Download Topic 2 The theoretical background to advertising

Topic 2
The theoretical background to
advertising
Reading: Thorson & Duffy (2012),
chapter 5
Why look at advertising
theories?
Why look at advertising
theories?
Model of the elements of
communication (Yeshin, 2006:30)
Sender
Encoding
Message
NOISE
NOISE
Feedback
Media
NOISE
NOISE
Response
Receiver
NOISE
Decoding
Source characteristics (Egan, 2007;
Medcalf, 2004)
• Source credibility
– How much confidence the receiver has that the
source can provide an expert and/or objective
opinion
• Source attractiveness
– How attractive and persuasive the source is
– How much the source identifies with receiver
• Source power
– Where compliance with request involves real or
perceived reward or punishment avoidance
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Interpreting communications
• Codes – a common set of rules or interpretative
devices known to the sender and receiver of
messages.
• Semiotics – the study and interpretation of
various signs used in communication.
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Visual symbols used in marketing
communications (Medcalf, 2004:32-36
•
•
•
•
•
•
•
Hair
Body
Relative size
Looks
Manner – expression, eye contact, pose
Clothes
Activity – touch, body movement, positional
communication
• Props & settings
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Hierarchy models
• Identify an ordered set of responses that
people can have to advertising
• Attempt to predict actions and responses
• Central concepts
– Attend to the message
– Understand message
– Desire the brand
– Sustain desire until they can buy it
AIDA model of the process of
communication (cited inYeshin, 2006:32)
Attention
Interest
Desire
Action
Lavidge and Steiner’s model of the
advertising process (cited inYeshin, 2006:33)
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Colley’s Hierarchy of Effects model
(cited in Yeshin, 2006:35)
Unawareness
Awareness
Comprehension
Conviction
Action
Criticisms of advertising models
(Yeshin, 2006)
• Based on the passive consumer
• Assumption of a response in an ordered and
sequential manner
• Simplistic version of human behaviour and
response
• Assumption that all advertising works in the
same way
• Ignore consumer’s experience of previous
product usage
• Consider how advertising is processed but don’t
explain how the processed ads impact on
consumer choices
Types of buying behaviour
(Kotler, 2008:262)
Significant
differences
between brands
High involvement
Low involvement
Complex buying
behaviour
Variety-seeking
Buying behaviour
Few differences
between brands Dissonance-reducing
Buying behaviour
Habitual buying
behaviour
The Foote Cone & Belding (FCB)
planning grid (Yeshin, 2006:36)
High involvement
purchases
Informative
(thinking)
E.g. car
Habit formation
E.g. food
Affective
(feeling)
E.g. cosmetics
Self-satisfaction
E.g. alcohol
Low involvement
purchases
Heightened Appreciation Model
Pre-campaign
Campaign
Post-campaign
Advertising stresses
specific aspect/
attribute of brand
Brand has intermittent
usage and adequate
image
Gradual change
towards
Heightened
appreciation of brand
attribute in use
Brand has more
frequent usage/
enhanced image
Benefits of advertising models
(Yeshin, 2006:42)
• Allow advertisers to predict behaviour
• Good planning, training and conceptual
tool
• Problem solving device
So, how does advertising work?
No consensus!
2 broad perspectives
• ‘Strongly persuasive’ view
– advertising impacts on
people’s attitudes
towards brand in order to
create desired behaviour.
Vs
• Advertising provides
publicity for the brand in
order to stay in
consumers’ minds.
– attitudes change as a
result of trying the brand
Many influences
Prue’s (1998) ‘alphabetical model
- essential ingredients in good ads
• Appreciation by target
audience
• Branding – ad should be
inextricably linked to the
brand
• Communication – should
be relevant to brand
• Desired effect on brand
Blackston’s four advertising effects
- criteria for determining effectiveness
•
•
•
•
Intrusiveness/stand-out qualities
Creative quality
Effect on brand
Call to action (persuasiveness)
Salience
Prominence of brand in consumer’s mind
• Successful advertising affects brand
salience
• Not exclusive
Relevance of existing models in
the digital age