Message Strategy

Determining the Intervening Variable(s) that will

Create a Positive Brand Attitude

The

Persuasion

Process of

Advertising

is through

a variety

of effects

Awareness/familiarity

Brand Benefits / Attributes Info

Creating image / personality

Associating feelings with Brand

Linkage of Brand with peers/experts/group norms

Reminder / Brand trial inducement

PositiveBrandAttitude

PurchaseBehavior

These Intervening Variables between Advertising & Action are more effective Advertising Objectives than Sales

Creating / Changing Brand Attitude

Consumer AttitudesLearned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object.

Consumers may hold attitudes toward:• Individuals• Brands• Companies• Organizations• Product categories• Retailers• Advertisements• Media

Understanding ‘Attitude’

Attitude Structure consists of 3 closely interrelated components

– Cognitive (awareness, comprehension, knowledge)

– Affective (evaluation, liking, preference)

– Conative (possibility of action e.g. trial, purchase)

Attention is usually focused on the second level as it assumes the ‘Cognitive’ has occurred and the ‘Conative’ will follow

Attitude Research

Direct Overall Measures – to know the overall market attitude to the brand

Questioning or observation of behavior• No specific attribute criterion is mentioned

• Yield no diagnostic information

Derived measures – to know the reasons for the attitude• Overall attitude is derived from responses to attributes

• Attitude models are based on these

• Provides useful diagnostic information

‘Attitude’ in Advertising

– ‘Attitude’ as an Advertising Objective• Sustain positive Attitude

– Reinforce the positive attitude

• Shift Attitude– Neutral to positive

– Negative to positive

– ‘Attitude’ Segmentation• Segmentation specific to the above mentioned objectives

• Segment on the basis of - Attribute importance and weightage

Benefit Based Attitudes Formation / Change

Central Route

Motivation &

Ability to processinformation

Peripheral Route

No motivation &

No ability to processinformation

The Importance of Attributes

1. Attributes explains the Attitude composition (the cause of brand’s strengths / weaknesses)

2. Attributes are important in a choice situation• Important attributes (set) – category attributes that

satisfy needs & wants

• Determinant attributes – the brand choice attribute

Study of Attributes

The Study of Attributes is at 2 levels– Physical and pseudo-physical characteristics / benefits

– Means-end chain model: product attributes consumer consequences personal

values

Multiattribute Attitude Model

Attitudes are a function of:A = Σ Bi X Ei

A = Attitude

Ei = Importance attached to attribute i

Bi = Beliefs about brands performance on attribute i

N = Number of salient attributes considered by the consumer

Study of the Brand’s Attributes

Identify and determine the important set of attributes by which brands are perceived and evaluated

– Identify the important attribute (list)

– Determine importance weightage of each Attribute

– Identify Determinant and Leverage Attributes – these have greatest impact on attitude structure and are purchase / choice drivers

– Evaluative beliefs about the Brand’s level of attributes and benefits

Attribute Research

Derived Multi-attribute Measures –

Ranking & Rating – indicates importance of attributes but does not give insights into the trade off customers make - the importance weightage

Conjoint analysis – derives the importance weights of attributes and attribute levels

Evaluative belief model of cognitive structure

Effect of ‘Beliefs’ on Attitude

importance weight of AttributeAttitude = +

Evaluative beliefs about the Brand’s attribute scores

The importance weightage of attributes, combines with the individual’s beliefs about the extent to which the brand has these attributes, which creates brand attitude

Integration Processes & Decision Rules

Types of decision making rules:– Heuristics – simple rule of thumb rules that are easy to

use and apply • Buy least expensive brand

• Buy brand on sale or for which I have a coupon

– Affect referral rule – make decision on basis of overall affective impression or feelings about the brand

– Compensatory rules – evaluate the strengths and weaknesses of each brand

Integration processes are the way product knowledge, meaning, and beliefs are combined to evaluate alternatives

