Chapter 1 setting the stage Flashcards
key stuff
define advertising
4)
- any form of paid communication by an identified sponsor
- aims to persuade target audience about product, service, organisation
- is ubiquitous (appears everywhere)
- avg consumer exposed to 1000 messages each day
What was the first type of advertising?
- Out door advertising
- Traders and merchants told community what they were selling
What saw birth of capitalism?
- Industrial revolution
- Lead to wealth of trade (goods and services, plus media to advertise with them
Kotler 1997 said what what advertising not creating WANTS but they …
- Ads channel consumer needs by reshaping them into wants
what does a consumer brand do
- a label designated to product and differentiates it from others
what does USP stand for and mean?
- unique selling preposition
- summary statement that meaningfully differentiates brand from competitor
TV advertising is dominant, what is 2nd dominant?
Newspaper, which holds 30% of all main media expenditures
Why are magazine ads specifically targeted?
- to reach consumer segments that share common interests values lifestyles
How much is Ad estimated to reach by 2018? $$$
$668 billion
was $574 billion in 2015
Development of ad type and styles
- how was it done before 1800s
- from 1800s to 20th century, ads used HARD SELLING approach (convinces consumers thoughts)
- this was informational or argument based, included use of facts and appeal to reason (show and tell AKA reason-why approach)
- persuasive to convince
Development of ad type and styles
1900s?
- soft approach
- convinces consumers emotions and feelings (targets these things)
- use of image, to appeal to sentiments (imply and hint)
Hard approach based appeals (informational or argument based)
what kind of products
- durable goods (concrete), richer countries
Soft approach (affect based appeals) what kind of products?
non-durable (experimental); poorer countries
- existing products
Functions of advertising?
- promotes sponsorship, as they rely on commercials
- ads are key source of funding for mass media using sponsorship
- BBC are publicly rather than commercially funded to prevent full dependence on ads
- gives knowledge of what is out there
– facilitates competition, for consumer attention, preferences, choice and financial resources - ## to inform customers about products
What two functions does Ads have at an INDIVIDUAL LEVEL?
1) to inform: create non-evaluative consumer responses such as knowledge and beliefs
2) to persuade: generating/ changing an evaluative (valenced) response in which the ad brand is viewed as favourable
Why do Abernathy and Frankie 1996 say information function of ad varies?
- Information function is more frequently used for durable goods (fridges can be used repeatedly, car) –> than non durable goods (food items, cosmetics, holidays)
- suggest most frequently communicated types of info are about performance, availability, components, and attributes, price, quality and special offers
- products proceed through a product lifestyle cycle
- INFO APPEALS are also used when there are problems when there are problems associated to communicate a product recall (mcdonalds worm burger) to inform person can return product
What are 2 strategies used to achieve goal of persuasion?
1) directly increasing attractiveness of offer or message
2) reducing consumer reluctance when accepting the new position
Explain alpha and omega strategies in relation to persuasion
- ALPHA = approach motivation / move consumer towards the advocated position - provide strong argument which increase incentive for accepting message position
- OMEGA = avoidance motivation (stop consumer “moving away” from position) - fear based appeals that reduce resistance to counter arguing consumer concerns, distracting consumers to interfere with the message position, cite damage or risk involved in not buying
e. g. physical disease, social (ostracism), product performance (defects), financial (loss), opportunity (limited)
What is psychological perspective on effects of Adv?
- approach identifies effects of adv at an individual level of analysis,
- links the ad stimuli to consumer responses
- looks inside the head of consumer and advances of social context
- goal is to establish causality and explain HOW and WHY
Other perspectives on effects of ads (other than psychological)
- NAIVE approach = just assume will work because of ubiquitousness
- ECONOMIC approach = weighs ads expenditures against sales volumes (no exploration of process :(
- MEDIA approach = quantifies number of people in a target pop who have been exposed to ad, :( CANNOT inform us of the impact of exposure as unclear what happens once consumer is exposed to message
- CREATIVE = clever, slick, striking, professional product (not necessarily impactful)
