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Chapter 17
Advertising Effects
1
Advertising in Today’s
Media Environment
• Medium
• “Any transmission vehicle or device through
which communication may occur”
• Advertising media includes:
• Television
• Radio
• Print sources
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Media Environment
(Cont’d)
• Many choices for advertisers
• Increased availability of demographic
information allows advertisers to know
more particular audience characteristics.
• New media choices continue to appear.
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Research Tradition
• Emphasis on the importance of
interpersonal communications among
audience members
• Transactional model- any number of
factors could reduce the strength of media
effects
• Elaboration Likelihood Model- offers a
modern take on the transactional model
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Research Tradition
(Cont’d)
• Communication researchers have
identified many different individual
characteristics of consumers that influence
media effects.
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Theoretical Basis for
Individualized Effects
• Selective exposure
• People tend to watch, listen to, and
remember media messages that are
consistent with their attitudes, interests, or
predispositions.
• An audience member’s involvement or
personal connection with the media content is
an important component of selective
exposure.
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Five Important Consumer
Characteristics
1.
2.
3.
4.
Attitude regarding the medium
Uses of the medium
Involvement while using the medium
Mood states that affect media usage
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Krugman (1960s)
• Various media are either:
• High involvement
• Print media
• Low involvement
• Broadcast media
• Television advertising is most
advantageous for developing brand
recognition and brand perception.
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The Importance of Mood
• Moods produced by watching particular kinds of
television shows cause viewers to react
differently to the commercial messages shown
during the shows.
• Specific episodes within genres also affect a
viewer’s response to ads.
• There is an interaction effect between the mood
invoked by the program and that of the
embedded commercial.
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Consistency Theory
• Viewers wish to maintain a particular
mood for the duration of a program.
• Commercials with a different tone or
mood from the media context are less
effective.
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Media Context Studies
• Focus upon media content or stimuli
rather than on particular consumer
characteristics
• Measure more immediate responses
• Cognitive, physiological, and behavioral
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Cognitive Response
Studies
• Advertising responses are affected by a
person’s level of knowledge about the
product or service or claim.
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Observational Studies
• Direct observation
• Watch consumers as they view the ads
• Studies revealed that children, as they viewed
more and more commercials, became
impatient for the return of the regular
program.
• Many readers engage in an informationfiltering process to decide whether printed
items are worth the effort of their full
attention.
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Studies Involving
Psychological Measures
• Equipment is used to determine whether
physiological changes occur in response to
ads.
• It was thought that people tend to
process print ads on the the right side of
the brain and television ads on the left
side. This hypothesis was proven false.
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Priming Studies
• Examine the content of a program to
determine whether the viewer’s attention
might be drawn to certain aspects of an
ad
• Readers or viewers can be primed
cognitively or affectively.
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The Importance of
Advertising Frequency and
Repetition
• Two different models of advertising response:
• Threshold Effects
• Repeated exposure to an ad leads to effectiveness; after
a certain number of exposures the ad achieves greatest
impact and then slowly begins to decline in effectiveness.
• Diminishing Returns
• Response to the ad begins with the first viewing; the ad
rapidly becomes more effective, then becomes less
effective with subsequent exposures.
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Advertising Wearout
• Prolonged exposure to the same ad
causes consumers to feel resentful and
sometimes irritated.
• Effectiveness of the ad declines.
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Pechmann and Stewart
(1988)
• Three “quality” exposures to a
particular ad are needed for the ad to
have an effect.
• Quality exposure
• The audience member pays attention to
the ad and it evokes certain thoughts or
feelings.
• Too many exposures may result in
diminished returns.
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Frequent Exposure to Ads
• Results in a process of learning for the
consumer.
• Influenced by prior experiences and prior
knowledge
• Overrepetition allows for long-term
memory of ads or products.
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Comprehension and
Miscomprehension
• Consumers must fully understand an ad
in order for it to be persuasive.
• Miscomprehension is a problem with
both print and broadcast ads.
• Comprehension has been found to be
related to a reader’s age, educational
level, and income.
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Recent Research
• Introduction of interactive media and its
effects on marketing communication:
• Changes in the entire sales experience and
consumer processing and perceptions
• Allows for word of mouth communication
• Creation of consumer profiling
• Ability to track online behavior
• Trust on the part of the consumer towards
the advertising source
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