Advertising Psychology

Andreea Dicu Alexandra Musat Carmen Neghina

Psycho-economics

Psychology Advertising

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Agenda

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Advertising revealed

Advertising tactics

Elaboration Likelihood Model

Communication Model/Techniques

1) Who say? 2) What? 3) By what means? 4) To whom?

Methods of measuring advertising effects Trends and future developments

Advertising Revealed

What do you think about advertising?

Fun

Deceptive Aggressive

Hard Work

Creative

Innovative

What is advertising in theory?

Sponsor

Paid form of communication

Persuasive

Mass Media

Large Audience

Non-Personal

Definition of advertising

“Advertising is paid non-personal communication from

an identified sponsor using mass media to persuade or influence an audience.”

(Wells, Burnett & Moriarty, 2003, p. 10)

An advertising idea is a credible and provocative statement

of substance about the brand’s main consumer benefit.

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Major objectives

Capture attention

Arouse and hold interest

Make a useful lasting

impression

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Effects of advertising

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Co

gnit

ive • awareness /

recognition of the ad, brand, or product/service

• memory about the ad, brand, or product/service

Aff

ecti

ve

• Interest

• product liking

• positive emotional response to an ad

• emotional bonding

Co

nat

ive • purchase

consideration

• buying the product

Unique Selling Proposition

A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer

The U.S.P. is about uniqueness

must sell

must make a proposition

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Unique Selling Proposition

In best cases our brand or product is unique in itself or is determined to be something unique for a special target group

Can you give examples? Coca cola

Porsche

Rolex

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Unique Selling Proposition

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Unique Advertising that promises a unique benefit,

or a benefit that is perceived as distinct

and/or superior

Selling Significant and relevant

to consumers - persuasive

enough to incite action

Proposition A clear, compelling

consumer benefit that is

delivered by the product

Unique Selling Proposition

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Unique taste, shape, color, different

flavors

Selling Bottles, cans & kegs

Proposition The Beck‘s experience

Brand Wheel

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What the brand is / what the brand looks like:

Physical/functional characteristics of the brand

Rational advantage for me. What the brand does:

The results of using the brand.

Psychological advantage of using the brand:

How the brand makes me feel about myself / how

others feel about me, using the brand

If the brand were a person:

How would it be?

Brand Essence: The core of the brand.

The sum of characteristics in the wheel.

Brand

Essence

Brand Wheel

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DRIVING EXCELLENCE

German, Masculine, Luxury, Expensive, well-engineered. Quality, Performance, Roadholding, Heritage, Bssssssing! Sports performance in luxury comfort, Best of both worlds. Is what it does

Wise heads on young shoulders A passionate driver

Serious but not serious-minded, charismatic, outgoing, joie de vivre, half german, half human. The steel fist in a velvet glove

Brand

Essence

Advertising Tactics

A framework of psychological meaning

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Stimulus e.g. TV ad

Billboard Image ad

Tangible Attributes

e.g. size color

brightness music

Data driven e.g. sight

touch sound

Intangible Attributes

e.g. modern fun

exciting

Concept Driven e.g. cognitive associations

cognitive abstractions

Psychological Meaning

Individual characteristics e.g. attitudes perceptual selectivity personality

Social characteristics e.g. gender social class marital status occupation

Situational characteristics e.g. time to make decision number of available choices

Attribute Bundle Perceptual Mode Context

Consumers that are motivated and able to process the message will devote more thought to the message contained in advertisement “elaboration”

Attitude change depends on the quality of the arguments

Elaboration Likelihood Model (Petty & Cacioppo, 1986)

Implies two routes to persuasion:

Central route to persuasion

Peripheral route to persuasion

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Consumers that are not motivated and/or unable to process the message will switch to a less involved and elaborate processing of information

Attitude change depends on the peripheral cues

Examples of peripheral cues

celebrity

attractive source

sources with high credibility

expert sources

humor

erotic stimuli

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Elaboration Likelihood Model

Motivation to process the message can be influenced by

personal relevance of the product need for cognition (a tendency to engage in and enjoy effortful analytic activity) personal responsibility

Ability to process the message can be influenced by distraction

prior knowledge

intelligence

message comprehensibility

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Elaboration Likelihood Model

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Central route to persuasion

Peripheral route to persuasion

•relatively enduring / shows a greater temporal persistence •more predictive of behavior •shows a greater resistance to counter-persuasion

• less enduring / relatively temporary • unpredictive of behavior • shows a greater susceptibility to counter-persuasion

Att

itu

de

chan

ge

Consequences of elaboration

Communication Model

Who?

Says what?

By what means?

To whom?

Communication Model

Source characteristics

1) Credibility

Lower credibility sources - when the receiver’s thoughts about the product are favorable

Higher credibility sources – when the receiver’s thoughts are negative

Profession has a greater effect upon perceived credibility than the spokesperson

2) Attractiveness

3) Gender

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Who? Says what? By what means? To whom?

Communication Model

Source characteristics

1) Credibility

2) Attractiveness

For low involvement products – coffee, perfume

Attractive models do not enhance recall, but facilitate ad recognition

3) Gender

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Who? Says what? By what means? To whom?

