Post on 21-May-2015
description
Shifting advertising strategies and designsConsequences for brand perception
Perez-Diaz Michaël
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Giroux (1994)
“Shocking pictures have become ‘the most effective way of selling commodities
today’.”
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Lynn (2004)“Instead [of provocation],
firms will have to find another way to promote their goods. Maybe they could just say what it is, what it does and
how much it costs. Now, that really would be shocking.”
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Can brands which used to rely for several years on provocation easily change consumer perceptions by shifting to more
traditional advertising strategies ?
Is the impact of the shift from provocative to more traditional advertising strategies on Aad, Abr, and PI influenced solely by
the effect of the change in the picture/content of the ads or also by the effect of the consumers’ perceptions of the product
brands ?
The attitudes toward a Benetton ad “were mostly feelings about their advertising campaigns through the years and not only the picture itself”
(Andersson, Hedelin, Nilsson, and Welander, 2004)
Research purpose
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The theoretical research
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Besides the picture/content of the ad, other factors such as the product brand
might have an influence on Aad
They result in significantly
less favorable Aad
(e.g., Reichert et al., 1999)
They create more favorable
Aad (e.g., Pope, Voges, and
Brown, 2004)
Contradictory results emerge as to the impact of provocative stimuli in advertising on Aad
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Besides the product brand, other factors
such as the picture/content of the
ad might have an influence on Abr
They result in significantly less favorable Abr
(e.g., Henthorne and LaTour,
1994)
The impact of provocative stimuli in advertising on Abr seems more straightforward
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PI do not vary according to the
degree of provocation of the ads
(e.g., De Pelsmacker and Van Den Bergh,
1996)
They may influence PI in a
positive way (e.g., Dudley,
1999)
They result in significantly
less favorable PI
(e.g., Reichert et al., 1999)
Contradictory results emerge as to the impact of provocative stimuli in advertising on PI
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The empirical research
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Experimental design
Sample 1155 observations
Brand-TestBenetton Brand Provocative ad
Brand-TestDiesel Brand
Provocative ad
Brand-TestSisley Brand
Provocative ad
Sample 2139 observations
Blind-TestBenetton Brand(renamed "I")Provocative ad
Blind-TestDiesel Brand (renamed "J")Provocative ad
Blind-TestSisley Brand (renamed "L")Provocative ad
Sample 3182 observations
Brand-TestBenetton Brand
Non-provocative ad
Brand-TestDiesel Brand
Non-provocative ad
Brand-TestSisley Brand
Non-provocative ad
Sample 4189 observations
Blind-TestBenetton Brand(renamed "I")
Non-provocative ad
Blind-TestDiesel Brand (renamed "J")
Non-provocative ad
Blind-TestSisley Brand
(renamed "L")Non-provocative ad
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Is the impact of the shift from provocative to more traditional
advertising strategies on Aad, Abr, and PI significant ?
H.1 Aad related to a
provocative ad will be significantly
less favorable than Aad related to a
more traditional ad for the same brand
H.2 Abr related to a brand using a
provocative ad will be significantly
less favorable than Abr related to the same brand using a more traditional
ad
H.3 PI related to a
provocative ad will be significantly
less favorable than PI related to a
more traditional ad for the same brand
First step
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Is the influence of the product brand on Aad, Abr, and PI significant ?
R.Q.1 Will Aad be
significantly less favorable in the
blind-tests than in the brand-tests ?
R.Q.2 Will Abr be
significantly less favorable in the
blind-tests than in the brand-tests ?
R.Q.3 Will PI be
significantly less favorable in the
blind-tests than in the brand-tests ?
