advertising psychology
TRANSCRIPT
Andreea Dicu Alexandra Musat Carmen Neghina
Psycho-economics
Psychology Advertising
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Agenda
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Advertising revealed
Advertising tactics
Elaboration Likelihood Model
Communication Model/Techniques
1) Who say? 2) What? 3) By what means? 4) To whom?
Methods of measuring advertising effects Trends and future developments
Advertising Revealed
What do you think about advertising?
Fun
Deceptive Aggressive
Hard Work
Creative
Innovative
What is advertising in theory?
Sponsor
Paid form of communication
Persuasive
Mass Media
Large Audience
Non-Personal
Definition of advertising
“Advertising is paid non-personal communication from
an identified sponsor using mass media to persuade or influence an audience.”
(Wells, Burnett & Moriarty, 2003, p. 10)
An advertising idea is a credible and provocative statement
of substance about the brand’s main consumer benefit.
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Major objectives
Capture attention
Arouse and hold interest
Make a useful lasting
impression
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Effects of advertising
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Co
gnit
ive • awareness /
recognition of the ad, brand, or product/service
• memory about the ad, brand, or product/service
Aff
ecti
ve
• Interest
• product liking
• positive emotional response to an ad
• emotional bonding
Co
nat
ive • purchase
consideration
• buying the product
Unique Selling Proposition
A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer
The U.S.P. is about uniqueness
must sell
must make a proposition
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Unique Selling Proposition
In best cases our brand or product is unique in itself or is determined to be something unique for a special target group
Can you give examples? Coca cola
Porsche
Rolex
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Unique Selling Proposition
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Unique Advertising that promises a unique benefit,
or a benefit that is perceived as distinct
and/or superior
Selling Significant and relevant
to consumers - persuasive
enough to incite action
Proposition A clear, compelling
consumer benefit that is
delivered by the product
Unique Selling Proposition
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Unique taste, shape, color, different
flavors
Selling Bottles, cans & kegs
Proposition The Beck‘s experience
Brand Wheel
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What the brand is / what the brand looks like:
Physical/functional characteristics of the brand
Rational advantage for me. What the brand does:
The results of using the brand.
Psychological advantage of using the brand:
How the brand makes me feel about myself / how
others feel about me, using the brand
If the brand were a person:
How would it be?
Brand Essence: The core of the brand.
The sum of characteristics in the wheel.
Brand
Essence
Brand Wheel
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DRIVING EXCELLENCE
German, Masculine, Luxury, Expensive, well-engineered. Quality, Performance, Roadholding, Heritage, Bssssssing! Sports performance in luxury comfort, Best of both worlds. Is what it does
Wise heads on young shoulders A passionate driver
Serious but not serious-minded, charismatic, outgoing, joie de vivre, half german, half human. The steel fist in a velvet glove
Brand
Essence
Advertising Tactics
A framework of psychological meaning
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Stimulus e.g. TV ad
Billboard Image ad
Tangible Attributes
e.g. size color
brightness music
Data driven e.g. sight
touch sound
Intangible Attributes
e.g. modern fun
exciting
Concept Driven e.g. cognitive associations
cognitive abstractions
Psychological Meaning
Individual characteristics e.g. attitudes perceptual selectivity personality
Social characteristics e.g. gender social class marital status occupation
Situational characteristics e.g. time to make decision number of available choices
Attribute Bundle Perceptual Mode Context
Consumers that are motivated and able to process the message will devote more thought to the message contained in advertisement “elaboration”
Attitude change depends on the quality of the arguments
Elaboration Likelihood Model (Petty & Cacioppo, 1986)
Implies two routes to persuasion:
Central route to persuasion
Peripheral route to persuasion
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Consumers that are not motivated and/or unable to process the message will switch to a less involved and elaborate processing of information
Attitude change depends on the peripheral cues
Examples of peripheral cues
celebrity
attractive source
sources with high credibility
expert sources
humor
erotic stimuli
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Elaboration Likelihood Model
Motivation to process the message can be influenced by
personal relevance of the product need for cognition (a tendency to engage in and enjoy effortful analytic activity) personal responsibility
Ability to process the message can be influenced by distraction
prior knowledge
intelligence
message comprehensibility
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Elaboration Likelihood Model
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Central route to persuasion
Peripheral route to persuasion
•relatively enduring / shows a greater temporal persistence •more predictive of behavior •shows a greater resistance to counter-persuasion
• less enduring / relatively temporary • unpredictive of behavior • shows a greater susceptibility to counter-persuasion
Att
itu
de
chan
ge
Consequences of elaboration
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
Source characteristics
1) Credibility
Lower credibility sources - when the receiver’s thoughts about the product are favorable
Higher credibility sources – when the receiver’s thoughts are negative
Profession has a greater effect upon perceived credibility than the spokesperson
2) Attractiveness
3) Gender
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Who? Says what? By what means? To whom?
