2 …introduction to

the role advertising plays

• …to differentiate

• …to remind (or reassure)

• …to inform

• …to persuade

D

R

I

P

the Advertising Plan...

message…

emotional and informational

message…

factual, ‘slice-of-life’, demonstration, comparative

fear, humour, animation, sex, music, fantasy

timing…

Pulsing – a combination of the previous

uses of advertising…

aligned with this approach is the concept of likeability

shock in advertising...

Exp

osu

re

Shock Advert

No

rm V

iola

tio

n

Surprise

Rea

ctio

n

Attention

Comprehension

Elaboration

Retention

Behaviour

Shock in Advertising

attitude toward product was regarded as key

Attention

Desire

Interest

Action

Awareness

Interest

Evaluation

Trial

Adoption

Unawareness

Awareness

Comprehension

Conviction

Action

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

cognitive

affective

conative

AIDA The Innovation-Adoption Model

The Hierarchy-of-Effects Model

DAGMAR

Colley, 1961 Lavidge and Steiner, 1961

Lewis, 1898 Rogers, 1962

Exposure

Processing

Communication effects in relation to brand positioning

Target audience action

Involvement

advertising frameworks…

involvement – advertising works by drawing

members of the audience into the advertisement.

strong and weak theories…

hence, it is only after trial that our attitudes are changed

consumers should be ‘nudged’ into buying brands more frequently