Marketing Management 3 assigment 750-900 words each assigment

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Advertising Messages and Marketing Communication

11. 1

Marketing Framework

Advertising

• Advertising • Primary means to communicate with

customers

• It can be difficult to measure advertising’s effectiveness

• Need to determine the goal

• Most advertising cannot achieve multiple goals

Advertising

• Integrated Marketing Communications • Maintain message's holistic nature across

all media choices • e.g., TV ads, press releases, billboard, pop-

up ads, sponsored events, post-cards, etc.

Why is Advertising Important?

• Advertising • Facilitates customers’ awareness and

knowledge by providing information

• Attempts to persuade potential customers that the brand is superior

• Has both short-term and long-term effects

• Is expected to generate sales but it is hard to “prove”

• Advertising effects are cumulative

Goals of Advertising

• Various goal models exist • AIDA: Attention, Interest, Desire, Action

• e.g., an infomercial is designed to – Capture your attention

– Keep you interested enough to continue watching it

– Make you desire the product

– Get you to act by picking up the phone and ordering the product

» Getting consumers to act is not simple; even for simple products

Goals of Advertising

• Advertising should influence • Cognition: awareness and knowledge

• Affect: attitudes and associations

• Behavior: actions

Goals of Advertising

• Advertising goals and product lifecycle stages • Introduction: awareness and information

• Growth: enhance positive attitudes

• Maturity: remind consumers

• Decline: reductions in ad spending

Designing Cognitive Ads

• Cognitive ads • Engage the consumer’s brain

• One-sided: Express product’s benefits – e.g., “The fastest smartphone”

• Two-sided: Express pros and cons – Usually stand out more and are considered

more objective

– e.g., Ads for pharmaceuticals usually state the benefits as well as the side effects

Designing Cognitive Ads

• Noncomparative ad • One brand is

mentioned and its features, attributes, image, etc. are conveyed

Designing Cognitive Ads

Comparative ad • Brand and

competitive brand are mentioned

• Usually not done by market leaders

• e.g., Coke may not mention Pepsi, but Pepsi mentioned Coke in its “Pepsi Challenge”

Designing Cognitive Ads

• Product demonstration ads • Vivid & make consumers' expectations clear

Designing Cognitive Ads

• Drama ads • A problem is depicted and the brand is

featured as the solution

• Dramas are more memorable than a listing of features

Designing Emotional Ads

• Humor ads • May break through

clutter & be buzz- worthy

• Usually not cost efficient

• May remember joke not product

• May insult viewer • May “wear out”

Designing Emotional Ads

• Fear ads • Use negative

emotions • For a fear appeal to

be effective, the ad must provide a solution to reduce the consumer’s fear

Designing Emotional Ads

• Subliminal ads • Shown fast enough that viewers cannot

point to the ad • Thought to affect the subconscious

• Considered unethical and have never been shown to work

Designing Emotional Ads

• Image ads • Are more abstract;

used to convey an image

• Great for positioning

Designing Emotional Ads

• Endorsement ads • Have a brand

spokesperson • e.g., Celebrities,

experts, regular people, etc.

Designing Emotional Ads

• Endorsement ads • Celebrity: positive association for

spokesperson transfers to brand • Can be risky: e.g., Tiger Woods

• Experts: gives credibility to the product because the expert knows more than us

• Regular people: gives credibility; they are like us and may not be getting paid

How Endorsements Work

• Elaboration Likelihood Model • Central route

• Ad’s argument persuades • Occurs when customers are highly involved

with brand and motivated to process the ad

• Peripheral route • Ad’s peripheral cues persuade not argue

– Attractiveness or credibility of endorser, style of ad, etc.

• Occurs when customers are not involved with brand and not motivated to process

How Endorsements Works

• Source credibility • Consumer interprets message as the most

important piece of information, but also processes the credibility of the source

• e.g., Michael Jordan selling Rayovac batteries or athletic shoes?

• Sleeper effect • Source conveys information, but over time

consumers forget the source

Evaluating Advertising

• Cognitive ads (awareness & knowledge) 1.Day after recall tests (DAR)

• Ask random samples of households – “Which brands did you see last night?”

2.Recognition tests • When can’t remember any more ads, ask

– “Do you remember seeing X ad?”

• Mere exposure • Sheer familiarity from repeated exposure

may enhance viewer’s favorability

Evaluating Advertising

• Affective ads (image and preference) 1.Concept testing

• 3-4 focus groups of 8-10 screened participants are shown the ideas of the ad

• Ads are usually in preliminary development • Consumers’ responses to ad, brand, etc. are

evaluated

Evaluating Advertising

• Affective ads 2.Copy testing

• Large random samples of consumers view a TV program and ads; after 30 minutes, consumers take survey

• Ad evaluation items – Stimulation (curious, enthusiastic, etc.) – Information (useful, credible, etc.) – Negative emotion (irritation, etc.) – Transformation (enjoyment, satisfied feeling, etc.) – Identification (felt involved with it, etc.)

Evaluating Advertising

• Affective ads 3.Attitudes

• Attitudes toward the ad (Aad) and

• Attitudes toward the brand (Abrand) – Having positive attitudes on both is important

• Marketers believe • AadAbrandlikelihood to purchase

Evaluating Advertising

• Affective ads 4.Dial procedures are utilized to capture

ineffective sections of ads • Participants turn the dial as they view the ad

– left (“I hate this”) to right (“I love it”)

Evaluating Advertising Questions

1. Which firm above has a problem with • Satisfaction?

• Awareness?

2. Which brand would you most want to be associated with?

Managerial Recap

• Set goals in order to evaluate ads

• Classes of ad messages • Rational or cognitive ads

• One- and two-side arguments, comparative and noncomparative ads, product demonstrations and dramas

• Emotional ads • Humorous and fear-inducing appeals, image,

and endorsements

Managerial Recap

• Advertising is tested via • Concept and copy testing

• Memory tests (recall and recognition)

• Attitudinal tests, and

• Behavioral measures