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BASIC PRINCIPLES
OF
ADVERTISING
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The consumer responses were;
• Perception
• Cognition
• Affective /Emotional
• Association
• Persuasion
• Behaviour
PERSUASION
• Persuasion is the conscious intent on the
part of the source to influence or motivate
the receiver of a message to believe or do
something. It is so importnant for how
advertising works because persuasion can
be produced by both rational arguments
and emotions.
• It is designed to change attidues and
behaviour and also build beliefs.
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The components of persuasion in how
advertising works are;
Attitudes: A state of mind, tendecy, position,
fancy
Argument/Claim: Reasons, proof
Involvement: Engagement
Motivation: Incentive or reason to respond
Influence: External people or events that
shape attitudes and behaviour
Conviction/Belief and Preference: Creating
agreement (intend to try or buy)
Loyalty: Repeat purchase; satisfaction,
advocate/defend
Attitudes: An attitude is a mental readiness to
react to a situation in a given way. Attitudes are
seen as the most central factor in persuasion.
• Attitudes can be positive, negative or neutral.
Both positive and negative attitudes are
particularly those that are embedded in strong
emotions can motivate people to action- or to
lack of action.
• For example; a negative attitude toward
smoking may keep teenagers from trying
cigarettes.
• Within marketing communications and
especially advertising is used to establish change
or reinforce attitudes.
Arguments: An argument is based on a
cognitive strategy. It uses logic, reasons and
proofs to make a point and build
conviction/belief.
• This is a complex process that demands the
audience “follow through” the reasoning to
understand the point and reach a conclusion.
• Advertising that deals with problems and their
solutions often relies on argument as does
advocacy/defense advertising which presents a
company’s point of view.
Involvement: Advertisers can seperate the
products, messages and media on the basis of
level of involvement they require from the
buyer.
• Involvement is built on the relevance- on how
much a product message connects with a
persons life and interests.
• Various types of media are actually more or
less involving. For example; television is
considered less involving than print, because
print demands more concentration from its
readers.
• The idea is that you think about some products
and reflect the deep thoughts on the
advertising. But for the other products you
don’t spend much time thinking about them
before you buy them. Nor do you pay much
attention to their advertising, which you may
ignore without much thought.
• High-involvement products are major
purchases such as cars, computers and as well
as things you care about a lot like clothes and
cosmetics.
• Low involvement products are such things as
napkins, envelopes, milk, lettuce, gum etc.
• Motivation: The idea is that such motives
like hunger or a desire to be more beautiful
makes people act in a certain way.
• Conviction/Belief
and
Preference:
Effective persuasion results in conviction
that means consumers believe something
to be true.
In terms of ad effects, belief is indicated
when consumers develop a preference for,
or an intention/aim to try or buy a product.
Also source credibility strategy is used in
ads to make individuals believe.
• Loyalty: Brand loyalty is measured both as
an attitude and preference, and repeating
the purchases is an importnant response
that crosses over between thinking, feeling
and doing. This response is built on
consumer satisfaction. If an individual tries
the product and likes the way that satisfacts
he/she then the purchase will be repeated.
• Loyalty is of value because it can lead to
advocacy for the brand. This form of word
of mouth can be incredibly persuasive,
maybe more so than advertising
BEHAVIOR
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Behavior is the action response and it can
involve a number of types of action in
addition to trying or buying the product.
The components of behavior are:
Try: Gives a start to action through trial
Buy: Making it easy to buy
Contact: Responding by visiting, calling,
clicking on a web site etc.
Prevention: Discouraging unwanted
behaviors.
THE CONSUMER
AUDIENCE
• Customer is someone who buy a particular
brand or maintain buying from specific
stores.
• But a consumer is someone who buys or
uses products to satisfy their needs and
wants. And consumer behavior describes
how individuals or groups select, purchase,
use a product- as well as describing the
needs that motivate these behaviors.
• To define the consumer audience and
target market there has to be
considered 3 main factors that effect
the behaviours of consumer audiences:
• Demographic factors
• Psychological factors
• Socio-cultural factors
DEMOGRAPHIC FACTORS
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Demographic factors can be divided into 7
categories and these are:
Age
Geography
Sex
Education
Marital status
Occupation
Income
• Age: People in different age stages have
different needs and in every different stage
of life people make different product choices
in different frequencies.
• Also different age groups use different types
of medias most of the time in different
frequencies so the media choice of ads must
be differed to age factor too.
• Geography: Considering the target audience
is in the same ages, the geographical are they
live would be effective in their purchases.
The thoughts, life styles etc. would be
different to area to area.
• Sex: Sex differences are importnant both in purchase
decisions and product/brand decisions.
Some products are for woman and some are for man but
somethimes this factor differs like a product for man can
be decisioned by woman, or contrast.
