Welcome to the Advertising Webinar 18th April 2013 This webinar will start at 7pm. For this webinar, it won’t be possible to enable individuals to speak, but you can ask questions and make comments by utilising the chat area on the right hand of the screen. Please ensure that your computer’s internal speakers are switched on, or you have connected external speakers or headphones.

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Webinar content for today: Welcome Your webinar presenter today is: Anneke Edmonds Webinar content for today: Overview of the subject Sessions 4 & 5 Practice Questions Learning, Revision and Exam technique 3

Diploma in Marketing Communications Advertising Exam Practice Sessions 4 and 5

Learning Outcomes At the end of this session, students should be able to; Understand how to approach answering exam questions Learn some exam prep techniques

Session 4 question (December 2006) Explain how the communications process works, and the attributes of emotional and rational appeals. Give TWO current examples: one of a company using an emotional appeal approach and the other of a company using a rational appeal approach, clearly labelling your examples as either ‘emotional’ or ‘rational’.

How to approach this question The question is in two parts Explain how the communications process works, and the attributes of emotional and rational appeal. 7 marks and 6 marks (3 +3) Give two current examples: one of a company using an emotional appeal approach and the other of a company using a rational appeal approach, clearly labelling your examples as either ‘emotional’ or ‘rational’. 4 marks + 4 marks 4 marks for quality of discussion, context and clarity

How Does Advertising Work? - Basic Model of Communications Encode Decode Sender Message Receiver NOISE Feedback Loop Brassington and Pettitt, 2006

Rational Appeals: Information Cues Price Quality Performance Components Availability Special offers Taste Nutrition Packaging Warranties Safety Independent research Company research New ideas

Emotional Appeals Humour Fear Warmth Eroticism Music Guilt Safety Happiness Pride Self esteem Emotional appeals can use both positive and negative emotions. Fear and guilt are often used to change consumer behaviours (i.e. Drink driving, smoke detectors)

Message Format/Appeal Information-based appeals: Factual Slice of life Demonstration Comparative advertising Emotion-base appeals Fear Humour Eroticism/sex Music Animation Fantasy and surrealism

Information-based Appeals Factual Objective is to provide information. Commonly associated with high-involvement decisions. Persuasion is undertaken through the central processing route. Ads should be rational and contain logically reasoned arguments. Slice of Life Assist ion establishing credibility as message is presented in a way that the receiver can immediately identify with. On successful decoding of the message, the effect is for the receiver to conclude: “that person is like me; I have the same problem; they are satisfied with brand X, therefore I, too, will use brand X”.

Information-based Appeals Demonstration Presenting the problem to the audience as a demonstration. The focus brand is depicted as instrumental in the resolution of a problem. Whether the execution is believable is a function of the credibility and the degree of life-like dialogue. Examples: Pain relief (Panadol), Removes stubborn stains (Flash, Cillit Bang). Comparative advertising Popular means of positioning brands. Messages are based on the comparison of a brand with either a main competitor brand or all competing brands. Aim = establish and maintain superiority. Comparison centres on one or two key attributes.

Rational Appeal in Advertising

Emotion-based Appeals Fear Used demonstrate negative aspects (or physical dangers) with a particular behaviour or improper product usage. Drink driving, life insurance or toothpaste brands use this approach. Also used to highlight the threat of social rejection or disapproval if a brand is not used. Anti-dandruff shampoos, deodorants etc use this approach. Humour If receivers are in a positive mood they are more likely to process advertising messages. Humour can attract attention , stimulate interest and foster a positive mood. More effective with low-involvement products/decisions. Argument quality is likely to be high when using humour.

Emotion-based Appeals Sex Using sex as an appeal for buyers is excellent for gaining the attention of buyers – but achieves little else! Sex appeals usually work well for products such as perfume, jewellery and clothing. Haagen Dazs used pleasure as a central appeal when entering the UK market. Music Can provide continuity between a series of advertisements and can be a good peripheral cue. A jingle, melody or tune, if repeated sufficiently, can become associated with the advertisements (Go Compare, Direct Line adverts). Music can assist in differentiating and gaining attention. It can be used to create mood and signal a lifestyle, so to communicate a brand identity.

Emotional Appeal Advert

Session 5 Question (December 2005) Prepare a memo for the marketing department of your organisation that covers the following points: The advantages and disadvantages of measuring the effectiveness of their advertising campaigns What you should research in assessing the effectiveness of advertising, using examples to illustrate your answer.

How to approach this question The advantages and disadvantages of measuring the effectiveness of their advertising campaigns – 5 x 2 Why measure? How can it help us? What are the problems? What you should research in assessing the effectiveness of advertising, using examples to illustrate your answer. - 8 + 7 (examples) Achievement of objectives e.g. sales, enquiries, quotes, recognition and awareness, attitude change. Use examples from your own organisation

Evaluation Why? Why don’t all organisations evaluate? Avoid expensive mistakes Evaluate alternative approaches Increase overall efficiency Why don’t all organisations evaluate? Too expensive Difficult to assess creativity Can’t agree on what to test Lack of time Evaluation must be linked to objectives

Evaluating Communications Campaigns Method Explanation Pre-testing Used to shape creative aspect of ad prior to its release. Common methods: Focus groups Theatre/hall tests Physiological tests Readability tests Post-testing Used to evaluate effectiveness of ads: Inquiry tests (behavioural) Recall tests (communication) Recognition tests (communication) Sales-based (behavioural) Tracking Studies Involves interviewing a large number of people on a regular basis with purpose of collecting data about buyers perceptions of marketing communications Fill, 2006

Evaluating Communications Campaigns Method Explanation Likeability The degree to which people enjoy an ad has a strong correlation with future sales. A multifaceted concept so that ads that are perceived as personally meaningful, relevant, informative believable and convincing are regarded as reliable indicators of ad effectiveness Enquiry tests Measure the number of enquiries or direct responses stimulated by adverts (coupons, response cards, telephone calls) Fill, 2006

Limitations of Pre-testing Never the best possible ad – only ‘a guide to better advertising’ Artificial setting Effect of repetition not considered Limited time between exposure and test Influence of external factors not measured (such as competitive action) Ads are processed individually, but often tested in a group setting

Limitations of Post-testing Difficult to isolate affect of single ad – usually part of a wider campaign of similar ads Consumer’s honesty – they can lie, exaggerate or guess Suggests that recognition or recall of the ad leads to buying the product – not always true! Time between exposure and measurement – recall can drop dramatically after only a few days. Product involvement will influence the results of the test – consumer who is interested in product category will perform better in recognising ads

Learning and Revision tips Actively search out examples that apply to each area of the syllabus This will help you to better remember basic concepts and help you to answer specific questions Learn and revise the full syllabus Don’t risk it and try to guess what may come up in the exam Adopt an integrated approach to the subject

The Magic Formula – CAM L4 Evaluation 20% Application 30% Concept 40% Presentation and wider reading 10%

Next webinar Revision Webinar for Advertising is on 24th May

Questions?