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Andreea Dicu (slide design) Carmen Neghina Probably my best presentation so far. An insider's view into advertising.
Andreea Dicu Alexandra Musat Carmen NeghinaPsycho-economics
PsychologyAdvertising
04/07/2023 Advertising Psychology 2
04/07/2023 Advertising Psychology 3
Agenda
Advertising revealed
Advertising tactics
Elaboration Likelihood Model
Communication Model/Techniques1) Who say?2) What?3) By what means?4) To whom?
Methods of measuring advertising effects
Trends and future developments
Advertising Revealed
What do you think about advertising?
Fun
DeceptiveAggressive
Hard Work
Creative
Innovative
What is advertising in theory?
Sponsor
Paid form of communication
Persuasive
Mass Media
Large Audience
Non-Personal
04/07/2023 Advertising Psychology 7
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 brand’s main consumer benefit.
04/07/2023 Advertising Psychology 8
Major objectives
Capture attention
Arouse and hold interest
Make a useful lasting
impression
04/07/2023 Advertising Psychology 9
Effects of advertising
Cog
nitive
•awareness / recognition of the ad, brand, or product/service•memory about the ad, brand, or product/service
Affective
•Interest•product liking•positive emotional response to an ad•emotional bonding
Conative
•purchase consideration•buying the product
04/07/2023 Advertising Psychology 10
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
04/07/2023 Advertising Psychology 11
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
04/07/2023 Advertising Psychology 12
Unique Selling Proposition
UniqueAdvertising that promises a unique
benefit,or a benefit that is perceived as
distinct and/or superior
SellingSignificant and relevant
to consumers - persuasiveenough to incite action
PropositionA clear, compelling
consumer benefit that isdelivered by the product
04/07/2023 Advertising Psychology 13
Unique Selling Proposition
Uniquetaste, shape, color, different
flavors
SellingBottles, cans &
kegs
PropositionThe Beck‘s experience
04/07/2023 Advertising Psychology 14
Brand Wheel
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.
Brand Essence
04/07/2023 Advertising Psychology 15
Brand Wheel
DRIVING EXCELLENCE
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 shouldersA passionate driver
Serious but not serious-minded, charismatic, outgoing, joie de vivre,half german, half human. The steel fist in a velvet glove
Brand Essence
Advertising Tactics
04/07/2023 Advertising Psychology 17
A framework of psychological meaning
Stimuluse.g. TV ad
Billboard Image ad
Tangible Attributese.g. size
color brightness
music
Data drivene.g. sight
touch sound
Intangible Attributese.g. modern
fun exciting
Concept Drivene.g. cognitive associations
cognitive abstractions
Psychological Meaning
Individual characteristicse.g. attitudes perceptual selectivity personality
Social characteristicse.g. gender social class marital status occupation
Situational characteristicse.g. time to make decision number of available choices
Attribute Bundle Perceptual Mode Context
04/07/2023 Advertising Psychology 18
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
Elaboration Likelihood Model (Petty & Cacioppo, 1986)
Implies two routes to persuasion:
Central route to persuasion
Peripheral route to persuasion
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
04/07/2023 Advertising Psychology 19
Examples of peripheral cues
• celebrity• attractive source• sources with high credibility • expert sources• humor• erotic stimuli
04/07/2023 Advertising Psychology 20
Elaboration Likelihood Model
– Motivation to 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
04/07/2023 Advertising Psychology 21
Elaboration Likelihood Model
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
Attitu
de c
hang
e
Consequences of elaboration
Communication Model
Who?
Says what?
By what means?
To whom?
04/07/2023 Advertising Psychology 23
Communication Model
Source characteristics
1) Credibility
Lower credibility sources - when the receiver’s thoughts about the product are favorable
Higher credibility sources – when the receiver’s thoughts are negative
Profession has a greater effect upon perceived credibility than the spokesperson
2) Attractiveness
3) Gender
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 24
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
For low involvement products – coffee, perfumeAttractive models do not enhance recall, but facilitate ad recognition
3) Gender
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 25
CredibilityAttractiveness
Source
Gender
04/07/2023 Advertising Psychology 26
CredibilityAttractiveness
Source
Gender
04/07/2023 Advertising Psychology 27
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
3) Gender
Gender of models should match the image of the product held by usersAny role depiction should be realistic and natural rather than stereotypical and false
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 28
CredibilityAttractiveness
Source
Gender
Communication Model
Who?
Says what?
By what means?
To whom?
04/07/2023 Advertising Psychology 30
Communication Model
Message appeal - the overall style of the advertising
Who? Says what? By what means? To whom?