• Education: The researches has shown that education
level effects lots of factors. First one can be considered
that a consumer with higher education level can
purchases more technological and communication based
products and they judge the price of the product
according to its features.
• Also the education level effects the media choices of
the consumers so the ads would be shown in the
medias considering the education factor. A
consumer with higher level of education mostly use
newspapers and magazines, internet but the others
mostly prefer tv.
• Also the education level effects the ad messages’s
effectiveness. The consumers with higher education
can get effected from complex and meaningful ad
messages and develop positive thought about the
products.
• But the consumers with lower level of education
won’t be effected from complex and meaninful
messages and they prefer simple ones.
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Marital status: The consumers are divided into 8
groups of marital status and every group can have
different purchases of different products.
Young and singles
Young, married but no children
Young, married and have children under 6
Young, married and have children aged 6 and more
Old, married and with children
Old, married but no children
Old and singles
The others
As an example; a new baby food ad wouldn’t be
directed at “young, married but no children” or
“young and singles”
• Income: The income would effect which
products could be purchased and how
much of the income would be spent by a
consumer is importnant.
• Also in consumer researches it is
considered that if a person has a good
income he/she could have a good
occupation and education. So the income,
education and occupation are the factors
that considered as effecting each other.
Also occupation affects the product choices
like; clothing.
• Consider two man in same specialities.
Both of them are married and 45 years old
and live in the same neighbourhood. Both
of them are working in the same
organization in the same status with same
incomes and same educations.But one of
them uses a BMW and the other uses a
Honda.
• This difference shows that the
demographical factors must be considered
with the two other basic factors.
PSYCHOLOGICAL FACTORS
Psychological factors can be divided
into 5 categories and these are:
• Needs and motivation
• Learning
• Personality
• Perception
• Attitudes
-Needs
and Motivation-
• People are complex, dynamic human beings who
are suggestible, changeable and often nonrational,
frequently motivated by emotion and habits.
Every person’s motivations are individual.
• Motive is an internal force that stimulates/awakes
you to behaive in a particular manner. This
driving force is produced by the tension caused by
an unfulfilled need so the individuals strive to
reduce the tension.
• So motivation is formed of motives which comes
from inside and outside and these motives can be
grouped with motivation theories.
• Maslow’s
Hieararcy of
Needs: The
Abraham
Maslow’s
theory depends
on the thought
that to
understand
how an
individual is
motived you
have to look at
that
individuals
needs.
• Skinner’s Environment Theory: According
to B. F. Skinner the most effective factor in
an individuals motivation is
“environment”.
• The individual aims to repeat the behaviou
which is awarded by the environment. This
is the most importnant part for the
advertiser that the award which will come
from the environment must be shown in
teh advertisement by purchasing the
product.
• Interaction theory: According to David Mc
Clelland there are 3 main needs of an
individual; achivement need, belongingness
need and power need and these needs are
needs are learnt in the socialization process.
• There are interactions between the
consumption and achivement need of an
individual.
• There could be same behaviors by an
individual but the motives can be different
every time. Somethimes the reason could be
the all the needs or just one.
-Learning• Learning can be defined as the permanent
changes on the behaviors.
• In terms of consumer behavior learning is
based on the old experiences about the
products and shows the behavioral and
thoughtful changes about the
products/brands
• If the experience is powerful, repeated and
the consumer is motivated becasue of these
the learning will becomes true.
The main learning theories are;
• Classical learning theory
• Operant conditioning
• Cognitive learning
Classical Learning Theory
• This is the Ivan P. Pavlov’s learning theory based
on the thought that learning is based on
conditioning.
• Pavlov used dogs for prooving his theory. He
gave food to the dogs and he saw that the dogs
are salivating. In those moments he rang the bell
and the dogs never showed a response.
• In the other step he rang the bell then gave the
food to the dogs. He repeated this proces for a
while then he observed that whenever the bell
rings the dogs start to salivate. So the dogs found
a relationship between the bell and the food and
they get conditioned.
• So there are some involuntary reactions on
the humans when they get conditioned to
something.
• In advertising this theory is used to give
condition to consumers about the brands
with positive motives .
Operant conditioning
• Operants are the behaviors which comes
from instictively.
• B.F. Skinner found this theory with
experimenting mice. He put a mouse into a
cage and saw that the mouse went to the
crawbar and unconsciously stepped on it.
When he stepped on it, the food (price)
came afterwards. He repeated the
behaviour unconsciously a few times than
he learnt that there is connection.
• According to the theory; if there is a priced
or satisfied result came after the behavior,
the behavior wolud be repeated.
• In advertising the satisfaction must be given
with the products.
Cognitive learning
• The most importnat difference between this
theory and the first two is that the other two
never mentioned about attitudes and beliefs.
• This theory is based on the old experiences.
• In the advertising base the theory suggests
that the consumer has the knowledge about
the product both planned and not planned.
