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Message Decisions

Chapter 12. Message Decisions. Major Decisions in Advertising. Communication. Advertising is, first of all, a form of communication. Communication The passing of information The exchange of ideas

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Message Decisions

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  1. Chapter 12 Message Decisions

  2. Major Decisions in Advertising

  3. Communication • Advertising is, first of all, a form of communication. • Communication • The passing of information • The exchange of ideas • The process of establishing a commonness or oneness of thought between a sender and a receiver.

  4. Communication Process

  5. Elements in the Communication Process • Sender/Source: the person or organization that has information to share with another person or group of people. • Receiver/Audience: the person(s) with whom the sender shares thoughts or information. • Message: the information or meaning the source hopes to convey. • Channel: the method by which the communication travels from the source or sender to the receiver. • Personal: salespeople, word-of-mouth. • Nonpersonal (mass media): broadcast, print.

  6. Elements in the Communication Process • Encoding: the process that the source puts thoughts, ideas, or information into a symbolic form (words, symbols, pictures, or video). • Decoding: the process that the receiver transforms the sender’s message back into thought.

  7. Word: 第15屆「廣告流行語金句獎」

  8. Guidelines for Headline • 同一份廣告分別印上三種不同的標題：一個傳遞消息、一個承諾利益、一個引起好奇心。你認為哪個標題效果最佳？ • 千萬不要在標題尾端劃下句點。 • 標題不需要涵蓋所有資訊，只要能引起讀者注意，讓他們想要知道更多就可以了。 • 一般來說，標題越短越好。 • 如果你苦思半天仍想不出標題，不妨使用「如何」或「現在」這兩個詞。 • E.g. 「XXX如何能幫助你業績加倍」、「現在，更高的品質、更低的價格」。 節錄自「寫出銷售力」

  9. Symbol

  10. Picture

  11. Picture

  12. Picture

  13. Video • Dentyne – Frost Bites, Ice • Seat belt – 1, 2 • BRIDGESTONE: Designed to save life. • Wendy's: Where Is The Beef

  14. Gaps between Encoding and Decoding

  15. Elements in the Communication Process • Noise: unplanned distortion or interference. • Response: the receiver’s set of reactions after seeing, hearing, or reading the message. • Feedback: the part of the receiver’s response that is communicated back to the sender.

  16. Cognitive Processing of Communications • The Cognitive Response Approach • The Elaboration Likelihood Model (ELM)

  17. Cognitive Responses Attitudes Product/message thoughts Brand attitudes Exposure to advertisement Source-oriented thoughts Purchase intention Ad execution thoughts Attitude towards the advertisement The Cognitive Response Approach

  18. Cognitive Response Categories • Product/Message Thoughts • Counter arguments • Support arguments • Source-Oriented Thoughts • Source derogation • Source bolstering • Ad-ExecutionThoughts • Thoughts about the ad itself • Affect attitude toward the ad • Important determinant of advertising effectiveness

  19. The Elaboration Likelihood Model (Petty, Cacioppo, and Schumann, 1983) • 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

  20. 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 rather than message content.

  21. Ads Following Central Route

  22. An Ad Following Peripheral Route

  23. Think • Does a spokesman always represent a peripheral cue?

  24. Communication Process

  25. Message Decisions • Message content (what to say) • Message structure (how to say it logically) • Message format (how to say it symbolically) • Message source (who should say it)

  26. Message Content • Appeal, theme, idea, or unique selling proposition (USP) • Rational or emotional appeals • Rational • Positive, e.g. SUZUKI, PHILIP寬螢幕, Rejoice. • Negative, e.g. Dia香皂, 安全帶, careerbuilder.com. • Emotional, e.g. 可口可樂, 中華汽車, PSP – 1, 2, 3.

  27. Do Humorous Ads Wear Out Too Fast? • Two opposing opinions • Solution: humorous campaigns consisting of many different commercials. • KFC – 會客篇, 監獄篇 • AMERIQUEST– 廚房篇, 飛機篇 • BRAHMA Beer – 1, 2

  28. Facilitating effects Acceptance Resultant nonmonotonic curve Level of fear Rejection Inhibiting effects Fear Appeals and Message Acceptance

  29. Message Structure • Order of Presentation • Conclusion Drawing • Message Sidedness • Refutation • Verbal versus Visual Messages

  30. Order of Presentation • Primacy effect: information presented first is most effective. • Recency effect: the last arguments presented are most persuasive. • Most effective sales presentations open and close with strong selling points and bury weaker arguments in the middle. • Target audience’s attitude: opposed, not interested, or predisposed.

