favorable Aad

(e.g., Reichert et al., 1999)

They create more favorable

Aad (e.g., Pope, Voges, and

Brown, 2004)

Contradictory results emerge as to the impact of provocative stimuli in advertising on Aad

11

Besides the product brand, other factors

such as the picture/content of the

ad might have an influence on Abr

They result in significantly less favorable Abr

(e.g., Henthorne and LaTour,

1994)

The impact of provocative stimuli in advertising on Abr seems more straightforward

12

PI do not vary according to the

degree of provocation of the ads

(e.g., De Pelsmacker and Van Den Bergh,

1996)

They may influence PI in a

positive way (e.g., Dudley,

1999)

They result in significantly

less favorable PI

(e.g., Reichert et al., 1999)

Contradictory results emerge as to the impact of provocative stimuli in advertising on PI

13

The empirical research

14

Experimental design

Sample 1155 observations

Brand-TestBenetton Brand Provocative ad

Brand-TestDiesel Brand

Provocative ad

Brand-TestSisley Brand

Provocative ad


Blind-TestBenetton Brand(renamed "I")Provocative ad

Blind-TestDiesel Brand (renamed "J")Provocative ad

Blind-TestSisley Brand (renamed "L")Provocative ad


Brand-TestBenetton Brand

Non-provocative ad


Non-provocative ad


Non-provocative ad


Blind-TestBenetton Brand(renamed "I")

Non-provocative ad

Blind-TestDiesel Brand (renamed "J")

Non-provocative ad

Blind-TestSisley Brand

(renamed "L")Non-provocative ad

15

Is the impact of the shift from provocative to more traditional

advertising strategies on Aad, Abr, and PI significant ?

H.1 Aad related to a

provocative ad will be significantly

less favorable than Aad related to a

more traditional ad for the same brand

H.2 Abr related to a brand using a


less favorable than Abr related to the same brand using a more traditional

ad

H.3 PI related to a


less favorable than PI related to a

more traditional ad for the same brand

First step

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Is the influence of the product brand on Aad, Abr, and PI significant ?

R.Q.1 Will Aad be

significantly less favorable in the

blind-tests than in the brand-tests ?

R.Q.2 Will Abr be



R.Q.3 Will PI be



Second step

17




Provocative ad


Provocative ad



Non-provocative ad


Non-provocative ad


Non-provocative ad







Non-provocative ad


Non-provocative ad






Provocative ad


Provocative ad







Non-provocative ad


Non-provocative ad


Non-provocative ad



Non-provocative ad


Non-provocative ad



More traditional adsMore traditional ads Blind-testBlind-test

Methodology

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA

Independent variables : sample (2), gender (2), and product involvement (2)


Dependent variables : Aad, Abr, and PI scores






Brand-tests Blind-tests

Provocative ads Provocative ads



Provocative ads More traditional ads

Brand-test Brand-test

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA







18

Results

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA

3 ANOVA

1st step 2nd step Is the impact of the shift on Aad, Abr,

or PI influenced by the pictures of the ads and by the

product brands ?

Brand-tests

Sample 1 - Sample 2

Blind-tests

Sample 3 - Sample 4

Provocative ads

Sample 1 - Sample 3

More traditional

ads

Sample 2 - Sample 4

Aad

Benetton

H.1 verified H.1 verified R.Q.1 verified

R.Q.1 verified

YES

Diesel H.1 verified H.1 verified R.Q.1 verified

YES

Sisley H.1 verified H.1 verified NO

Abr

Benetton

H.2 verified H.2 verified R.Q.2 verified

R.Q.2 verified

YES

Diesel H.2 verified R.Q.2 verified

R.Q.2 verified

NOT TESTABLE

Sisley H.2 verified H.2 verified R.Q.2 verified

R.Q.2 verified

YES

PI Benetton

H.3 verified

R.Q.3 verified

R.Q.3 verified

NOT TESTABLE

Diesel R.Q.3 verified

R.Q.3 verified

NOT TESTABLE

Sisley R.Q.3 verified

R.Q.3 verified

NOT TESTABLE

19

More traditional advertising strategies associated with higher Aad/Abr

scores

Positive impact of brand names on the Aad/Abr scores

Sample 1 Sample 2 Sample 3 Sample 40

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

BenettonSisley

Abr

- M

ean s

core

s

Sample 1 Sample 2 Sample 3 Sample 40

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

BenettonDiesel

Aad -

Mean s

core

s

Conclusions

Positive impact of brand names on the Aad/Abr scores composed of :

A negative effect associated with previous provocative advertising

campaigns

A positive effect associated with brand equity

But counterintuitive as these same brand names may remind consumers of previous provocative advertising campaigns

associated with lower Aad/Abr scores (cf. 1st step)

Brands which used to rely for several years on provocation can change consumer perceptions more efficiently in terms of Aad and

Abr scores by shifting to more traditional advertising strategies under the same brand names than under new ones

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Thank you for your attention !

master's thesis : "shifting advertising strategies and designs : consequences for brand...

Documents

pi scores dependent

product involvement

impact of provocative

contradictory results

aadabr scores19

research purpose8

theoretical research9

empirical research13