Rational appeal?
One- vs. two- sided and comparative appeals?
Emotional appeal?
04/07/2023 Advertising Psychology 31
Communication Model
The MAC Model
Memory only – most of the choices we make are determined by habitMemory plus affect – most of the conscious choices that make us pause are determined by affectMemory plus affect plus cognition – some ads make us think, as well as do some decision
Who? Says what? By what means? To whom?
Ads
Competitors for attention Pe
rcep
tual
filte
rs Memory
Affect
Cognition
04/07/2023 Advertising Psychology 32
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?
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 33
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 aren’t compromised by your intellect”
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 34
Communication Model
The role of emotion
Who? Says what? By what means? To whom?
A Typology of Emotional Content
Positive Negative
Pleasure JoyFriendliness
SadnessLoneliness
Arousal VitalityLiveliness
Overstimulation
Dominance CompetenceSelf-fulfillment
Futility
04/07/2023 Advertising Psychology 35
Pleasure
Message appeal
04/07/2023 Advertising Psychology 36
ArousalVitality
Message appeal
Liveliness
04/07/2023 Advertising Psychology 37
Dominance
Message appeal
04/07/2023 Advertising Psychology 38
Communication Model
Fear appeals as arousalOptimal range of tensionPoint of inflection where increasing tension activates anxiety –> negative feelings
Audio-Visual
Energy generationAnxiety & Energy generation
ThresholdTension
No picture Picture
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 39
Fear
Message appeal
04/07/2023 Advertising Psychology 40
Fear
Message appeal
04/07/2023 Advertising Psychology 41
Fear
Message appeal
04/07/2023 Advertising Psychology 42
Fear
Message appeal
04/07/2023 Advertising Psychology 43
Fear
Message appeal
04/07/2023 Advertising Psychology 44
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
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 45
Humor
Message appeal
04/07/2023 Advertising Psychology 46
Humor
Message appeal
04/07/2023 Advertising Psychology 47
Communication Model
Subliminal Messagesthe 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 thresholdSubjective thresholdObjective threshold
Who? Says what? By what means? To whom?
Communication Model
Who?
Says what?
By what means?
To whom?
04/07/2023 Advertising Psychology 49
Communication ModelWho? Says what? By what means? To whom?
Copy theme
Visual reprezeantations
Music
04/07/2023 Advertising Psychology 50
Communication Model
1) Copy theme
Who? Says what? By what means? To whom?
Surface level Text
Underlying level Text
Different ads using the same kinds of techniques (characters, jingles)
Signification system structured around connatative signified
04/07/2023 Advertising Psychology 51
Communication Model
1) Copy themeUse of figurative language and rhetorical devices
Who? Says what? By what means? To whom?
Metaphor
•used in creating brand identity•Beetle (small and quick)•Mustang (very fast)
Slogans•reinforce the recognizability of a brand name•Joint the Pepsi generation
Imperative forms
•this creates the effect of advice coming from an unseen authoritative source•Trust your senses
Formulas •create the effect of making meaningless statements sound truthful•A Volkswagen is a Volkswagen
04/07/2023 Advertising Psychology 52
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)
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 53
Communication Model
2) Visual representations
Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
04/07/2023 Advertising Psychology 54
Violating reality
Attracting attention
04/07/2023 Advertising Psychology 55
Communication Model
2) Visual representations
Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
04/07/2023 Advertising Psychology 56
Visual Metaphor
Attracting attention
04/07/2023 Advertising Psychology 57
Visual Metaphor
Attracting attention
04/07/2023 Advertising Psychology 58
Communication Model
2) Visual representations
Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
04/07/2023 Advertising Psychology 59
Visual parodies
Attracting attention
04/07/2023 Advertising Psychology 60
Visual parodies
Attracting attention
04/07/2023 Advertising Psychology 61
Communication Model
2) Visual representations
Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
04/07/2023 Advertising Psychology 62
Direct eye gaze
Attracting attention
04/07/2023 Advertising Psychology 63
Communication Model
2) Visual representations
Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
04/07/2023 Advertising Psychology 64
Vertical camera Angle, Power, and Status
Eliciting Emotion
04/07/2023 Advertising Psychology 65
Communication Model
2) Visual representations
Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
04/07/2023 Advertising Psychology 66
Looking down, Nurturance, Subservience
Eliciting Emotion
04/07/2023 Advertising Psychology 67
Communication Model
3) Music
Attention gaining valueAbility to engage a listener’s attention through speed and loudnessRole in advertising – attract and hold attentionHowever, can be act as a distractive factor
Message congruenceThe extent to which purely instrumental music conveys meanings (feelings, images, thoughts) that are congruent with those evoked by ad messages
Who? Says what? By what means? To whom?
