Chapter 9 part 3 Flashcards
List the advertising appeals
List the advertising appeals • Comparative (not permitted in SA) • Fear • Humour • Abrasive • Sex • Audience participation • Timely • Celebrities
Describe comparative advertising
product superiority over one product is claimed over another product - Not permitted in South Africa
describe fear as an advertising appeal
It’s more effective to use mild fear appeals then strong via appeals in marketing communications as people may experience cognitive dissonance and reject the messaging of strong fear.
Describe humour as an advertising appeal, how does it impact the message?
Most common advertising appeal used and the most studied
Humour can attract attention and enhances a consumer liking of the product advertised
Humour does not harm the comprehension of the adverts
Humour does not increase in advert’s persuasive impact or source credibility
Humour that is relevant to the product is more effective than via an unrelatable
product
Humour is more effective in low-involvement than high-involvement products
Describe abrasive advertising:
Usage of agony advertisements that repel, exposures the side effect of not using
a product
This is often seen in pharmaceutical companies
Describe sex in advertising
Attention of consumers is guaranteed via the nudity, suggestive illustrations, and nudity
Sexual appeal interferes with the message observation of the advertisements
The sex appeal route will only be effective if the product has something to do with it
Describe timely advertising appeal
o The events of a specific timeline must be used to the advantage of the marketer
o Time-sensitive advertisements can be interpreted very positively or negatively
Describe audience participation appeal
- Feedback is very important due to the enabling of participation, involvement, and experience with the message itself
- Asking consumers questions may get them more involved
Types of celebrity appeals:
- In testimonies – personal usage
- In endorsements
- As actor
- Spokesperson – represents over time
Factors to measure when analysing an advertisement:
- Exposure effects - how many were exposed to message
- Can be done by buying data from firms to monitor media audiences
- Can be accomplished by conducting audience research to find media that is most viewed - Persuasion effects - was message received, understood
- Can be done by buying data from firms to monitor media audiences
- Conducting audience research to find media that is most viewed - Sales effects - did advert increase sales
- Scanner data combined with other data sources can show the correlations between advertisements, promotions, and sales
Describe media and message exposure measures:
These measures assess how many consumers received the message and construct profile of those who received it. The tools used to monitor the Total Media exposure are portable people meters. Nielsen ratings are the most popular.
Describe Message attention, interpretation and recall measures:
> Physiological measures track responses to stimuli
Attitudinal measures the consumer’s cognitive responses to messages including
their level of engagement, and involvement
Eye tracking is used to determine the movements of the eye to see which products
attract the most attention
Brain waves can determine at what level a product is being engaged in
Pre-tests and post-tests make use of the Semantic-differential and Likert scale to
assess the interpretation of the message
Describe the Measures of the impact of addressable advertisements:
- This measurement looks at the actual purchasing of the products
- Addressable advertisement is sent to individuals and enables marketers to monitor
the receivers’ responses - Google’s advert determines the advertisements that consumers see
