Prof. Jura Liaukonyte

AEM 4550:ECONOMICS OF ADVERTISING

My Research Mostly focusing on quantitative analysis of

Advertising

Comparative Advertising

Motivation

What could advertising do to change these positions? Are perceived and real characteristics the same thing?

Product Positions in Characteristics Space

My Teaching

AEM 4160: Strategic Pricing

AEM 4550: Economics of Advertising

Myths and Truths about Advertising

MYTH OR TRUTH?

1. Advertising is a powerful force that usually increases brand and product

sales.

Mostly Myth

Advertising successes can be dramatic, but they are rare.

Why? Noise level from competitors’ campaigns is high. Competition for scarce creative talent. Successful appeals are quickly copied.

Example: after Apple’s 1984 Macintosh introduction, dramatic creative techniques became de riguer for new product intro ads.

MYTH OR TRUTH?

2. Advertising’s effects persist for decades.

Myth. Hysteresis: when the effects of advertising persist

long after the duration of the campaign.

Hysteresis: extremely rare.

Examples: Apple Wendy’s: Where’s the Beef?

MYTH OR TRUTH?

3. Advertising’s effects are instantaneous

Myth.

Advertising carryover: effects of advertising at time t that are not realized until time t+1 or later.

Very, very common. Why? Takes time to convince; WOM; distribution; shopping

trips.

Carryover tends to be short. Weeks or months, not years.

Advertising Goodwill The effect of advertising on sales is often largely

depreciated within a year (if not less).

Latest studies: beyond 3 months = miniscule effect

MYTH OR TRUTH?

4. If advertising is not effective right away, repetition will ensure

ultimate success.

Myth. Advertising is effective either early on, or never.

Some managers believe that advertising needs time to work itself into consumers’ subconscious.

In fact, research shows that if advertising does not produce any positive results in the short run, it is unlikely to ever do so.

MYTH OR TRUTH?

5. Effective ads are effective forever.

Myth. Wearin: the amount of time or the number of

exposures required for consumers to accept and understand an ad’s message

Wearout: the amount of time or the number of exposures before consumers get tired of an ad

Every ad wears in and wears out Wearin tends to be rapid Wearout varies across people and ads

MYTH OR TRUTH?

6. Advertising tends to be profitable.

Mostly Myth Fact: Companies often persist with

ineffective ads.

Research: average sales elasticity of advertising is 0.1 (!!!)

Why? Prisoner’s Dilemma Failure to define advertising success Difficulty in measuring advertising success Agencies’, executives’ incentives Other reasons…

Advertising Elasticity Measures the sensitivity of demand given a change

in advertising

Q

A

A

Q

A

QEadv

%

%

Combative advertising Combative advertising, a characteristic of mature

markets, is defined as advertising that shifts consumer preferences towards the advertising firm, but does not expand the category demand.

Basis of Prisoner’s Dilemma in advertising.

Cigarette Advertising on TV

All US tobacco companies advertised heavily on TV

Surgeon General issues official warning

Cigarette smoking may be hazardous

Cigarette companies fear lawsuits Government may recover healthcare costs

Companies strike agreement Carry the warning label and cease TV

advertising in exchange for immunity from federal lawsuits.

1964

1970

Cigarette Advertising

After the 1970 agreement: Cigarette advertising decreased by $63 million Industry Profits rose by $91 million

MYTH OR TRUTH?

7. The most effective ad appeal is clear information with strong arguments.

Depends. Three most common types of ad

appeals: arguments (logical appeals) ex: antidrug emotion (dramatic appeals) ex: hummer endorsements (associative appeals) ex: gatorade,

Heineken

Emotion tends to be most effective. Why? More interesting Require less concentration More vivid, easily remembered Harder to counterargue Lead more directly to action

MYTH OR TRUTH?

8. Sex sells

Usually true. Sex certainly breaks through the clutter.

Using sex is risky: Sex can engender negative reactions in many consumers.

Risk can be mitigated through effective

targeting

When does sex sell? When it’s appropriate to the product or category When it helps establish the brand image It can help break through the clutter.

There’s not much good research on sex.

MYTH OR TRUTH?

9. Humor Sells

True. Ex: Bud How does humor help?

Positive framing lowers resistance Distracts an audience from counterarguments Helps attract attention Combines with nearly every form of persuasion (we’ll

get into this later) Quick to the point

MYTH OR TRUTH?

10. For an ad to be really successful, it has to be totally

unique.

Myth. Research has shown that use of

templates in advertising can be very effective.

Persuasion is a complex process. Templates have been developed to maximize consumer acceptance of a message.

Ads that break completely with tradition risk ignoring scientific knowledge about persuasion.

Uniqueness certainly helps draw attention, but does not guarantee a successful creative.