how the roles of advertising merely changed

5/21/2018 How the Roles of Advertising Merely Changed

1/9

391391

Ii Ju aiig, 32(3), pp. 391398 2013 aiig aciiPubih by Wc, www.wc.cmdoI: 10.2501/IJa-32-3-391-398

oBservatIons

How the roles of advertising merelyappear to have changed

Jh r. riUniversity of Wollongong and Bergische University Wuppertal

ly PcyCopenhagen Business School

thi ic i cmmy h hm h 2012 ICorIa Cc h i

sckhm, which w bu th chgig iig. W pp h h

iig h chg. th iig h wy b, wi ciu b,

m h b puc ic chi high pic h cum

wiig py h wu bi i h bc iig. Whhaschg i c

y i h b wig h cmicpcii ii, which h cmic

iig ch puuig icigy uiic by ui, xbk wi

ciuig ig pcii ch ppig i pubici pcii-

i ju, pcii pig i high-uig bu mig jg.

a i i h cy g h w cic mi quiig w m hw iig cmmuic pu, which, h uh xbk xpi, i

h cy h g ig mkig. W pi i hi ic

i pcii jg i m ciiicy ccpb migy w

ciici h w iig m i m ii g wih mim

mi iig.

Introduction

f m im w w h ic cy iig pcii cm-ic k bu h chgig iig. I, hi w h hm h 2012ICorIa cc i sckhm. Php pci chg h wy b h c, ch w gi k h w i m wh w b. Much h pci chg i u h iu bi mg mk wih gig himg i h -c w mi. th ig m b h, bcu hiciby pi gwh ci mi h i wy iig i-m, h y u iig mu b chgig.


2/9

392

InternatIonal Journal of advertIsIng, 2013, 323

th i yi h w w miy -chi ipi ii mki cmmici. Y h ic h y hi icy effectivewy i i m ci. a d schz (2010, p. 12)p i, th qi, hh, i h hy m w mi i h w--imp ii mki ppii impy ? a, m h pcii i, rc Ci (2011, p. 14), -im i h mj ii pbici Advertising Age, h i, I m m hh m p ci mi bcm, h w kw b h pw pi ai kw wh h pimy pp ci mi i pp b.

W pp h h ii hnotch. I i, wy hb, m h b pc ic, chi hih pich cm wii py h w bi i h bc ii.aii chi i pp, xpi i h h xbk (m cy

Pcy & rbm-ei 2012),by ici h ppi icic iii- iiy h w i ( ji) cmmici c: b w b i pc. I ci c, miy wh hih-imic p i h, ii my b c p ic h pp-my cmmici c cy ( b i w pc cy yi ), b pch ii ( cy cmmici c h c-c ic-p im mpy by m i, ici ii) pch ciii ( cmmici bjci ic-p ). aii my h ch, b i pp h wy i wk

h .th -c w ii h b mk by w i ibi, m pcii h h m cmic; h cmicpcii ii i itself wi m-. acmic ii chm h i wh pcii i , i xpic, m c ih. Wi h i ck cii pbici ch Advertising

AgeAdmapi j ic xbk.th y w xcpi ckwipcii wk h bk by ri Pcy (1987, 1997) h Biihh Chi fi (2010).o h h i h ii,pcii i ckwh ch h i pi cmi. P y c i h b w

pbici, k wih y m, y wi . I h b h, bw wi h ii.

I hi ic, w i k h mi m pcii,which i h ci j wh ki b ii i mm. W h k wh

w c h mic m cmic, which i h cy p i -ii c i h bi h h w ii m wk i h c-i m. W cc by i ch m by hwi h hw m my c ii m ii.


3/9

393

HoW tHe roles of advertIsIng MerelY aPPear to Have CHanged

Practitioners marketing jargon

a cmic cuy i i h bhiu i ii mk-i pubici wu i him h i w i which pppk i wh u ik w u. th mk wh h hi w j huh hy ui h. th u i mphic

u. W uch bi, i i cum uwihu y h i piby hi h m h pk. tb 1pi ju mp hi w u, wih u i i miueih.

