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:
      4. Increased purchase frequency
         • Get current customers to buy more often.
         • More effective than converting non-users.
      5. 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