Final Group 12 Ppt

8/3/2019 Final Group 12 Ppt

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GROUP12

ADVERTISEMENTTHEORIES


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OVERVIEW

The Three models which we will be discussing are asfollows

1. AIDA MODEL2. SOCIAL IDENTITY

THEORY,3. RELEVANCE THEORY


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AIDA MODEL


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A response hierarchy model

It was developed to represent the stages a salesperson must

take a consumer through in the personal selling process.

This model depicts the buyer as passing successively throughattention , interest, desire and action.

It is used to determine communication objectives , that is, theadvertisers desired response of its marketing communicationsin four components: to create product awareness (attention), toraise the consumers curiosity (interest), to motivate them tobuy(desire), or to move them to purchase (action).

Source:

E.K.Strong, The Psychology of Selling(New York:Mcgraw-Hill,1925),p.9

George E. Belch & Michael A.Belch,Advertising and promotion-An integrated Marketing CommunicationPerspective,Sixth edition,p-147-148


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HISTORY
http://history%20of%20aida.docx/


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New Developments

Later versions of the theory have edited the AIDA steps.[1] New

phases such satisfaction (AIDAS)[2] and confidence (AIDCAS)[3]

have been added.

S - Satisfaction - satisfy the customer so they become a repeat

customer and give referrals to a product.

Source:

1.T. E. Barry, "The Development of the Hierarchy of Effects: An Historical Perspective," Current Issues & Research in Advertising

10(2), 1987, pp. 251-295.T. E. Barry & D. J. Howard, "A Review and Critique of the Hierarchy of Effects in Advertising,"

International Journal of Advertising 9(2), 1990, pp. 121-135.

2.A. F. Sheldon, The Art of Selling, Libertyville 1911, p. 28:

3.H. D. Kitson,Manual for the study of the psychology of advertising and selling, Philadelphia 1920, p. 21:


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Applications- iPod example

Attention: through ads on television, magazines and oninternet

Interest: Apple had to arrange iPod demonstrations and target

messages to innovators and early adopters to create interest

in the new portable music players. Desire-Apple had to create brand preference with its iTunes

Music Store, extended life battery, clock and alarm, calendar,

to-do-list, photo storage and other features

Action: to motivate them to take action, apple continuedadvertising to more effectively communicate the features and

benefits and also used promotions and price discounts


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Contd.

Tourism advertisement:

- The customer becomes aware of the destination

- The customer develops an interest for that

destination- Where the customer develops an wanting for that

destination

- Where a purchase is made


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CRITIQUE

People need not form an attitude about a

product through this linear approach, i.e.

can like and prefer a product before

knowing very much about it , or evenknowing about the brand.

Source: Consumer Behaviour by Jim Blythe


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SOURCE:

Journal of Current Issues and Research in Advertising(EBSCO)

Sport Marketing Quarterly, West Virginia University(EBSCO)

SIT by Sabine Tripte- University, Hamburg

SOCIAL IDENTITY THEROY

(SIT)

By

Henri Tajfel

John C. Turner


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What is SIT ?

It is a social psychological theory that attempts to explain

knowledge and behavior with the help of group process.

This theory assumes that everyone shows group behavior likecommonness within group and discrimination against out groupas part of social identity process with an aim to achieve self

esteem and self enhancement.

Social identity theory explain how people develop a sense ofmembership and belonging in particular groups.

According to this theory individuals form self-conceptions basedon

1) personal or self identity: personal beliefs, abilities and skills

2) collective identity: being part of society, family, groups& clubs


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ORIGIN & DEVELOPMENT

The theory was first proposed by Henri Tajfel 1978.

Later SIT was developed with co-operation of John C. Turner who

proposed self categorization theory (SCT)

Both theory share the idea of social identity but in SCT -social

identity is seen as a process that changes interpersonal to inter

group behavior.

SCT suggests that personal and social identity represents different

levels of self categorization.


