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 The process of establishing a commonness or

oneness of thought between a sender and a receiver.

Communication Process

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.

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.

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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」

Symbol

Picture

Picture

Picture

Video

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

Gaps between Encoding and Decoding

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.

Cognitive Processing of Communications

The Cognitive Response Approach The Elaboration Likelihood Model (ELM)

The Cognitive Response Approach

Exposure to advertisement

Exposure to advertisement

Source-oriented thoughts

Source-oriented thoughts

Ad execution thoughts

Ad execution thoughts

Product/message thoughts

Product/message thoughts

Attitude towards the advertisement

Attitude towards the advertisement

Brand attitudesBrand attitudes

Purchase intention

Purchase intention

Cognitive Responses Attitudes

Cognitive Response Categories

Product/Message Thoughts Counter arguments Support arguments

Source-Oriented Thoughts Source derogation Source bolstering

Ad-Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad Important determinant of advertising effectiveness

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

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.

Ads Following Central Route

An Ad Following Peripheral Route

Think

Does a spokesman always represent a peripheral cue?

Communication Process

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)

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.

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

Fear Appeals and Message Acceptance

Rej

ectio

n

Inhibiting effects

Resultantnonmonotonic curve

Facilitating effects

Level of fear

Acc

epta

nce

Message Structure

Order of Presentation Conclusion Drawing Message Sidedness Refutation Verbal versus Visual Messages

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.

Message Recall and Presentation Order

Rec

all

Beginning Middle End

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.

Conclusion Drawing

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.

Two-Sided Message

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.

Refutation

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.

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.

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」

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」

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」

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」

Message Format

Print ad: headline, copy, illustration, and color.

Radio ad: words, voice qualities, and vocalizations.

TV ad: body language.

Message Source

Source Attribute Process

Credibility Internalization

Attractiveness Identification

Power Compliance

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.

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

AGV uses the anchorperson as an advertising spokesperson

Dell Computer uses its founder and CEO as an advertising spokesperson

Limitations of Credible Sources High-Credibility → Asset and Low-Credibility →

Liability ? A very credible source is more effective when message

recipients are not in favor of the position advocated in the message.

A very credible source is less important when the audience has a neutral position, and such a source may even be less effective than a moderately credible source when the receiver’s initial attitude is favorable.

Sleeper effect: the persuasiveness of a message increases with the passage of time. However, many studies have failed to demonstrate the

presence of a sleeper effect.

Source Attractiveness

Attractiveness encompasses similarity, familiarity, and likability.

Identification: the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.

Two dimensions: similarity and likability.

Applying Similarity

Similarity: resemblance between the source and the receiver of the message.

Similar people or situations 多芬 飛柔 保力達 B 台新銀行現金卡

Likability

An affection for the source as a result of physical appearance, behavior, or other personal traits.

Applying likability Using celebrities Decorative models

Using Celebrities

Nearly 20% of all TV commercials feature celebrities.

E.g. Tiger Woods, 周星馳 , 鄔瑪舒曼 . Stopping power: draw attention to advertising

messages in a very cluttered media environment.

Balance Theory (Fritz Heider)

Yao Ming is a Popular Endorser in China

Choosing a Celebrity Endorser

Factors

Match w/audience

Match w/audience

Match w/productMatch w/product

ImageImage

CostCost

TrustTrust

RiskRisk

FamiliarityFamiliarity

LikabilityLikability

Endorser Traits

Using Celebrities

Overshadowing the product Overexposure, e.g. 吳念真 . Target audiences’ receptivity

Knowledge, attitude Endorsed by no one: New Balance.

Risk to the advertiser Pepsi – Michael Jackson, Brittany Spears. Nike – Tiger Woods.

Decorative Models

Physically attractive communicators generally have a positive impact and generate more favorable evaluations of both ads and products than less attractive models.

Gender appropriateness and relevance to the product

An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall.

Source Power

A source has power when he or she can actually administer rewards and punishments to the receivers.

The power of the source depends on three factors: perceived control, perceived concern, and perceived scrutiny.

Compliance: the receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment.

Source Power

Power as a source characteristic is very difficult to apply in a nonpersonal influence situation such as advertising.

An indirect way of using power is by using an individual with an authoritative personality as a spokesperson.

The use of source power applies more in situations involving personal communication and influence.

Source Power