Summary of all readings | Advertising and Communication | MSc Marketing Management | EUR Elective | Including lecture notes
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Course
Advertising and Communication (BMME053)
Institution
Erasmus Universiteit Rotterdam (EUR)
Book
Persuasive Advertising
This summary includes all obligatory course materials:
- Full textbook Persuasive Advertising by Scott Armstrong
- Chapters 5, 6 and 8 from Marketing Communications: A European Perspective by Pelsmacker
- Chapters 1, 2, 4, 6 and 7 from Effective Advertising: Understanding When, How, and Why Adve...
Samenvatting Advertisement and Communication (BMME053), Persuasive advertising
Summary book + articles Communication&Advertising 2014
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Erasmus Universiteit Rotterdam (EUR)
MSc Marketing Management
Advertising and Communication (BMME053)
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Table of Contents
LECTURE 1: INTRODUCTION + OBJECTIVES........................................................................................................2
Introduction - Persuasive Advertising, Armstrong..............................................................................................2
CH 5. Objectives - Marketing Communications, Pelsmacker..............................................................................3
Notes lecture 1...................................................................................................................................................5
LECTURE 2: INFORMATION STRATEGY..............................................................................................................5
CH. 1 Information Strategy – Persuasive Advertising, Armstrong......................................................................5
Notes lecture 2...................................................................................................................................................7
LECTURE 3: INFLUENCE, EMOTION, AND MERE EXPOSURE STRATEGIES............................................................8
CH. 2 Influence strategies – Persuasive Advertising, Armstrong........................................................................8
CH. 3 Emotion strategies – Persuasive Advertising, Armstrong..........................................................................9
CH. 4 Mere exposure strategies – Persuasive Advertising, Armstrong.............................................................10
Notes lecture 3.................................................................................................................................................10
LECTURE 4: RESISTANCE AND ACCEPTANCE TACTICS.......................................................................................11
CH. 5 Resistance principle – Persuasive Advertising, Armstrong......................................................................11
CH. 6 Acceptance principle – Persuasive Advertising, Armstrong....................................................................14
Notes lecture 4.................................................................................................................................................16
LECTURE 5: MESSAGE AND ATTENTION TACTICS.............................................................................................16
CH. 7 Message – Persuasive Advertising, Armstrong.......................................................................................16
CH. 8 Attention – Persuasive Advertising, Armstrong......................................................................................18
LECTURE 6: GUEST LECTURE – Michel de Kruijff..............................................................................................19
LECTURE 8: CREATIVITY...................................................................................................................................20
The Fundamental Templates of Quality Ads - Goldenberg...............................................................................20
When Deep Structures Surface: Design Structures that Can Repeatedly Surprise - Goldenberg.....................20
CH. 11 Creativity – Persuasive Advertising, Armstrong....................................................................................20
Appendix F: How to select an advertising agency – Persuasive Advertising, Armstrong..................................21
Notes lecture 8.................................................................................................................................................21
LECTURE 9 - MEDIA PLANNING, BUDGET AND EFFECTIVENESS........................................................................22
CH. 6 Budgets - Pelsmacker..............................................................................................................................22
CH. 8 Media Planning - Pelsmacker..................................................................................................................23
CH. 1 Evaluating Advertising - Tellis..................................................................................................................24
CH. 2 Sweet Secret Workings of Advertising - Tellis.........................................................................................24
CH. 4 Measures of Advertising Effectiveness - Tellis.........................................................................................25
CH. 6 Market effects of Advertising Intensity - Tellis........................................................................................26
