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Topic 2 The theoretical background to advertising

Topic 2 The theoretical background to advertising. Reading: Thorson & Duffy (2012), chapter 5. Why look at advertising theories?. Why look at advertising theories?. Model of the elements of communication (Yeshin, 2006:30). Sender. Encoding. Message. NOISE NOISE. NOISE NOISE. Feedback.

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Topic 2 The theoretical background to advertising

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  1. Topic 2The theoretical background to advertising Reading: Thorson & Duffy (2012), chapter 5

  2. Why look at advertising theories?

  3. Why look at advertising theories?

  4. Model of the elements of communication (Yeshin, 2006:30) Sender Encoding Message NOISE NOISE NOISE NOISE Feedback Media Response Receiver Decoding NOISE

  5. Source characteristics (Egan, 2007; Medcalf, 2004) • Source credibility • How much confidence the receiver has that the source can provide an expert and/or objective opinion • Source attractiveness • How attractive and persuasive the source is • How much the source identifies with receiver • Source power • Where compliance with request involves real or perceived reward or punishment avoidance

  6. Interpreting communications • Codes – a common set of rules or interpretative devices known to the sender and receiver of messages. • Semiotics – the study and interpretation of various signs used in communication.

  7. Visual symbols used in marketing communications (Medcalf, 2004:32-36 • Hair • Body • Relative size • Looks • Manner – expression, eye contact, pose • Clothes • Activity – touch, body movement, positional communication • Props & settings

  8. Hierarchy models • Identify an ordered set of responses that people can have to advertising • Attempt to predict actions and responses • Central concepts • Attend to the message • Understand message • Desire the brand • Sustain desire until they can buy it

  9. AIDA model of the process of communication (cited inYeshin, 2006:32) Attention Interest Desire Action

  10. Lavidge and Steiner’s model of the advertising process (cited inYeshin, 2006:33) Awareness Knowledge Liking Preference Conviction Purchase

  11. Colley’s Hierarchy of Effects model (cited in Yeshin, 2006:35) Unawareness Awareness Comprehension Conviction Action

  12. Criticisms of advertising models(Yeshin, 2006) • Based on the passive consumer • Assumption of a response in an ordered and sequential manner • Simplistic version of human behaviour and response • Assumption that all advertising works in the same way • Ignore consumer’s experience of previous product usage • Consider how advertising is processed but don’t explain how the processed ads impact on consumer choices

  13. Types of buying behaviour(Kotler, 2008:262) High involvement Low involvement Complex buying behaviour Variety-seeking Buying behaviour Significant differences between brands Few differences between brands Dissonance-reducing Buying behaviour Habitual buying behaviour

  14. The Foote Cone & Belding (FCB) planning grid (Yeshin, 2006:36) Informative (thinking) E.g. car Habit formation E.g. food Affective (feeling) E.g. cosmetics Self-satisfaction E.g. alcohol High involvement purchases Low involvement purchases

  15. Heightened Appreciation Model Pre-campaign Campaign Post-campaign Advertising stresses specific aspect/ attribute of brand Brand has intermittent usage and adequate image Brand has more frequent usage/ enhanced image Gradual change towards Heightened appreciation of brand attribute in use

  16. Benefits of advertising models(Yeshin, 2006:42) • Allow advertisers to predict behaviour • Good planning, training and conceptual tool • Problem solving device

  17. So, how does advertising work?

  18. No consensus!

  19. 2 broad perspectives • ‘Strongly persuasive’ view – advertising impacts on people’s attitudes towards brand in order to create desired behaviour. Vs • Advertising provides publicity for the brand in order to stay in consumers’ minds. • attitudes change as a result of trying the brand

  20. Many influences

  21. Prue’s (1998) ‘alphabetical model- essential ingredients in good ads • Appreciation by target audience • Branding – ad should be inextricably linked to the brand • Communication – should be relevant to brand • Desired effect on brand

  22. Blackston’s four advertising effects- criteria for determining effectiveness • Intrusiveness/stand-out qualities • Creative quality • Effect on brand • Call to action (persuasiveness)

  23. SalienceProminence of brand in consumer’s mind • Successful advertising affects brand salience • Not exclusive

  24. Relevance of existing models in the digital age

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