4

Percy and Elliott, 2009

All ads have been created BUT some ads considered more creative than others

• Peripheral

strong and weak theories…

hence, it is only after trial that our attitudes are changed

consumers should be ‘nudged’ into buying brands more frequently

Thinking Feeling

Level o

f Invo

lvemen

t

High

Lo

w

Informative (Thinker) Car – House - Furniture

Affective (Feeler) Jewelry – Cosmetics - Fashion

Model: Possible Implications Test: Media: Creative:

Learn – Feel – Do Recall, Diagnostics Long Copy, Reflective Specific Information, Demonstration

Model: Possible Implications Test: Media: Creative:

Feel – Learn – Do Attitude Change, Emotional Arousal Large Space, Image Specials Executional, Impact

Habit Formation (Doer) Food – Household Items

Self Satisfaction (Reacter) Cigarettes – Alcohol - Sweets

Model: Possible Implications Test: Media: Creative:

Do – Learn – Feel Sales Small Space Ads, 10 second IDs, Radio, POS Reminder

Model: Possible Implications Test: Media: Creative:

Do – Feel – Learn Sales Billboards, Newspapers, POS Attention

Motivation

Informational Transformational

In

volv

emen

t

Lo

w

Hig

h

Fast Food

Holiday

Banking

Credit Card

Transformational Motives… Sensory Gratification Intellectual Stimulation Social approval

Informational Motives… Problem Removal Problem Avoidance Incomplete Satisfaction

(Shimp 2007)

so in contrast to the strong view, the weak view sees consumers as selective and only perceive ads which promote products they have use of

or some prior knowledge of

Advertising then is often seen as a defensive approach to retain customers, to reinforce existing attitudes and not change them

(Shimp 2007)

(Yeshin, 2006)

(Yeshin, 2006)

(Burtenshaw, Mahon and Burfoot 2006)

(Burtenshaw, Mahon and Burfoot 2006)

Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of

Creative Advertising. Switzerland: AVA Publishing.

Percy, L. and Elliott, R. (2009) Strategic Advertising Management.

Oxford, Oxford University Press.

Shimp, T. (2007) Integrated Marketing Communications in Advertising

and Promotion. USA: Cengage.

Yeshin, T. (2006). Advertising. London, Thomson