advertising lecture
TRANSCRIPT
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Consumer Needs
Product
Price
Place
Promotion
Economy
Law
Competition
Culture
Technology
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Ideas/issues for Group Project.
• Don't rely (only) on your own intuitions. Interview 10 people
• Consider Public Service ads: Anti-drug; anti-smoking
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Ideas/issues for Group Project.
• Select a multi-ad campaign and suggest how the campaign could have been made more coherent.
"The secret to success is consistency of purpose."
Benjamin Disraeli
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What is Burger King’s position?
• “The right food for the right times”
• “Sometimes you’ve got to break the rules”
• “This is a Burger King town”
• “Herb the nerd doesn’t eat here”
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Ideas/issues for Group Project.
• How well does an ad emphasize what the product does?..its differentiating feature?
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Ideas/issues for Group Project.
• Should different versions of an ad be developed for different outlets?
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Ideas/issues for Group Project.
• Could an ad promote market expansion? – 7 up – Arm & Hammer baking soda – Gatorade – baby shampoo or "gentle" shampoo – Miller, the "champagne of bottled beers"
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Ideas/issues for Group Project.
• Does the ad offend important segments?
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Ideas/issues for Group Project.
• Are ads sending a consistent message?
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Ideas/issues for Group Project.
• Does the ad create any negative associations?
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What behavior is the ad trying to affect?
Existing Customers
Those buying other brands
Those not buying in product class
purchase
X X
more
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freshwater Saltwater Crystal Sea aquarium owners aquariums users
D
C A dog owners
B
A
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What are the goals of advertising?
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UNAWARE
What are the goals of advertising?
inform persuade remind INTENTAWARENESS
•describe attributes, benefits, & uses
•emphasize an unfullfilled need
•create feelings of interest, familiarity, & liking
•change attribute weights
•create or strengthen positive associations
•weaken negative associations
PURCHASE
•retain loyal customers
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The mere exposure effect
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The mere exposure effect
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The mere exposure effect
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The mere exposure effect
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The mere exposure effect
old or new? old or new?
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The mere exposure effect
Circle the figure that you like more.
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The mere exposure effect
Which letter do you like more? Y or Z
Which letter do you like more? I or O
Which letter do you like more? K or L
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The mere exposure effect
Which letter do you like more? H or I
Which letter do you like more? I or O
Which letter do you like more? A or B
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The mere exposure effect:Is Sebastian Weisdorf famous?
first trial one week later
Tetsuya Yuge Michael Jordan Aruth Montaine David Mansdale Rudy Giuliani Sebastian Weisdorf … …
Irene Fernandez Ken Averill Kobe Bryant Robynne Aleppo Mark McGuire Sebastian Weisdorf … …
"Not Famous" "Famous"
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The mere exposure effect:Is Sebastian Weisdorf famous?
first trial one week later
Ravi Chivukula Michael Jordan Aruth Montaine David Mansdale Rudy Giuliani Sebastian Weisdorf … …
Hwi Hwang Ken Averill Kobe Bryant Robynne Aleppo Mark McGuire Sebastian Weisdorf … …
"Not Famous" "Famous"
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The mere exposure effect:Do whitefish love grapes?
first trial one week later
The statue of liberty is made out of graphite.
Saltwater boils at a higher temperature than freshwater.
Whitefish love grapes
… …
The fastest human can run 39 miles an hour.
Mount Everest is the tallest mountain in the world.
Whitefish love grapes
… …
"False" "True"
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How is the mere exposure effect relevant to marketing?
• repeated exposure ⇒ familiarity ⇒ liking • repetition increases believability of claims • high levels of ad repetition can build brand
preferences, even (perhaps, especially!) when consumers aren't paying much attention
• people can develop positive attitudes even if they cannot articulate reasons why
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UNAWARE
What are the goals of advertising?
inform persuade remind INTENT PURCHASEAWARENESS
•describe attributes, benefits, & uses
•emphasize an unfullfilled need
•create feelings of interest, familiarity, & liking
•change attribute weights
•create or strengthen positive associations
•weaken negative associations
•retain loyal customers
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2 Routes to Attitude Change: Rational & Emotional
Motivation NO
to think hard?
Use emotional persuasion
YES
Opportunity NO
to think hard?
YES
Use rational persuasion
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Assessing advertising effectiveness
inform persuade remind
UNAWARE INTENT PURCHASEAWARENESS
recall attitudes sales
recognition preferences
associations
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j brandsImportance Ultra Weight n Attributes Brite Gleem Crest
(0.6) Decay Prevention 2 7 7
(0.3) Taste 6 6 4
(0.1) Whitening Power 7 5 2
i = n Wi =1Σ
i = 1i = n
Attitude (j) = Σi = 1
Wi Xij
i
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Back to the group project...
• Specify objective(s) of ads (old & new) • Design an ad that you believe will achieve
the old objectives better or which will achieve different important objectives.
• Establish criteria for measuring whether objectives have been met. – persuade me that they have been met – demonstrate that they have
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"Deceptive" Advertising
• "Puffery" (?) – "Blatz is Milwaukee's finest beer." – "You can't get a closer shave" (Norelco electric razors)
• claims without substantiation – Firestone tires stop 25 percent faster
• implying that a product is needed – "Every BODY Needs Milk"
• falsely implying advocacy of a brand – "It’s the detergent that Maytag provides with their
washers!" • omitting an important qualification
– e.g. Will not prevent baldness in most men
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"Deceptive" Advertising
• misleading demonstrations – "*Window Dressed*" ice cream
• implying that something trivial is important – Winston's have lowest level of tar of any cigarette – Hawaiian Punch has seven natural fruit juices!
• ambiguous phrases – Carnation coffee mate is "low in fat"
• impling a benefit that does not exist – Less than 1 gram of sodium! – GE lightbulbs save 40% less electricity than other bulbs – Profile Bread has 7 fewer calories per slice.