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Percy and Elliott, 2009
All ads have been created BUT some ads considered more creative than others
• Peripheral
strong and weak theories…
hence, it is only after trial that our attitudes are changed
consumers should be ‘nudged’ into buying brands more frequently
Thinking Feeling
Level o
f Invo
lvemen
t
High
Lo
w
Informative (Thinker) Car – House - Furniture
Affective (Feeler) Jewelry – Cosmetics - Fashion
Model: Possible Implications Test: Media: Creative:
Learn – Feel – Do Recall, Diagnostics Long Copy, Reflective Specific Information, Demonstration
Model: Possible Implications Test: Media: Creative:
Feel – Learn – Do Attitude Change, Emotional Arousal Large Space, Image Specials Executional, Impact
Habit Formation (Doer) Food – Household Items
Self Satisfaction (Reacter) Cigarettes – Alcohol - Sweets
Model: Possible Implications Test: Media: Creative:
Do – Learn – Feel Sales Small Space Ads, 10 second IDs, Radio, POS Reminder
Model: Possible Implications Test: Media: Creative:
Do – Feel – Learn Sales Billboards, Newspapers, POS Attention
Motivation
Informational Transformational
In
volv
emen
t
Lo
w
Hig
h
Fast Food
Holiday
Banking
Credit Card
Transformational Motives… Sensory Gratification Intellectual Stimulation Social approval
Informational Motives… Problem Removal Problem Avoidance Incomplete Satisfaction
(Shimp 2007)
so in contrast to the strong view, the weak view sees consumers as selective and only perceive ads which promote products they have use of
or some prior knowledge of
Advertising then is often seen as a defensive approach to retain customers, to reinforce existing attitudes and not change them
(Shimp 2007)
(Yeshin, 2006)
(Yeshin, 2006)
(Burtenshaw, Mahon and Burfoot 2006)
(Burtenshaw, Mahon and Burfoot 2006)
Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of
Creative Advertising. Switzerland: AVA Publishing.
Percy, L. and Elliott, R. (2009) Strategic Advertising Management.
Oxford, Oxford University Press.
Shimp, T. (2007) Integrated Marketing Communications in Advertising
and Promotion. USA: Cengage.
Yeshin, T. (2006). Advertising. London, Thomson
