The Psychology of Advertising & Communication. Credibility Attractiveness Power Internalization...
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Transcript of The Psychology of Advertising & Communication. Credibility Attractiveness Power Internalization...
The Psychology of Advertising & CommunicationThe Psychology of Advertising & Communication
CredibilityCredibility
AttractivenessAttractiveness
PowerPower
InternalizationInternalization
IdentificationIdentification
ComplianceCompliance
CredibilityCredibility InternalizationInternalization
AttractivenessAttractiveness IdentificationIdentification
Source Attributes and Receiver Processing Modes
Source Attribute Process
SkillSkill
KnowledgeKnowledge
ExpertiseExpertise
UnbiasedUnbiased
TrustworthyTrustworthy
ObjectiveObjective
UnbiasedUnbiased
TrustworthyTrustworthy
ExpertiseExpertise
SkillSkill
KnowledgeKnowledge
Source Credibility
Relationship to Product
Relationship to Product
CharacterCharacter
A Model of Cognitive Response
CounterargumentsCounterarguments Support argumentsSupport arguments
Source derogationSource derogation Source bolsteringSource bolstering
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Source bolsteringSource bolsteringSource derogationSource derogation
Support argumentsSupport argumentsCounterargumentsCounterarguments
Affect / Attitudetoward the ad
Affect / Attitudetoward the ad
Cognitive Response Categories
Product/Message ThoughtsProduct/Message Thoughts
Source-Oriented ThoughtsSource-Oriented Thoughts
Ad Execution ThoughtsAd Execution Thoughts
Elaboration Likelihood Model
How consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information.
How consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information.
Peripheral route to persuasion – ability or motivation to process a message is low and receiver focuses more on peripheral cues rather than message content
Peripheral route to persuasion – ability or motivation to process a message is low and receiver focuses more on peripheral cues rather than message content
Central route to persuasion – ability or motivation to process a message is high and close attention is paid to message content
Central route to persuasion – ability or motivation to process a message is high and close attention is paid to message content
Routes to attitude change
Celebrity Endorsers Can Be Central or Peripheral Cues
Experts Lend Authority to an Appeal
Endorsement by a “Celebrity Expert”
Dave Thomas - effective spokesperson for Wendy’s
*Click outside of the video screen to advance to the next slide
Source Attractiveness
Resemblance between the source and
recipient of the message
Resemblance between the source and
recipient of the message
SimilaritySimilarity
Knowledge of the source
through repeated or prolonged
exposure
Mere exposure effect
Knowledge of the source
through repeated or prolonged
exposure
Mere exposure effect
FamiliarityFamiliarity
Affection for the source resulting from physical appearance,
behavior, or other personal traits
Affection for the source resulting from physical appearance,
behavior, or other personal traits
LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity
The celebrity’s behavior may pose a risk to the company
The celebrity’s behavior may pose a risk to the company
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
Risks of Using Celebrities
Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood
*Click outside of the video screen to advance to the next slide
EndorsementsEndorsements
DramatizationsDramatizations
TestimonialsTestimonials
PlacementsPlacements
IdentificationIdentification
RepresentativesRepresentativesRepresentativesRepresentatives
DramatizationsDramatizations
PlacementsPlacements
TestimonialsTestimonials
EndorsementsEndorsements
Modes of Celebrity Presentation
CelebrityCelebrity
Undermining the Traditional Approach
Perceived controlPerceived control
Perceived concernPerceived concern
Perceived scrutinyPerceived scrutiny
Perceived controlPerceived control
Perceived concernPerceived concern
Source Power
Source PowerSource Power
Recall and Presentation Order
Reca
ll
Beginning Middle End
Message Argumentation
• One-sided Messages: only mention support arguments– Most ads are one-sided – advertisers want to avoid introducing any
form of doubt or confusion.– Works better with low NFC, uneducated and low involvement
audiences.– Example: “Vote George Bush – he’ll keep our country safe.”
• Two-sided Messages: mention both support and counter-arguments– Better for audience members who
• are pre-disposed to disagree with the advocated position• have more education• are higher NFC• are higher-involvement
– Example: “Despite the ailing economy, George Bush is doing a good job as president.”
Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup
Buckley’s Uses a Humorous Two-Sided TV commercial
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Message Argumentation
• Refutational Appeals: A two-sided message which refutes
the opposing viewpoint.
Allows for psychological inoculation against counter-arguments made by self or others.
Often used in comparative advertising Useful when you expect receivers to counter-argue your
message (usually in high NFC or high-involvement situations). Example: “Bush’s opponents say Americans are unhappy
with the war against terror, but nothing could be further from the truth. Studies show Americans feel safer than ever under George Bush’s leadership. Vote for George Bush.”
