ADVERTISING IN PERSUASION CH 10 PG 273-283 Reyna Lopez Tanya Machado ht ALL AROUND

How Advertising Works uses the four basic models of buyer behavior #1 Psychological Model – Based on the idea of stimulus-response. The models predict how humans will respond to external stimuli in the environment and focus on the possible forms of stimuli that will create mass response. 3 AM EATING

How Advertising Works uses the four basic models of buyer behavior #2 Economic Model – assumes that people are rational and make reasoned purchasing decisions based on price, quality, pleasure, esteem WinDEX MAC AIR

How Advertising Works uses the four basic models of buyer behavior # 3 Sociological Model : Specific social groups directly influence consumer desires, preferences, purchases Variables like status, lifestyle, reference groups dictate buying habits. TROJAN EVOLVE

How Advertising Works uses the four basic models of buyer behavior # 4 Statistical Model: purchasing patterns of groups or types of consumers I PHONE

Movement Toward Purchase. ALL ADVERTISING ATTEMPTS TO MOVE A CONSUMER ALONG A CONTINUM FROM AWARNESS, TO KNOWLEDGE, TO LIKING, TO PREFERENCE, TO CONVICTION, AND FINALLY TO PURCHASE- IN SHORT, TO PERSUADE. At each stage of the continuum, ads address various behavioral dimensions and use different types of appeals and techniques.

Four Distinct Levels of Persuasion # 1 Precipitation: Advertising messages must fight clutter and penetrate the mind of the consumer. Persuasive Goals are brand awareness & knowledge

Four Distinct Levels of Persuasion # 2 Persuasion at this level the messages appeal to human feelings and emotions and attempt to induce persuasion Most powerful and most subtle

Four Distinct Levels of Persuasion # 3 Reinforcement: Goal to legitimize and validate a purchase

Four Distinct Levels of Persuasion # 4 Reminder reinforces brand Loyalty

Advertising Creates Demand # 1 Technological Manipulation: Better knowledge of consumers than they know themselves. Development of media technology allows advertisers to reach audiences with no literacy skill requirements. # 2 False Symbolism: products become symbols for desired attributes . Products are symbolized because of what they symbolize instead of what they do. #3 Magic in the Marketplace: Advertisers imply that products will transform consumer lives leiss Kline jhally

Model of How Advertising Works Model suggests that purchasing decisions are based on the degree of involvements of the decision and the degree in which thinking or feeling Provides the basis for making a decision Each quadrant of the matrix has a different ordering of three key elements in making a purchasing decisions. We buy something (do) based on the product information provided (learn) or based on some feeling or emotions about the use of the product (feel). FCB Advertising Agency

High Involvement -Thinking Purchasing major expensive items such as houses, cars, household items. Requires high consumer involvement & careful thinking Consumers follow a learn-feel-do sequence When advertised lots of description comparison & Visuals

High Involvement Feeling Jewelry, cosmetic, clothing Primarily on subjective, emotional reactions A lot of consumer time and involvement Expressive symbolic meaning than Functional Purchasing sequence feel-learn-do

Low Involvement - Thinking Food and small household items Purchase based on habit and rational thinking Buying Sequence do- learn-feel Awareness and brand loyalty

Low involvement - Feeling Variety of Products candy, liquor, movies Highly subjective, personal taste Low involvement, inexpensive, consumed quickly Purchasing sequence do - feel – learn Instant gratification & self satisfaction

RECOGNIZE AND UNDERSTAND THAT…. Advertising is persuasive because it adapts its messages to the complexity of the situation Adverting counters traditional ideas about how we learn, and how we acquire attitudes

Advertising & our Attitudes Information is transmitted, once information is understood, attitudes may change or some reorganize of belief structure may occur. Once an attitude alters, then corresponding behavior follows

Important Concepts in Advertising Reach: how many people in the target audience will actually see or hear an ad. Frequency: How many times the target audience will see or hear the ad within a specified time frame Goa to reach maximize both reach and frequency

Before Advertising induces Behavior #1 Stimulate Interest #2 Prompt product evaluation and recognition #3 Reinforce message variables Accomplished through repetition of message. Herbert Kruman

