L4 - Message strategy and persuasion Flashcards
Comparing Media:
To make decisions about media classes, a planner must make intermedia comparisons
The main question is whether they can logically be made on a statistical basis
The numbers for one media class are usually not comparable to those of another class
Newspapers pros and cons:
PROS
- Sense of immediacy
- Local emphasis
- Flexibility
LIMITATIONS
- Lack of target audience selectivity
- Limited coverage
- Higher national advertising rates
- Small pass-along audience
- Variation in ROP colour quality
Magazines pros and cons:
PROS
- Selectivity
- Access to light TV viewers
- Fine colour reproduction
- Pass-along audience
- Controlled circulation
LIMITATIONS
- Early closing dates
- Lack of immediacy
- Slow building of reach
Newspaper supplements pros and cons:
PROS
- Local market impact with magazine format
- Good colour fidelity
- Depth of presentation
- Broadened coverage area
- Less competition on Sundays
- High readership
- Flexibility
LIMITATIONS
- Little pass-along or secondary readership
- No demographic selectivity
- Limited readership
- High cost
Television pros and cons:
PROS:
- Sight, sound, and motion for dynamic selling
- Flexibility
- Reach of both selective and mass markets
- Cost-efficiency
LIMITATIONS:
- High cost
- Low attention
- DVR commercial skipping
- Short-lived messages
- High commercial loads (clutter)
- No catalog value
Cable TV pros and cons:
PROS
- National audience
- Added reach and frequency
- Relatively low cost
- Less susceptible to DVR recording
- Precisely defined target audiences
- Broader spectrum of advertisers
- Reduced total and average spending costs
LIMITATIONS:
- Fragmented audiences
- Less than full national coverages
Product placement TV pros and cons:
PROS:
- Less expensive than paid commercial advertising
- Not overtly presented as advertising
- Implied endorsement by entertainment characters using the placed product
- Ability to select program environment consistent with product’simage
LIMITATIONS:
- Lack of control by the advertiser
- Limited communication value
- Variable exposure time
- Obsolescence
Radio pros and cons:
PROS:
- Reach of narrow demographic target audiences
- High frequency
- Supporting medium
- Excellent for mobile populations
- High summer exposure
- Flexibility
- Geographic flexibility
- Active medium
LIMITATIONS:
- Many stations in one market
- No catalogue value
- Low attentiveness for some formats
Internet display pros and cons:
PROS
- Low-cost corporate legitimacy
- Great creative flexibility
- Precise targeting by behaviour, geography, timing or, other factors
- A great many ways to evaluate alternative sites
- Supplemental information
- Easy documentation of effectiveness
- Low-cost marketing research tool
LIMITATIONS:
- High cost to achieve adequate reach
- Constantly changing medium
- Lack of consistent research
- Conflict between internet sales and traditional sales channels
- Low response (click-thru) rate
- Limited penetration
Sponsored search pros and cons:
PROS:
- Proven interest in product or service
- Direct link to advertiser’s website
- Two-line sales message
- Complete response metrics
LIMITATIONS:
- Requires target interest
- Requires active management of buy due to auction-based pricing
- Requires previous knowledge of the advertiser
- Plain text only- no graphics, logo or picture
- No exclusivity- side-by-side appearance with competition
Mobile advertising pros and cons:
PROS:
- Most personal marketing channel available
- Measureable for return on investment (ROI) purposes
- Permission-based opt-in
- Opportunity to research consumers on the road prior to retail store purchase
- Ability to deliver coupons with a UPC code (barcode)
LIMITATIONS:
- Small screen size limits creativity
- Slow network speeds
- Lack of standards across carriers and platforms
- Success of the medium depends on the primary carriers
- Privacy
Direct mail pros and cons:
PROS:
- Easy verification of response
- Personal quality
- Flexibility
- Long life for certain mailings
- Potential savings
LIMITATIONS:
- High cost
- Inaccurate and incomplete lists
- Variance in delivery dates
- Clutter and consumer resistance
Outdoor advertising pros and cons:
PROS:
- Wide coverage of local markets
- High frequency
- Low CPM
- Largest print ad available
- Geographic flexibility
- High summer visibility
- Around-the-clock exposure
- Simple copy theme and package identification
- Mass coverage of metropolitan area
LIMITATIONS:
- Limited to simple messages
- No guarantee of high recall
- High out-of-pocket cost
- Limited availability in upscale neighbourhoods
Transit media pros and cons:
PROS:
- Mass coverage of a metropolitan area
- High frequency
- Relative efficiency
- Flexibility
- Opportunity to position messages to consumers on the way to their points of purchase
LIMITATIONS:
- Limited message space
- High competition from other media and personal activities
- Frequent inspection
Out-of-Home Video pros and cons:
PROS:
- Additional brand exposure
- Flexibility
- Sight and motion
- Builds reach
- Highly targeted
- Production efficiency
LIMITATIONS:
- Lack of standardised research across all venues
- Availability varies market-by-market and within markets
- Limited reach potential
- Fragmentation of suppliers
- Proof of play and proof of performance reporting varies by supplier
- Complex creative production due to multiple suppliers and venues
But People Don’t Like Advertising:
- Irrelevant and Offensive
- Ad Clutter
- Advertising is an interruption
- Evidence to suggest that people are viewing less advertising (think DVD, MP3 technologies…)
- Consumer power-Freedom to skip (e.g.,Adblock, TiVo, Bugmenot.com…)
Effective communication depends on many factors, including:
- the nature of the message
- the audience’s interpretation of it
- the environment in which it is received
Also……
- Acceptance
- Perception
- Attention (two very different things)
The communications process:

Noise factors
Noise refers to any unplanned distortion to the message

A model of cognitive response:

Elaboration likelihood model (ELM):
Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information.
Routes to attitude change:
- Central route to persuasion – ability and motivation to process a message is high and close attention is paid to message content
- Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues than message content

Implications of ELM:
Level of consumer involvement is directly related to information processing.
- In low-involvement situations, consumers may rely on peripheral cues rather than detailed message arguments.
- In high-involvement situations, consumers are motivated to process detailed message arguments.
Persuasive communications:
The ‘right’ message:
- Connects emotionally with the target audience (i.e, engages)
- May need to connect in different ways for different audiences
- Contains a key insight or big idea
- Is distinctive, memorable and creative.
The creative process:
Message strategy (What to say?)
- Major selling argument
- The ‘big idea’
Execution (How to say it?)
- Advertising appeals
- Execution techniques