Appeal mostly to the logical, rational minds
of consumers
Appeal mostly to the logical, rational minds
of consumers
Logical vs. Emotional Appeal
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal mostly to the feelings and emotions
of consumers
Appeal mostly to the feelings and emotions
of consumers
FearAppeals
FearAppeals
ComparativeAds
ComparativeAds
FearAppeals
FearAppeals
ComparativeAds
ComparativeAds
Message Appeal Options
HumorAppealsHumorAppeals
• May stress physical danger or threats to health
• May identify social threats: disapproval or rejection
• May backfire if the level of threat is too high
• May stress physical danger or threats to health
• May identify social threats: disapproval or rejection
• May backfire if the level of threat is too high
• May be especially useful for new brands
• Often used for brands with small market share
• Frequently used in political advertising
• May be especially useful for new brands
• Often used for brands with small market share
• Frequently used in political advertising
• They can attract and hold attention
• They are often the best remembered
• They put the consumer in a positive mood
• They can attract and hold attention
• They are often the best remembered
• They put the consumer in a positive mood
Comparative Advertising
• Definition: Mentioning/showing the competitor in your ad by way of comparison (and typically how we are better)
• History: Early 80’s FTC lifts the ban on CA to enhance the provision of choice-making information to consumers.
• Legal issues: Advantages must be substantiated
• Used offensively (attack) or defensively (“fight back”)
• CA appeals used less nowadays• The confusion aspect: Which brand was advertised???!,
though consumers may remember attributes advertised.
• Great for newly launched products with small (or zero) market share that offer a distinct edge over the competition
Comparative Advertising, cont.
• Political ads– Negative information tends to
overshadow positive information
– Typically more effective to besmirch the opponent than to praise one’s self.
• Exception: Negative tit-for-tat exchanges (“mudslinging”) usually wind up helping neither candidate.
• Too much attacking results in negative perceptions of the attacking brand. – Moral: Attack in moderation.
Miller Lite Uses Comparative Advertising to Attack Bud Light
Fear Appeals
• Fear has facilitating effects and inhibiting effects.– Facilitation = motivation to
approach/avoid something– Inhibition = discouragement
from approaching/avoiding something
• Moderate fear appeals work best by encouraging facilitation and minimizing inhibition.– Too much fear: the audience
tunes out the message • Low credibility or elaboration of
harmful consequences is hedonically unpleasant.
– Too little fear: the audience isn’t motivated enough to do anything.
Fear Appeals and Message Acceptance
Threat Plus Solution Gently Persuades
Humor Appeals
Pros and Cons of Using Humor
Does not aid persuasion in general
Does not aid persuasion in general
Aids attention and awareness
Aids attention and awareness
Pros Cons
May harm recall and comprehension
May harm recall and comprehension
May harm complex copy registration
May harm complex copy registration
Does not aid source credibility
Does not aid source credibility
Is not effective in bringing about sales
Is not effective in bringing about sales
May wear out faster than non-humorous ads
May wear out faster than non-humorous ads
May aid retention of the message
May aid retention of the message
Creates a positive mood and enhances persuasionCreates a positive mood
and enhances persuasion
May aid name and simple copy registration
May aid name and simple copy registration
May serve as a distracter, reducing counterarguing
May serve as a distracter, reducing counterarguing
Does not aid persuasion in general
Does not aid persuasion in general
Aids attention, awareness and repeat attention
Aids attention, awareness and repeat attention
May harm recall and comprehension
May harm recall and comprehension
May harm complex copy registration
May harm complex copy registration
Humor is not universalHumor is not universal
Good “universal” humor is hard to produce!
Good “universal” humor is hard to produce!
May aid retention of the message
May aid retention of the message
Creates a positive mood and enhances persuasionCreates a positive mood
and enhances persuasion
May aid name and simple copy registration
May aid name and simple copy registration
May serve as a distracter, reducing counterarguing
May serve as a distracter, reducing counterarguing
Company seen as clever – carries over to products
Company seen as clever – carries over to products
Where humor works
Favorable Unfavorable
Creative personnel Management
Radio and television
Consumer non-durables
Business services
Products that are humorous
Less suited for direct mail and newspapers
Corporate advertising
Industrial products
Goods and services of a sensitive nature
Where humor works
Audiences Favorable
Audiences Unfavorable
Younger Older
Well educated
Up-scale
Males
Professional
Less educated
Down-scale
Females
Semi- or Unskilled
Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self- versus Externally Paced Media
• Newspapers
• Magazines
• Direct Mail
• Internet
• Newspapers
• Magazines
• Direct Mail
• Internet
• Radio
• Television
• Radio
• Television
Externally PacedMedia
Externally PacedMedia
vs.vs.
Contextual Appeals
• Effects of media: “The media is the message”.• Contextually Congruent vs. Contextually
Incongruent Advertising: Which works better? – Contextually Congruent: An ad for Apple’s new IPad
appears in a computing magazine.– Contextually Incongruent: An ad for Apple’s new IPad
appears in a sports magazine.
or ?
Contextual Appeals, cont.
• Show likeability correlates with ad likeability, recall and awareness.– Note that show likeability can result from show content that is
either negative (sad, disturbing, frustrating, etc.) or positive (happy, uplifting, pleasant, etc).
• Positive shows produce more positive reactions to advertising than negative shows.
• Many advertisers (i.e. Coke) avoid advertising during shows that create negative moods (“feel-bad” programming).
Question: Is it ever a good idea to advertise during ”feel-bad” programming?
The Image of a Magazine Can Enhance an Ad