Advertising Flashcards
Define persuasive technqiues
- advertiser tries to convince a potential customer to purchase
a product they might be slightly uncertain that they want to buy. - Link to Yale MOC
Lauterborn 4c model
Consumer – what does the consumer want and need
Cost – actual price plus the other costs such as distance travelled,
value of the product to the consumer, ethical concerns, etc.
Communication – the company should seek out from the consumer
information on what they want and what they need.
Convenience= ease of location of product, how easy it is to find information/buy and have
product delivered.
Yale MOC
Who/source= consumers listen to those who are credible and believable in relation to their expertise/trustworthiness and authority, they may identify w/ those more physically attractive/popular or promote an image audience memebrs like —-> grabs out attention and increases our arousal so more likely to listen
What/content of message= Hard sell like “you will have the smoothest hair in the world if you buy this shampoo” or soft sell which is more subjective
- Timing of message is impt, messages that present 2 sides = primacy and recency effect 1st and last messages MOST likely to be remembered and affects which is why ppl remeber adverts w slogans
Whom/Audience= age, gender, cultural background, intelligence, self esteem
How/medium= Tv, Print, social media, films so more likely to attend to one method than another
Effect/behavioral change= attitudes cant be changed if consumer dont pay attention to message, or if they dont understand the message the impact is lost (comprehension) =, if they understand they may not accept the message and this is affected by individual and situational factors in relation to their motivation to change
Advertising media
Slogans
Snyder and debono advertsining and consumer personaility
- 40 M/F ppt from University of Minnesota – half were high self-monitoring and
half were low self-monitoring. - ppt contacted by telephone by an experimenter who didnt know the ppts’ self-monitoring score + offered the ppt the opportunity to try out a new shampoo.
- experimenter told them either a quality message or an image message.
- ppt then indicated whether they would be willing to try the shampoo on a verbal scale
– definitely not to definitely yes. - responded to the question ‘What percentage do you think best describes your willingness to try this shampoo?’ – with 0% indicating not at all and 100% indicating definitely willing. T
- study found that high self-monitoring individuals are influenced by considerations of the images associated with a product (choosing, in this case, to use the shampoo that would make their hair look good, even if it meant that their great-looking hair would be less than
perfectly clean) - low self-monitoring individuals responded to attributes of the product’s quality in
performing its defining function (choosing, in this case, to use the shampoo that would get their hair very clean, even if their very clean hair would have a less-than-beautiful look).
Product placement in films (Auty and Lewis, 200
- 105 students from UK randomly assigned to 1/2 groups
- In the experimental group the children watched a clip of ‘Home Alone’ where family eating pizza + drinking milk and Pepsi.
- In the control group the family eating macc n cheese and milk.
- Ex-students of the school interviewed the children after the study + initially offered them a
drink of either Pepsi or Coca Cola - then asked to describe the film + given specific questions if they did not mention Pepsi.
- The results found product placement did have an effect + children more likely to choose Pepsi after seeing the clip.
- Control group Coca Cola 58
- Pepsi 42 and experimental group Coca Cola 38:
- No difference in age group in ability to recall Pepsi or in choice of drink –
- younger group required more prompts.
eye tracking and eeg, ciceri
Desktop/Website Group:
- Lowest mean average fixation time: 553 milliseconds.
- Lowest recognition rate (proportion of correct answers): 66%.
- Low level of EEG-measured frustration: 0.4.
Paper Group:
* Better recognition rate: 72%.
* Moderate frustration level: 0.6.
* Highest average fixation time: 1879 milliseconds.
* Best recognition rate: 74%.
* Moderate to high frustration level: 0.6.
- The study discusses “banner blindness,” suggesting that people spend less time looking at ads on websites than on paper or PDFs.
- Despite shorter fixation times on ads in digital formats, ppl less likely to remember these ads compared to those seen on paper.
- longer fixation on ads doesn’t correlate with poor memory.
- Negative emotion (measured as frustration) combined w longer fixation = enhance memory retention.
Fishcher brand recogn in kids
- : Children were asked to match logos from 22 logo cards, including fast food, car, computer, and cigarette brands.
- Household smoking habits, hours of TV watched, and how often the child requested particular brands.
- Recognition of Children’s Brand Logos: High recognition, with Disney at the highest (91%) + Cheerios at the lowest (25.3%).
- Recognition of Adult Brands: Significant recognition for adult brands (16.2% to 54.1%), w car logos most recognized.
- Recognition of Cigarette Logos: notable difference in recognition between ages, with 6-year-olds recognizing the Camel cigarette logo at 91.3% compared to 30% for 3-year-olds.
- Young children are significantly influenced by brand logos from an early age, recognizing and understanding them regardless of the product category.
- The high recognition of tobacco advertising among young children, regardless of exposure at home, suggests a potential health risk of addiction
Brand awareness
- familiarity with a brand’s identity, including its name, logos, and slogans, as well as the qualities of brand
- familiarize consumers with a brand and differentiate it from others, thus facilitating easier brand recognition and recall.
- : Companies invest in advertising and promotions, particularly on social media, to ensure that their brand remains visible and memorable to their target audience
Brand image
- perceived image of a brand which is carefully crafted + goes beyond the product itself.
- It influences consumer behavior by aligning w values of the target audience.
- A strong brand image = consumers prefer a brand’s products due to the positive associations they hold, even if the products are similar to competitors’ offerings.
Slogans
- Slogans are memorable phrases that encapsulate a brand’s image and essence, helping to strengthen consumer connection with the brand.
Business slogans - Convey the company’s values and mission.
Descriptive slogans - Describe what the product is or does vividly.
**Persuasive slogans **- Encourage consumers to try or buy the product.
Creative slogans - Utilize word-play or themes to make the brand stand out.
Kohli brand awaress, image and slogans
Long-Term Vision:
- Slogans should be timeless and avoid language that may become outdated, keeping an eye on where the product should be in the future.
Brand Positioning Tool:
- Slogans should capture the essence of the brand and highlight its main strengths, effectively positioning the brand in the mind of the target consumer.
- Research indicates that correct slogan recall is high, so it’s recommended to feature the slogan prominently on both packaging and advertising to strengthen brand association.
- Repeating the slogan across various advertising campaigns can improve recall and strengthen brand recognition.
Jingle, Jangle - Jingles:
- Setting a slogan to music enhances memory retention, making it melodious and rhythmic, though it must be used judiciously to avoid distracting from the product’s message.
Creativity and Complexity:
While simplicity often aids understanding, a more complex slogan can lead to deeper cognitive processing and better memory retention, provided it remains comprehensible.