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4 UNDERLYING PRINCIPLES OF SIT

SOCIAL CATAGORIZATION

SOCIAL COMPARISON SOCIAL IDENTITY

SELF ESTEEM


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SOCIAL CATAGORIZATION

We categorize people into groups to simplify our understanding of the

world and to structure social interaction.

It is a tool to segment ,categorize and order the social environment.

It helps in creating and defining individuals place in society.

The categorization is sometimes done subconsciously, creating a set

of natural groups.eg :Family

In the Social Identity Theory, a person has not one, personal self,

but several selves that widens circles of group membership.


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SOCIAL COMPARISON

Comparison is the first behavior triggered by social categorization.

Social categorization are evaluated here by group comparison.

Are we superior or inferior ?

Benefits & characteristic features of the group?

Comparison usually takes between groups that are similar in dimensions

and the more groups are closer in dimensions that they compete - the

more positive outcome one wants from comparison.

The better the outcome the more is the self esteem and social identity.


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SOCIAL IDENTITY

The part of individuals self concept which is derived from his

knowledge of his membership of a social group together withvalue and emotional significance attached to that membership.

Its based on favorable comparison between in group and out

group.

By comparing dimensions of in group and out group in group

always achieve a positive distinctiveness thus gives a positive

social identity for its members.

If members feel their group is inferior they will leave and join a

high status group.


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SELF ESTEEM

Self esteem happens when there is a positive evaluationofones own group.

If a group membership is crucial to ones own self

concept(eg :Football club membership for a professionalplayer) then social comparison will lead to positive

social distinctiveness and better self esteem.

Membership in an particular group improves an

individual's self-esteem.


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SOCIAL IDENTITY THEORYS

APPLICATION IN ADVERTISEMENTS

(BRAND ENDORSEMENTS)

Sport Marketing Quarterly, West Virginia

University(EBSCO)

The study uses social identity theory to investigate theeffect that endorsers (athlete) have on brands


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According to social identity theory, individuals satisfy a self-

definitional role by categorizing themselves and others into

various groups.

Categorization into groups can be by demographic variables such

as gender , geographic area or even on a desired association with

an individual such as an celebrity athlete or an actor.

Identification happens when an individual attempts to establish or

maintain the identity associated with a celebrity endorser in an

effort to be like that person.(athlete or an actor.)

SIT - APPLICATION IN ADS(BRAND ENDORSEMENTS)


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Thus, identification is described as a "cognitive state of self

categorization" that exists when fans feel belongingness with anentity and evaluates the degree of overlap between their own self-

schema and the celebrities schema.

By associating with an entity such as a reference group that isheld in high esteem in society, fans may elevate their social status

and enhance their self-image by associating with them.

Many researches have found that an individual's need foraffiliation leads to increased levels of identification.


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As fans identify more strongly with an athlete or actor celebrity ,

the more they intend to purchase the products endorsed by them.

Purchasing an athlete or actor endorsed product is one means of

symbolically and publicly demonstrating aspirations to be a part of

the group.

Such behaviours are directly influenced by the extent to which a

fan identifies with an athlete or actor.

Celebrity athletes and actors are effective endorsers when their

fans aspire to be like them or hope to be associated with their

image.


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POPULAR ENDORSER OF INDIA


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SOCIAL IDENTITY THEORYS

APPLICATION IN ADVERTISEMENTS

(ETHINIC IDENTIFICATION)

Journal of Current Issues and Research in Advertising

(EBSCO)

The study uses social identity theory to investigate theeffect of ethnic identification using ethnic cues in ads


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SIT s APPLICATION IN ADS

(ETHINIC IDENTIFICATION)

To help break through ad clutter, a company may run ads meant topersuade targeted consumers to easily identify with them.

Clear ethnic cues in ads are transmitted by special

TERMS: (vango pongo bingo ads) WELL KNOWN REGIONAL WORDS: (Papa ki kara petrol

khatam he nahi hondah)

VALUES: (Bengali,North Indian )

IMAGES : (Malayali and Tamil styles)

This helps people to better recall and develop positive attitudes

about ad, which in turn may induce a stronger purchase intentions

for that brand .


