Download Associated Feelings

Rational and Emotional
Communication
What kind of appeal should the ad
have?
• Rational
• Emotional
• Endorsement
Comparative Advertising
• Explicit – where the identity of competitive
products are known
• Implicit – where the the identity is not
disclosed
• Limitations – consumers don’t like the hard
– sell, sponsor misidentification, unsuitable
for market leaders
Open ended vs Close ended
• Where the risk of the message being
understood is low, open – ended ads are
likely to to succeed and build greater
brand attitudes
• Since consumer generates the beliefs, it is
that much powerful.
• “The consumer is not a moron. She’s your
wife.” – David Ogilvy
2 – sided vs 1 – sided ads
2 sided ads are seen to be more credible
• Consumers appreciate the ‘honesty’ of the
company in admitting its shortcomings
• The –ve points are relatively unimportant, but
not trivial
• Perceived to be negatively correlated to the
attribute where the product claims superiority
Inoculative advertising
• Defensive – when leaders are under threat
from upstarts - reactive
• Premptive – taking proactive action before
the threat emerges - proactive
Refutational Advertising
• It is a preferred approach to market
situations in which the advertising goal is
to build resistance to attitude change
against competitive attack
• Myth vs Reality
• Putting the facts straight
Testimonial advertising
Communication coming from a source
which you admire, respect or look up to and
can muster the credibility in the message.
They can be celebrities, colleagues, friends
or even other customers
Emotional Creative Advertising
• Rely on emotions elicited through ads to
create positive attitudes to product.
Product attributes/benefits, if at all are
referred to indirectly.
• Lifestyle advertising (‘Slice of life’ ads)
The use of feelings in advertising
is resorted to when audience
response feelings is of primary
importance and usually little or no
information content is involved.
When are feelings ads used?
Ads evoking feelings are most
likely to be used when consumers
have a low level of intrinsic
interest in the product category or
brand. They do not have or care
to have strong brand attitudes
Feelings ads typically have a
• Evaluative component – influenced by beliefs
about the brand
• ‘Liking’ component – that cannot be explained
by knowledge and beliefs
The relative importance or % contribution of
‘liking’ will be high when the amount of brand
attribute information and association processing
efforts are low - Michael Ray and Rajeev Batra
FCB Grid
Think
H. I.
L. I.
Feel
House, child’s
education, car
Luxury items,
Designer wear,
Jewellery
Groceries,
detergents, fuel
Food items,
Cosmetics,
chocolates
Rossiter-Percy Grid
Informational
-ve motivations
H. I.
Search and
Conviction
necessary
L. I.
Trial experience
sufficient
Transformational
+ve motivations
The Association Process
A consumer who feels certain feelings
when a brand name is mentioned can
remember those feelings much later when
the brand is being thought of. Ad-evoked
feelings and brand names can and do
become linked and associated in
consumer’s mind. – Douglas Stayman and Rajeev Batra
Transformational Advertising
• It involves developing associations with
the brand such that it transforms the use
experience
• Two types of associations – the use
experience and the user
• It must make the experience of using the product
richer, warmer, more exciting and /or more
enjoyable than that obtained solely from an
objective description of the brand.
• It must connect the experience of the brand so
tightly with the experience of using the brand
that consumers cannot remember the brand
without recalling the experience generated by
the advertisement.
For transformational advertising to
work, it must have
• A substantial media budget
• Maintain consistency over time
• Closely connect the brand with the
advertising
Drama Advertising
• This advertising dramatises the situation.
Feelings are naturally evoked based on
the plot and situation.
Humour ads
• These cannot be used for all situations.
• If not handled properly, can be very
damaging for the product
• Matching quality of humour to the target
audience
• Diminishes CAs because it distracts from
cognitive responses
Fear and anxiety ads
• These ads directs compliance to remove
the fear/threat as depicted by the ad. If the
element of fear or anxiety is too much it
can be a ‘turn-off’. If the level of is too low
it may not motivate the audience to comply
with what is being suggested.
Fear appeal ads need 4 conditions
to be successful
• Depicted threat is very likely
• It can have severe consequences
• That the advocated behavioural
change/action will lead to removal of threat
• That the consumer can take such action
What affects intensity of feelings?
• Believability
• Empathy
Endorsement Advertising
•
•
•
•
Celebrity
Expert
Satisfied consumer
Announcer
The personality characteristics of the
endorser can get associated with brand
imagery