Advertising as Persuasion
Chapter 10
Your Experiences
• Have you done something primarily because of the ad you saw( e.g., bought the offering, talked about it, encouraged or discouraged friends to use it, etc.)?
Roles and Functions of AdvertisingTo identify and differentiate from other offeringsTo identify and differentiate from other offerings
To communicate information about the productTo communicate information about the product
To induce consumers to try new products and to suggest reuse
To induce consumers to try new products and to suggest reuse
To stimulate the distribution of a productTo stimulate the distribution of a product
To increase product useTo increase product use
To build value, brand preference, and loyaltyTo build value, brand preference, and loyalty
To lower the overall cost of salesTo lower the overall cost of sales
Roles of Advertising (cont’d)To associate feelings with brandTo associate feelings with brand
To link brand with peers and group normsTo link brand with peers and group norms
(And…. More?)(And…. More?)
To …To …
To…To…
To…To…
To… To…
Advertising • Advertising characteristics – Ubiquitous– Symbolic– Profane– Magical
• Definitions– Advertising is a paid form of communication– Advertising is a nonpersonal, presentational form of
communication distinct from face-to-face sales presentations.– Advertising messages present ideas, products, and services.– Sponsors of advertising messages are identified – Advertising is defined as communication by a specific group or
industry utilizing mass media for the purposes of selling a product, service, candidate, or idea to a target audience.
The Classifications of Advertising
By
Target audience
By Geographic Area
By
Medium
By
Purpose
Consumer
Business-Trade-Professional-Agriculture
Local (retail)
Regional
National
Global
Broadcast
(electronic)
- Radio
- TV
Out-of-Home
Direct-Mail
Internet
Product
Nonproduct
Commercial
Non- commercial
Action
Awareness
“Teaser”
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A general Model of the Communication Process for Promotions
Feedback
Source Message Transmission Receiver ActionModel of the communication process
• Manufacturer• Promotion manager• Ad agency• Salesperson• Spokesperson
• Advertisements
• Sales promotions
• Personal selling
• Publicity
• Media: TV, magazines• Direct mail: in-store• In-home; telephone• Newspaper articles
• Consumer • Consumer
Manage promotion
Strategy
Encode promotion
communication
Transmit promotion
communication
Decode Promotion
communication
Take action
• Analyze consumer/
product relationship• Determine promotion
objectives and budget• Design and implement
promotion strategy• Evaluate promotion
strategy
• Design promotion
to communicate
appreciate
meanings
• Select media or
distribution method
to expose promotion
message to
appropriate
audience
• Attend to message
• Interpret promotion
• Integrate meanings
to form Aact and
behavioral intention
• Purchase product• Store contact• Word-mouth
communication
Relevant
Agents and
stimuli
Key actions
Or decision
Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3rd ed.
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Noise is Any Factor That Interferes Withthe Correct Delivery of the Ad Message.
Noise is Any Factor That Interferes Withthe Correct Delivery of the Ad Message.
Target Audience’s Attention Depends on: Their Perceived Needs,
Information Processing, and Avoidance.
Target Audience’s Attention Depends on: Their Perceived Needs,
Information Processing, and Avoidance.
Media Plan Produces the Best Set of MediaTo Reach the Target Audience at the
Best Time and Place.
Media Plan Produces the Best Set of MediaTo Reach the Target Audience at the
Best Time and Place.
The Creative Strategy Outlines What Type of Message Needs to be Developed.
The Creative Strategy Outlines What Type of Message Needs to be Developed.
Internal Environment of the Advertising Process (Fig. 6.2)
Cultural Frames
Idolatry products meet utilitarian needs
Iconology products embody attributes approved by society
Narcissismproducts transform self and satisfy personal needs
Totemism products signal group membership
Period 1890-1900-1910 1920-1930-1940
1950-1960 1970-1980
Media for Advertising
Newspapers/ Magazines
Radio Television
Marketing Strategy
RationalNon-Rational
BehavioristSegmentation
Advertising Strategy
Utility SymbolsPersonalization
Lifestyle
Elementsin Ads
Product qualities, price, use
Symbolic attributes of products
Products as vehicles for personal change
People in specific activities, settings
Themesin Ads
Quality, useful, descriptive
Status, family, health, social authority
Glamour, romance, sensuality, self-transformation
Leisure, health, groups, friendship
VALSTM Typology
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OpinionsEmotions
Conviction Leads to Trail
Attitudes
Arguments Likability
Retrial
Persuasion: Attitude Change and Trial
Appeals
Persuasive Ads Try to Establish, Reinforce, or
Change an Attitude, Build an Argument, Touch an Emotion, or Anchor a Conviction Based on:
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Persuasion: Attitude Change and Trial
• Appeals– Something that makes the product particularly attractive or
interesting to the consumer. i.e. security, esteem.• Attitudes and Opinions – Establish a new opinion where none has existed before,– Reinforce an existing opinion,– Change an existing opinion.
• Likability– How people respond to a product or a message. i.e. use of
entertainment
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Persuasion: Attitude Change and Trial
• Arguments– A line of reasoning in which one point follows from another,
leading to a logical conclusion. i.e Jeep ad• Emotions – How someone feels about the product, etc. may be just as
important as what that person knows about it.• Conviction Leads to Trial– Strong belief about a product’s benefits that leads to trial. i.e.
good for us, make us look better• Retrial– Goal is to build strong brand loyalty though repurchases.
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MemorabilityLocking Messages Into Consumer’s Minds Through
Recognition and Recall
MemorabilityLocking Messages Into Consumer’s Minds Through
Recognition and Recall
- Key VisualsVivid Image That Helps a ConsumerRemember a Product or Message
- Key VisualsVivid Image That Helps a ConsumerRemember a Product or Message
- RepetitionJingles, Slogans, and Taglines are
Key Repetition Tools
- RepetitionJingles, Slogans, and Taglines are
Key Repetition Tools
***Vampire CreativityPeople Remember a Commercial,
But Not the Product
***Vampire CreativityPeople Remember a Commercial,
But Not the Product
Memorability: Locking Power
10 ConsiderationsWhen Reviewing an Ad
1. What does the ad promise?2. What does the ad not say?3. What are the claims being made?4. What reasons are given for purchasing the
product?5. What was the first thing that caught your
attention?6. Remember, all advertising are pieces of
“persuasion.”
10 ConsiderationsWhen Reviewing an Ad (cont.)
7. Remember, people often buy more than products. A Mercedes is more than transportation: we buy the world that it represents.
8. Remember, there is no relationship between the brand and its image.
9. Remember, read all the fine print.10. Remember, we participate in our own
persuasion.
ConsiderationsWhen Reviewing an Ad (cont.)
While analyzing these specific elements, remember the following:
• People often buy more than products. A Mercedes is more than transportation; we buy the world that it represents.
• There is no relationship between the brand and its image.
• Read all the fine print.• We participate in our own persuasion.