CH. 7 Advertising's Dynamic and Content effects - Tellis..................................................................................27
Notes lecture 9.................................................................................................................................................27
LECTURE 10: MEDIA-SPECIFIC TACTICS – Still & Motion..................................................................................29
CH. 9 Still Media Tactics – Persuasive Advertising, Armstrong.........................................................................29
CH. 10 Motion Media Tactics – Persuasive Advertising, Armstrong.................................................................30
1
,LECTURE 1: INTRODUCTION + OBJECTIVES
Introduction - Persuasive Advertising, Armstrong
Evidence-based principles
Managers rely on gut feelings and experience rather than evidence
Useful research has not been translated into useful principles
Persuasive Advertising seeks to advance the science of advertising
Types of evidence
Casual observation
o Only in simple situation when feedback is clear and frequent
o Received wisdom: typical practice primarily based on casual observation
o Every situation is different, has different conditions
Empirical evidence
o Needed in complex situations to identify how conditions affect outcomes
o Non-experimental: useful in simple situations, misleading in complex situations
o Quasi-experimental: research design control for some but not all variables
o Experimental: values of all key variables are controlled - most effective to test principles
Laboratory experiments and field experiments
Reasons why advertisers ignore research on advertising
o Relevance: hard to find useful findings
o Replication: only a small percentage of advertising studies have been replicated
o Bafflegab: many studies are written in incomprehensible language
Conditions
Principles are action steps to be taken under given conditions
Conditions can be necessary or expected to have stronger effect
Three important overarching conditions
o Effective campaign begins with meaningful, complete, and clear statement of objectives
Objectives should be relevant: match objectives of company, answer "why?", good ROI
- Creating a likeable ad can be strategy but no objective, not likable ads can work well
- Many advertisers prefer competitor-oriented objectives - e.g. market share
However, should aim to ignore competition when setting objectives
Objectives should be comprehensible: ultimate objective for all stakeholders
- Stakeholders: stockholders, employees, suppliers, retailers, customers, and community
Objectives should be explicit, challenging, and achievable
Objective should be measurable: assess the success of a campaign within period of time
o Product offerings: include good but also image, price, distribution, support, and guarantees
Comparative advantage: meaningful benefits competitors don't offer
High or low-involvement products: to what extent do customers think about a purchase
- When high customers think about ad's claims, when low irrelevant considerations
- Involvement affected by product and customers' attitude, knowledge, interest, need
Utilitarian vs hedonic products: to solve problems or for enjoyment
2
, Pro-social (altruism, helping others) vs commercial products (for-profit, self-serving)
Search (check before purchase), experience, or credence (cannot be evaluated)
o Target market: focus on benefits relevant to the product's target market
Considers what interest groups are relevant: purchasers, end users, or influencers
Product new to the market: improvement of existing thing (emotion) or new (need info)
Consider if message is consistent with attitudes and behavior of target market
- "Here's how to get what you want"
CH 5. Objectives - Marketing Communications, Pelsmacker
Objectives determine the choice of the right communications and media mix
o Influence message and strategy development, budgeting and effectiveness research issues
Marketing communication objectives can be divided into three categories
o Reach goals: reach target group effectively and efficiently - exposure
o Process goals: established conditions - capture attention, appeal, be processed (& remember)
o Effectiveness goals: most important ones
DAGMAR model: Defining Advertising Goals for Measured Advertising Results - instead of just sales
o Hierarchy-of-effects model - framework to define communication goals
o 9 effects during the communications effects: funnel - marketers select most appropriate
Category need: brand should fit within category needs and wants buying motives
- Crucial for innovations and when non-category users are addressed
Brand awareness: recognition & recall (unaided spontaneous awareness, link brand & category)
Brand knowledge/comprehension: consumers should be able to recall brand's positioning
Brand attitude: evaluation of brand, perceived value of brand to a consumer
Brand purchase intention: enhance buying-related actions, necessary for high-involv. situations
Purchase facilitation: assuring no barriers are hindering purchase (price, product, place)
Purchase: for action-oriented contexts, direct-response advertising
Satisfaction: product lives up to required and desired benefits (or not), stimulate WOM
Brand loyalty: mental commitment or relation between consumers & brand, different than habit
o Brand awareness and brand attitude will always be part of the goals
o Quantifiable measures such as awareness and image ratings: intermediate effects
o Criticism: no evidence consumers experience a strong desire before purchase
Alternative ATR model: Awareness -> Trial -> Reinforcement
3
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