BASIC PRINCIPLES OF ADVERTISING

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TARGETING CHILDREN • Today’s children are born into the

technology era so they are used to all media and media products since they were born. Because of this situation advertisers tend to see the children as the first audiences.

• Advertisers try to make today’s children to be their loyal consumers for all of their life times. Because the all life time decisions are formed in the childhood years.

• The main aim is to turn todays children into tomorrows consumers.

• For the children who exposes the tv ads every day, ads are the primary sources of information.

• Tv ads give information about the outside world to children to make them become consumers.

• Also they effects negatively the children like; encouraging to unnecessary consumption, creating behaviours negatively on the areas like; health, moral etc.

• The ads that created for children are mostly about food products.

• The researches have shown that the children under 8 years old mostly like the food product ads.

• The researches have shown that 46 % of

ads are aout food products between the weekly children programmes and these ads effect the preferences of the children on food products.

• The ads in tv are mostly abput the products that the children can afford with their own money.

• These product ads are; chocolate, candies, bubble gums, drinks, ice cream, biscuits and fast food. And the researches have shown that the children between 7-9 mostly spend their money on these products.

• Most food ads cause children eat unhealty and live unhealty, they mostly make this eating style as a life style.

• The scientific tests shown that the ads create these changes and behaviors on children:

• 1. While they are choosing something and they mostly don’t listen theie parents advices.

• 2. The “liking criteria” determines the choices. So they strive the forget the eating styles that parents have tought.

• 3. Because the thinking styles makes the last

seen ad more effective so they purchase the last product that they have seen the ad last.

• The children in the ads are shown to the watching children like they are always living irresponsibly happy in the entertainment environment. And these children take the products from the hands of the mothers easily.

• http://www.reklamizlekazan.com/pages/reklamizle/?v=8CB2EEE14FF77EC

• In additon the mother can certify the love of hers with the product. http://www.reklamlar.tv/rtv/sin/one/N/P_P/rv/BHEDU

• Children can think everytihng that they see in the ads as real. Because of this reason children are vulnerable about the persuasive ad messages and they need the laws to think about them.

• There is a reality that in mostly tv ads the children are used unrelated so their psychologies are effected.

• The colorful, exaggerated, fast moving images and effects mostly effect the children.

• The ads that conveyed to children contain some cartoon characters so that makes different images in the children minds. And these images effect negatively the psychological and sociological structures.

• Additionaly when the children purchase the products that the ads involve heroes/cartoons they become dissapointed when they see that they can not purchase these images too.

• http://www.reklamizlekazan.com/pages/reklamizle/?v=8CB1ABA9105C3C0

• http://www.reklamlar.tv/rtv/sin/one/N/P_P/rv/BHFPU/

• Some ads show the benefits of the product so exaggerated. And this situation increases the expectations of children.

• Example; the child that fell down into a huge bowl and grow older suddenly or the ad that gives the ‘if you use this product you grow older” message. After seeing the ad the children have high expectations and after they see that they cannot grow older they get dissapointed.

• Also the fantastic images that used in toys ads makes children unhappy because they mislead them.

• http://www.reklamizlekazan.com/pages/reklamizle/?v=8CB1AB9713E6C78

• The researches on children market have shown that the children are really effective on the purchase decisions more than 100 products. They guide the decisions of the parents.

• And somethimes these products are not for children.

• http://www.youtube.com/watch?v=tqYKmqssSWI&feature=PlayList&p=E71553945E2FCE6B&playnext=1&playnext_from=PL&index=21

• Florence Brumbaugh’s research have shown that the children remember the product in the ads are mostly the products are not for them.

• When they ask 400 children to write the brands that they see on the ads, they have written the names of; cars, detergants, beers, cigarettes, cosmetics.

• The researches have shown that most ads for children causes materialism in the earlier years of children’s life, restricts creativity of children and causes disagreements in families.

• Especially the ads that target small children are so complicated that causes defects on the perception process.