When the purchase time comes the
consumer analyses the old experiences and
the product in his cognitive platform and
after the synthesis the consumer learns.
-Personality• Personality is the whole of biological and
psychological specialities of a person which
seperates he/she from the others.
• According to consumer audiences there are
3 main personality theories;
• Treyt Theory
• Freud’s Psychoanalytic Theory
• Socio-pschological theory
Treyt Theory
• The theory suggests that the personality of
an individual must be evaluated according
to some specialities like; cuteness, honesty,
venturesomeness etc.
• According to theory if those specilities
appear continuosly, that speciality
determines the personality.
Freud’s Psychoanalytic Theory
• According to Freud’s Psychoanalytic Theory; the
personality takes shape with 3 different structures; id
(subconscious),ego (consciousness), superego
(supraliminal).
• Id (subconscious): It consists of an individuals
natural instincts and emotions like; sexuality, hunger,
agression etc. These motives always strive satisfaction
in a human personality. And if a person can not get
satisfaction this situation creates tension and the
person again strives to cut of the tension.
• According to Freud the primary process to cut of the
tension and to achive satisfaction is; thought. He
suggests that an individual can get satisfied with just
thinking.
• Ego (consciousness): This structure of a
personality, comes after the id. Ego starts
developing after 6 months of a baby depending on
id.
• Ego represents reality and consciousness. In this
structure Freud suggests that an individual uses
secondary process to get satisfied. And secondary
process is; the decision and planning process to get
satisfied. Ego represents the real side of id and
strive to turn into reality the thoughful and dream
sides of id.
• It is the bridge between a person is (id) and must
be (superego).
• Superego; becomes after id and ego. A child
develops his/her superego while learning how
to talk and the culture.
• Superego is the moral, cultural and ethical part
of an individual’s personality. It always strives
to block the id. Because superego strives to
take approvals from the environment and
behaves for the environment.
• The ego is the balancing part of the
personality.
Socio-pschological theory
• Some psychoanalists suggested that
cultural values are the most effective
elements which guides an individuals
behaviours.
• Alfred Adler suggests that; the basic
motive of an individual is to achive power
and hegemony.
• Eric Fromm suggests that an individual of
a society is always alone always tries to
achive friendship, love.
-Perception• Perception is the process by which we
receive information through our five
senses and assign meaning to it.
• Selective perception
-Attitudes• An attitude is a mental readiness to react
to a situation in a given way.
SOCIO-CULTURAL FACTORS
• Socio-cultural factors can be divided into 4
categories and these are:
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Culture
Social Class
Reference Groups
Family
CULTURE
• Culture is made up of tangible items (art,
buildings, clothing, music etc.) and
intangible concepts (history, knowledge,
laws, morals and customs) that together
define a group of people or a way of life.
• Culture is learnt and passed on from one
generation to the next. Culture is learnt as a
part of the social experiences and it is
conveyed with common language and
symbols.
• Subculture: These are smaller groups which
involves in the same culture but has different
behaviours and values.
• Ex: teenagers, southerns, musicians, working
single mothers etc.
• Lots of subcultures can be defined as big
markets in today and lots of campaigns and
products are developed for these groups in
nowadays. As an example; Galatasaray,
Fenerbahçe, Beşiktaş are became brands for
their fans and parfumes, t-shirts etc. are
produced for their subcultures.
SOCIAL CLASS
• Social classes can be defined with their position and
family occupy in the society.
• They can be determined by such factors as income,
wealth, education, occupation, family prestige, value
of home and neighbourhood etc.
• Every society has a social class structure.
• According to sociologists there are three main social
classes as; low, middle, high.
• Advertisers assume that every social group tends to
buy products to become more near to one upper class
and to be away of one down class.
From advertising perspective social classes
tend to behave differently than each other:
• There are differences between the classes in
their brand choices, product styles and
purchase points.
• Their thinking styles, the perception of a
product, the reactions to the advertisements
are different then each other.
• Their consumption structures, spending
structures are different then each other.
• The medias they tend to watch, read etc. are
different then each other.
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REFERENCE GROUPS
These are the groups of people which we use
as a guide for behaviour in specific situations.
They can be classified into two groups as;
primary and secondary groups.
Primary groups include friends, family etc. In
these groups relationships are more face to
face, informal and intimate. The decisions are
mosty effected from this group.
Secondary groups are; political parties,
religious groups, racial and ethnic
organizations and clubs. In these groups
relationships are more formal.
FAMILY
• This is most effective factor among the other
socio-cultural factors.
• The individual firstly learns how to consume
and consumer routines in and from the family.
• An individual always get effectde from their
families and their styles. And every family has
different purchase decisions and decion
makers so the advertisers must know who the
consumer and decision maker in the families.
• There are different groups in the familys
from consumer behaviour perspective;
“though givers/advisors”, “effectives”,
“decision makers”, “purchasers”, “users”