Message Strategy

Ways to Influence or Change AttitudesCompensatory Model Increase or change the strength or belief rating of a

brand on an important attribute

Change consumers’ perceptions of the importance or value of an attribute

Add a new attribute to the attitude formation process

Change perceptions of belief ratings for a competing brand

Message Strategy

Ways to Influence or Change AttitudesNon-compensatory models - low involvement products

• Conjunctive model (acceptable standard rating on all attributes) advertising must mention all important attributes

• Disjunctive model (one or more attributes rated high) advertising must prominently display those attributes that it scores high

• Lexicographic model (evaluation on the most salient benefit) salient attribute should be highlighted

Non-compensatory models are often used in conjunction with Compensatory models

Message Strategy

Category evaluation model The established attitude to the category can be recalled and applied to the new stimulus that is placed in the category– category attitudes is applied to the object without

explicitly mentioning themAdvertising based on this model -

• Positions the object with respect to the category prototype /exemplar

• Attributes are not explicitly specified

– E.g. margarine and butter

Segmentation Based on Attitude Structure

For advertising campaigns and marketing strategy Segmentation Analysis can be done on 2 central constructs of the Attitude Model– Evaluative beliefs– Importance weights

Consumers can be classified by these criteria – Benefit segments

Advertising and Attitude Formation / Change

Central Route

Motivation &

Ability to processinformation

Peripheral Route

No motivation &

No ability to processinformation

Associating Feelings with the Brand

Associating ‘Feelings’ with the Brand

Consumer’s Feeling /‘Affective Response’ (‘Emotive bonding’) influences attitude / behavior

• The ads are execution focused with little or no information

• Some of the feelings can lead to brand imagery and personality

• Symbolic and cultural meaning of the brand can be affected

• Informative ads can also develop affective response

Feeling ads also have a cognitive element.

Good ads have both an emotional and a rational hook.

When are ‘Feelings’ Important?

Feelings are important when consumers do not have deeply considered attitudes towards the brand.

• In low involvement situations / categories

• Mature brands - when there is little or no new information to be conveyed

• In socially conspicuous high involvement categories

Feeling ads also have a cognitive element.

Good ads have both an emotional and a rational hook.

Rossiter –Percy Grid

Model of Feeling Response to Advertising

Ad evokedAffectiveResponse

DecreasesThinking

Raises ratio of +ve to -ve Thoughts

Increases Band Attitude

Raises Attribute Valuation

Transforms Use Experience

Increases Valuation ofAd characteristics

Increases Attitude to Ad

‘Feelings’ Influence Brand Attitude – Positive mood

1. Warm feelings puts people in a positive mood to build Brand Attitude

– Positive feelings increases positive thoughts

– It increases the ratio of support to counter arguments

– And brand attributes are evaluated more positively

– But total number of thoughts decrease and attitude is formed on peripheral cues rather than central

Increases ‘Likeability' by reducing thinking

‘Feelings’ Influence Attitude- Transforms the Use Experience

2 .Feelings can transform the use experience

By showing positive Use Experience & Users the brand experience is transformed to match the one shown in the Ad. – Makes the brand experience richer and more

enjoyable– through recall of past experience associated with

similar feelings

Creates new brand beliefs - Transformational Advtg

Influences perceptions about quality of product

Association Process - Transformational Advertising

Transformational Advertising – involves 2 types of associations

1. Association of feelings with the use experience

2. The association between the brand and the use experience / user

This is done through – ‘drama advertising’ – a story with use experience

action, music etc.

‘Feelings’ Influence Attitude- Transforms the Use Experience

Conditions necessary for Transformational Advtg– The Ad must ring true – empathetic, meaningful– Feelings must be connected tightly with the brand – Associations must be created and maintained through

heavy repetition– The same association must be sustained through time

Requirements forSuccessful Transformational Advertising

• Adequate budget – requires heavy repetition (frequency) and reinforcement to build associations

• Consistency – the ad must be cohesive, supporting the same associations

• Links with the brand – must be tight so that one cannot be recalled without the other – make the brand the hero of the story

‘Feelings’ Influence Attitude –Attitude towards the Ad

3. Feelings can create a positive attitude towards the Ad. • Affective – directly through peripheral mechanisms• Cognitive – indirectly through evaluation of ad characteristics

– A positive attitude to the ad gets transferred to brand & brand attributes.