• Children observes these kids in the ads and they take bad role models for themselves and behave negatively.

• Ex: the children that uses the washing machine as a football goal, the girl that says “I can not do this because I don’t have any hands” when her mother wants help,etc.

• http://ad.reklamizlekazan.com/pages/reklamizle/?v=8CB3B40E0C2658E

• Neil Postman says that the conventional children image is becoming more vanished. Mostly American tv ads manipulate children when they show children as adults like they are sellers or consumers in the shops. And with this manipulative way children tend to take role models from them.

• http://www.videorandum.com/video/2107/Canbebe--Randevuya-Haz%C4%B1rl%C4%B1k

• http://www.videorandum.com/video/46/Evybaby--%C3%87%C4%B1lg%C4%B1n-K%C4%B1zlar-Al%C4%B1%C5%9Fveri%C5%9F

• http://www.videorandum.com/video/43/Evybaby--Duble

HOW ADVERTISIN

G WORKS

THE EFFECTS BEHIND AD EFFECTIVENESS

Effective advertising creates six types of consumer responses.

• Perceive (perception)• Understand (cognition)• Feel (affective/emotional)• Connect (association)• Believe (persuasion)• Act (behaviour)

PERCEPTION • Perception is the process by which we

receive information through our five senses and assign meaning to it.

• Advertising creates visibility for a product or brand through exposure. Consumers respond by selecting messages to which they pay attention, a process called “selective perception”.

• If the message is selected and attended to, then the consumer may react to it with interest if it is relevant.

• The result is awareness of the ad or brand, which is filed in memory at least to the point that the consumer recognizes the ad or brand.

The key components of perception:

• Exposure: making contact• Selection and attention: creating

stopping power • Interest and relevance: creating

pulling power • Awareness: making an impression• Recognition: making a mental

note

EXPOSURE • Exposure means that being seen or heard.• This term maybe the most important term

for todays advertisers because they have to find the best contact point to make consumers exposed to the ad message.

• The traditional media as contact points can be generally predicted, the message delivered from the other contact points can be hard to control or predict.

SELECTION AND ATTENTION

• The ability to draw attention, to bring visibility to a product is one of advertising’s greatest strenghts.

• In advertising originality or suprise are often used to get attention.

INTEREST AND RELEVANCE • Another factor in perception is

interest; which means the receiver of the message has become mentally engaged in some way with the ad and the product. Ad messages are designed not only to get but also to hold the audience’s interest.

• A critical factor in interest is relevance which means the message connects on some personal level. When it appeals to your self-interest, then the message is said to be relevant.

AWARENESS

• When you are aware of something, it means that you have seen or heard it before and it initially makes an impression.

• You may not be able to remember much about the product or what the ad said, but you are aware of having seen the ad or heard of the product.

• Most evalutions of advertising effectiveness will include a measure of awareness as an indicator of perception; but that still doesn’t tell us very much about the actual impact of the advertisement, so evaluations of effectiveness usually include other measures beyond simple awareness.

• Awareness is importnant but it is considered to be relatively low level of response, or a weak response, in comparison to behavioral responses, such as trying or buying a product.

MEMORY : RECOGNITION • The other component of perception is

memory; which refers to the way people file information away in their minds.

• Advertisers are interested in two memory factors: recognition, which means people remember seeing an ad and recall; which means that they remember what the ad said.

• Recognition is a measure of perception; recall is a measure of understanding.

• When we measure recognition it can be aided recognition for example; a researcher might ask the respondent if he remembered seeing a particular ad by showing the ad.

• Unaided recognition means respondents are asked to tell what they remember without seeing the media to refresh the memory.

COGNITION • Perception is the first effect of the ad

message and occurs before any of the other respondents: understanding, feeling, association, believing or acting.

• Cognition refers how consumers respond to information, learn and understand something. It is a rational response to the ad message.

• A consumer may need something or need to know something and the information gathered in response to that need leads to understanding. The information is filled in memory but can be recalled when needed.

