Lecturer: Ambreen Bashir

College of Business Management

Institute of Business Management

Archetype Images in Advertising Archetypal images are characters that represent deeply

fundamental human needs and desires, and have often been used by the advertising industry to subtly persuade consumers to purchase their products or services.

Advertisers use 12 archetypes to drive purchasing decisions.

Archetype Personality types‘Caregiver.’ Selfless and caring.‘Creator.’ An innovator, creator of new stuff.‘Explorer.’ Strives for freedom and independence.‘Hero.’ Courageous, wants to prove worth – not deterred by danger.‘Innocent.’ Trusting and enjoys peacefulness.‘Jester.’ Living life in a fun way‘Lover.’ Enjoys intimacy. Finds and gives love.‘Magician.’ Wizards of transformation, believes change can happen.‘Outlaw.’ Rule-breakers, seeks to revolt.‘Regular Guy/Gal.’ Connects with others, enjoys life without change.

‘Ruler.’ Exerts power and control.‘Sage.’ Truthful, often seek knowledge to understand the world better.

Use of Archetypal Advertising• Hero: The Marlboro man, the Old Spice guy, GI Joe and Gillette Razors, • Outlaw: Harley-Davidson, Red-Bull, Mountain Dew• Magician: Harry Potter-like, Disneyland-ish, Wizard of Oz-type,Apple products.• The regular guy: Ikea, Kamal, Mobilink, Ebay• Jester: Ufone, Joe Camel• Lover: Ponds Age-Defying, Godiva,Slice•Innocent: Dove, Johnsons• Explorer: Amazon.com, Jeep, OLX• Sage: Max Bar, Tetlet tea, Surf Excel• Creator & Ruler: Raymond Suit, Microsoft, American Express, Lego•Caregiver: Campell Soup, Dalda, Volvo

Consumer Perceptions Perception is the process by which stimuli are selected,

organized and interpreted.

Perception- process of giving meaning to sensory stimuli

Requires attention to a stimulus

Perceptions- often goal or value oriented

Exposure and Attention Degree to which people notice a stimulus within range

of their sensory receptors

Marketers must ensure that people are exposed to their marketing messages, thus able to sense them in the first place

Problems?

How do you overcome?

Exposure and Attention?

an interactive outdoor campaign for Ford. The "Ford Miracles" ads consists of interactive posters that look at people and react to their actions. The voice and facial expressions of the guy in the poster are controlled by an actor hidden in a booth nearby. The interactive

billboards were placed at the main train stations in Belgium

Sensory Dynamics of PerceptionPre-Attentive Processing- Sensation: Exposure to stimulus- use of five senses Vision, smell, sound, taste, touch For pre-attentive processing we need to consider sensory

dynamics of perception Absolute Threshold – Minimum Level-’something’ or ‘nothing’

Sensory adaptation-

Differential Thresholds- Just Noticeable Difference (JND)- when will a change be noticed.

To be noticed? Not to be noticed? Subliminal Perception: beneath the threshold.

1957- Eat Popcorn and drink Coca Cola: Popcorn sales increased 48% and coca-cola sales increased 18%

Criticism: a vivid imagination can see whatever it wants to see in any situation

Perception?

Perception

Perception

Perception

Perception

Elements of Perception/Perceptual Process.1. PERCEPTUAL SELECTION : interaction of expectations and motives with the nature of stimulus itself

1. Selective Exposure

Remember, most exposure is involuntary!

Can you think of voluntary exposure?

Exposure is selective also

Sometimes consumers go out of the way to ignore some

messages

Exposed to 300 ads. daily, 18,000 product faces in average

supermarket.

Zipping, Zapping

TV audience figs/rates all about exposure!

Exposure Impetus to find novel unexpected exposure points

where consumers will be “ambushed”

e.g? sponsorship, airport carousels, bus shelters,supermarket dockets, taxis, matches, parking feedockets, aircraft etc.

e.g. Bulbulay and Q-mobile

2. Selection/Selective Attention

that portion of stimuli selected for perceptual processing or focal attention

Individual determinants: Motives and goals determine what we attend to –

perceptual vigilance , we tend to notice things immediately that are important to us

perceptual defence: we don't see what we don't want to see

INVOLUNTARY ATTENTION is the challenge!Factors in Stimulus novelty,

humour

contrast

movement

intensity

isolation

ambiguity

Perceptual OrganizationStimulus Organization-

Categorization involves comparison between a perceived stimulus and prior categorical knowledge

Informs how we will interpret stimulus

Gestalt psychology- totality of a set of stimuli rather than from an individual stimuli

Some concepts-

Principles of Closure, Grouping, figure and ground

Closure: If enough of the shape is indicated, people perceive the whole by filling in the missing information.

Figure & Ground: In this image, the figure and ground relationships change as the eye perceives the form of a shade or the silhouette of a face.