Table 1: Practitioners jargon with translations

Practitioners term Translation

Brand building A high-sounding but vacuous term that could refer to increasing the brands share

price, adding new customers, increasing mass awareness of the brand, adding new

attributes you name it

Rebranding Could refer to as little as a name change (e.g. Jenny Craig weight-loss studios have

recently been rebranded as Jenny) but most often refers to a change in the in-ad

emphasised key benefit (e.g. the WeightWatchers chain is now changing to a tie-in

with nutritional science) (see Advertising Age, 16 January 2012, pp. 3, 22)

Brand equity A term badly stretched, following the lead of articles by academics David Aaker and

Kevin Keller, to include any and all mental associations that consumers make to the

brand. Brand equity should mean only the incremental contribution to brand attitudemade by the brand name

Brand values This term simply means brand-attribute beliefs.The beliefs are either those desired

to be instilled by the marketer or those actually held with some non-zero degree of

strength by consumers

Core values The important brand-attribute beliefs important in the managers eyes, anyway!

Customer relationships A poor metaphor that might mean something to customers of service providers,

where the human providing the service has to be put up with continually

Customer-centric The marketing concept rediscovered

Customer insights Qualitative researchers or planners inferences stolen from customers focus groupstatements about why they buy the brand

Customer experience What people say they think of and feel when they use the brand (again coming from

open-ended questioning in qualitative research). Reported experience overlooks

implicit attitudes, truly felt emotions, and subconscious psychoanalytic reactions to

the brand stimulus

In-depth understanding Understanding. In-depth is a carryover term from psychoanalysis (depth psychology)

referring to the researchers claimed understanding of the subconscious. The modern

marketing manager does not have a deep understanding of consumer behaviour

(continued)


4/9

394


M mki j h ii pcii c i h m .thi c b i tb 2, which i b i(nebi-piiim) iii i 16 Jy 2012 Advertising Ageic by Jim s,

h m b mki chi Pc & gmb Cmpy, w wih WPPMiw Bw ch cmpy. I hi iicy jiic w, h bi w i bi yic i pp-i mki. Ym ( y cmic) w w h cic ii bkby Cp, r sch. r c iq i ppii (usP) hpicy b c wih s c b i. I cy ci pp cyuseh b i, hy w h ch rchch pjc -w cc bi i h ikb. Wihhi pjci i h w, ci c piby cm p wih ci

cmpi.

Practitioners term Translation

Googling What used to be thoughtful desk research of secondary data, now more often

conducted via a non-thinking online search engine

Bespoke research A strictly British term borrowed from the personal tailoring trade to refer to a

customised as opposed to a syndicated or standardised research project

Consumer ethnography The participant observation method of social anthropology revisited

Netnography Non-participant observation done online (tedious, superficial, and non-expert content

analysis of postings on blogs, Twitter, and Facebook)

Engagement Ad processing particularly sustained attention following initial attention to the ad

Brand advocacy What opinion leaders or more recently market mavens used to do that is, deliver

word-of-mouth (or nowadays word-of-finger) recommendations of the brand toother less enlightened souls who dont subscribe toConsumer Reports

Integrated marketing

communications

Huh? Integrated? Related jargon: single-minded, one voice and synergy

Multiple platforms Placing ads in more than one medium

Digital marketing Shifting some of the brands advertising budget online (the bulk, about 70%, of

online ad spending is due merely to a shift in directory and classified advertising

from print to the internet)

Metrics Measures. Measures of the same responses as always with some merely given new

names. Calling them metrics makes the flaky business of advertising measurement

seem substantial

Analytics Statistical analysis

Brand dashboard Uselessunrelatedsummary of the brands ad-processing and communication-effect

statistics

Table 1: Practitioners jargon with translations (continued)


5/9

395


I wy i b i uici pp positioning h b. a pp

piii m pcii h uic (t) which h b i b im,h cy (C) i which h b i b pii, h ky bi uiqubi cmbii (B) h iiuih h b m h b i h mpuc ic cy. a piii m wi w m h t-C-Bb piii m ui i ri Bm (2005) c h X-YZm i ri Pcy (1997). th t-C-B m h i X-YZ m im wh h mj ii cy, oiy & Mh, w i h im ci b piii. th b i i h b iuy c h uic, h cy h ky bi h b.

