170 Chapter 11: Advertising Messages and Marketing Communications

Advertising

the primary and most direct way a company communicates with customers about its products, brand, and market position.

Integrated Marketing Communications

a strategic approach to coordinate all communication channels (e.g., advertising, public relations, direct marketing, social media) so they deliver a consistent and unified brand message.

Attention

Make people aware of the brand; Advertising aims to move customers through the AIDA

Interest

Spark curiosity or relevance; Advertising aims to move customers through the AIDA

Desire

Build emotional connection or need; Advertising aims to move customers through the AIDA

Action

Drive purchases or engagement; Advertising aims to move customers through the AIDA

Cognition / Head

Awareness and knowledge; All goals fall into one of three categories

Affect / Heart

Enhancing attitudes and positive associations about our brand

Behavior / Pocketbook

Ultimately encouraging more buying of our brand

Source / Firm

Creates and encodes the message. 3 Basic Dynamic Communication Model

Message / Ad

The content being communicated. 3 Basic Dynamic Communication Model

Receiver / Customer

Decodes and interprets the message. 3 Basic Dynamic Communication Model

Copy Testing

A form of marketing research conducted before launching a full campaign.

Cognitive ads

Ads that appeal to the consumer’s logic and reason. They provide practical, functional, and informative reasons to buy a product — also called utilitarian appeals. These ads focus on product attributes and benefits that solve a problem or fulfill a need.

Argument-Based Ads

Ads that present reasons or logic to support the brand’s value.

One-sided Argument

Presents only the positive aspects of the product. Works best when consumers are not aware of any drawbacks.

Two-sided Argument

Shows both pros and cons of the product. Effective when the audience already knows the product's weaknesses. Adds credibility by appearing more objective or honest.

Noncomparative Ad

Focuses on only one brand and its benefits or positioning. No mention or implication of competitors.

Comparative Ad

Highlights the differences between the advertised brand and its competitors. Useful for smaller brands trying to piggyback off bigger names.

Product Demonstrations

Showcase the product in action. Allow viewers to see the performance and evaluate claims for themselves. Builds trust through visual proof.

Drama

Often plays out like a mini-story or slice-of-life scene. Shows a problem scenario and positions the product as the solution. Engages viewers emotionally while delivering rational value.

Emotional Ads

These ads aim to stir feelings, connecting the consumer to the brand through emotion rather than logic.

Humor

To break through the noisy media clutter; Types of Emotional Appeals

Fear and embarrassment

Negative emotions that have been used to sell both products and social marketing ideas

Nonmonotonic

the effect of fear and embarrassment emotions; the ad might overdo it and be seen as so fear-inducing as to be creepy or horrifying

Subliminal Ads

Contain hidden messages (visual or audio) below the level of conscious awareness. Aim to influence behavior subconsciously, though effectiveness is debated.

Image Ads

Emotional appeals: the ad conveys an image. Ad message is more abstract than a list of features and attributes. Shape perceptions and emotional brand associations. Useful in brand positioning and long-term image building.

Honesty

Companies should honor all promises made to customers (explicit and implicit).; Professional Standards

Fairness

Marketing messages should be clear, truthful, and non-deceptive.; Professional Standards

Endorsements

Ads where a spokesperson supports or promotes a brand.

Celebrities

attract attention, may lead to affect transfer. Endorsements

Experts

credible, persuasive due to knowledge. Endorsements

Regular people

provide relatable testimonials. Endorsements

Affect Transfer / Association Transfer

Positive feelings toward the endorser (celebrity/expert) are hoped to transfer to the brand itself.

Elaboration Likelihood Model

Posits that there are two ways into your brain: a central path or a peripheral path.

Central Path

Focus is on core message and facts. Used by highly involved consumers who analyze the content. Works best for cognitive (rational) ads.

Peripheral Path

Focus is on external cues (e.g., celebrity, visuals, music). Used when people are less motivated or less informed. Works best for emotional or endorsement-based ads.

Source Credibility

A message is more effective if the source (endorser) is seen as trustworthy and knowledgeable.

Sleeper Effect

Over time, people forget the source of a message but remember the message itself. Even if the original source wasn’t credible, the message may still influence behavior later.

Reminder Ads

Ads that aim to reinforce existing positive attitudes of target customers. Often use emotional appeals to capture attention and maintain brand preference.

Price War

A situation where competitors continuously lower prices to outdo each other. Solution: Use comparative ads to highlight the superior benefits of a higher-priced brand rather than competing only on price.

Cognitive

Increase awareness and knowledge of the brand. Strategic Goals of an Ad Campaign

Affective

Improve brand image and customer preference. Strategic Goals of an Ad Campaign

Behavioral

Encourage product trial and repurchase. Strategic Goals of an Ad Campaign

Day-After Recall

Random consumers are called after ad exposure. They are asked to recall which ads they remember. This measures the ad’s immediate memorability.

Recognition Tests

When recall is exhausted, consumers are asked if they recognize specific ads.

Mere Exposure Effect

Repeated exposure to a brand name, logo, or ad increases familiarity and favorable attitudes, even without deep processing.

Persuasiveness Tests

Conducted before launching the campaign to tweak ad content for better impact.

Concept Testing

Conducted with focus groups. Participants are screened for relevance but selected randomly. Measures consumer reaction to ad ideas and brand fit.

Copy Testing

Conducted through surveys with larger, random consumer samples. Usually online or via email.

Attitude-to-the-Ad

The viewer’s feelings toward the advertisement itself.

Attitude-to-the-Brand

The viewer’s resulting perception and favorability toward the brand.

Mouse / Hand-Dial Procedures

Viewers indicate real-time emotional responses during ad viewing. Helps identify ineffective or strong ad sections. Critics note a lag in reactions, so aggregated or post-viewing evaluations may be more accurate.