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Welcome to the AdvertisingWebinar

18th April 2013

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Welcome

Your webinar presenter today is:Anneke Edmonds

Webinar content for today:

Overview of the subject

Sessions 4 & 5 Practice Questions

Learning, Revision and Exam technique

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Diploma in Marketing Communications

Advertising Exam Practice Sessions 4 and 5

Learning Outcomes

At the end of this session, students should be able to;

• Understand how to approach answering exam questions• Learn some exam prep techniques

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Session 4 question (December 2006)

• Explain how the communications process works, and the attributes of emotional and rational appeals.

• Give TWO current examples: one of a company using an emotional appeal approach and the other of a company using a rational appeal approach, clearly labelling your examples as either ‘emotional’ or ‘rational’.

How to approach this question

The question is in two parts• Explain how the communications process works, and the

attributes of emotional and rational appeal. – 7 marks and 6 marks (3 +3)

• Give two current examples: one of a company using an emotional appeal approach and the other of a company using a rational appeal approach, clearly labelling your examples as either ‘emotional’ or ‘rational’. – 4 marks + 4 marks

– 4 marks for quality of discussion, context and clarity

How Does Advertising Work? - Basic Model of Communications

Sender Message Receiver

Encode Decode

Feedback LoopBrassington and Pettitt, 2006

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Rational Appeals: Information Cues

• Price• Quality• Performance • Components• Availability• Special offers• Taste• Nutrition

• Packaging • Warranties• Safety• Independent research• Company research• New ideas

Emotional Appeals

• Humour• Fear• Warmth• Eroticism• Music• Guilt• Safety • Happiness• Pride • Self esteem

Emotional appeals can use both positive and negative emotions.

Fear and guilt are often used to change consumer behaviours (i.e. Drink driving, smoke detectors)

Message Format/Appeal

• Information-based appeals:– Factual

– Slice of life

– Demonstration

– Comparative advertising

• Emotion-base appeals– Fear– Humour– Eroticism/sex– Music– Animation– Fantasy and surrealism

Information-based Appeals

• Factual– Objective is to provide

information.

– Commonly associated with high-involvement decisions.

– Persuasion is undertaken through the central processing route.

– Ads should be rational and contain logically reasoned arguments.

• Slice of Life– Assist ion establishing

credibility as message is presented in a way that the receiver can immediately identify with.

– On successful decoding of the message, the effect is for the receiver to conclude: “that person is like me; I have the same problem; they are satisfied with brand X, therefore I, too, will use brand X”.

Information-based Appeals

• Demonstration– Presenting the problem to the

audience as a demonstration.

– The focus brand is depicted as instrumental in the resolution of a problem.

– Whether the execution is believable is a function of the credibility and the degree of life-like dialogue.

– Examples: Pain relief (Panadol), Removes stubborn stains (Flash, Cillit Bang).

• Comparative advertising– Popular means of positioning

brands.

– Messages are based on the comparison of a brand with either a main competitor brand or all competing brands.

– Aim = establish and maintain superiority.

– Comparison centres on one or two key attributes.

Rational Appeal in Advertising

Emotion-based Appeals

• Fear– Used demonstrate negative

aspects (or physical dangers) with a particular behaviour or improper product usage.

– Drink driving, life insurance or toothpaste brands use this approach.

– Also used to highlight the threat of social rejection or disapproval if a brand is not used.

– Anti-dandruff shampoos, deodorants etc use this approach.

• Humour– If receivers are in a positive mood

they are more likely to process advertising messages.

– Humour can attract attention , stimulate interest and foster a positive mood.

– More effective with low-involvement products/decisions.

– Argument quality is likely to be high when using humour.

Emotion-based Appeals

• Sex– Using sex as an appeal for

buyers is excellent for gaining the attention of buyers – but achieves little else!

– Sex appeals usually work well for products such as perfume, jewellery and clothing.

– Haagen Dazs used pleasure as a central appeal when entering the UK market.

• Music– Can provide continuity between a

series of advertisements and can be a good peripheral cue.

– A jingle, melody or tune, if repeated sufficiently, can become associated with the advertisements (Go Compare, Direct Line adverts).

– Music can assist in differentiating and gaining attention.

– It can be used to create mood and signal a lifestyle, so to communicate a brand identity.

Emotional Appeal Advert

Session 5 Question (December 2005)

• Prepare a memo for the marketing department of your organisation that covers the following points:– The advantages and disadvantages of measuring

the effectiveness of their advertising campaigns– What you should research in assessing the

effectiveness of advertising, using examples to illustrate your answer.

How to approach this question

– The advantages and disadvantages of measuring the effectiveness of their advertising campaigns – 5 x 2

Why measure? How can it help us? What are the problems?

– What you should research in assessing the effectiveness of advertising, using examples to illustrate your answer. - 8 + 7 (examples)

Achievement of objectives e.g. sales, enquiries, quotes, recognition and awareness, attitude change.

Use examples from your own organisation

Evaluation

• Why?– Avoid expensive mistakes– Evaluate alternative approaches– Increase overall efficiency

• Why don’t all organisations evaluate?– Too expensive– Difficult to assess creativity– Can’t agree on what to test– Lack of time

• Evaluation must be linked to objectives

Evaluating Communications Campaigns

Method Explanation

Pre-testing Used to shape creative aspect of ad prior to its release. Common methods:• Focus groups• Theatre/hall tests• Physiological tests• Readability tests

Post-testing Used to evaluate effectiveness of ads:• Inquiry tests (behavioural)• Recall tests (communication)• Recognition tests (communication)• Sales-based (behavioural)

Tracking Studies Involves interviewing a large number of people on a regular basis with purpose of collecting data about buyers perceptions of marketing communications

21Fill, 2006

Evaluating Communications Campaigns

Method Explanation

Likeability The degree to which people enjoy an ad has a strong correlation with future sales. A multifaceted concept so that ads that are perceived as personally meaningful, relevant, informative believable and convincing are regarded as reliable indicators of ad effectiveness

Enquiry tests Measure the number of enquiries or direct responses stimulated by adverts (coupons, response cards, telephone calls)

22Fill, 2006

Limitations of Pre-testing

• Never the best possible ad – only ‘a guide to better advertising’

• Artificial setting• Effect of repetition not considered• Limited time between exposure and test• Influence of external factors not measured (such as

competitive action)• Ads are processed individually, but often tested in a

group setting

Limitations of Post-testing

• Difficult to isolate affect of single ad – usually part of a wider campaign of similar ads

• Consumer’s honesty – they can lie, exaggerate or guess• Suggests that recognition or recall of the ad leads to buying

the product – not always true!• Time between exposure and measurement – recall can

drop dramatically after only a few days. • Product involvement will influence the results of the test –

consumer who is interested in product category will perform better in recognising ads

Learning and Revision tips

• Actively search out examples that apply to each area of the syllabus

• This will help you to better remember basic concepts and help you to answer specific questions

• Learn and revise the full syllabus• Don’t risk it and try to guess what may come up

in the exam• Adopt an integrated approach to the subject

The Magic Formula – CAM L4

Evaluation

Application

Concept

Presentation and wider reading

20%

30%

40%

10%

Next webinar

• Revision Webinar for Advertising is on 24th May

Questions?