  31. Recall Beginning Middle End Message Recall and Presentation Order

  32. Conclusion Drawing • In general, messages with explicit conclusions are more easily understood and effective in influencing. • Open-ended ads were more effective than closed-ended arguments that did include a specific conclusion – but only for involved audiences. • Factors: involvement, education, the type of issue or topic, the nature of the situation, complexity.

  33. Conclusion Drawing

  34. Message Sidedness • One-sided message: mention only positive attributes or benefits. • Two-sided message: present both good and bad points. • Two-sided message may enhance the credibility of the source. • E.g. Avis: “We are No. 2. We try harder.”; 全聯福利中心. • Factors: education, audience’s attitude.

  35. Two-Sided Message

  36. Refutation • The communicator presents both sides of an issue and then refutes the opposing viewpoint. • Refutational messages may be useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism of their products or company. • Refutational appeals are more effective than one-sided messages in making consumers resistant to an opposing message. • Examples: PHS vs. GSM, 烤米片 vs. 洋芋片.

  37. Refutation

  38. Verbal versus Visual Message • Many ads provide minimal amounts of information and rely on visual elements to communicate. • Visual images are often designed to support verbal appeals.

  39. Verbal versus Visual Message • When verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of product attributes. • However, when the verbal information was already high in imagery value, the addition of pictures did not increase recall. • The use of a visual that is inconsistent with the verbal content leads to more recall and greater processing of the information presented.

  40. Comparative Advertising • CA首次出現於1930年，美國Sears百貨利用平面廣告，將他們的輪胎產品與其他八種全國性品牌輪胎做比較。 • CA的目標很單純，就是指名並貶低對手價值。 • 該公然指名競爭對手嗎？ • 在CA中，你不能只是說你比對方好而已，必須具體指出好在哪裡。 節錄自「有效，就要大聲」

  41. 何時該使用CA? • 產品市占率低，新上市或知名度不高，e.g. Tylenol, Pepsi – 1, 2。 • 能證明你的產品比別人好 • 帶有品牌差異訊息的CA，能提高說服效果，e.g. Scope vs. Listerine. • 目前沒有任何特定品牌能贏得消費者的偏愛與忠誠度 • 尚未決定購買哪種品牌的消費者，通常最能接受新的資訊。 • 你們公司剛好是CA的受害者 • 在反擊Avis的CA後，Hertz從過去6個月裡所喪失的10%市占率中贏回5%。 • 反例：當Coca-Cola反擊Pepsi的攻擊後，Pepsi在達拉斯的市占率，很快地從原先的8%激增到18%。 節錄自「有效，就要大聲」

  42. 何時該使用CA? • 預算比競爭對手少 • CA能讓你把自己放在與領導品牌一樣的水準上。 • 你的產品純屬獨創, e.g. Mac – 1, 2, 3. • 產業型的廣告 • 當你的讀者可能以理性的方式來看待你的廣告，那麼與其他品牌直接比較通常就能產生極佳的效果。 • 已經試過所有手段都無法奏效時, e.g. Vivitar. • 競爭對手遭逢重大問題, e.g. Perrier. 節錄自「有效，就要大聲」

  43. 何時該避免使用CA? • 你已經是市場主宰者 • 如果領導者使用CA，(1) 會吸引消費者去注意他的競爭對手；(2) 會提升其他品牌的公信力；(3) 消費者會認為競爭者的產品其實要比領導品牌更好。 • 產品與競爭者沒有太大差異 • 唯有根據具體事實，CA才會發揮作用。 • 你的預算吃緊 • 大部分的比較式廣告活動都很昂貴，而且需要持續一段相當長的的時間，e.g. Pepsi vs. Coca-Cola。 • 消費者購買產品的理由是感性甚於理性 • E.g. Revlon從不曾在廣告中強調，使用他們的唇膏比用Maybelline成功吸引多69%的男性。 節錄自「有效，就要大聲」

  44. Message Format • Print ad: headline, copy, illustration, and color. • Radio ad: words, voice qualities, and vocalizations. • TV ad: body language.

  45. Message Source

  46. Source Credibility • Credibility is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. • Internalization: the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate. • Two dimensions: expertise and trustworthiness.

  47. Source Credibility • Applying expertise • Oral-B: 全球最多牙醫選用的品牌。 • Extra無糖口香糖：世界牙醫聯盟認可。 • Applying trustworthiness • Using corporate leaders as spokespeople • KYMCO、達美樂、LG、Chrysler (Lee Iacocca) • Pros & Cons

  48. AGV uses the anchorperson as an advertising spokesperson

  49. Dell Computer uses its founder and CEO as an advertising spokesperson

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