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