Lecture 11 overcoming resistance Flashcards
media consumption in the 50/60s
people paid attention to the tv when it was on. now that is not the case.
different strategies to resist influence by advertising
- avoidance: ignoring or actively redirecting attention
- contesting: counter arguing and challenging the content or source of the ad
- empowering: affirming one’s existing attitudes and behavior
strategies to overcome advertising resistance
- subliminal advertising
- forced exposure
- product placement
- influencer/viral marketing
- native advertising
- content marketing
- event marketing
- engagement marketing
- personal targeting
when does and when doesn’t subliminal marketing work
- does when subliminal ads couples the product to a positive stimuli (humor, sex, beauty, affect)
- doesn’t when words are used. we don’t process words in system 1 and can’t cue physical needs.
forced exposure
when you are forced to watch an ad
product placement
when companies place their product in movies and tv shows
there are moderators like if people like the show, but these are small and brand exposure is key.
influencers
works because it feels like getting a recommendation from a friend.
mimics word of mouth marketing
we pay attention to influencers and believe them.
viral marketing
a technique that uses pre-existing social networking services and other technologies to produce increases in brand awareness (or other marketing objectives) through self-replicating viral processes.
native advertising
type that matches the form and function of platform. like a fake news article.
legal status is uncertain, but is becoming more and more prohibited.
content marketing
approach focused on creating and distributing valuable, relatable and consistent content to attract and retain a clearly defined audience.
examples are michelin and allerhande
event marketing
sponsoring an event
for example red bull and in some way extinction rebellion.
engagement marketing
engages consumers and invites and encourages them to participate in the evolution of the brand.
example is my starbucks idea or some nike stores
personal targeting
algorithms make sure you see what you want to see.
how can we overcome reactance when people are being persuaded?
we deal with it in two ways
- metacognition; accesibility and fluency
- metacommunication
metacognition
the process of thought. the way we think about something influences what we think of a brand.
accesibility and fluency
accesibility
brands we can retrieve from memory easily are more liked. -> ultimatly ads are about making sure your brand is available in a consumers mind when needed.
study on assertiveness with examples.
may backfire as strategy in ads (10 things about aldi ad).
fluency
the subjective ease or difficulty with which we are able to process information.
positive because we like to think of something fast. familiarity is good because it is not bad. repeated exposure with good outcomes is good.
two types of fluency
- perceptual = identificating a stimulus’ identity and form
- conceptual = identificaton of a stimulus’ meaning and it’s relation to semantic knowledge structure.
examples of perceptual fluency
- cueing by gaze
- facilitating mental imagery
- consistency (all perfume ads look alike)
conceptual fluency effects
- people are more inclined to say a statement is correct when it rhymes
- we comply with existing stereotypes (easy to digest)
metacommunication
secondary communication about how a piece of information is meant to be interpretated.
says what is not explicitely stated or in a way they might mean different things: irony is best example.
examples of metacommunication
- interior in different supermarkets
- coolbest is sold in the fridge
- audi german ad in GB
engaging empowerment
adressing your self-identity. buying certain brands or products gives you a personality.
affirming costumers can stop them from self affirming.
inhibits rejecting the ad because validated feeling.