Academics misfocus

acmic ii ch m icc m h w ii.n y hy cuc hi ch wih uiic , hy ciu muh ci wih i ccp. I tb 3, w ciici u uch ici ccp k m ui pubih i c iu h Journal of Marketing Communicationsh wih h w ii m. W picu-y ciic cmic ciu cu iu w h (a-) bi, h y bi, ii ci. th a- ccp w imi

i i u xbk xcp i qu h riPcy gi. f

Table 2: Stengels brand ideals for some big-name brands

Brand Brand ideal

Accenture Help people accelerate ideas to achieve dreams

Amazon Enable freedom of choice, exploration and discoveryApple Empower creative exploration and self-expression

Calvin Klein Define modern luxury

Coca-Cola Inspire moments of happiness

Diesel Inspire imagination and endless possibilities in style

Dove Celebrate every womans unique beauty

Emirates Connect people with the world through a new lens of perception

Heineken Help men be worldly-resourceful, competent, open-minded

HP Foster human capacity to innovate, progress

IBM Build a smarter planet

MasterCard Make the world of commerce simpler, more flexiblePampers Help parents care for babies and toddlers development

Samsung Inspire imagination and enrich lives in a world of limitless possibilities

Starbucks Create connections for self-discovery and inspiration

Visa Provide freedom to people to follow their passions

Zara Democratise fashion trends


6/9

396


w-im mi b h i cc bi, h pp h h h h b bcm . ewh (ri & e 1994)

w h iw ic i h pcii i m, a liki,which i i xcp i h q.

a c k hh hi j,IJA, h us j hJournal of AdvertisingJAR, wi xp h ci m ch pychic whip cm mi m. M m cmic ic jmp-i h mi bw, b hy m i i mii paired emotion shift ( xbk). Wh i mii i h cmici? th w ibrand communication effects.ai my w mi y h h ymi ii i bih h b cmmici c

hby m h b jiy pmim pic i.

Table 3: Irrelevant advertising response concepts in recent academic studies

Concept label What was actually measured

Brand

touchpoints

What was actually measured was customers self-stated recognition of the various media

lumped-together mass media, and separated new media of web banner, website, email,and social advocacy in which customersthoughtthe brand had been advertised. Brand

touchpoints are a hopeless substitute for the traditional concept of media-vehicle claimed

reach. They fail to take into accounteffective reachbased on the estimation of the required

effective frequency in each advertising situation

Persuasion

knowledge

What was actually measured were the audiences self-stated perceptions of the ads

attempts to persuade and to sell the product. In one study these perceptions were measured

with what the authors did not realise was a cognitive response measure, and in the other

study the perceptions were measured with redundant unipolar items wrongly recorded on a

bipolar Likert answer scale. Also note, per McGuires research, thatforewarningof intent to

persuade, as someone with high persuasion knowledge would presumably have, has the

perverse effect ofincreasingthe degree of persuasion

Advertising

scepticism

What was actually measured were three beliefsabout the ad as to whether it was truthful,

redundantly believable, and informative. A 1-to-7 Likert answer scale was used with the

lower-end answers (disagreement) reverse-scored to indicate scepticism. The overall mean

score for scepticism was 4.64, near enough to the neutral midpoint of the answer scale to

not signify either believabilityorscepticism. Researchers should note that the great majority

of advertisings benefit claims do nothave any truth value because they are either puffery

claims (obvious or humorous exaggeration) or disguised parity claims (such as Nothing

beats... or Best a man can get). Accounts of ad scepticism mean nothing. All key-benefit

claims for low-risk products, the kind most seen on TV, are most effective if they stimulate

Maloneys concept of curious disbelief

Attitude towardsthe ad

What was actually measured was a strange mixture of beliefs about the ads entertainmentvalue, the ads informativeness, consumers interest in the productadvertised, and their

likely usage of theproduct. Never mind this non-valid mixture of item content. Coefficient

for the scores on this conglomeration of items was 0.92, so lets go! Attitude towards the

ad, by the way, is the most prevalent and most misleading ad-processing concept in all of

academic advertising research (as we have pointed out many times before)


7/9

397


New formats unmasked

fuh ic chi h i h ii h ch i i itb 4. thi b hw hw ch h w m i h i cum h -u i ii ii m. I h c cum, i wi b h hstimulus content h w m ii i ciy w; h w -m, ju ik h , y wordsimagesi wy h. I h hi cum,

w h hresponses by h w m ii h b cmmuic-i c b- cum bhiu w ih bu hxii . sic ih h c h p uh h ch,hw c i b i h h ii h ch?

ou i cmm cc h hic m ii. W p h bciu h h m ii i h b: puc pcm (p-ciy h c pcic i b h i ii hw p-puci);p c ( h i i ii mi); b c (p-

ciy h hi pi p ub pu puc twi fcbk). thpcic icy uhic (ri & Bm 2005) bcu h uici iy w h hy bi i .