– Negative attitude to ad may not be transferred to the brand because of

• Attitudes are not deeply formed before the purchase• ‘sleeper effect’

– Positive ad attitude is particularly important when the product is new

– Also important in low involvement categories– A positive attitude towards the Ad improves Recall, but so do

disliked ads

Association Process Classical Conditioning

Classical Conditioning - Ad evoked feelings are associated with the brand through repetition– The link between the brand (US) with the

commercial (CS) must not be broken– The strength of the association will depend on the

amount of repetition

What Affects Intensity of Feeling

– Believability / realism - suspend disbelief ‘Ring true’ (even if it is not literally true)

– Gain empathy – with similar characters as the target audience in familiar situations / experience

• Use drama form of advertising - rather than lecture

‘Feelings’ that are Associated

– Warmth• Precipitated directly or vicariously• Love, family, relationships, animals• The key message may be lost

– Fear• Creates emotional response & cognitive awareness of problem• An optimal level of fear is necessary• A solution must be provided

– Humour• May become irritating with repetition• The key message may be lost• May upset some

Advertising and Attitude Formation / Change

Central Route

Motivation &

Ability to processinformation

Peripheral Route

No motivation &

No ability to processinformation

Brand Equity

A set of assets

linked to the Brand’s name and symbols

that adds to the value

provided by a product or service

to a firm and customer

B ran dA w aren ess

P erce ivedQ u a lity

B ran dA ssoc ia tion

B ran dL oya lty

B ran d E q u ityS tru c tu re

Brand name and Symbols

Other proprietaryBrand assets

Recognitionand Recall

Type of brandassociations

Association Favourability

Attributes

Benefits

Attitudes

Prod related

Non-prodrelated

Functional

Experiential

Symbolic

Association uniqueness

AssociationStrength

Brand Knowledge

Brand Image

Brand awareness

PricePackagingUser imageryUsage imagery

Consumer Knowledge about a BrandKevin Keller

Brand Personality

–What it implies–Why it matters–When it is more important–How to create / enhance it

Brand Personality Implies

Brand Personality goes beyond attributes and feelings and includes the final consequences -

• Associated values – self expressive• Relationship with brand and the consumer

– Brand is as comfortable as an old friend– Brand alienation is a liability

BP is described in terms of– Demographics, and more importantly– Personality traits, attitudes, lifestyle (extrovertedness,

agreeableness, conscientiousness, emotional stability, culture)

Why Brand Personality Matters

To the Organisation it is important as -– It builds Brand Equity which delivers value at 2 levels

• For marketing efforts (loyalty, price, extensions, leverage with trade, competitive advantage)

• For financial value (a tradable asset)

– It differentiates the brand from the competition in a unique and preemptible manner

– Brand Personality enables customers to make their brand choice and stay loyal

Why Brand Personality Matters

For consumers

It provides a self-defining perspective:– identifies brands that match their self-concept– defines the groups they belong to and do not

belong to

It enables– Interpretation and processing of information– Confidence in the purchase decision – Use satisfaction

Brand Personality Entails….Desired Personality is associated with the Brand through

– endorsers

– type of users

– life-styles

– characters – Amul Moppet, Air India Maharaja

– Symbols – cocoanut, umbrella

– Ad execution elements – music, colours, fonts etc

Personality is also acquired through other factors– WOM

– Press reports

What Brand Personality Does

Brand Personality gives the brand a unique and defining character -

– As it includes Attributes, Feelings and Values• the relationship with product - peoples’ life-style,

needs and values

• the ultimate consequences of product use - values

Brand Personality is important when…..

