Alison Vogt & Erica Chamberlain

ADVERTISING & CONSUMER

INVOLVEMENT

How many of you watched the Super Bowl?How many of you were actively involved in watching

the game? What were some of your favorite ads?

SUPER BOWL?

Our very own Colleen Bee in Forbes!

Conducted research on 112 people watching college basketball games High vs low suspense

Asked opinions about ads played during the game

“FOR THE ADVERTISERS SAKE, SUPER BOWL BETTER BE CLOSE”

High suspense games = favorable opinion on adsExciting ads scored the highest in favorability

Tone of the ad mimicked tone of the game “Your team” winning/losing does not impact opinion

on ads

RESULTS

M&M’s First quarter, score: Giants 9, Patriots 0 Tone?

Chrysler Halftime (after Madonna, before game resumed), score:

Giants 9, Patriots 10 Tone?

Samsung Galaxy Note Half-way through 4 th quarter, score: Giants 15, Patriots 17 Tone? Teaser?

ADS FROM DIFFERENT TIMES

Involvement: “a person’s perceived relevance of an object based on their inherent needs, values, and interests” “Object”: generic reference to a product, advertisement, or

purchase situation A motivational construct—can be triggered by a variety of

antecedents

Measuring and Enhancing Involvement: We respond more positively to commercials within a TV show

we are more involved in Leads to greater possibility of influencing viewer’s purchase

intentions

WHAT DOES THIS HAVE TO DO WITH CONSUMER BEHAVIOR?

CONSUMER INVOLVEMENT: A MOTIVATIONAL CONSTRUCT

Consumer involvement in an advertisement is a continuum Not a Yes/No answer

Ranges from inertia (lack of active decision making) to passion (strong opinion and contemplated purchase decision)

Important to play into factors that influence consumer involvement in advertisement and placement Increases involvement and moves customer toward passion

INVOVLEMENT- A RANGE

Ads are aff ective not just because of the content within it Surrounding environment very important Ex: location, timing, emotions of consumers

Advertisers need to create as much consumer involvement as possible in the ad itself when outside environment can’t be controlled Unpredictable outcome of sporting events

Align tone of advertisement with tone of program surrounding it to promote increased viewer interest

IMPORTANCE TO ADVERTISERS

What was your favorite ad?When did you find yourself paying more attention to

ads? Of the ads discussed today, would you purchase any

of the products? Note: Samsung

FINAL QUESTIONS

Their, Dave. “For the Advertisers sake, Super Bowl Better be Close.” http://www.forbes.com/sites/davidthier/2012/01/31/for-the-advertisers-sake-super-bowl-better-be-close/

Solomon, Michael R. “Custom Business Resources” Pearson Custom Publishing: 2009

REFERENCES