Effects of Advertising Research: Usually two or three exposures can influence-short term influence Price reduction increase sales in short term , repeated price reduction can extend this effect. John Joes found that advertising had a positive but short term effect in 70 % of the cases be reviewed. Advertised brands receive 5 – 7 % more profit than unadvertised Advertised brands price higher

Likability Likability enhances persuasion Liking invokes a gratitude response

CHARACTERISTICS OF .. Successful Advertisements # 1 The intrinsic properties of the advertisement itself REWARD viewers for watching the ad by making commercial ENTERTAINING & AMUSING #2 These campaigns communicate VISUALLY rather than Verbally # 3 Advertisement becomes an “EMOTIONAL ENVELOPE” John Jones

INTERNET MARKETING #1 Gain attention, video, sound graphics or animation DRAW PEOPLE TO WEB PAGE & KEEP THEM THERE #2 Create interest; relevant desired info must be provided quickly to keep people interested. KEEP PAGES CONSTANTLEY UPDATED #3 Build desire to interactivity as viewers move through the site. #4 INDUCE ACTION. a click and you purchase Jan Zimmerman

SUBLIMINAL MESSAGES?? Messages that allegedly target the consumers subconscious- to sell products and services. “EAT POPCORN” The messages increased sales of popcorn by 57% (1/3,000)

Subliminal message w/branded entertainment “Branded entertainment involves embedding advertising inside the content of television and radio programs and movies by placing products in important scenes or making brands intrinsic elements of plot lines. The goal of such ploys, on display in TV series like "American Idol" and "The Apprentice," is to regain the attention of consumers who can avoid advertising by using digital video recorders, satellite radio and digital juke boxes.” Source: The New York Times

CHANGES IN CONTEMPORARY ADVERTISING EXPOSED TO MORE ADVERTISING ADVERTISING MESSAGES BECAME SHORTER EMPHASIS ON CREATIVITY AND LIKABILITY GROWTH WITH CONSUMER GROWTH PROMOTIONS (coupons) Timothy Joyce

“ THE ADVETISING INDUSTRY RELIES ON THE SUBTLE AND THE OBVIOUS “ THE ADVETISING INDUSTRY RELIES ON THE SUBTLE AND THE OBVIOUS. THE RATIONAL AND THE OBSURB, THE EVERYDAY AND THE NOVEL IN ORDER TO LEAD US FROM AWARNESS TO ULTIMATE PURCHASE”

Advertising as Myth Nearly all advertising tells a story; they are narratives that describe situations and solve problems. Ads are most effective when they create attitudes and reinforce values Most ads are a narrative fiction that communicate information about a product in the context of the values, lifestyle, and the culture of the target audience.

Advertising as Myth (cont). Advertising encourages the liking of images, symbols, and feelings to the object or idea being sold Overtime, advertising creates mythical worlds and characters that become associated with specific brands.

“Each advertisement or commercial represents an individual mythology, which also contributes to the overall brand mythology… Megabrand advertising does not just sell products, it creates an emotional bond between the brand and the consumer. Advertising creates this bond by mythologizing the product; by humanizing it; and by giving the product a distinct identity, personality, and sensibility. Advertising mythologizes brands by wrapping them in consumers’ dreams and fantasies” Sal Randazzo

MTHICAL ELEMENTS in Ads # 1 They feature characters, settings, plots #2 They involve conflicts usually printing one set of character or social values against another #3 The conflicts are resolved by using the product in effect the products become the hero Ads most effective when they create attitudes & reinforce values Richard Cambell

“Advertising is a powerful, subtle, and intensive as many face-to-face encounter. It is both a creative or scientific process Advertising messages are inherently persuasive; they seek to convert the individuals by playing on human emotions, hopes, and fears. People’s interest are targeted based on demographic characteristics such as age, sex, income, or lifestyle. Our society is characterized by material possessions that often carry symbolic significance for the owner.

The quantity of advertising is increasing, and the distinction between advertising and other forms of communication, such as news and information are increasingly blurred. Advertising, like all persuasive communication is not neutral and will not always involve a psychological wins. To balance the persuasive presence of advertising consumers must engage in constant, critical analysis of advertising messages and influence “

THANK YOU! Any Questions???