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Credibility

Attractiveness

Source

Gender

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Credibility

Attractiveness

Source

Gender

Communication Model

Source characteristics

1) Credibility

2) Attractiveness

3) Gender

Gender of models should match the image of the product held by users

Any role depiction should be realistic and natural rather than stereotypical and false

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Who? Says what? By what means? To whom?

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Credibility

Attractiveness

Source

Gender

Communication Model

Who?

Says what?

By what means?

To whom?

Communication Model

Message appeal - the overall style of the advertising

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Who? Says what? By what means? To whom?

Rational appeal?

One- vs. two- sided and comparative appeals?

Emotional appeal?

Communication Model

The MAC Model

Memory only – most of the choices we make are determined by habit

Memory plus affect – most of the conscious choices that make us pause are determined by affect

Memory plus affect plus cognition – some ads make us think, as well as do some decision

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Who? Says what? By what means? To whom?

Ads

Competitors for attention Pe

rcep

tual

filt

ers

Memory

Affect

Cognition

Communication Model

The MAC Model

Consider a major purchase choice you made in the past.

Did you use some rational basis to create a consideration set, or did you just fall in love with it when you saw it?

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Who? Says what? By what means? To whom?

Communication Model

The role of emotion

Coca-Cola – “Have a Coke smile”

Pepsi-Cola – “Get that Pepsi feeling”

General Motors – “Get that great GM feeling”

AT&T – “Reach out and touch someone”

Saab – “One car you can buy where your emotions aren’t compromised by your intellect”

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Who? Says what? By what means? To whom?

Communication Model

The role of emotion

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Who? Says what? By what means? To whom?

A Typology of Emotional Content

Positive Negative

Pleasure Joy Friendliness

Sadness Loneliness

Arousal Vitality Liveliness

Overstimulation

Dominance Competence Self-fulfillment

Futility

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Pleasure

Message appeal

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Arousal

Vitality

Message appeal

Liveliness

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Dominance

Message appeal

Communication Model

Fear appeals as arousal

Optimal range of tension

Point of inflection where increasing tension activates anxiety –> negative feelings

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Audio-Visual

Print

Energy generation Anxiety & Energy generation

Threshold

Tension

No picture Picture

Who? Says what? By what means? To whom?

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Fear

Message appeal

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Fear

Message appeal

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Fear

Message appeal

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Fear

Message appeal

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Fear

Message appeal

Communication model

Humor appeal

"Trying to figure out why something is funny is like dissecting a frog. You'll come up with answers, but the frog always dies.“ Mark Twain

One of the most common techniques, but hard to realize

The belief that humor can increase advertising effectiveness has led to its unprecedented popularity

However, it can work for you or it can work against you!

Peripheral cue - drawing attention to the ad

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Who? Says what? By what means? To whom?

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Humor

Message appeal

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Humor

Message appeal

Communication Model

Subliminal Messages

the use of hidden or otherwise imperceptible stimuli to manipulate viewers or listeners to behave in ways they otherwise would not.

The Vicary “Eat Popcorn/Drink Coke” Study

Below threshold

Subjective threshold

Objective threshold

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Who? Says what? By what means? To whom?

Communication Model

Who?

Says what?

By what means?

To whom?

Communication Model

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Who? Says what? By what means? To whom?

Copy theme

Visual reprezeantations

Music

Communication Model

1) Copy theme

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Who? Says what? By what means? To whom?

Surface level Text

Underlying level Text

Different ads using the same kinds of techniques (characters, jingles)

Signification system structured around connatative signified

Communication Model

1) Copy theme

Use of figurative language and rhetorical devices

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Who? Says what? By what means? To whom?

Metaphor

• used in creating brand identity

• Beetle (small and quick)

• Mustang (very fast)

Slogans

• reinforce the recognizability of a brand name

• Joint the Pepsi generation

Imperative forms

• this creates the effect of advice coming from an unseen authoritative source

• Trust your senses

Formulas

• create the effect of making meaningless statements sound truthful

• A Volkswagen is a Volkswagen

Communication Model

2) Visual representations

„What visual images express can only be approximated

by words, but never fully captured by them. Words represent an artificially imposed intellectual system removed from primal feeling; images plunge us into the depth of experience itself.“ (Barry, 75)

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Who? Says what? By what means? To whom?

Communication Model

2) Visual representations

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Who? Says what? By what means? To whom?

Attracting Attention

• Violating reality

• Surrealism and visual metaphor

• Visual parodies

• Direct eye gaze

Eliciting Emotion

• Vertical camera angle, Power, and Status

• Looking down, Nurturance, Subservience

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Violating reality

Attracting attention

Communication Model

2) Visual representations

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Who? Says what? By what means? To whom?

Attracting Attention

• Violating reality

• Surrealism and visual metaphor

• Visual parodies

• Direct eye gaze

Eliciting Emotion

• Vertical camera angle, Power, and Status

• Looking down, Nurturance, Subservience

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Visual Metaphor

Attracting attention

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Visual Metaphor

Attracting attention

Communication Model

2) Visual representations

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Who? Says what? By what means? To whom?