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
For low involvement products – coffee, perfume
Attractive models do not enhance recall, but facilitate ad recognition
3) Gender
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Who? Says what? By what means? To whom?
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Credibility
Attractiveness
Source
Gender
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Credibility
Attractiveness
Source
Gender
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
3) Gender
Gender of models should match the image of the product held by users
Any role depiction should be realistic and natural rather than stereotypical and false
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Who? Says what? By what means? To whom?
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Credibility
Attractiveness
Source
Gender
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
Message appeal - the overall style of the advertising
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Who? Says what? By what means? To whom?
Rational appeal?
One- vs. two- sided and comparative appeals?
Emotional appeal?
Communication Model
The MAC Model
Memory only – most of the choices we make are determined by habit
Memory plus affect – most of the conscious choices that make us pause are determined by affect
Memory plus affect plus cognition – some ads make us think, as well as do some decision
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Who? Says what? By what means? To whom?
Ads
Competitors for attention Pe
rcep
tual
filt
ers
Memory
Affect
Cognition
Communication Model
The MAC Model
Consider a major purchase choice you made in the past.
Did you use some rational basis to create a consideration set, or did you just fall in love with it when you saw it?
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Who? Says what? By what means? To whom?
Communication Model
The role of emotion
Coca-Cola – “Have a Coke smile”
Pepsi-Cola – “Get that Pepsi feeling”
General Motors – “Get that great GM feeling”
AT&T – “Reach out and touch someone”
Saab – “One car you can buy where your emotions aren’t compromised by your intellect”
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Who? Says what? By what means? To whom?
Communication Model
The role of emotion
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Who? Says what? By what means? To whom?
A Typology of Emotional Content
Positive Negative
Pleasure Joy Friendliness
Sadness Loneliness
Arousal Vitality Liveliness
Overstimulation
Dominance Competence Self-fulfillment
Futility
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Pleasure
Message appeal
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Arousal
Vitality
Message appeal
Liveliness
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Dominance
Message appeal
Communication Model
Fear appeals as arousal
Optimal range of tension
Point of inflection where increasing tension activates anxiety –> negative feelings
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Audio-Visual
Energy generation Anxiety & Energy generation
Threshold
Tension
No picture Picture
Who? Says what? By what means? To whom?
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Fear
Message appeal
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Fear
Message appeal
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Fear
Message appeal
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Fear
Message appeal
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Fear
Message appeal
Communication model
Humor appeal
"Trying to figure out why something is funny is like dissecting a frog. You'll come up with answers, but the frog always dies.“ Mark Twain
One of the most common techniques, but hard to realize
The belief that humor can increase advertising effectiveness has led to its unprecedented popularity
However, it can work for you or it can work against you!
Peripheral cue - drawing attention to the ad
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Who? Says what? By what means? To whom?
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Humor
Message appeal
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Humor
Message appeal
Communication Model
Subliminal Messages
the use of hidden or otherwise imperceptible stimuli to manipulate viewers or listeners to behave in ways they otherwise would not.
The Vicary “Eat Popcorn/Drink Coke” Study
Below threshold
Subjective threshold
Objective threshold
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Who? Says what? By what means? To whom?
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
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Who? Says what? By what means? To whom?
Copy theme
Visual reprezeantations
Music
Communication Model
1) Copy theme
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Who? Says what? By what means? To whom?
Surface level Text
Underlying level Text
Different ads using the same kinds of techniques (characters, jingles)
Signification system structured around connatative signified
Communication Model
1) Copy theme
Use of figurative language and rhetorical devices
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Who? Says what? By what means? To whom?