– When a category has ‘social signaling value’• Purchased or consumed in socially conspicuous

situations • Expensive and relatively scarce products

– Helps calibrate quality in otherwise ambiguous situations

– Target market consists of high ‘self monitors’ (individuals who are are easily swayed by brand personality)

Implementing Brand Personality Researching the Brand Personality (Quanti – rating on personality

objectives Quali – projection techniques )

– Seek consistency with the functional and psychological benefits the

brand promises

– Research the symbolic associations that currently exists with the product

category

– Understand the type of personality the TG is most likely to be responsive

to - both actual and aspired

– Check how different brands currently rank on different personality

characteristics

Implementing Brand Personality cont….

– Targeting Brand Personality is judgmental• Consider the Brand’s use settings and context

• Use endorsers / spokes-characters / users’ life-style imagery / symbols

• Use of appropriate ad. elements, actors, music, colour, fonts etc (ad execution)

– Maintaining the Personality • over time - to ensure it remains contemporary across

different elements of the marketing mix

Group Influence and Word-of-Mouth Advertising

Reference Groups

RGs can be actual or imaginary institutions / individuals, that have relevance on the individual’s aspirations, evaluation, behavior.– RG used as standards for self appraisal – ‘the

Joneses’ neighbors, social class– RG used as a source of norms, standards and

attitudes - icons– RG considered to be informative experts /

opinion leaders

Reference Group Association

Advertising can associate a brand with a reference group by making the brand – an integral part of group norms through explicit

or implicit endorsement of role model– link the brand to the successful performance of

a certain role

Nature of Reference Group Influences

External and explicit (social interaction is involved - WOM)or

Internal and implicit (affected by a mental process, that involves a person or group)

and

Informational (low knowledge consumers seek information from those considered to be knowledgeable)

orNormative (comply with the group to satisfy ego, gain rewards,

avoid punishment)

Factors that Influence the Degree of Group Influence

• The type of decision making unit – larger the unit

greater the influence

• The kind of consumption and purchase situation –

more conspicuous the situation greater the influence

• The nature of product category – riskier, high

involvement greater the influence

• Individual differences in susceptibility

Informational SourcesDiffusion and the Success of WOM

Factors Affecting success of Diffusion / WOM

1. Motivation of Opinion Leaders

2. Motivation of Opinion Seekers

3. And the nature of the innovation

Informational SourcesDiffusion and the Success of WOM

1. Motivational characteristics for opinion leaders • Involvement in the product• Self involvement • Other involvement• Message involvement

Factors Affecting Diffusion and the Success of WOM

2. Opinion seekers motivation to listen to opinion leaders is, he believes that -– OL is trusted as he is seen as ..– Interested in the listener’s well being

– Knowledgeable, experienced and convincing

OL in one category may not work for another

Factors Affecting Diffusion and Success of WOM

3. Product characteristics – innovation– Relative advantage– Compatibility– Complexity– Divisibility– Communicability

The degree to which the OL is responsive to advertising will determine the efficacy of the 2 step communication

Implementing an Informational Influence Strategy

It is not practical to single out the innovator and opinion

leader segment and target communication at them

Hence -

– Advertising can simulate - designed to appeal to innovators -

Slice-of-life advertising

– Other promotion tools to stimulate WOM – DM, PR, Sales

Promos can be used

Normative Influence Become Important….

Influence of reference Group is important with -

– New products – determine nature and extent of risk

– Established products that are socially visible products

(high social risk) – use celebrities , slice of life advtg.

– Functionally risky products – use experts

– Culturally significant products – give cultural meaning

Normative Influence -Advertising Gives Brands Cultural Meaning

In a more inclusive way Advertising can give

cultural meaning to Brands

– Knowing the particular type of cultural meaning

associated with the category, and

– Transferring a desirable cultural meaning to the brand

External Influences on Consumers

Culture

Subculture

Social class

Referencegroups

Situations