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Message Decisions Communication Advertising is, first of all, a form of communication. Communication The passing of information The exchange of ideas The process of establishing a commonness or oneness of thought between a sender and a receiver. Communication Process Elements in the Communication Process Sender/Source: the person or organization that has information to share with another person or group of people. Receiver/Audience: the person(s) with whom the sender shares thoughts or information. Message: the information or meaning the source hopes to convey. Channel: the method by which the communication travels from the source or sender to the receiver. Personal: salespeople, word-of-mouth. Nonpersonal (mass media): broadcast, print. Elements in the Communication Process Encoding: the process that the source puts thoughts, ideas, or information into a symbolic form (words, symbols, pictures, or video). Decoding: the process that the receiver transforms the sender’s message back into thought. Word ASUS:華碩品質,堅若磐石。 LEXUS:專注完美,近乎苛求。 中國信託:We are family。 全家便利商店:全家就是你家。 Nokia:科技始終來自於人性。 麥當勞:麥當勞都是為你。 第15屆「廣告流行語金句獎」 得獎金句 企業廣告主 一把抵兩把,何需瑪麗亞?! 3M魔布強效拖把 三不五時 愛要及時 全球人壽 用你想要的方式道別 萬安生命 多喝水沒事,沒事多喝水 味丹企業股份有限公司 好險,有南山! 南山人壽保險股份有限公司 信任,帶來新幸福 信義房屋 便宜一樣有好貨 全聯福利中心 想像力是你的超能力 雄獅文具 整個城市就是我的咖啡館 統一超商city café 贏甲嘸知人 台灣彩券 永恆金句 企業廣告主 全國電子 足感心ㄟ (台語發音) 全國電子 肝苦誰人知 白蘭氏五味子芝麻錠 Symbol Picture Picture Picture Video Dentyne – Frost Bites, Ice Seat belt – 1, 2 BRIDGESTONE: Designed to save life. Wendy's: Where Is The Beef Gaps between Encoding and Decoding Elements in the Communication Process Noise: unplanned distortion or interference. Response: the receiver’s set of reactions after seeing, hearing, or reading the message. Feedback: the part of the receiver’s response that is communicated back to the sender. Cognitive Processing of Communications The Cognitive Response Approach The Elaboration Likelihood Model (ELM) The Cognitive Response Approach (Greenwald, 1968) Exposure to advertisement Cognitive Responses Attitudes Product/message thoughts Brand attitudes Source-oriented thoughts Ad execution thoughts Purchase intention Attitude towards the advertisement Cognitive Response Categories Product/Message Thoughts Source-Oriented Thoughts Counter arguments Support arguments Source derogation Source bolstering Ad-Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad Important determinant of advertising effectiveness Advertising Attitude-Mediator Model Cad Cb Aad 中央 周邊 中央 Cad Ab Aad 新產品 Cb PI 成熟產品 Ab PI The Elaboration Likelihood Model (Petty, Cacioppo, and Schumann, 1983) Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information Routes to attitude change Routes to attitude change Central route to persuasion: ability and motivation to process a message is high and close attention is paid to message content. Peripheral route to persuasion: ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content. Ads Following Central Route An Ad Following Peripheral Route Think Does a spokesman always represent a peripheral cue? Communication Process Message Decisions Message content (what to say) Message structure (how to say it logically) Message format (how to say it symbolically) Message source (who should say it) Message Content Appeal, theme, idea, or unique selling proposition (USP) Rational or emotional appeals Rational Positive, e.g. SUZUKI, PHILIP寬螢幕, 安泰人壽. Negative, e.g. Dia香皂, 安全帶, careerbuilder.com. Emotional, e.g. 可口可樂, 中華汽車. Do Humorous Ads Wear Out Too Fast? Two opposing opinions Solution: humorous campaigns consisting of many different commercials. KFC – 會客篇, 監獄篇 AMERIQUEST – 廚房篇, 飛機篇 BRAHMA Beer – 1, 2 Fear Appeals and Message Acceptance Acceptan ce Facilitating effects Resultant nonmonotonic curve Rejection Level of fear Inhibiting effects Message Structure Order of Presentation Conclusion Drawing Message Sidedness Refutation Verbal versus Visual Messages Order of Presentation Primacy effect: information presented first is most effective. Recency effect: the last arguments presented are most persuasive. Most effective sales presentations open and close with strong selling points and bury weaker arguments in the middle. Target audience’s attitude: opposed, not interested, or predisposed. Recall Message Recall and Presentation Order Beginning Middle End Conclusion Drawing In general, messages with explicit conclusions are more easily understood and effective in influencing. Open-ended ads were more effective than closed-ended arguments that did include a specific conclusion – but only for involved audiences. Factors: involvement, education, the type of issue or topic, the nature of the situation, complexity. Conclusion Drawing Message Sidedness One-sided message: mention only positive attributes or benefits. Two-sided message: present both good and bad points. Two-sided message may enhance the credibility of the source. E.g. Avis: “We are No. 2. We try harder.”; 全 聯福利中心. Factors: education, audience’s attitude. Two-Sided Message Refutation The communicator presents both sides of an issue and then refutes the opposing viewpoint. Refutational messages may be useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism of their products or company. Refutational appeals are more effective than onesided messages in making consumers resistant to an opposing message. Examples: PHS vs. GSM, 烤米片 vs. 洋芋片. Refutation