Lecture 1 Flashcards
Types of consumer responses towards an ad
- Cognitive responses: thinking about the brand (beliefs, evaluations, attitudes etc.)
- Affective responses: feelings about the brand (emotions, moods etc.)
- Behavioral response: acting towards the brand (buying, using etc.)
Advertising
Any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service or idea.
Classic distinction in type of message
Argument-based vs. emotional appeals. Both appeals coexist.
Two key functions of advertisements
To inform / to persuade
Informing via ad’s
Change non-evaluative consumer responses: e.g. beliefs/knowledge.
Persuading via ad’s
Change evaluative consumer responses: e.g. attitudes/preferences
Alpha strategies
Making the offer more attractive. Promoting an approach motivation. Use a model for your ad.
Omega strategies
Reducing an avoidance motivation. Reducing Resistance. E.g. de belastingdienst; leuker kunnen we het niet maken wel makkelijker.
The Stages from low effort (unconscious) to high effort (conscious)
- Pre-attentive analysis
- Focal attention
- Comprehension
- Elaborative reasoning
Covariant to processing of information
The level of involvement of a consumer (high vs. low). Note: expensive does not always mean high involvement.
Main challenge of a marketing manager
Finding the right psychological buttons to press. They lead to predictive outcomes and can be very efficient.
The individual perspective
Relating specific advertising stimuli to specific and individual consumer responses and elucidate the processes responsible for any advertising effects.
Does advertising create needs?
No! It channels needs by reshaping them into wants.
Argument-based appeal
Straightforwardly informing consumers about the product, its price and where it can be bought.
Emotional-appeal
Aims to influence consumer’s feelings/emotions rather than his or her thoughts.
Cognitive consumer responses
Are beliefs and thoughts about brands, products and services. They include:
- brand awareness
- brand recall
- brand recognition
- associations
- attitudes and preferences
Affective responses
Are various more or less transient emotions and moods that can occur as a function of an exposure. They include: 1. warmth 2. irritation 3. fear 4. pride They differ in valance and intensity.
Behavioral responses
Reflects the intention and actual behavior in response to advertising, like:
- Buying the product
- Choosing a brand
- Product trial
- Brand switching
- Discarding a product
Source Credibility
Credibility includes the dimensions of source expertise and trustworthiness.
It influences message processing and persuasion when recipients are not very motivated to process the message.
Source attractiveness
Appealing via sexual attraction and beauty.
Attractiveness frequently functions as a halo: what is beautiful is good. The attractiveness Halo-effect can easily extend beyond the model itself to positively affect the products with which he/she is associated.
Argument quality
Refers to what is communicated about the product. An argument is strong when a desirable product attribute is highlighted, coupled with the certainty that it will be delivered with the product.
Message structure
Refers to how product information is communicated. Presenting arguments first may increase attention and processing intensity. While presenting them last may benefit them because they are most recently activated in memory.
One-sided message
Classical. A biased ad with arguments supporting a conclusion favourable to the advertised brand.
Two-sided message
Includes both negative and positive, or supporting counter arguments.
