Advertising Flashcards
What is advertising? Where does the word come from?
This is drawing attention to something or notifying or informing somebody of something
-The word is derived from the latin term ‘ad verte’ which means to turn the mind towards
What is the primary role of advertising?
To establish the place of a brand in the market by raising awareness of its existence and providing consumers with info on its potential benefits
What is meant by a brand being in a consumers evoked set?
This is a pool of alternative products/brands that consumers would consider purchasing to satisfy a need
What is meant by the term salient?
Salient means stand out
- So to be part of a consumer evoked set advertisers must ensure a brands attitudes are communicated in a way that makes them salient
What things must happen for a brand to be considered in the evoked set?
1) Adv message must have been clearly transmitted through a medium or media that reached the target market
2) Consumer must develop or retain a positive disposition towards the brand
What are the hierarchy of effects models? and whats the main example?
- Over the years advertisers have generated a number of models to explain how advertising works
- The earliest models focused on a hierarchy of effects where advertisers lead consumers through a series of steps
- AIDA MODEL LEWIS 1898
What did Lewis Theorise with his AIDA model?
- In order to maximise their success, salespeople had to attract the attention of consumers, maintain their interest to generate desire which then prompts action from the consumer
What does AIDA stand for?
Awareness
Interest
Desire
Action
What was the DAGMAR model?
This was another hierarchy of effects model which also assumed consumers move from state of awareness, comprehension, conviction and finally action. However this had the additional focus on marketers ability to measure the effectiveness of their advertising campaigns.
What did DAGMAR stand for?
Defining advertising goals for measured advertising results
What is an advantage of using these hierarchy of effects models?
- Provides advertisers with the steps to ensure they are ticking off all the steps
- Meaning its a useful tool
What are the disadvantages of using hierarchy of effects models?
- Consumers aren’t always rational like the models suggest, some buy a product then they find out the information and being to like it
- Sometimes commodity products (low level involvement) don’t have their brand name remembered
- Critics disagree that theres a direct link between advertising and sales
What 4 things are key for the successful transmission of the advertising message?
1) Clearly defined target audience
2) Target audience have access to the advertising message
3) Message needs to be in a form the target audience will understand
4) Consumer involvement effects the degree to which an advertising message is registered and processed
Whats involved with a clearly defined target audience ?
- Advertisers need to be sure of who they are trying to communicate with or they will struggle to formulate an effective advert
- Target audience should be defined in terms of their demographic profile, geographic location, attitudes to product area etc
Whats involved with the target audience having access to the advertising message?
- Ensuring the target market have easy access e.g. online adverts wouldn’t be approbate for those with low computer ownership
Why is it important the advertising message is in a form the target audience will understand?
- e.g if an advertisement included compact vocab this wouldn’t be viable for someone who has a low literacy rate
How does consumer involvement impact the degree to which a consumer registers and processes an advertising message?
- High involvement = more attentive to brand related communications
Low involvement = not as attentive, this is common in most product areas so advertisers need to be as creative as possible to engage consumers.
Why is creativity good in IMC?
It enhances the chance the once an advertising message is received, the consumer will process the message in a way that supports the overall campaign
What tactics are used in adverts to engage customers?
Metaphors, Similes, pun, negatives, shock tactics, emotional appeal, sex appeal, humour etc
What is ad liking?
The degree to which the audience likes a particular advertising message
high levels= linked with empathy, personal relevance
Low levels = Linked to overly receptive and confusing adverts
What is effective media scheduling?
- This ensures that a sufficient number of the target audience will be exposed to a message at one time
- E.G TV adverts placed during certain shows at certain times when the target audience are likely to be watching
What is meant by ‘reach’?
Reach- the estimated size of the audience that would have the opportunity to see the message
Whats meant by ‘frequency’ ?
Average number of times a member of the audience is likely to be exposed to an advert
What is meant by ‘wearout’?
The additional value obtained from each exposure decreases as disengagement begins due to boredom, decrease in opportunity to learn etc
