ADVERTISING:
Insights from Communication
and Persuasion Research
July 17, 2016
Advertising
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THE COMMUNICATION PROCESS
• The first model of communication:
Source
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Message
Advertising
Receiver
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THE COMMUNICATION PROCESS
• A second model of communication:
Fields of Experience
Sender
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Meaning
Advertising
Receiver
3
THE COMMUNICATION PROCESS
• A third model of communication:
Sender Encoding
Message
(Meaning)
Decoding
Receiver
(Meaning)
Feedback
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INVOLVEMENT
Decoding is ACTIVE
• That is, it requires EFFORT
• When can you expect people to spend effort?
• 1. When they CARE about what you’re saying
• personal relevance
This is the concept of INVOLVEMENT
The personal relevance of the product
interest, price
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Elaboration Likelihood Model
• Petty & Caccioppo
• Two questions:
• Motivation to process?
• Ability to process?
• When YES to both: HIGH elaboration
• Central cues
• product
• When NO: LOW elaboration
• Peripheral cues • source or ad
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Low
Involvement
High
Involvement
Foote, Cone & Belding Grid
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Thinking
Feeling
1
2
Information
Affective
Thinking
Feeling
3
Habit
Doing
Advertising
4
SelfSatisfaction
Reacting
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FCB Grid
Thinking
High
Involvement
1
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Information
Thinking
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Media: Long copy format
Reflective vehicles
Creative: Specific information
Demonstration
Test:
Recall diagnostics
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FCB Grid
Feeling
High
Involvement
2
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Affective
Feeling
Jewelry-cosmetics-fashion goods
Model: Feel-learn -do (psychological?)
Possible implications
Media: Large space
Image specials
Creative: Executional Impact
Test:
Attitude change
Emotional arousal
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FCB Grid
Thinking
Low
Involvement
3
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Habit formation
Doing
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Media: Small space ads
10-second ID’s
Radio; Point of Sale
Creative: Reminder
Test:
Sales
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Ads
1. Salsa
2. Stamp
collecting
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FCB Grid
Feeling
Low
Involvement
4
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Self-satisfaction
Reacting
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Media: Billboards
Newspapers
Point of Sale
Creative: Attention
Test:
Sales
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PRODUCT LIFE CYCLE
• Introduction
• The product is promoted to create awareness.
• Growth
• Competitors are introduced.
• Advertising spending is high to build the brand.
• Maturity
• Producers try to differentiate products and brands.
• More promotion with a greater variety of media.
• Decline
• Downturn in the market.
• Price-cutting
• Products are withdrawn.
• Profits improved by reducing marketing costs.
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Advertising and the Product Life Cycle
Pioneering
Competition
Retention
Educate consumers
Build brand
equity
Retain customers
Encourage trial
usage
Position against
competitors
Build
relationships with
customers
Segment market to
better serve needs
Capture more
market share
Improve quality
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Pioneering
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Competition
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Retention
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Problems with the Product Life Cycle
• Very few products follow so strictly.
• Not all products go through each stage.
• The length of each stage varies enormously
• It is not easy to tell which stage the product is in.
• Marketers can change the stage, for example
from maturity to decline, by price-cutting.
• Product Life Cycle is like other tools.
• Use it to inform your decisions.
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BMW
video
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Quote of the Day
If your advertising goes unnoticed,
everything else is academic.
• William Bernbach
(DDB)
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