Advertising Chapter 7

advertising:Marketing communication instrument which uses
mass media, the content of which is determined and
paid for by a clearly identified sender.

Features:

  • Impersonal
  • Sender control
  • Perception of persuasive intent

Development of an advertising campaign

• Target groups
• Objectives
• Message strategy
• Creative idea
• Creative appeals

types of advertising:


Rational: Gives information about facts regarding the
product, such as product features, performance, components and availability


Emotional: Aimed at eliciting emotional/affective
responses and conveying an image

Rational: Unique selling proposition (USP)

functional superiority in the sense that the brand offers the best quality, the best service, the lowest price, the most advanced technology.

Emotional: Emotional selling proposition (ESP)

a non-functional benefit used in marketing communictions, usually a unique psychological association to consumers. e.g. L'oreal ''you are worth it'', CenterParcs - a state of happiness.

Processing of advertising

• Attention
Vividness: the extent to which a message is

  • emotionally interesting
  • concrete and imagery-provoking
  • proximate in a sensory, temporal or spatial way

rational appeals

demonstration: consumers are shown how a product works

testimonial: features ordinary people saying how good a product is.

slice-of-life: feautures the produt being used in a real-life setting, which usually involves solving a problem.

comparative advertising: can be used to differentiate a brand from a competitor.

emotional appeals

humour: appeal created with the intent to make people laugh , irrespective of the fact tat the humour is succesfull or unsuccesfull.

erotic: an appeal that contains one or more of the following elements: partial or complete nudity, physical contact between two adults, sexy or provocatively dressed person(s), provocative or seductive facial expression, suggestive words or sexually laden music.

warmth: consists of elements evoking mild, positive feelings such as love, friendship, cosiness, affection and empathy.

fear: refers to consumers to a certain type of risk (threat) that he or she might be exposed to and which he or she usually can reduce by buying or not buying the product advertised.

music

celebrity endorsement

match - up hypothesis
• Celebrities only evoke more positive evaluations if their qualities match those of the product

Classical conditioning
Learning the association between an unrelated
(conditioned) stimulus and a specific response, that
was previously elicited by a related (unconditioned)
response

-Connect positive attributes of celebrities to product or brand

  • Can an (attractive) celebrity be used in every ad for every product or brand?

Kamins (1990)
• Attractive vs. unattractive celebrity
• Attractiveness related vs. attractiveness unrelated
product (sports car vs. pc)
• Dependent variable: credibility and attitude towards ad

expert endorsemet

affect transfer: attitude towards the ad -> attitude towards the product/brand.

Mere exposure effect:
Repetitive (superficial) perception increases
message appreciation

• Processing fluency:
A message that has already been observed is more
easily processed subsequently, even if people are
unaware of previous exposure

Attention:
Salience: the extent to which a message stands out in its environment


Surprising/ unconventional: the extent to which
the message is unfamiliar and deviates from
expectations