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 NOISE Feedback Media Response Receiver Decoding NOISE

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

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. Codes common set of rules or interpretative devices known to the sender & receiver of messages Assign a specific meaning or content to a sign Improve consumers’ efficiency Add to the enjoyment of consumers’ activities Semiotics The study & interpretation of various signs used in communication

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

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 inYeshin, 2006:32) Attention Interest Desire Action

Lavidge and Steiner’s model of the advertising process (cited inYeshin, 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) High involvement Low involvement Complex buying behaviour Variety-seeking Buying behaviour Significant differences between brands Few differences Dissonance-reducing Buying behaviour Habitual buying behaviour

The Foote Cone & Belding (FCB) planning grid (Yeshin, 2006:36) Informative (thinking) E.g. car Habit formation E.g. food Affective (feeling) E.g. cosmetics Self-satisfaction E.g. alcohol High involvement purchases 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 Brand has more frequent usage/ enhanced image Gradual change towards Heightened appreciation of brand attribute in use

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