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SIT posits that people assign themselves to social categories

(e.g., Tamil ,Marati,Malayali ethnic group), which helps them to

define their self identity and lead them to respond favourably to

stimuli (e.g., ads) that recognize their social categorydistinctiveness.

Ethnic identity is an enduring, underlying sense of connection to

a social group with self-identification as a group member, a senseof belonging and favourable attitudes toward ones group.

SIT states that favourable attitudinal and behavioural responses to

ethnic-related stimuli stem from peoples understanding of theirself concept.


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Ads with ethnically resonant cues allow viewers to differentiatethemselves from others, thereby solidifying their self identityand uniqueness.

SIT help to explain consumer responses to

Ethnic-embedded ads

Greater responsiveness to ads that reflect cultural values

Increased trustworthiness to endorsers of similar ethnicity.

Ads that reinforce consumers beliefs about their ethnic identityare noticed more.

Companies could use ethnic celebrity in ads that helps in betterrecognition and celebrate annual ethnic-related occasions forgetting noticed more.


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Ad of Manapuram finance using ethniccelebrities for better recognition


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SELECTION OF AD

The advertisement for ethnic identifications were chosenafter an interview with 25 malayalies to identify any recentnational ad with some malayali factor in it .

The question asked to recall any national level add inEnglish or in Hindi which reminded you about malayaliculture ?

Total respondents : 25 students, Responses as follows

Idea cellular language barrier ad:11

Tata docomo ad:7

Other ads(BSNL, Parachute Oil, Surf excel, Amul): 5 No recollection: 2

Majority remembered Idea Cellular Language Barrier AdCampaign.


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RELEVANCE THEORY


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Based ideas put forward by Grice

Most Sentences in English language fail

Although Sufficient enough to put the receiver in the righttrack

To recover the implied and intended meaning

Source- document titled- Relevance theory and language ofadvertising, by Barbara Byrne, submitted to Trinity College

Dublin, center of language and communication studies


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WHAT IS RELEVANCE THEORY

Based on factors

The hearer will make the effort to process the communication

Why??

To enhance his Cogitative environment

However the hearer needs to process the communication on the same bases

that the giver(sender) intends to.

Relevance is the notion measured by processing efforts and cognitive

effects, the more the effort, the less the relevance, and the more the effects,

the more the relevance.


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Thus greater the effect of a particular item of information on thehearer's environment greater the RELAVANCE!!

e.g.- if a person is very conscious about his character and what

people feel about him, his reaction to the statement- a. Stop throwing empty cans, will be less than that of, Your

personality was left behind. (Japan Public AdvertisementOrganization, 1998)

Source- Relevance and Persuasiveness , an analysis ofadvertising language , by Kyoko Arai, Faculty of Business

Administration, toyo university, Tokyo Japan.


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Important concepts within relevance

theory

SOURCE- Sperber and Wilson's relevance theory and its applicabilityto advertising Discourse: evidence from British press advertisements,

by Francisco Javier Diaz Perez.


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Ostensive inferential communication

refers to the production and interpretation of a stimuli, nonconventional in nature

The attention is drawn to a given fact in order to make him/her infer the

content of that which the addresser tries to communicate

Factor necessary for successful ostensive communication

here the evidence conveyed and information provided arearbitrary

ostensive and advertising


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The Concept of relevance for an information to be relevant the information must produce some

affect on the addresses environment

This is referred tocontextual affect

Which are of following types-

1. Strengthening of existing assumptions

2. Contextual implication

3. Contradicting of existing assumptions


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Implicatures in Advertising

The use of wordplay

The use of Pictorial metaphors


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Source: Book name- Pictorial metaphor in advertising by Charles Forceville,lecturer , free university, Amsterdam, published in the year 1996, and

republished in the year 2002

Advertising agency: Publi-Est/ Gerstenhaber + Cie


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THANK YOU

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Final Group 12 Ppt