class lecture: framework for persuasion Flashcards
Exposure
Ad must be seen by the right person
Ad must avoid selective exposure
Ad must be seen by the right person
Solution→ appropriate media
Ex: toys r us could have their toys used in children shows
Ex; gender, find channels that have a female demographic , could use influencers (good bc you have a lot of data of who watches their vids and also the effectiveness like how many subscribers)–> can make informed choices about how to build your brand through channels
Ex: sports gear, have to approach those who are likely to buy this product. Maybe advertise in apps
Ad must avoid selective exposure
Popup blockers, ad filters,
Solution: product placement , permission based advertising
People avoid ads , can even pay to avoid ads
This is a challenge, how will people accept to see brand info
Avoiding selective exposure—the tendency for people to avoid or block advertisements—is one of the biggest challenges in modern advertising. With tools like popup blockers, ad filters, and subscription services that eliminate ads (e.g., YouTube Premium, Spotify Premium), marketers must find creative ways to make consumers willingly engage with brand information. Here’s how this challenge can be addressed:
Effective product placements (how to overcome selective exposure)
If during exposure
Liked move
More time on screen
Display brand benefits
Integrated with plot
Then after exposure
Greater brand recall
Greater brand attitude
Greater sales
association/ attitude, awareness/ memory→ elements of brand equity
To achieve this, we have to cross the attention barrier, approach the right table
Need high effort , how can we increase the level of effort
MAO
Advertising
Under marketer control
Can be changed more easily
Repeated exposure to consumers
The one that managers can do the most about on a day to day basis to build their brands
Different types of advertising
Advertising is information
Different channels to reach consumers
Newspapers, television, magazines, radio, outdoor, cinema, social media, online video, search
Search advertising has been growing the fastest
Search advertising
Different search results
We have the organic search
Paid
Operates on volume only if google has a monopoly on the search market
Upsides: relevant to needs (this is a big plus), large audience, precise targeting, roi of ad spend
Downsides: tracking/ lack of privacy→ were becoming more concerned about being tracked , google can track you
Social media advertising
Also growing like search
Upsides: large audience, precise targeting, ROI of ad spend
Downsides: intrusive, tracking/ lack of privacy
Television advertising
Upsides: large audience, low cost per exposure
Downsides: reducing number of viewers, low effort viewers
imc plan
Strategic plan
Communication plan
Media plan
strategic olan
STP/ 3 Ps expect promotion
Look at segmentation, targeting
Ex with toyota: find the 3cs, leads to segmentation and positioning , what are the competing brands
Have to be clear about details like what price, discount level , where can you buy it, everything except the advertising part
Communication goals: once you know what your brand is, you have to now specify what your IMC will achieve
Have to make people aware of the brand for new brands . once you have achieved this, build associations which will lead to liking , get people to take the last step and buy
why not just sales
Why not just have sales as your objective bc we just want to make money?
Its influenced by many things
Could have a good campaign and lets say there’s nothing else, then yes your ad campaign will increase sales but there are many other factors like competition, recession
Good ad campaign: the effectiveness can be diluted by many factors, thats why we don’t just measure sales
We should also measure the effect of ads over time→ when we see ads we dont rush and buy it right away so brands build awareness and liking so you eventually buy it→ depends on how familiar the brand is
Advertising influences sales over time
Effect of advertising on sales over time depends on whether brand is familiar or unfamiliar
How long depends on product category
Action
Get people to donate
Might have ads to make people donate
Action orientated
Action doesnt have to be purchase, just can action towards the brand
Motivate consumers to take action
Prioritize which objective you want to focus on
Budget
Have to think about how much to spend on building brands
Is there a lot of competition
Cars are the number one spenders on ads, very competitive market
How to decide budget
Percentage of sales method→ established brand
Competitive share of voice method→ established brand
Task objective method → for new brands , could be brand extensions or completely new brands
Second part of IMC plan
Communication plan (how should I say it)
Promotional mix elements :
advertising, direct marketing, digital / internet, sales promotion, publicity, personal selling (sales peole)
Niche vs mass
One way or two way→ can you respond to the ads
Merging , can make mass info two way
Depending on what your objective is, have different content
Communication plan
Message design: type of source
Might be a spokesperson in the ad→ thats the source
Similarity, liking
Then decide what the content is→ type of appeal (humour, family, environment )
Message design depends on whether consumers are high effort or low effort
high: hugh mão, first string emotions then info
low: low mao, then emotions then limited info
Creativity
Is the ad creative or effective
Message integration
Repeat the message caross touch points (across dif channels)
Integrated across touch points and time
media plan
How to rule out the campaign
Show what channels you are using to achieve obkecibes
Start awareness to action
WHAT DO I HAVE TO DO TO SAY IT
for media plan and assessing its effectiveness, what do you do
concept test
rough test
finished art or commercial testing
market testing
concept test and rough test
ask questions to a focus group
inished Art / Commercial Testing
online or tv ads
market testing
get survey data
ask if consumers recall teh brand or remember it
could also test online
imc in conclusion
- strategic plan
- communication plan
- media plan
strtagei c
budget
three ps
stp
communication
Promotional Mix
Message Design
Message Creativity
Message Integration
media plan
Budget Breakdown
Timeline
Effectiveness
Before launching campaign
After launching campaign
