1. Topic 2 The theoretical background to advertising
Reading: Thorson & Duffy (2012), chapter 5

2. Why look at advertising theories?

3. Why look at advertising theories?

5. Model of the elements of communication (Yeshin, 2006:30)
Sender
Encoding
Message
NOISE
NOISE
Feedback
Media
Response
Receiver
Decoding
NOISE

6. 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

7. 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

8. 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

9. 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

10. AIDA model of the process of communication (cited inYeshin, 2006:32)
Attention
Interest
Desire
Action

11. Lavidge and Steiner’s model of the advertising process (cited inYeshin, 2006:33)
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

12. Colley’s Hierarchy of Effects model (cited in Yeshin, 2006:35)
Unawareness
Awareness
Comprehension
Conviction
Action

13. 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

14. 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

15. 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

16. 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

17. Benefits of advertising models (Yeshin, 2006:42)
Allow advertisers to predict behaviour
Good planning, training and conceptual tool
Problem solving device

18. So, how does advertising work?

19. No consensus!

20. 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

21. Many influences

22. 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

23. Blackston’s four advertising effects - criteria for determining effectiveness
Intrusiveness/stand-out qualities
Creative quality
Effect on brand
Call to action (persuasiveness)

24. Salience Prominence of brand in consumer’s mind
Successful advertising affects brand salience
Not exclusive

25. Relevance of existing models in the digital age