04/07/2023 Advertising Psychology 68
Communication Model
Who?
Says what?
By what means?
To whom?
04/07/2023 Advertising Psychology 70
Targeting Cultures
LanguageCommunication StyleSymbolsCultural Values
Communication ModelWho? Says what? By what means? To whom?
LinguisticsCultural Suitability
04/07/2023 Advertising Psychology 71
Linguistics
Targeting Cultures
04/07/2023 Advertising Psychology 72
Cultural Suitability
Targeting Cultures
04/07/2023 Advertising Psychology 73
Targeting Cultures
LanguageCommunication StyleSymbolsCultural Values
Communication ModelWho? Says what? By what means? To whom?
ExplicitImplicit
04/07/2023 Advertising Psychology 74
Explicit
Targeting Cultures
04/07/2023 Advertising Psychology 75
Targeting Cultures
LanguageCommunication StyleSymbolsCultural Values
Communication ModelWho? Says what? By what means? To whom?
ColorsNumbers
04/07/2023 Advertising Psychology 76
Colors and cultures
04/07/2023 Advertising Psychology 77
Targeting Cultures
LanguageCommunication StyleSymbolsCultural Values
Communication ModelWho? Says what? By what means? To whom?
ReligionIndividualismMasculinity
04/07/2023 Advertising Psychology 78
Religion
Targeting Cultures
04/07/2023 Advertising Psychology 79
Communication Model
Targeting Cultures
US Melting Point
04/07/2023 Advertising Psychology 80
04/07/2023 Advertising Psychology 81
Respond to:Themselves reflected in images
Fierce sarcasm/ Imagination, CreativityStupid / Smart MessagesDeconstructed Paradigms
StyleLuxury Goods and Mass Market
Targeting Generations
GEN-X
(24-35)
“US“ “I“ “ALL“
Respond to:Cues of achievement / Status / Heroes
Iconic Authority Heroes / Trailbrazers
The things that are earnedComfort
„I‘ve earned it luxury“Perks
Anti-Aging
Respond to:New Ideas
Companies with a Philosophy„Multi-Sensory“ ExperiencesMulti Generational Models
Fun / LearningParents as their Heroes
Interesting PeopleSenses of Community
BABY BOOMERS
(36-54)
GEN-Y
(6-23)
04/07/2023 Advertising Psychology 82
Baby Boomers
Targeting Generations
04/07/2023 Advertising Psychology 83
Gen X
Targeting Generations
04/07/2023 Advertising Psychology 84
Gen Y
Targeting Generations
04/07/2023 Advertising Psychology 85
Communication Model
„The consumer is not an idiot, she‘s your wife.“ - David Ogilvy
„I heard another one: She‘s not an idiot, she‘s your boss!“ - David Lubars, BBDO West
Targeting Genders
04/07/2023 Advertising Psychology 86
Communication Model
What do women want?
Targeting Genders
04/07/2023 Advertising Psychology 87
What Do Women Want?
Respect
Individuality
Stress Relief
Connection
Relationship
04/07/2023 Advertising Psychology 88
Respect?
Targeting Genders
04/07/2023 Advertising Psychology 89
Dove Pro-Age Campaign
Individuality
Targeting Genders
04/07/2023 Advertising Psychology 90
Stress Relief
Targeting Genders
04/07/2023 Advertising Psychology 91
Connection
Targeting Genders
04/07/2023 Advertising Psychology 92
Relationship
Targeting Genders
Measuring Effectiveness
04/07/2023Advertising Psychology 93
04/07/2023 Advertising Psychology 94
Why?
"Half the money I spend on advertising is wasted, and the trouble is I don't know which half. “
- John Wanamaker
04/07/2023 Advertising Psychology 95
Traditional measures of effectiveness
EffectivenessAttitudes towards the ad
Brand / Product / Ad
recall
Purchase Intentions
Involvement
04/07/2023 Advertising Psychology 96
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
04/07/2023 Advertising Psychology 97
Best practice
Strategy or copy developement
Copy refinement Below the surface exploration
Disaster checks
Future Trends in Advertising
04/07/2023 Advertising Psychology 98
Mass is back in business
Goal: reach a mass audience
04/07/2023 Advertising Psychology 100
Future trends
Future Trends
04/07/2023 Advertising Psychology 101
Questions?
Thoughts?
Applause?
Thank you for your attention!