Topic 2 The theoretical background to advertising Reading

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

Why look at advertising theories?

Why look at advertising theories?

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

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

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

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

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

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

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

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

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

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

So, how does advertising work?

No consensus!

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

Many influences

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

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

Salience Prominence of brand in consumer’s mind • Successful advertising affects brand salience • Not exclusive

Relevance of existing models in the digital age