Attracting Attention

• Violating reality

• Surrealism and visual metaphor

• Visual parodies

• Direct eye gaze

Eliciting Emotion

• Vertical camera angle, Power, and Status

• Looking down, Nurturance, Subservience

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Visual parodies

Attracting attention

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Visual parodies

Attracting attention

Communication Model

2) Visual representations

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Who? Says what? By what means? To whom?

Attracting Attention

• Violating reality

• Surrealism and visual metaphor

• Visual parodies

• Direct eye gaze

Eliciting Emotion

• Vertical camera angle, Power, and Status

• Looking down, Nurturance, Subservience

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Direct eye gaze

Attracting attention

Communication Model

2) Visual representations

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Who? Says what? By what means? To whom?

Attracting Attention

• Violating reality

• Surrealism and visual metaphor

• Visual parodies

• Direct eye gaze

Eliciting Emotion

• Vertical camera angle, Power, and Status

• Looking down, Nurturance, Subservience

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Vertical camera Angle, Power, and Status

Eliciting Emotion

Communication Model

2) Visual representations

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Who? Says what? By what means? To whom?

Attracting Attention

• Violating reality

• Surrealism and visual metaphor

• Visual parodies

• Direct eye gaze

Eliciting Emotion

• Vertical camera angle, Power, and Status

• Looking down, Nurturance, Subservience

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Looking down, Nurturance, Subservience

Eliciting Emotion

Communication Model

3) Music

Attention gaining value Ability to engage a listener’s attention through speed and loudness

Role in advertising – attract and hold attention

However, can be act as a distractive factor

Message congruence The extent to which purely instrumental music conveys meanings (feelings, images, thoughts) that are congruent with those evoked by ad messages

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Who? Says what? By what means? To whom?

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Communication Model

Who?

Says what?

By what means?

To whom?

Targeting Cultures

Language

Communication Style

Symbols

Cultural Values

Communication Model

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Who? Says what? By what means? To whom?

Linguistics Cultural Suitability

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Linguistics

Targeting Cultures

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Cultural Suitability

Targeting Cultures

Targeting Cultures

Language

Communication Style

Symbols

Cultural Values

Communication Model

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Who? Says what? By what means? To whom?

Explicit Implicit

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Explicit

Targeting Cultures

Targeting Cultures

Language

Communication Style

Symbols

Cultural Values

Communication Model

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Who? Says what? By what means? To whom?

Colors Numbers

Colors and cultures

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Targeting Cultures

Language

Communication Style

Symbols

Cultural Values

Communication Model

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Who? Says what? By what means? To whom?

Religion Individualism Masculinity

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Religion

Targeting Cultures

Communication Model

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Targeting Cultures

US Melting Point

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Respond to: Themselves reflected in images

Fierce sarcasm/ Imagination, Creativity Stupid / Smart Messages Deconstructed Paradigms

Style Luxury Goods and Mass Market

Targeting Generations

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GEN-X

(24-35)

“US“ “I“ “ALL“

Respond to: Cues of achievement / Status / Heroes

Iconic Authority Heroes / Trailbrazers

The things that are earned Comfort

„I‘ve earned it luxury“ Perks

Anti-Aging

Respond to: New Ideas

Companies with a Philosophy „Multi-Sensory“ Experiences Multi Generational Models

Fun / Learning Parents as their Heroes

Interesting People Senses of Community

BABY BOOMERS

(36-54)

GEN-Y

(6-23)

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Baby Boomers

Targeting Generations

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Gen X

Targeting Generations

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Gen Y

Targeting Generations

Communication Model

„The consumer is not an idiot, she‘s your wife.“

- David Ogilvy

„I heard another one: She‘s not an idiot, she‘s your boss!“

- David Lubars, BBDO West

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Targeting Genders

Communication Model

What do women want?

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Targeting Genders

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What Do Women Want?

Respect

Individuality

Stress Relief

Connection

Relationship

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Respect?

Targeting Genders

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Dove Pro-Age Campaign

Individuality

Targeting Genders

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Stress Relief

Targeting Genders

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Connection

Targeting Genders

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Relationship

Targeting Genders

Measuring Effectiveness

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Why?

"Half the money I spend on advertising is wasted, and the trouble is I don't know which half. “

- John Wanamaker

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Traditional measures of effectiveness

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Effectiveness Attitudes

towards the ad

Brand / Product / Ad recall

Purchase Intentions

Involvement

Dillemma

Some commercials succeed at being memorable

without managing to persuade viewers, while other

are persuasive without being memorable

- David. W. Stewart, David H. Furse

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Best practice

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Strategy or copy developement

Copy refinement Below the surface

exploration

Disaster checks

Future Trends in Advertising

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Mass is back in business

Goal: reach a mass audience

Future trends

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Future Trends

Screen saturation

Gender reversal

Brand guards

Real social networks

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Questions?

Thoughts?

Applause?

Thank you for your attention!