Summary

I hi ic w h u h h ii mi hy wy w bih h b w b iu i allmki cmmuic-i, cy , b puch ii puch ciii i

ic-p . W h pi u h pcii, ui h w ii

Table 4: RossiterPercy interpretations of new ad formats

New ad format Stimulus contenta Responses targetedb Traditional analogue

Banner ad P, RW BRGN, BATT, CLICK-THROUGH Mobile outdoor adc (billboard)

Website Ps, RW, AV, MU CN, BRGN, BATT, BPI, PF, PURCHASE Brochure

Interactive TV

commercial

AV, MU Same Direct-response TV commercial

with toll-free number or URL

SMS ad RW, MU BRGN, BATT, BPI, PF, STORE VISIT Brief print ad

Street ad P, RW BRCL, BATT Mobile outdoor adc (billboard)

Product placement P, HW BRCL, BATT Retail brand display

Sponsored content P, RW, AV CN, BRCL, BATT, BPI, PF, PURCHASE Advertorial

Brand advocacy P, HW BRCL, BATT, BPI, PURCHASE PR

a Stimulus content abbreviations: P = picture, RW = read words, AV = audiovisual, MU = music, HW = heard wordsb Response abbreviations: CN = category need, BRGN = brand recognition, BRCL = brand recall, BATT = brand attitude or preference,

BPI = brand purchase intention, PF = purchase facilitation (all communication effects); consumer behaviours are spelled outc Mobile outdoor ads (a term exclusive to Rossiter and Percys textbooks) are those in which eitherthe ad is moving or the audience

is. Compare stationary outdoor ads


8/9

398


m xc, h b mpi i ii i iiby mki i i w j. acmic h h w m xc iw p ccp h i h m ii ch.

Whi w ckw h h my wmediapi ci, wh i hmessagei h h w mi iy h notch ih h h ip. Im w, i m h, wi b i ii, h wy h mi pc h im w h mi h m im. aBi g w cy i h hihy pc j Nature, Hiy h chy ch h bi m biii (2011, p. 38). I my k hh ii i chi, b h wy h ii m wk m ciy i.

References

Bi, d. & g, C.s. (2011) ncic: bwi h bi.Nature, 3 fby, 3738.

fi, C. (2010)Marketing Communications: Interactivity, Communities and Content, 5h .ew Ci, nJ: Pic H.Pcy, l. (2008)Strategic Integrated Marketing Communications. amm: Bwh-Him.Pcy, l. & rbm-ei, r. (2012)Strategic Advertising Management, 4h . ox:

ox uiiy P.rbm-ei, r. & Pcy, l. (2011)Strategic Brand Management, 2 . ox:

ox uiiy P.ri, J.r. & Bm,s.(2005)Marketing Communications:Theory and Applications. syy: P.ri, J.r.& dh, P.J. (1998)Advanced Media Planning. B: Kw.ri, J.r. & e, g. (1994) Cci m h arf Cpy rch viiy

Pjc.Journal of Advertising Research, 34(3), 1932.

ri, J.r. & Pcy, l. (1987)Advertising and Promotion Management.nw Yk: Mcgw-Hi.ri, J.r. & Pcy, l. (1997)Advertising Communications and Promotion Management, 2. nw Yk: Mcgw-Hi.

schz, d.e. (2010) th pyi h.Marketing News, 30 spmb, p. 12.

About the authors

Jh r. ri (Phd, uiiy Pyi) i ch p mki ih fcy Bi, uiiy W, ai pm iii p- mki i h schmp sch Bi, Bich uiiy Wpp,

gmy. H i picip h ii mm ch bk.ly Pcy (Hy dc, sckhm uiiy) i c i mki

cmmici iii p ii bh h Cph Bisch h li Bi sch, rm. H i c-h h riPcyii xbk picip h ox uiiy P xbk ic b mm mki cmmici. Piy, ly Pcy

w h ic ic pi mb u.s. ii ci.a cpc : Jh r. ri, fcy Bi, uiiy

W, nsW 2522, ai.

emi: jh_i@w..


9/9

C o p y r i g h t o f I n t e r n a t i o n a l J o u r n a l o f A d v e r t i s i n g i s t h e p r o p e r t y o f W a r c L T D a n d i t s c o n t e n t

m a y n o t b e c o p i e d o r e m a i l e d t o m u l t i p l e s i t e s o r p o s t e d t o a l i s t s e r v w i t h o u t t h e c o p y r i g h t

h o l d e r ' s e x p r e s s w r i t t e n p e r m i s s i o n . H o w e v e r , u s e r s m a y p r i n t , d o w n l o a d , o r e m a i l a r t i c l e s f o r

i n d i v i d u a l u s e .

how the roles of advertising merely changed

Documents