Advertising Management Process Advertising Message Strategies Managing Advertising

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Advertising Management Process Advertising Message Strategies

Advertising Management Process Advertising Message Strategies

Managing Advertising Formulating Advertising Strategy • Setting Objectives • Budgeting • Creating Ad Messages

Managing Advertising Formulating Advertising Strategy • Setting Objectives • Budgeting • Creating Ad Messages • Selecting Ad Media and Vehicles Implementing Strategy • Dealing with the tactical activities e. g. the time and programmes to air the advertisement Assessing Effectiveness • Determining the measurements and then whether objectives are achieved

Message Strategies Rational Appeals e. g. Unique Selling Preposition Comparative Ads Advertising Appeals Endorsers

Message Strategies Rational Appeals e. g. Unique Selling Preposition Comparative Ads Advertising Appeals Endorsers Expert Celebrity Emotional Appeals e. g. Fear Eroticism Pelsmacker et al. (2007), Chapter 7

Rational Appeals • Unique Selling Proposition – Identify an important difference that makes a

Rational Appeals • Unique Selling Proposition – Identify an important difference that makes a brand unique and then develop an ad claim that competitors either cannot make or have chosen not to make • Comparative Ad – A direct comparative ad explicitly names the comparison brand claims it is inferior to the advertised brand with a specific attribute

Emotional Appeals • Fear Appeal – Fear appeal ads identify the negative consequences of

Emotional Appeals • Fear Appeal – Fear appeal ads identify the negative consequences of either not using the advertised brand or engaging in unsafe behaviour

Risk Taxonomy Financial Risk The consumer loses money, either because the product will not

Risk Taxonomy Financial Risk The consumer loses money, either because the product will not work at all (or presumably must be replaced), because it costs a lot to keep it in good condition, or because an equivalent or better product is available at lower cost Performance Risk There is something wrong with the product or it does not work properly Physical Risk The product is unsafe, that is, harmful to one’s health Psychological Risk The product disagrees with the buyer’s self-image or selfconcept Social Risk The product adversely affects the way others think about the buyer Time Risk The product wastes buyer’s time and causes inconvenience because it must be adjusted, repaired, or replaced Jacoby and Kaplan (1972), “Components of Perceived Risk in Product Purchase: A Cross-Validation , ” Journal of Applied Psychology, 59(3), pp. 287 -291

Emotional Appeals • Fear Appeal – The more fear in the ads, the more

Emotional Appeals • Fear Appeal – The more fear in the ads, the more likely the audiences will be persuaded but only to a certain extent. – The greater the relevance. The lower the fear needed to activate a response La. Tour et al. (1993), "To Shock or Energize through Fear Arousal in Print Advertising, " American Business Review, 11 (2), 1 -6; Janis, I. L. (1967). “Effects of Fear Arousal on Attitude Change: Recent Developments in Theory and Experimental Research, ” Advances in Experimental Social Psychology, 4, 166 -224.

Emotional Appeals • Erotic Appeal – Sexual ad acts to attract and hold attention

Emotional Appeals • Erotic Appeal – Sexual ad acts to attract and hold attention for longer, to enhance message recall, and to evoke emotional responses Richmond and Hartman (1982), “Sex Appeal in Advertising, " Journal of Advertising Research , 22 (5), pp. 53 -61; La. Tour et al. (1990). “Female Nudity, Arousal, and Ad Response: An Experimental Investigation, ” Journal of Advertising, 19(4), pp. 59 -63

Emotional Appeals • Erotic Appeal – Sex sells but it can reduce brand message

Emotional Appeals • Erotic Appeal – Sex sells but it can reduce brand message recall, it works more significantly for men, and it works mostly with functional and romantic products Smith et al. (1995), “Understanding Responses to Sex Appeals in Advertising: An Individual Difference Approach, " Advances in Consumer Research, 22, pp. 735 -739

Endorsers • Expert / Consumer Endorsements – positive expert and consumer endorsements both enhance

Endorsers • Expert / Consumer Endorsements – positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product Wang (2005), “The Effects of Expert and Consumer Endorsements on Audience Response, ” Journal of Advertising Research, 45(4), pp. 402 -412

Endorsers • Celebrity Endorsement – stock pries can rise when companies announce celebrity endorsement

Endorsers • Celebrity Endorsement – stock pries can rise when companies announce celebrity endorsement contracts and to fall when negative publicity reaches the media about a celebrity who endorses one of the company’s brands. Agrawal and Kamakura (1995), “The Economic Worth of Celebrity Endorsers: An Event Study Analysis, ” Journal of Marketing, 59(7), pp. 56 -62; Therese et al. (2001), “When Bad things Happen to the Endorsers of Good Products, ” Marketing Letters, 12(1), pp. 13 -24

Endorsers Credibility: The Process of internalisation Trustworthiness The property of being perceived as believable

Endorsers Credibility: The Process of internalisation Trustworthiness The property of being perceived as believable and dependable Expertise The characteristic of having specific skills, knowledge, or abilities with respect of the endorsed brand Attractiveness: The Process of Identification Physical Attractiveness The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness Respect The quality of being admired or even esteemed due to one’s personal qualities and accomplishments Similarity The extent to which a endorser matches an audience in terms of characteristics pertinent to the endorsement relationship Erdogan et al. (2001), “Selecting Celebrity Endorsers: The Practitioner’s Perspective, ” Journal of Advertising Research, 41(3), pp. 39 -48