video 8: framework for persuasion Flashcards
brand equity
Has positive associations and memory of the brand → increase brand equity have to increase both
To increase them, we have to increase attention towards the brand, make sure its categorized in a certain way, increase MAO (high effort)
This is the framework for persuasion because were trying to change the consumers mind , improve the brands equity in the consumers mind through persuasion
4 challenges that marketers face:
crowed worlds, mind is a funnel, confirmation bias and multitasking
Crowded world
Competition for attention
Many brands out there
We face 400 ads every day→ how did they come up with this: made people wear special classes that has a camera that record everything the person saw
More brands and more ads= more difficult it is for one brand to stand out
Mind is a funnel
Only can pay attention to a subset of info that is coming to it
We see many things but only attention to some
Video: two teams white and black. White team passes the ball to other white team members . how many passes did the white team make? You count them but you dont realize that there was a moonwalking bear in the clip. Easy to overlook things and this is due to our attention is limited. When we look at ads and scenes around us, our mind can only pay attention to a subset of things
When we pay attention to things, we pay attention less to others
Confirmation bias
Attention is selective
Unless you have seen the clip before of the basketball players, you have no expectations to see the moonwalking bear→ fail to notice the bear
Expectations focus our attention in one direction or another
multitasking
We have started multitasking more and more
Attention is often divided
More things= more difficult to pay attention to one task → like the crowed world example, engaged in a lot so cant pay attention to one task
4 methods to gain attention
self relevant
pleasant
surprising
easy ti process
self relevant
relevant to important needs
If the ad is relevant to consumer needs, we will pay attention to it
What are consumer needs: maslows hierarchy of needs → we have 5 types of needs: physiological (need for physical things), safety (shelter), belongingness (social, love), ego (need for achievement), self actualization (maximize potential )
Marketers have to figure out the important needs in the target consumer minds
Ex: for a car its families, safety is an important need so have an ad focusing on safety
Can look at any ad and make a judgment of which level of maslows hierarchy is it trying to appeal to get attention
Can be a mix of a few
Ex: nike just do it is self actualization and achievement ad
Can also look at other forms of ads like online, look at google → they do search advertising , google makes a lot of money , they know what your needs are bc through your search term, you reveal your needs to google . caan tell advertisers which ads are going to gain attention
Pleasant
Ads should be pleasant
Attractive visuals: way to make ads pleasant. Car ads are an example (will have sea, wind, winding road), vacation ads (beach, ocean, tropical drink), clothing ads (attractive models, excoitc locations)
Can aslo use music to gain attention
Music must convey the brand benefit
Ex; nortel used come together : nortel is a communication company so they bring people together
Humour
Ex: benegrized bunny, budweiser frogs
Children, animals
Most people like this , can use together
surprising
Make your ad surprising
Ex: advertising on the sidewalks, people pay attention to this, unusual
E: projected ads, unusual
Ex: ads on fields with software
Product placements can be surprising also. Ex: mini cooper, the car was taken around town on top of an suv, surprising way to market
Surprising product benefit → not enough to be surprising, have to make sure the product benefit is being shown . in mini cooper example: product benefits are being shown bc it shows that mini coopers are a compact car as its on top, also shows its fun and nostalgic
Ex: billboard of vacuum cleaner sucking people off the road. Surprising and shows how the vacuum has high suction power
Sometimes the ad is surprising but doesnt show the product benefit → not good for the brand
People can get bored→ if you see it a bunch of times its not surprising anymore. Have to change your campaigns and new versions of ads
easy to process
How easy it is for the mind to absorb the advertisement→ ability to process
The first three (self relevant, pleasant and surising) all have to do with increasing motivation to process
3 ways to increase ease of processing
3 ways to increase ease of processing: prominent, concrete, contrast
1) Prominence
When the brand is bigger than other brands
Ex: massive ads like on blimps
Can be done in different ways
More prominent the ad is= easier it is to absorb and more likely we will pay attention to it
2) Concreteness
Easier to process if its concrete → like a real person talking about a brand rather than ads just making a claim
Ex: using testimonials , They are better than abstract claims
Pictures get more attention than words so use more pictures → picture also has to convey the product benefit
3) Contrast
Ads is easier to process if its contrasting
Ex: colour ads in black and white newspapers , we pay more attention
Ex: shindlers list. Black and white movie but there was a girl in red wearing a dress so we remember the girl
