Summary Overview of Studies Marketing Communications
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Course
Marketing Communications
Institution
Tilburg University (UVT)
This document contains an overview of the studies that are discussed in the lectures of Marketing Communications, with the main points you should know for the exam: variables, hypotheses, figures, main results, conclusions, etc.
Marketing Communication
Overview of studies
Lecture 2: Breaking through the Advertising Clutter
Study – Self-Referencing and Recall (Burnkrant & Unnava, 1995)
RQ: What is the effect of second-person wording (you) and third-person wording (it) on recall
and attitude?
Design:
o You statements (you all know that…)
o It statements (It’s well-known that…)
o You questions
o It questions
IV:
o Statements (you vs. it)
o Questions (you vs. it)
DV:
o Recall
o Attitude
Results:
o Using ‘it’ statements result in less recall than using ‘you’
statements
o When you approach people personally, they often
remember more information
o You can capture more attention when asking questions
Notes:
o Focus on statements and recall in the lecture
Study – Dual Coding Theory: verbal and visual information (Burnkrant & Unnava, 1991)
RQ: What is the effect of combining imagery text and pictures on ad recall?
Design: 2 level of imagery (high vs. low) by 2 picture (present vs. absent)
4 ad manipulations:
o High imagery / Picture absent
o High imagery / Picture present
o Low imagery / Picture absent
o Low imagery / Picture present
o Example high imagery: “Picture a child’s shiny face, happy smile, and dancing eyes as
he blows out his first birthday candle. The light of the candle is enough for the
Digitron camcorder.”
o Example low imagery: “A Digitron camcorder performs very well under low light
conditions. With its new filters and lenses, a light as dim as a candle is enough.”
IV:
o Level of imagery (high vs. low)
o Picture (absent vs. present)
DV:
o Recall
1
, Results:
o People can get confused when you tell them to imagine something and also show a
picture. There could be discrepancy between the picture and the imagination.
o You should not use imagery and visual ads together
Study – Encoding Variability: attention with dual-task paradigm (Unnava & Burnkrant, 1991)
RQ: Do varied executions of ads enhance recall compared to same execution of ads?
Design: 2 group design (2 similar ads OR 2 different ads)
o One group sees 2 similar ads of a fictious brand on the 6 th and 16th position
o One group sees 2 different ads of a fictious brand on the 6 th and 16th position
o Booklet with 30 ads
o With dual-task paradigm. Next to looking at an ad, subjects get a second task to
measure reaction time: press the button when you hear a beep. The more attention
to the ad, the less attention goes to the second task.
IV:
o Ad execution (similar ads vs. different ads)
DV:
o Attention
o Brand recall
o Message recall
Results
o No effect on attention
o Brand recall: 28% on same ad executions vs. 55% on different ad executions
o Message recall: 1.53 for same ad executions vs. 2.83 on different ad executions
o Encoding variability (more memory traces) lead to higher recall
Lecture 3: Persuasion and Pre-Suasion
Study – Matching executional styles (Petty, Cacioppo & Schumann, 1983)
RQ: System 2 people are more persuaded by strong quality arguments and for people in
system 1 the use of a celebrity can be important to persuade.
Design: 2 involvement (low vs. high) x 2 argument quality (weak vs. strong) x 2 cue (celebrity
vs. noncelebrity status).
IV:
o Involvement: toothpaste (low involvement) vs. disposable razors (high involvement)
o Involvement: brand would become available in other areas (low involvement) vs.
own area (high involvement)
o Argument quality: “scientifically designed” (+5 strong arguments) vs. “designed for
beauty” (+5 weak arguments)
o Cue: “professional athletes agree” + picture of 2 well-liked celebs (celebrity status)
vs. “Bakersfield, California agrees” + picture of average citizen (noncelebrity status)
DV: attitudes
o Attitudes, recall and recognition
Results:
o Involvement X cue (on attitude): Famous
endorsers lead to better attitudes with low
2
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