Advertising

Case Study – Suzuki Samurai

How Advertising Works ?Research Streams

Last Session

Advertising Context in Marketing Setting Objectives

Sales and Intermediate Advertising Response Variables

DAGMAR Hierarchy Models

Segmenting and Positioning Using MDS outputs

How Advertising Works

Research Streams

#1 : Exposure effect

Focus on exposure Build salience and familiarity Preference based on repeated exposure

No associated cognitive activity Familiarity resulting in liking

Repeat buying, Increase share in purchase basket, reinforce brand preference

#2 : Low Involvement Learning

Low Involvement situations Low interest and low risk

Behaviour change trial before attitude change What is Low Involvement

Category Personal expectation from category

Centre Shock

#3 : Central and Peripheral Persuation – ELM Model

Motivation to process info

Ability to process info

Peripheral cue present

Central Route

Peripheral Route

Advt

Yes

Yes

No

No Yes

High Involvement Low Involvement

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Think Feel

Life Insurance

Perfume

BeerDisposableRazor

Learn-Feel-Do

Feel-Do-Learn

Feel-Learn-Do

Do- Learn-Feel

Sony Camcorder

#4 : Cognitive Response Model

Cognitive Responses Positive

Support Argument Execution Bolstering

Negative Counter Argument Execution derogation

What the consumer was thinking while watching the ad

Cognitive Response Model

Total Number of cognitive responses Central vs peripheral Factors impacting

Medium and control on pace Involvement Knowledge Distraction Emotion Self Need for cognition

Cognitive Response Model

Nature of response (ratio of positive to negative) Factors effecting

Repetition Discrepancy from belief Strength of Argument Nature of Emotion

Recall of Ad and message content link to persuasion ?