Advertising Review Flashcards

Jones (2004) Consumer Categorisation Model

  • Overview:
    • Classifies consumers based on their purchasing relationship with a brand.
    • Focuses on maintaining and growing existing relationships.
    • Advertising primarily reinforces and encourages loyal or occasional users.
    • "Advertising is normally an evocation of past brand experience, rather than explicit persuasion." - Jones (2004).
  • Consumer Categories:
    • Identified five main sources for brand growth/maintenance, divided into two groups:
      • Sources that grow penetration (new users):
        1. New category entrants
          • New consumers entering the market for the first time (e.g., teens using razors).
          • Rare in saturated markets (like the U.S.), except for new technologies.
        2. Growing segments
          • Demographic or societal shifts create growth (e.g., healthy food demand).
          • Brands align with these trends.
        3. Stealing from competitors
          • Gaining customers from rival brands (e.g., Coke vs. Pepsi).
          • Often involves comparative advertising.
      • Sources that increase usage among existing buyers:
        1. Increased purchase frequency
          • Get current customers to buy more often.
          • More effective than converting non-users.
        2. Defensive strategy
          • Retain existing customers in shrinking markets (e.g., cigarettes, dairy).
          • Holding ground is a win in declining categories.

Key Implications for Advertising

  • Advertising is most effective when reinforcing existing buyer behaviour.
  • Existing customers are more profitable and cheaper to reach than new ones.
  • Brand growth comes from getting occasional buyers to buy a little more.
  • Efficient targeting focuses on loyal customers and favorable switchers.
  • Exam Tips:
    • Apply the model in case study situations.
    • Explain why certain groups are more efficient to target.
    • Know how the model links to advertising ROI and message planning.

Creative Approaches in Advertising

  • What is Creativity?
    • 'the production, conceptualisation or development of novel and useful ideas, processes or procedures by an individual or by a group of individuals working together.' (Shalley et al., 2000, p. 215)
    • A creative "spark" bridges the gap between what an advertiser wishes to propose and what a consumer wishes to listen to (White 1972, p. 29).
    • Creative ads enable open-minded message processing, increasing the willingness to view an ad again (Fill et al., 2013, p. 125).
  • CAN MODEL (SHIMP, 2010)
    • Ensures creativity serves a purpose:
      • Connectedness: Resonates with the target audience (values, experiences, aspirations).
      • Appropriateness: Relevant to the brand, aligns with positioning and image.
      • Novelty: Fresh, original, and unexpected to cut through clutter.

Advertising Planning Grids

  • Planning grids (e.g., Vaughn, R. (1980) FCB Grid) determine whether a campaign should use emotional, rational, or mixed appeals.

  • Map products based on:

    • Level of involvement (high/low)
    • Decision type (thinking/feeling)

  • High Involvement + Think: Rational appeals (e.g., insurance, technology)

  • High Involvement + Feel: Emotional appeals (e.g., cars, luxury goods)

  • Low Involvement + Think: Informative/reminder ads (e.g., toothpaste)

  • Low Involvement + Feel: Emotional/fun (e.g., snacks, fizzy drinks)

  • (Rossiter & Percy, 1991) Grid Motivational Type

    • Informational motive: Problem-solving or functional (e.g., insurance, tech).
    • Transformational motive: Emotional, symbolic, or experiential (e.g., fashion, travel).

  • Involvement Level

    • High Involvement: Consumers think carefully before buying (e.g., cars).
    • Low Involvement: Decisions made quickly or routinely (e.g., soft drinks).

  • When is Emotional Advertising Appropriate?

    • Vaughan’s FCB Grid (1980): For low-involvement, impulsive purchases.
    • Egan (2019): Products with symbolic or experiential orientation (e.g., fashion, perfume, cars, travel, or luxury items).
    • Emotional connections with a brand encourage repeat viewing and positive associations.
    • Fill et al. (2013): “Creative ads enable open-minded message processing and increase willingness to view again.”

When is Rational Advertising Appropriate?

  • Vaughan’s FCB Grid (1980): High Involvement + Think calls for informative, rational messaging.
  • For Functional, High-Involvement Products, E.g., insurance, home electronics, financial services, health products
  • Ads may include features, technical specifications, price, safety, or comparisons, Rossiter & Percy Grid 1991: Informational motives require rational messaging

When is a Blend of Rational and Emotional Appropriate?

  • For Products with Both Symbolic and Functional Benefits Cheong & Cheong (2021) “Emotion and rationality can occur simultaneously. Some product categories (e.g., luxury cars) score high on both ‘think’ and ‘feel’ dimensions
  • To Build Both Trust and Affection. Rational appeals build credibility, while emotional appeals build connection and loyalty. Ashley & Tuten (2015): Message and creative strategies must work together to “bridge the gap” between brand and audience

Music in Advertising

  1. Why is Music Considered a Suitable Executional Element in Advertising?
    • Music communicates emotion quickly and powerfully (Bruner, 1990).
    • It affects viewers physiologically, emotionally, and behaviourally (Treasure, 2009)
  2. Advantages of Using Music in Advertising
    • Boosts emotional engagement and brand recall (Bridger, 2015).
    • Builds brand associations through repetition (Gustafsson, 2015).
    • Cross-platform: Musical cues work across different media formats (Allan, 2008).
  3. When is Music Particularly Suitable?
    • Emotional or storytelling-driven ads — Bridger (2015): Ads with music scored higher on emotional arousal.
    • Youth-oriented brands and lifestyle products. TikTok Marketing Science (2020): “68% of users say they remember the brand better when music they like is used
    • Ads designed to enhance mood or shopping atmosphere (Kellaris et al., 1993).
  4. What are the advantages and disadvantages/risks of using pre-existing vs. original music in advertising?
    • Pre-Existing Music
      • ✅ Pros
        • Known songs can immediately trigger emotional and cultural associations (Klein, 2010)
      • ❌ Cons
        • Use of hit songs is often expensive and legally complex (WARC, 2020)
      • ⚠️ Risks
        • May alienate users with personal ties to the song
    • Original Music
      • ✅ Pros
        • Commissioning music ensures brand fit and is surprisingly affordable and the output becomes the brand’s exclusive property (WARC, 2020)
      • ❌ Cons
        • May lack initial impact or cultural recognition
      • ⚠️ Risks
        • Risk of weak execution or poor production