Andreea Dicu (slide design) Carmen Neghina Probably my best presentation so far. An insider's view into advertising.
Text of Advertising Psychology
Advertising
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Agenda
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Advertising revealed
Advertising tactics
Elaboration Likelihood Model
Communication Model/Techniques
1) Who say?
2) What?
3) By what means?
4) To whom?
Methods of measuring advertising effects
Trends and future developments
Advertising Revealed
Innovative
Fun
Hard Work
What do you think about advertising?
Creative
Deceptive
Aggressive
Non-Personal
Sponsor
Mass Media
What is advertising in theory?
Large Audience
Paid form of communication
Persuasive
Definition of advertising
Advertising is paid non-personal communication from an identified
sponsor using mass media to persuade or influence an
audience.
(Wells, Burnett & Moriarty, 2003, p. 10)
An advertising idea is a credible and provocative statement of
substance about the brands main consumer benefit.
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Major objectives
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Effects of advertising
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Unique Selling Proposition
A motivating idea, uniquely associated with a particular brand,
which is to be registered in the mind of the consumer
The U.S.P.
is about uniqueness
must sell
must make a proposition
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Unique Selling Proposition
In best cases our brand or product is unique in itself or is
determined to be something unique for a special target group
Can you give examples?
Coca cola
Porsche
Rolex
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Unique Selling Proposition
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Unique
Advertising that promises a unique benefit,
or a benefit that is perceived as distinct and/or superior
Proposition
A clear, compelling
consumer benefit that is
delivered by the product
Selling
Significant and relevant
to consumers - persuasive
enough to incite action
Brand Wheel
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What the brand is / what the brand looks like:
Physical/functional characteristics of the brand
Rational advantage for me. What the brand does: The results of
using the brand.
Psychological advantage of using the brand:
How the brand makes me feel about myself / how others feel about
me, using the brand
If the brand were a person:
How would it be?
Brand Essence: The core of the brand.
The sum of characteristics in the wheel.
Attributes
Benefits
Values
Personality
Brand Essence
Brand Wheel
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German, Masculine, Luxury, Expensive,
well-engineered. Quality, Performance,
Roadholding, Heritage, Bssssssing!
Sports performance in luxury comfort,
Best of both worlds. Is what it does
Wise heads on young shoulders
A passionate driver
Serious but not serious-minded,
charismatic, outgoing, joie de vivre,
half german, half human.
The steel fist in a velvet glove
Attributes
Benefits
Values
Personality
Brand Essence
DRIVING EXCELLENCE
Advertising Tactics
A framework of psychological meaning
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Attribute Bundle
Perceptual Mode
Context
Tangible Attributes
e.g. size
color
brightness
music
Data driven
e.g. sight
touch
sound
Individual characteristics
e.g. attitudes
perceptual selectivity
personality
Psychological Meaning
Stimulus
e.g. TV ad
Billboard
Image ad
Social characteristics
e.g. gender
social class
marital status
occupation
Intangible Attributes
e.g. modern
fun
exciting
Concept Driven
e.g. cognitive associations
cognitive abstractions
Situational characteristics
e.g. time to make decision number of available choices
Elaboration Likelihood Model (Petty & Cacioppo, 1986)
Implies two routes to persuasion:
Consumers that are motivated and able to process the message will
devote more thought to the message contained in advertisement
elaboration
Attitude change depends on the quality of the arguments
Consumers that are not motivated and/or unable to process the
message will switch to a less involved and elaborate processing of
information
Attitude change depends on the peripheral cues
Central route to persuasion
Peripheral route to persuasion
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Examples of peripheral cues
celebrity
attractive source
sources with high credibility
expert sources
humor
erotic stimuli
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Elaboration Likelihood Model
Motivationto process the message can be influenced by
personal relevance of the product
need for cognition (a tendency to engage in and enjoy effortful
analytic activity)
personal responsibility
Ability to process the message can be influenced by
distraction
prior knowledge
intelligence
message comprehensibility
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Elaboration Likelihood Model
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Consequences of elaboration
Central route to persuasion
Peripheral route to persuasion
relatively enduring / shows a greater temporal persistence
more predictive of behavior
shows a greater resistance to counter-persuasion
less enduring / relatively temporary
unpredictive of behavior
shows a greater susceptibility to counter-persuasion
Attitude change
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
Source characteristics
1) Credibility
Lowercredibility sources - when the receivers thoughts about the
product are favorable
Higher credibility sources when the receivers thoughts are
negative
Profession has a greater effect upon perceived credibility than the
spokesperson
2) Attractiveness
3) Gender
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Who?
Says what?
By what means?
To whom?
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
For low involvement products coffee, perfume
Attractive models do not enhance recall, but facilitate ad
recognition
3) Gender
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Who?
Says what?
By what means?
To whom?
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
3) Gender
Gender of models should match the image of the product held by
users
Any role depiction should be realistic and natural rather than
stereotypical and false
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Who?
Says what?
By what means?
To whom?
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
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Who?
Says what?
By what means?
To whom?
Message appeal - the overall style of the advertising
Rational appeal?
Emotional appeal?
One- vs. two- sided and comparative appeals?
Communication Model
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Who?
Says what?
By what means?
To whom?
