1 / 25

Exploring Advertising Theories: Insights and Applications

Delve into the complex realm of advertising theories, from AIDA model to Colley's Hierarchy, to understand how communication elements, source characteristics, and interpreting communications shape consumer behavior. Learn about Lavidge and Steiner's model, criticisms of advertising models, buying behavior types, and the Foote Cone & Belding planning grid. Uncover the benefits of advertising models, diverse perspectives on how advertising works, and the influential factors impacting ad effectiveness. Discover practical applications in the digital age!

clinec
Download Presentation

Exploring Advertising Theories: Insights and Applications

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Topic 2The theoretical background to advertising Reading: Thorson & Duffy (2012), chapter 5

  2. Why look at advertising theories?

  3. Why look at advertising theories?

  4. Model of the elements of communication (Yeshin, 2006:30) Sender Encoding Message NOISE NOISE NOISE NOISE Feedback Media Response Receiver Decoding NOISE

  5. Source characteristics (Egan, 2007; Medcalf, 2004) • Source credibility • How much confidence the receiver has that the source can provide an expert and/or objective opinion • Source attractiveness • How attractive and persuasive the source is • How much the source identifies with receiver • Source power • Where compliance with request involves real or perceived reward or punishment avoidance

  6. Interpreting communications • Codes – a common set of rules or interpretative devices known to the sender and receiver of messages. • Semiotics – the study and interpretation of various signs used in communication.

  7. Visual symbols used in marketing communications (Medcalf, 2004:32-36 • Hair • Body • Relative size • Looks • Manner – expression, eye contact, pose • Clothes • Activity – touch, body movement, positional communication • Props & settings

  8. Hierarchy models • Identify an ordered set of responses that people can have to advertising • Attempt to predict actions and responses • Central concepts • Attend to the message • Understand message • Desire the brand • Sustain desire until they can buy it

  9. AIDA model of the process of communication (cited inYeshin, 2006:32) Attention Interest Desire Action

  10. Lavidge and Steiner’s model of the advertising process (cited inYeshin, 2006:33) Awareness Knowledge Liking Preference Conviction Purchase

  11. Colley’s Hierarchy of Effects model (cited in Yeshin, 2006:35) Unawareness Awareness Comprehension Conviction Action

  12. Criticisms of advertising models(Yeshin, 2006) • Based on the passive consumer • Assumption of a response in an ordered and sequential manner • Simplistic version of human behaviour and response • Assumption that all advertising works in the same way • Ignore consumer’s experience of previous product usage • Consider how advertising is processed but don’t explain how the processed ads impact on consumer choices

  13. Types of buying behaviour(Kotler, 2008:262) High involvement Low involvement Complex buying behaviour Variety-seeking Buying behaviour Significant differences between brands Few differences between brands Dissonance-reducing Buying behaviour Habitual buying behaviour

  14. The Foote Cone & Belding (FCB) planning grid (Yeshin, 2006:36) Informative (thinking) E.g. car Habit formation E.g. food Affective (feeling) E.g. cosmetics Self-satisfaction E.g. alcohol High involvement purchases Low involvement purchases

  15. Heightened Appreciation Model Pre-campaign Campaign Post-campaign Advertising stresses specific aspect/ attribute of brand Brand has intermittent usage and adequate image Brand has more frequent usage/ enhanced image Gradual change towards Heightened appreciation of brand attribute in use

  16. Benefits of advertising models(Yeshin, 2006:42) • Allow advertisers to predict behaviour • Good planning, training and conceptual tool • Problem solving device

  17. So, how does advertising work?

  18. No consensus!

  19. 2 broad perspectives • ‘Strongly persuasive’ view – advertising impacts on people’s attitudes towards brand in order to create desired behaviour. Vs • Advertising provides publicity for the brand in order to stay in consumers’ minds. • attitudes change as a result of trying the brand

  20. Many influences

  21. Prue’s (1998) ‘alphabetical model- essential ingredients in good ads • Appreciation by target audience • Branding – ad should be inextricably linked to the brand • Communication – should be relevant to brand • Desired effect on brand

  22. Blackston’s four advertising effects- criteria for determining effectiveness • Intrusiveness/stand-out qualities • Creative quality • Effect on brand • Call to action (persuasiveness)

  23. SalienceProminence of brand in consumer’s mind • Successful advertising affects brand salience • Not exclusive

  24. Relevance of existing models in the digital age

More Related