2.  Primary objective: ◦ Behavior change  Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

3.  Possible sub- or process objectives:  Knowledge objectives ◦ Facts, Statistics, other information ◦ Helpful and motivating  Belief objectives ◦ Attitudes, Opinions or Values ◦ Encourages change

4.  Best: ◦ Quantifiable ◦ Measureable ◦ Related to campaign focus  Establish a level ◦ An actual behavior or amount of change  Process ◦ Knowledge, Awareness, Beliefs, Intentions

5. Communication Effects “Pyramid” Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90% Behavioral Cognitive Affective

6. 16 -6 Advertising Objectives Informative advertising Reminder advertising Reinforcement advertising Persuasive advertising

7. 17-7  Petty & Caccioppo ◦ Two questions:  Motivation to process?  Ability to process? ◦ When YES to both: HIGH elaboration  Central cues ◦ When NO: LOW elaboration  Peripheral cues

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10. 15-10 © Copyright 2008 Pearson Education Canada

11. Alternative Response Hierarchies Low Involvement Model Dissonance/ Attribution Model Do Feel Learn Learn Do Feel Lower Involvement Topics

12. 17 - 12 Foote, Cone & Belding Grid 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

13. 17 - 13 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test:Recall diagnostics Media:Long copy format Reflective vehicles Creative:Specific information Demonstration Thinking High Involvement

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18. 17 - 18 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test:Attitude change Emotional arousal Media:Large space Image specials Creative:Executional Impact Feeling High Involvement

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23. 17 - 23 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement

24. 17 - 24 Ad Examples 1.CDs 2. Stamp collecting

26. 17 - 26 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test:Sales Media:Billboards Newspapers Point of Sale Creative:Attention Feeling Low Involvement

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