The MAC Model
Memory only most of the choices we make are determined by
habit
Memory plus affect most of the conscious choices that make us pause
are determined by affect
Memory plus affect plus cognition some ads make us think, as well
as do some decision
Ads
Memory
Affect
Perceptual filters
Competitors for attention
Cognition
Communication Model
The MAC Model
Consider a major purchase choice you made in the past.
Did you use some rational basis to create a consideration set, or
did you just fall in love with it when you saw it?
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Who?
Says what?
By what means?
To whom?
Communication Model
The role of emotion
Coca-Cola Have a Coke smile
Pepsi-Cola Get that Pepsi feeling
General Motors Get that great GM feeling
AT&T Reach out and touch someone
Saab One car you can buy where your emotions arent compromised by
your intellect
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Who?
Says what?
By what means?
To whom?
Communication Model
The role of emotion
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Who?
Says what?
By what means?
To whom?
Communication Model
Fear appeals as arousal
Optimal range of tension
Point of inflection where increasing tension activates anxiety >
negative feelings
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Who?
Says what?
By what means?
To whom?
Audio-Visual
Print
Anxiety & Energy
generation
Energy generation
Threshold
No picture
Picture
Tension
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Message appeal
Fear
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Message appeal
Fear
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Message appeal
Fear
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Message appeal
Fear
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Message appeal
Fear
Communication model
Humor appeal
"Trying to figure out why something is funny is like dissecting a
frog. You'll come up with answers, but the frog always dies. Mark
Twain
One of the most common techniques, but hard to realize
The belief that humor can increase advertising effectiveness has
led to its unprecedented popularity
However, it can work for you or it can work against you!
Peripheral cue - drawing attention to the ad
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Who?
Says what?
By what means?
To whom?
Communication Model
Subliminal Messages
the use of hidden or otherwise imperceptible stimuli to manipulate
viewers or listeners to behave in ways they otherwise would
not.
The Vicary Eat Popcorn/Drink Coke Study
Below threshold
Subjective threshold
Objective threshold
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Who?
Says what?
By what means?
To whom?
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
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Who?
Says what?
By what means?
To whom?
Communication Model
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Who?
Says what?
By what means?
To whom?
1) Copy theme
Surface level
Text
Different ads using the same kinds of techniques (characters,
jingles)
Underlying level
Text
Signification system structured around connatative
signified
Communication Model
1) Copy theme
Use of figurative language and rhetorical devices
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Who?
Says what?
By what means?
To whom?
Communication Model
2) Visual representations
What visual images express can only be approximated by words, but
never fully captured by them. Words represent an artificially
imposed intellectual system removed from primal feeling; images
plunge us into the depth of experience itself. (Barry, 75)
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Who?
Says what?
By what means?
To whom?
Communication Model
2) Visual representations
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Who?
Says what?
By what means?
To whom?
Communication Model
3) Music
Attention gaining value
Ability to engage a listeners attention through speed and
loudness
Role in advertising attract and hold attention
However, can be act as a distractive factor
Message congruence
The extent to which purely instrumental music conveys meanings
(feelings, images, thoughts) that are congruent with those evoked
by ad messages
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Who?
Says what?
By what means?
To whom?
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Communication Model
Who?
Says what?
By what means?
To whom?
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Linguistics
Cultural Suitability
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Targeting Cultures
Cultural Suitability
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Explicit
Implicit
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Colors
Numbers
Colors and cultures
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Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who?
Says what?
By what means?
To whom?
Religion
Individualism
Masculinity
Communication Model
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Targeting Cultures
US Melting Point
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Targeting Generations
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US
I
ALL
Respond to:
Themselves reflected in images
Fierce sarcasm/ Imagination, Creativity
Stupid / Smart Messages
Deconstructed Paradigms
Style
Luxury Goods and Mass Market
Respond to:
Cues of achievement / Status / Heroes
Iconic Authority
Heroes / Trailbrazers
The things that are earned
Comfort
Ive earned it luxury
Perks
Anti-Aging
Respond to:
New Ideas
Companies with a Philosophy
Multi-Sensory Experiences
Multi Generational Models
Fun / Learning
Parents as their Heroes
Interesting People
Senses of Community
GEN-X
(24-35)
BABY BOOMERS
(36-54)
GEN-Y
(6-23)
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Targeting Generations
Gen X
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Targeting Generations
Gen Y
Communication Model
The consumer is not an idiot, shes your wife.
- David Ogilvy
I heard another one: Shes not an idiot, shes your boss!
- David Lubars, BBDO West
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Targeting Genders
Communication Model
What do women want?
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Targeting Genders
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Individuality
Respect
Connection
What Do Women Want?
Relationship
Stress Relief
Why?
"Half the money I spend on advertising is wasted, and the trouble
is I don't know which half.
- John Wanamaker
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Traditional measures of effectiveness
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Involvement
Effectiveness
Attitudes towards the ad
Purchase Intentions
Brand / Product / Ad recall
Dillemma
Some commercials succeed at being memorable without managing to
persuade viewers, while other are persuasive without being
memorable
- David. W. Stewart, David H. Furse
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Best practice
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Copy refinement
Below the surface exploration
Strategy or copy developement
Disaster checks
Future Trends in Advertising
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Mass is back in business
Goal: reach a mass audience