The key components of cognition are;• Needs: Matching product features to consumer

needs• Information: Facts about products and their

features • Learning: Creating understanding• Differentation: Understanding the differences

between competitive products. • Recall: Locking information in memory.

• Needs: Advertisers mostly talk about the needs and wants of the consumers. A cognitive ad will explain how a product works and what it can do for the user, which can the advertiser address consumer needs.

• Information: Ads often provide information about product performance and features, such as size, price, construction, design etc. The informative nature of advertising is particularly importnant for products that are complex (insurance, computers) or that involve a high price or high risk (medical procedures, motorboats)

• Learning: pavlov, skinner etc.

• Differentation: A key function of advertising is differentation of one brand from another, which is what happens when consumers understand the explanation of a competitive advantage. In order for that to happen, a consumer has to understand the features of a brand and be able to compare them with the features of competing products.

• Recall: Recognition is a measure of perseption but recall is a measure of learning or understanding. What that means is that the memory trace goes deeper with a cognitive response to an advetisement. And when you remember the ad message, not only you remember seeing the ad, you remember the copy point (which is the information provided about the product)

• In order to recall information presented in the ad, the consumer must have thought about it.

THE AFFECTIVE OR EMOTIONAL RESPONSE

• Affective describes something that stimulates wants, touches the emotions and creates feelings. Liking the brand or the ad is an importnant affective response that advertisers monitor. The key components of affective responses are;

• Wants: creating desire• Emotions: affecting feelings• Liking: creating positive feelings for the ad

and the brand• Resonance: appeal to self-interest

• Wants: Whereas needs are seen as being more cognitive, wants are depicted as influenced more by emotion or desire. Desire is based on wishes, longings and cravings.

• Emotions: Advertisers have long thought that rational approaches were the most effective in persuasion and persuasion tests often focus on arguments and how they affect the target audience’s beliefs. However in more recent researches by advertising scholars has determined that emotion may have more impact than rational approaches on both attitudes and behavior.

• Emotions which excites our feelings or passions, appears in a number of forms in advertising such as humor, love, etc. These are emotional appeals.

• Liking: A major study is shown that liking a brand or ad was the best predictor of consumers behaviour. Liking is measured in terms of two responses; liking the ad or liking the brand. The assumpition is that if you like the ad, then that positive feeling will transfer to the brand. But it is possible that the consumer to like the ad and not even able to remember the brand, so the positive feeling generated by the ad may not always transfer to the brand.

• IMC planners argue that brand liking is determined by all the contacts a consumer has with a brand, so the positive experiences about the brand eventually builds a positive feeling about brand.

• Resonance (echo): It is the appealing to self interest. Where the message “rings true” help the consumer identify with the brand on a personal level. Resonance is stronger than liking because it involves an element of self-identification like nike woman ads.

ASSOCIATION • It is the communiation through symbolism. It is

the process of making symbolic connections between a brand and characteristics, qualities etc. that represent the brand’s image and personality. The key components are;

• Symbolism: something that stands for something else, such as a quality or value.

• Conditioned learning: creating links and bonds through repetition.

• Brand transformation: creating brand meaning.

• Symbolism: The association takes a symbolic meaninig, which means the brand stands for a certain quality. Ex. Rolex symbolizes luxury.

• Conditioned learning: Pavlov• Brand transformation: It means

that a brand takes on meaning when it is transformed from a product into something special, something that is differentiated from other products in the category by virtue of its brand identity and image.

Brand communication has 6 components:• Brand identity (perceive with it)• Brand position (Understand with it)• Brand personality (feel it)• Brand image (connect to it)• Brand promise (believe it)• Brand loyalty (act because of it)

Brand position is understanding the brand meaning requires the consumer to learn what the brand is and what it stands for relative to its category. Red Lobster= Seafood restaurantBrand promise is when a brand is somethimes defined as a promise like; predictability, familiar image etc. When you get into a McDonalds you know what to expect.