Advertsining P4 Flashcards
whats meant by brand recognition
- the extent to which ppl can identify a brand by its attributes like logo/slogan and color
is the Yale model of comms reductionist?
No:
- model is broken down into several components (source, message, medium, audience and situation)
* breaking down allows each factor to be studied in more detail (e.g. isolating IV and controlling other factors)
* different factors should be broken down because they are different
Yes:
* breaking down into individual aspects may lose sight of overall model (communication)
* breaking down may not lead to a consideration of how each factor is inter-related with the others
* other models do not break down into individual features.
Yale model of comms
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
lauterborns 4cs marketing mix
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.
Ciceri eye tracking/EEG on advertising media
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.
- Measured using an EEG frustration index (0 = pleasant, 1 = frustration, with mean and standard deviation).
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.
advertsining on consumer perosnailty including self monitoring
Snyder and debono study 3
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).
Auty and lewis, product placemnt in movies affects choices
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.
brand recognition in children Fischer
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: 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
kohli brand recognition/slogans etc
- slogans, enhance, a brand image, aid, and its recognition and recall to create brand differentiation in consumers minds
Long-term view:
- Keep slogans timeless to avoid becoming outdated.
Brand positioning tool:
- Slogans should highlight the brand’s strengths and benefits.
Link to the brand:
- Use the slogan on packaging and advertising for better recall.
Repeat slogans:
- Consistent repetition in ads aids recall.
Jingles:
- Musical slogans can enhance memory but must be used carefully.
Use at the outset:
- Introduce slogans early to establish brand identity.
Creativity:
- Simple slogans are effective, but complex ones can also work if easily understood.
explain 2 reasons why children are impt targets for advertisers according to Fischer
- Children are major consumers from a young age: food, toys + games etc
- Children influcence household decisions, maybe what a family eats, where theyll go etc
- Children are consumers of the future + brand awareness in children may transfer to adulthood
suggest 2 reasons why children in Fischer study recognised camel ciggs more than any other brand
- Joe the camel is a cartoon character + more child friendly
- Joe the camel suggest the package contents are for children rather than adults
- Following Banduras SLT, children observe adults w ciggs (role model), they may imitate ‘smoking behaviour’ to be like an adult
- made worse when associated w cartoon character
S+W of usuing children as ppt
Strengths:
- children are young + naive so are more likley to behave naturally/malleable even in lab exp
- children will not question whats happening
- children are major consumers so studies involving children are as appropriate as adults as ppts, as they eat food and drink etc
- children observe and imitate; a film character usuing a product more likely to be imitated by children
Weakness:
- children may not understand complex instructions and if they do
- they may not be able to explain what they are thinking/how they feel
- children are not major consumers as they do not purchase houses, cars, major goods, food for family so wont have sig effect on household purchases
- children are at very early stage of life so they will grow, change and develop in diff ways; children arent minitaure adults their v diff
- children cannot excercise the right to withdraw; or understand a debriefing
- children may be psychologically harmed by a study which may not be evident for many years
- what applies to children today wont apply tmr, tech is everchanging so advertising to children a product today will have little effect when they become adults
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High self monitors vs low self monitors
- HSM= favor image oriented ads
- LSM= favor product quality oriented ads
2 diff between hard sellf vs hard sell
- Hard sell= Low self monitors/product
- Soft sell= High self monitors/images and packaging
Soft sell
- create ads that appeal to the images associated with use of product,
- images that one may gain and display by using the product
- to create ads that are very striking in their visual appeal
- they pay attention to the finer details of form/colour
- emphasises the image of the product and the images associated with the use of the product
- rarely make any explicit mention of the quality of the product
Hard sell
- different ads, ones that focus on claims about the intrinsic, merit/inherent quality and functional value of the product itself
- matter, not the manner that counts
- ads tell the consumer how good the product is, how well it works, with things to eat, and drink, how good they taste
