Advertising as Persuasion

Chapter 10

Your Experiences

• Have you done something primarily because of the ad you saw( e.g., bought the offering, talked about it, encouraged or discouraged friends to use it, etc.)?

Roles and Functions of AdvertisingTo identify and differentiate from other offeringsTo identify and differentiate from other offerings

To communicate information about the productTo communicate information about the product

To induce consumers to try new products and to suggest reuse

To induce consumers to try new products and to suggest reuse

To stimulate the distribution of a productTo stimulate the distribution of a product

To increase product useTo increase product use

To build value, brand preference, and loyaltyTo build value, brand preference, and loyalty

To lower the overall cost of salesTo lower the overall cost of sales

Roles of Advertising (cont’d)To associate feelings with brandTo associate feelings with brand

To link brand with peers and group normsTo link brand with peers and group norms

(And…. More?)(And…. More?)

To …To …

To…To…

To…To…

To… To…

Advertising • Advertising characteristics – Ubiquitous– Symbolic– Profane– Magical

• Definitions– Advertising is a paid form of communication– Advertising is a nonpersonal, presentational form of

communication distinct from face-to-face sales presentations.– Advertising messages present ideas, products, and services.– Sponsors of advertising messages are identified – Advertising is defined as communication by a specific group or

industry utilizing mass media for the purposes of selling a product, service, candidate, or idea to a target audience.

The Classifications of Advertising

By

Target audience

By Geographic Area

By

Medium

By

Purpose

Consumer

Business-Trade-Professional-Agriculture

Local (retail)

Regional

National

Global

Print

Broadcast

(electronic)

- Radio

- TV

Out-of-Home

Direct-Mail

Internet

Product

Nonproduct

Commercial

Non- commercial

Action

Awareness

“Teaser”

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A general Model of the Communication Process for Promotions

Feedback

Source Message Transmission Receiver ActionModel of the communication process

• Manufacturer• Promotion manager• Ad agency• Salesperson• Spokesperson

• Advertisements

• Sales promotions

• Personal selling

• Publicity

• Media: TV, magazines• Direct mail: in-store• In-home; telephone• Newspaper articles

• Consumer • Consumer

Manage promotion

Strategy

Encode promotion

communication

Transmit promotion

communication

Decode Promotion

communication

Take action

• Analyze consumer/

product relationship• Determine promotion

objectives and budget• Design and implement

promotion strategy• Evaluate promotion

strategy

• Design promotion

to communicate

appreciate

meanings

• Select media or

distribution method

to expose promotion

message to

appropriate

audience

• Attend to message

• Interpret promotion

• Integrate meanings

to form Aact and

behavioral intention

• Purchase product• Store contact• Word-mouth

communication

Relevant

Agents and

stimuli

Key actions

Or decision

Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3rd ed.

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Noise is Any Factor That Interferes Withthe Correct Delivery of the Ad Message.

Noise is Any Factor That Interferes Withthe Correct Delivery of the Ad Message.

Target Audience’s Attention Depends on: Their Perceived Needs,

Information Processing, and Avoidance.

Target Audience’s Attention Depends on: Their Perceived Needs,

Information Processing, and Avoidance.

Media Plan Produces the Best Set of MediaTo Reach the Target Audience at the

Best Time and Place.

Media Plan Produces the Best Set of MediaTo Reach the Target Audience at the

Best Time and Place.

The Creative Strategy Outlines What Type of Message Needs to be Developed.

The Creative Strategy Outlines What Type of Message Needs to be Developed.

Internal Environment of the Advertising Process (Fig. 6.2)

Cultural Frames

Idolatry products meet utilitarian needs

Iconology products embody attributes approved by society

Narcissismproducts transform self and satisfy personal needs

Totemism products signal group membership

Period 1890-1900-1910 1920-1930-1940

1950-1960 1970-1980

Media for Advertising

Newspapers/ Magazines

Radio Television

Marketing Strategy

RationalNon-Rational

BehavioristSegmentation

Advertising Strategy

Utility SymbolsPersonalization

Lifestyle

Elementsin Ads

Product qualities, price, use

Symbolic attributes of products

Products as vehicles for personal change

People in specific activities, settings

Themesin Ads

Quality, useful, descriptive

Status, family, health, social authority

Glamour, romance, sensuality, self-transformation

Leisure, health, groups, friendship

VALSTM Typology

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OpinionsEmotions

Conviction Leads to Trail

Attitudes

Arguments Likability

Retrial

Persuasion: Attitude Change and Trial

Appeals

Persuasive Ads Try to Establish, Reinforce, or

Change an Attitude, Build an Argument, Touch an Emotion, or Anchor a Conviction Based on:

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Persuasion: Attitude Change and Trial

• Appeals– Something that makes the product particularly attractive or

interesting to the consumer. i.e. security, esteem.• Attitudes and Opinions – Establish a new opinion where none has existed before,– Reinforce an existing opinion,– Change an existing opinion.

• Likability– How people respond to a product or a message. i.e. use of

entertainment

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Persuasion: Attitude Change and Trial

• Arguments– A line of reasoning in which one point follows from another,

leading to a logical conclusion. i.e Jeep ad• Emotions – How someone feels about the product, etc. may be just as

important as what that person knows about it.• Conviction Leads to Trial– Strong belief about a product’s benefits that leads to trial. i.e.

good for us, make us look better• Retrial– Goal is to build strong brand loyalty though repurchases.

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MemorabilityLocking Messages Into Consumer’s Minds Through

Recognition and Recall

MemorabilityLocking Messages Into Consumer’s Minds Through

Recognition and Recall

- Key VisualsVivid Image That Helps a ConsumerRemember a Product or Message

- Key VisualsVivid Image That Helps a ConsumerRemember a Product or Message

- RepetitionJingles, Slogans, and Taglines are

Key Repetition Tools

- RepetitionJingles, Slogans, and Taglines are

Key Repetition Tools

***Vampire CreativityPeople Remember a Commercial,

But Not the Product

***Vampire CreativityPeople Remember a Commercial,

But Not the Product

Memorability: Locking Power

10 ConsiderationsWhen Reviewing an Ad

1. What does the ad promise?2. What does the ad not say?3. What are the claims being made?4. What reasons are given for purchasing the

product?5. What was the first thing that caught your

attention?6. Remember, all advertising are pieces of

“persuasion.”

10 ConsiderationsWhen Reviewing an Ad (cont.)

7. Remember, people often buy more than products. A Mercedes is more than transportation: we buy the world that it represents.

8. Remember, there is no relationship between the brand and its image.

9. Remember, read all the fine print.10. Remember, we participate in our own

persuasion.

ConsiderationsWhen Reviewing an Ad (cont.)

While analyzing these specific elements, remember the following:

• People often buy more than products. A Mercedes is more than transportation; we buy the world that it represents.

• There is no relationship between the brand and its image.

• Read all the fine print.• We participate in our own persuasion.