Proximity/Grouping: When the squares are given close proximity, unity occurs. While they continue to be separate shapes, they are now perceived as one group.

Use of figure-ground by wrangler

3. Perceptual ProcessPerceptual Interpretation

Derived from prior knowledge as well

Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Product Positioning

A psychological perspective: What is the Meaning of a Brand?

• Physical product/service PLUS… something else…

• “a brand is not a product. It is the product’s essence,

its meaning and its direction, and it defines its

identity in time and space” (Kapferer, 1992)

• Brand as images in consumer’s mind

• “nothing more than the sum of all the mental

connections people have around it” (Brown, 1992)

Positioning A brand name (or sign or symbol) and an idea…. In the mind

of the consumer……… That is relevant and valued…………. And different from competitors.

To Design an Offering and Image to Occupy a Distinctive Place in the Mind of the Target Market

Brands and their relation towards competing brands are stored in unique position in consumers brain. (e.g. Q mobile is cheaper than Nokia)

Example of a Positioning Statement : To busy professionals (target group), Palm Pilot (Brand) is an

electronic organiser (concept) that allows you to back up files on your PC more easily and reliably than competitive products (point of difference).

How Slogans help create image Apple Computers

Ad slogans: Think different.Apple Macintosh. The computer for the rest of us.The Power to Be Your Best.Macintosh. It Does More. It Costs Less. It's that Simple.

IBM (International Business Machines) ComputersSlogans: I think, therefore IBM.

Think.IBM. Computers help people help people.Solutions for a small planet.

Acer (range of computers, notebooks, monitors…)Advertising slogans: Empowering People.

Acer. We hear you.

Compaq ComputersTaglines: Compaq. Inspiration technology.

Has it changed your life yet?For the next generation of big businesses.

Dell ComputersSlogans: Dell. Purely You.

Dell. Uniquely You. (Australia)Easy as Dell. Be direct.

Decisions and Activities Embodied in the Composite Positioning Model

Positioning Aims

Positioning Objective

Positioning Strategy

CommunicationsConsumer

Perceptions

Source: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising, Journal of Advertising Research

Positioning Aims ‘Profit and market share: This reflects a desire to

achieve profits through increased market share.

2. Profit and status: In this aim, profit is to be achieved through the development of an image of exclusivity, rarity, or other similar status seeking images.

3. Profit and Cobranding: This aim concerns efforts in achieving profits through association or relationship with other firms and/or their brands.’

Source: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising, Journal of Advertising Research

Positioning Objectives ‘Functional: These objectives reflect basic and/or practical propositions

and require specific product/services. For example, vacuum cleaners, computers, credit cards, insurance, etc. that are meant to solve a basic problem, prevent a potential basic problem, or restructure a frustrating situation. Examples are basic necessity goods.

2. Symbolic: Unlike functional objectives, symbolic objectives are meant to satisfy internally generated needs such as enhancement, group membership, ego identification, and the desire to impress. Examples include luxury goods.

Experiential: These are objectives that require sensory pleasure, variety, and with cognitive awareness. A brand with an experiential objective is therefore aimed at satisfying variety and stimulation based needs such as entertainment, pleasure seeking, cosmetics, etc.’

Source: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising, Journal of Advertising Research

Positioning Strategies Strategy 1: Top of the range:

Upper class, Top of the range, Status, Prestigious, Posh

Strategy 2: Service;

Impressive service. Personal attention, Consider people as important. Friendly service

Strategy 3: Value for money:

Reasonable price. Value for money, Affordability

Strategy 4: Reliability:

Durability, Warranty, Safety, Reliability

Strategy 5: Attractive:

Good aesthetics, Attractive, Cool, Elegant

Strategy 6: Country of origin:

Patriotism, Country of origin

Strategy 7: The Brand Name:

The name of the offering, Leaders in the market, Extra features. Choice, Wide range

Strategy 8: Selectivity:

Discriminatory, Selective in the choice of customers, High principlesSource: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising,

Journal of Advertising Research

Perceptual Mapping Perceptions typically aggregated into a positioning map

an n-dimensional graph with different attributes (2 or more) that consumers are presumed to care about most in a category

Challenge- Identify a desirable position on map

Develop plan to capture and dominate this position

Perceptual Mapping

Prescriptive strategies for brand positioning problems.

Do target markets

perceptions correspond

to intended positioning

Is brand deficient in

key’

relative to competitors

YES

NO

YES NO

1. All is well

2. If market is still not profitable,

find a more profitable segment and

Position brand in this new target

market

Jump the competition:

Introduce new attributes and

develop new promotional plan

Correct misconceptions:

Modify market’s beliefs via

revised promotional plan

Reposition brand:

Correct deficiencies in attributes;

promote new product

Convince existing segment

That deficient attributes

are relatively unimportant

Market to a new segment

not sensitive to attribute

deficiencies