introduction to marketing communications lecture 2
DESCRIPTION
An introduction to some key advertising concepts.TRANSCRIPT
2 …introduction to
the role advertising plays
• …to differentiate
• …to remind (or reassure)
• …to inform
• …to persuade
D
R
I
P
the Advertising Plan...
message…
emotional and informational
message…
factual, ‘slice-of-life’, demonstration, comparative
fear, humour, animation, sex, music, fantasy
timing…
Pulsing – a combination of the previous
uses of advertising…
aligned with this approach is the concept of likeability
shock in advertising...
Exp
osu
re
Shock Advert
No
rm V
iola
tio
n
Surprise
Rea
ctio
n
Attention
Comprehension
Elaboration
Retention
Behaviour
Shock in Advertising
attitude toward product was regarded as key
Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
cognitive
affective
conative
AIDA The Innovation-Adoption Model
The Hierarchy-of-Effects Model
DAGMAR
Colley, 1961 Lavidge and Steiner, 1961
Lewis, 1898 Rogers, 1962
Exposure
Processing
Communication effects in relation to brand positioning
Target audience action
Involvement
advertising frameworks…
involvement – advertising works by drawing
members of the audience into the advertisement.
strong and weak theories…
hence, it is only after trial that our attitudes are changed
consumers should be ‘nudged’ into buying brands more frequently