Second step
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Sample 1155 observations
Brand-TestBenetton Brand Provocative ad
Brand-TestDiesel Brand
Provocative ad
Brand-TestSisley Brand
Provocative ad
Sample 2139 observations
Brand-TestBenetton Brand
Non-provocative ad
Brand-TestDiesel Brand
Non-provocative ad
Brand-TestSisley Brand
Non-provocative ad
Sample 3182 observations
Blind-TestBenetton Brand(renamed "I")Provocative ad
Blind-TestDiesel Brand (renamed "J")Provocative ad
Blind-TestSisley Brand (renamed "L")Provocative ad
Sample 4189 observations
Blind-TestBenetton Brand(renamed "I")
Non-provocative ad
Blind-TestDiesel Brand (renamed "J")
Non-provocative ad
Blind-TestSisley Brand
(renamed "L")Non-provocative ad
Sample 1155 observations
Brand-TestBenetton Brand Provocative ad
Brand-TestDiesel Brand
Provocative ad
Brand-TestSisley Brand
Provocative ad
Sample 3182 observations
Blind-TestBenetton Brand(renamed "I")Provocative ad
Blind-TestDiesel Brand (renamed "J")Provocative ad
Blind-TestSisley Brand (renamed "L")Provocative ad
Sample 2139 observations
Brand-TestBenetton Brand
Non-provocative ad
Brand-TestDiesel Brand
Non-provocative ad
Brand-TestSisley Brand
Non-provocative ad
Sample 4189 observations
Blind-TestBenetton Brand(renamed "I")
Non-provocative ad
Blind-TestDiesel Brand (renamed "J")
Non-provocative ad
Blind-TestSisley Brand
(renamed "L")Non-provocative ad
More traditional adsMore traditional ads Blind-testBlind-test
Methodology
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
Independent variables : sample (2), gender (2), and product involvement (2)
Independent variables : sample (2), gender (2), and product involvement (2)
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Brand-tests Blind-tests
Provocative ads Provocative ads
Independent variables : sample (2), gender (2), and product involvement (2)
Independent variables : sample (2), gender (2), and product involvement (2)
Provocative ads More traditional ads
Brand-test Brand-test
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
Dependent variables : Aad, Abr, and PI scores
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Results
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
3 ANOVA
1st step 2nd step Is the impact of the shift on Aad, Abr,
or PI influenced by the pictures of the ads and by the
product brands ?
Brand-tests
Sample 1 - Sample 2
Blind-tests
Sample 3 - Sample 4
Provocative ads
Sample 1 - Sample 3
More traditional
ads
Sample 2 - Sample 4
Aad
Benetton
H.1 verified H.1 verified R.Q.1 verified
R.Q.1 verified
YES
Diesel H.1 verified H.1 verified R.Q.1 verified
YES
Sisley H.1 verified H.1 verified NO
Abr
Benetton
H.2 verified H.2 verified R.Q.2 verified
R.Q.2 verified
YES
Diesel H.2 verified R.Q.2 verified
R.Q.2 verified
NOT TESTABLE
Sisley H.2 verified H.2 verified R.Q.2 verified
R.Q.2 verified
YES
PI Benetton
H.3 verified
R.Q.3 verified
R.Q.3 verified
NOT TESTABLE
Diesel R.Q.3 verified
R.Q.3 verified
NOT TESTABLE
Sisley R.Q.3 verified
R.Q.3 verified
NOT TESTABLE
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More traditional advertising strategies associated with higher Aad/Abr
scores
Positive impact of brand names on the Aad/Abr scores
Sample 1 Sample 2 Sample 3 Sample 40
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
BenettonSisley
Abr
- M
ean s
core
s
Sample 1 Sample 2 Sample 3 Sample 40
0.5
1
1.5
2
2.5
3
3.5
4
4.5
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BenettonDiesel
Aad -
Mean s
core
s
Conclusions
Positive impact of brand names on the Aad/Abr scores composed of :
A negative effect associated with previous provocative advertising
campaigns
A positive effect associated with brand equity
But counterintuitive as these same brand names may remind consumers of previous provocative advertising campaigns
associated with lower Aad/Abr scores (cf. 1st step)
Brands which used to rely for several years on provocation can change consumer perceptions more efficiently in terms of Aad and
Abr scores by shifting to more traditional advertising strategies under the same brand names than under new ones
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Thank you for your attention !