1. ADVERTISING IN PERSUASION
CH 10 PG
Reyna Lopez
Tanya Machado ht
ALL AROUND

2. 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

3. 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

4. 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

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

6. 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.

7. 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

8. 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

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

10. Four Distinct Levels of Persuasion
# 4 Reminder reinforces brand Loyalty

11. 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

12. 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

13. 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

14. 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

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

16. 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

17. 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

18. 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

19. 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

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

21. 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

22. Likability Likability enhances persuasion
Liking invokes a gratitude response

23. 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

24. 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

25. 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)

26. 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

27. 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

28. “ 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”

29. 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.

30. 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.

31. “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

32. 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

33. “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.

34. 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 “

35. THANK YOU! Any Questions???