advertising hierarchy of effects
DESCRIPTION
Presentation of 3 Article on the Hierarchy of effects in advertising completed by myself and two others.TRANSCRIPT
A Model for Predictive Measurements of Advertising Effectivenessby
Robert J. LavidgeGary A.Steiner
What is Advertising
What are its functions
What is it supposed to do
7 Steps
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
Unawareness
Advert
Advert
3 Functions
Information& Ideas
Attitudes& Feelings
Action
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
Functions of Advertising Research
Which steps are most important in a particular case
How many people are at each stage
Which people on which steps is it is most important to reach
To Determine
Like the Product
Aware of the Product
Like Product offer
Preference
Conviction
Purchase
Cognitive
Affective
Conative
Information &Ideas
Attitudes & Feelings
Action
Behaviour Movement Functions
Measuring Movement on Steps
Info. QuestionsBrand awareness
Aided Recall
Order of Preference
Projective Techniques
Sales Tests
Intent to Purchase
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
3 Concepts
Realistic Measurement
Measurement of Effectiveness
Changes in Attitudes
Does Advertising cause a Hierarchy of effectsby
William M. Weilbacher
Does Advertising cause Hierarchy of Affects
Why hierarchy -of-advertising-effects models do not providean accurate description of the effects of advertising.
Why these hierarchy-of-advertising effects models are notan accurate conceptualization of how advertising works as amarketing force in the real world.
Why, as long as our thinking about advertising and itseffects is dominated by the hierarchy-of-advertising-effectsframe of mind, it is unlikely that we will ever measure thetrue effects of advertising.
Must be recognized that advertising mustproduce different effects in people. Advertising’s role, therefore, is to makeconsumers more informed about thebrand and more generally favorable to it.
What is Advertising
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
What is AdvertisingSplit opinion
Other factors
What is AdvertisingSponsorship
Psychology
In a typical day a consumer is exposed to literally hundreds, if not thousands, of advertisements
Test Results
Integrated Marketing Communication Process
Conclusion
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvementby
Richard E. PettyJohn T. CacioppoDavid Schumann
2 Routes to Persuasion
“Attitudes clearly have become the central focus of consumer behaviour research”
1. The Central Route
Attitude change – person’s persistent consideration of information
Last longer
Predictive behaviour
2. The Peripheral Route
Attitude change – issue/object associated with positive or negative cues“If an expert says it, it must be true”
Temporary
Un-predictive behaviour
When will consumers actively seek and process
product-relevant information, and when will
they be quicker in their analysis of ads?
Hypothesis
High-involvement Low-involvement
Attitudes in response to an ad - effected by Central Route
Attitudes in response to an ad – effected by peripheral route
Communication Effects
High-involvement Low-involvement
1. Cognitions
2. Attitudes
3. Behaviours
1. Cognitions
2. Behaviours
3. Attitudes
Elaboration Likelihood Model
Advertising EffectivenessAdvertising Effectiveness
Fishbein&Ajzen (1981)“The general neglect of
the information contained in a
message…is probably the most serious
problem in communication and
persuasion research”- Fishbein and Ajzen (1981)
Testing ELM
Finally
Thanks
Finally