Ad and Promo unit 2

Eight distinct human values

Self-Direction

Stimulation

Hedonism

Achievement

Security

Conformity

Tradition

Benevolence

Individualistic cultures

Self Direction

Stimulation

Hedonism

Achievement

Collectivistic cultures

Conformity, Tradition, Benevolence, Security

Source:

A person or organization that has information to share with another person or group of people

Encoding:

Putting thoughts, ideas, or information into a symbolic form

Channel:

• Facilitates communication between sender and receiver 

• Non personal channel or mass media 

• Personal channel or direction communication between two or more persons 

• Word of mouth 

• Buzz marketing 

Viral Marketing:

• Propagating marketing relevant messages with the help of individual consumers 

• Factors Affecting success: Message characteristics, individual sender or receiver characteristics, social network characteristics 

Seeding:

Identifying and targeting influential consumers who can help spread a marketing message.

Receiver:

A person with whom the sender shares thoughts or information

Decoding:

Transforming and interpreting a message's meaning.

Persuasion Matrix:

Helps marketers see how each element of a persuasive message interacts with the audience to influence their attitudes and behaviors.

Direct Source:

Delivers a message and/or endorses a product or service

Indirect source

Draws attention to and enhances the appearance of an ad

Fear appeal

• Evoke an emotional response to a threat and arouse individuals to take steps to remove the threat

• Effective when the recipient is: Self confident and prefers to cope with dangers, a non user of the product

Protection Motivation Model 

• States that ads using fear appeals should give the target audience information on the:

• - Severity of the threat

Humor appeal

Attract and hold consumers attention

Put consumers in a positive mood

Increase consumers liking of the ad and their feeling toward their product

Distract the consumer from counterarguing against the message

May wear out faster than serious appeals

Holistic Cognition

Common in East Asian cultures, this approach focuses on the broader context, relationships, and the interconnectedness of objects. It often embraces contradictions and change, emphasizing harmony within the environment.

Analytic Cognition

Predominantly seen in Western cultures, this style isolates objects from their surroundings, categorizes them, and applies formal logic and rules. It emphasizes individual attributes over contextual relationships

Western thinking

Based on formal logic and shared attributes

Eastern thinking

Based on relationship between objects

Americans view on brand extensions

Americans reject extensions that don’t “fit” with
characteristics of parent brand

Indians view on brand extensions

React more favorably to brand extension

Subcultures

Smaller segments within a culture, whose beliefs, values,
norms, and patterns of behavior set them apart from the
larger cultural mainstream

Social class

Homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, understand behaviors can be grouped

Reference groups

Group whose presumed perspectives or values are being ed by an individual as the basis for his or her judgments, opinions, and actions

Situational determinants

Specific situation in which consumers plan to use the product or brand directly affects their perceptions, preferences, and purchase behaviors

New methodologies

Qualitive methods

Linguistic or historical perspective of communications

Examining the symbolic meaning of advertising and the facets of consumption

New insights

Leads to better understanding of:
• Cultural significance of advertising messages
• Influence of advertising images on society

Transmission model

says we transmit signals or messages over distance for the purpose of control

AIDA model

A model that depicts the successive stages a buyer passes through in the personal selling process, including attention, interest, desire, and action

Hierarchy of effects model

A model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action

Innovation adoption model

A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. The series of steps includes awareness, interest, evaluation trial, and adoption

Cognitive stage

Represents what the receiver knows or perceives about the particular product or brand

Affective stage

Receivers feelings or affect level for the particular brand

Behavioral stage

Refers to the consumers action toward the brand

Traditional response models

cognitive - affective - behavioral

Standard learning

Learn - feel - do

Dissonance/attribution

do - feel - learn

Low involvement

learn - do - feel

Success depends on:

Audiences interpretation

Cognitive responses

Thoughts that occur to individuals while reading, viewing, and/or hearing a communication

ELM stands for:

Elaboration Likelihood model

What is ELM?

ELM focuses on the way consumers respond to
persuasive messages, based on the amount and
nature of elaboration or processing of
information.

Focuses on the differences in the ways
consumers process and respond to persuasive
messages
• Attitude formation or change process
• Depends on the amount and nature of elaboration
that occurs in response to a persuasive message
• Elaboration likelihood is a function of:
• Motivation
• Ability

Persuasion matrix

Helps marketers see how each controllable element interacts with the consumers response process

Independent variables:

Controllable components of the communication process

Dependent variables

The steps a receiver goes through in being persuaded

Internalization

Adopting the opinion of a credible communicator and the belief that information from this source is accurate

Sleeper effect:

Persuasiveness of a message increases with the passage of time

Evaluative conditioning

Produces favorable attitudes by pairing objects with images or music of positive valence

Source Power

Source is capable of administering rewards and punishments to the receiver

Compliance:

receiver accepts a source persuasive influence and acquiesces of his or her position

Primary effect

Information presented first is most effective

Recency effect

Last arguments presented ae most persuasive

Conclusion drawing

Messages with explicit conclusions are more easily understood and effective in influencing attitudes

Comparative advertising

Directly or indirectly naming competitors in an ad
and comparing one or more attributes

Clutter

Amount of advertising in a medium
• All the nonprogram material that appears in the
broadcast environment

Qualitative media effect

Influence the medium
has on a message
• Image of the media vehicle affect reactions to the
message.

Effects of Mass Media

differences in information processing
• Self-paced—Readers process the ad at their own rate
and study it as long as they desire
• Newspapers, magazines, direct mail, and Internet
• Externally paced—Transmission rate is controlled by
the medium
• Radio and television

Disadvantages of Humor
Appeals

Harm recall and
comprehension
• Harm complex copy
registration
• Do not aid persuasion
in general
• Do not aid source
credibility
• Not very effective in
bringing about sales

Humor appeals

Attract and hold consumers’ attention
• Put consumers in a positive mood
• Increase consumers' liking of the ad and their feeling
toward the product
• Distract the consumer from counterarguing against
the message
• May wear out faster than serious appeals
• Wearout: Tendency of a commercial to lose effectiveness
when seen or heard repeatedly

Protection Motivation Model

States that ads using fear appeals should give the
target audience information on the:
• Severity of the threat
• Probability of its occurrence
• Effectiveness of a coping response
• Ease with which the response can be implemented