Metaphor
• used in creating brand identity
• Beetle (small and quick)
• Mustang (very fast)
Slogans
• reinforce the recognizability of a brand name
• Joint the Pepsi generation
Imperative forms
• this creates the effect of advice coming from an unseen authoritative source
• Trust your senses
Formulas
• create the effect of making meaningless statements sound truthful
• A Volkswagen is a Volkswagen
Communication Model
2) Visual representations
„What visual images express can only be approximated
by words, but never fully captured by them. Words represent an artificially imposed intellectual system removed from primal feeling; images plunge us into the depth of experience itself.“ (Barry, 75)
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Who? Says what? By what means? To whom?
Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
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Violating reality
Attracting attention
Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
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Visual Metaphor
Attracting attention
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Visual Metaphor
Attracting attention
Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
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Visual parodies
Attracting attention
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Visual parodies
Attracting attention
Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
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Direct eye gaze
Attracting attention
Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
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Vertical camera Angle, Power, and Status
Eliciting Emotion
Communication Model
2) Visual representations
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Who? Says what? By what means? To whom?
Attracting Attention
• Violating reality
• Surrealism and visual metaphor
• Visual parodies
• Direct eye gaze
Eliciting Emotion
• Vertical camera angle, Power, and Status
• Looking down, Nurturance, Subservience
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Looking down, Nurturance, Subservience
Eliciting Emotion
Communication Model
3) Music
Attention gaining value Ability to engage a listener’s attention through speed and loudness
Role in advertising – attract and hold attention
However, can be act as a distractive factor
Message congruence The extent to which purely instrumental music conveys meanings (feelings, images, thoughts) that are congruent with those evoked by ad messages
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Who? Says what? By what means? To whom?
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Communication Model
Who?
Says what?
By what means?
To whom?
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who? Says what? By what means? To whom?
Linguistics Cultural Suitability
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Linguistics
Targeting Cultures
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Cultural Suitability
Targeting Cultures
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who? Says what? By what means? To whom?
Explicit Implicit
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Explicit
Targeting Cultures
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who? Says what? By what means? To whom?
Colors Numbers
Colors and cultures
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Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
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Who? Says what? By what means? To whom?
Religion Individualism Masculinity
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Religion
Targeting Cultures
Communication Model
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Targeting Cultures
US Melting Point
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Respond to: Themselves reflected in images
Fierce sarcasm/ Imagination, Creativity Stupid / Smart Messages Deconstructed Paradigms
Style Luxury Goods and Mass Market
Targeting Generations
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GEN-X
(24-35)
“US“ “I“ “ALL“
Respond to: Cues of achievement / Status / Heroes
Iconic Authority Heroes / Trailbrazers
The things that are earned Comfort
„I‘ve earned it luxury“ Perks
Anti-Aging
Respond to: New Ideas
Companies with a Philosophy „Multi-Sensory“ Experiences Multi Generational Models
Fun / Learning Parents as their Heroes
Interesting People Senses of Community
BABY BOOMERS
(36-54)
GEN-Y
(6-23)
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Baby Boomers
Targeting Generations
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Gen X
Targeting Generations
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Gen Y
Targeting Generations
Communication Model
„The consumer is not an idiot, she‘s your wife.“
- David Ogilvy
„I heard another one: She‘s not an idiot, she‘s your boss!“
- David Lubars, BBDO West
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Targeting Genders
Communication Model
What do women want?
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Targeting Genders
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What Do Women Want?
Respect
Individuality
Stress Relief
Connection
Relationship
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Respect?
Targeting Genders
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Dove Pro-Age Campaign
Individuality
Targeting Genders
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Stress Relief
Targeting Genders
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Connection
Targeting Genders
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Relationship
Targeting Genders
Measuring Effectiveness
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Why?
"Half the money I spend on advertising is wasted, and the trouble is I don't know which half. “
- John Wanamaker
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Traditional measures of effectiveness
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Effectiveness Attitudes
towards the ad
Brand / Product / Ad recall
Purchase Intentions
Involvement
Dillemma
Some commercials succeed at being memorable
without managing to persuade viewers, while other
are persuasive without being memorable
- David. W. Stewart, David H. Furse
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Best practice
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Strategy or copy developement
Copy refinement Below the surface
exploration
Disaster checks
Future Trends in Advertising
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Mass is back in business
Goal: reach a mass audience
Future trends
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Future Trends
Screen saturation
Gender reversal
Brand guards
Real social networks
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Questions?
Thoughts?
Applause?
Thank you for your attention!