Summary
Brief summary on learning goals
- Course
- Institution
Brief summary on all learning goals of attitudes and advertising. I also sell an extensive summary of all lectures and papers etc.
[Show more]
Seller
Follow
ellenulijn
Reviews received
Content preview
HC1Advertising is any paid communication by identified sponsor aimed to inform/persuade target audience about organization,
product, service, or idea.
- Vroeger: posters met informational / argument-based. Direct informeren over het product,
de prijs en waar je het kon kopen. ‘tell’’ approach. & ‘hard-sell’ benaderingen: meer agressieve
manier. = durable
- Tegenwoordig: ‘soft-tell’ benadering = emotional / affect-based uitstraling om gevoelens
en emoties van consumenten te beïnvloeden, in plaats van hun gedachten. = non-durable
(kleding, parfum); fear-arousing; op=op (opportunity)
Sterke argumenten zou je het eerst kunnen benoemen (primacy effect), maar ze kunnen ook als laatst genoemd worden
(recency effect, verser in geheugen). Afleiding lijkt ook een rol te spelen, bij afleiding moet je als advertiser het beste voor het
laatst bewaren. Als er geen afleiding is moet je beginnen met het beste.
Two-sided advertisements waarin zowel positieve als negatieve of ondersteunende als tegenstrijdige informatie wordt gegeven
(onbekende merken). One sided messages laten alleen de positieve kanten zien en werkte wanneer het bedrijf al bekend was.
Functions of advertising
1. Competitie: more material desire/ dissatisfaction. Strijd om aandacht en voorkeuren van de
consument
2. Communicatie met consumenten
Adverteren is enige manier waarop bedrijven consumenten op de hoogte kunnen brengen van
nieuwe goederen en diensten. Vaker gebruikt voor durable goods, dingen die langer meegaan
(koelkasten), dan voor non-durable goods. Meer gebruikt in rijkere landen dan in
ontwikkelingslanden. De soort informatie die wordt verspreid hangt af van de product life cycle
en waar het bedrijf zich op dat moment in bevindt. Je hebt een introduction, growth, maturity
en decline fase.
o Advertising kan ook gebruikt worden wanneer producten al bestaan maar er informatie
verspreid moet worden: Product recall. VB: Mac en wormen (pursuasion)
3. Financiert publieke massa media.
4. Creëert banen.
5. Informeren van individuele consument. Creëren of beïnvloeden van kennis of
overtuigingen.
6. Overtuigen van de individuele consument. Creëren of veranderen van een
evaluatieve response, waardoor het merk als interessanter wordt gezien.
Beïnvloeden van gevoelens, voorkeuren en attitudes.
A. Alpha strategies = aantrekkelijkheid van een product of boodschap te verhogen. Verhogen
de neiging om naar de gewenste positie te gaan -> approach behavior. Je gebruikt sterke
overtuigende argumenten die het accepteren van een positie rechtvaardigen.
B. Omega strategies verminderen de afkeer om een bepaalde positie in te nemen.
Verminderen de neiging om weg te gaan/ af te keren van een bepaalde positie ->
avoidance motivation. Bijvoorbeeld het gebruik van negatieve emoties zoals angst en
schuld.
Naïve approach. Adverteren moet effectief zijn, omdat de kosten van reclames duidelijk
aanwezig en duur zijn.
Economic approach. Hoe meer je uitgeeft, hoe succesvoller het zal zijn, dus hoe meer sales
je krijgt.
Media approach. Succes = aantal individuen dat je bereikt met je reclames
Creative approach. Hoe creatiever een reclame, hoe effectiever.
Psychological approach. Specifieke stimuli richten op bepaalde specifieke individuen.
Cognitive consumer responses. Overtuigingen, attitudes en gedachtes over merken,
producten en diensten die ontstaan als reactie op advertenties. -> Brand awareness, brand
recall en recognition.
Affective responses. Emoties en stemmingen die plaatsvinden als reactie op blootstelling
aan een advertentie en kunnen zowel verschillen in valentie (positief/negatief) als in
intensiteit. Bijvoorbeeld warmte, irritatie etc.
1
, Behavioral responses. De intentie en het gedrag als gevolg van een advertentie: kopen,
merk kiezen.
Source credibility: source expertise en trustworthiness
Source attractiveness: heuristics on ‘wat mooi is is goed’
Integrated marketing communications and the promotional mix
1. Direct marketing
a. Tupperware party
b. Word-of-mouth (WOM) marketing
c. Event marketing
d. Direct mail
2. Interactive marketing: synchroon, control over contact and content, but social presence lower
3. Sales promotion: refund, coupon, spaarkaart. >market size, rewarding loyalty, action
communication.
4. Public relations: financial and marketing PR
5. Personal selling: >impact koopgedrag, persoonlijk; demonstreren en onderhandelen prijs;
direct bereik, maar duur en inconsistentie risico.
Behavioral approach is veel specifieker dan de modelling approach
Models of advertising:
1. Sales response models (= aggregated; self-response models)
Only measure aggregate input-output with no mechanism. Kijkt naar de relatie tussen wat ze in een ad stoppen en wat
voor effect dit heeft. KRITIEK: confounds
o Concave model—diminishing returns to additional spending (afnemende stijging)
o S-shaped model: low initial impact then saturation point.
2. Hierarchy-of-effects models
Consumer learning na blootstelling advertentie
o AIDA: attention (cognitive)-> interest -> desire (affective) -> action (behavioral)
o Lavidge & Steiner: Awareness > Knowledge > liking > preference > conviction > purchase
o Foote, COne-Belding (FCB) Grid: adds level of involvement and think-feel-do (level of thinking and feeling)
o DAGMAR = defining advertising goals for measured advertising results (9 effects)
KRITIEK: weinig evidentie; wijken af van Think-feel-do (CAB); All: assume sequence, passive consumer no underlying
processes/interactions
“Grand theories”: describe everything, for everyone, everywhere
Consumer behavior too complex for single model
How to get from one stage to the next?
Consumers seen as passive recipients
3. Cognitive response approach
Consumer is active processor of information. Consument probeert de boodschap actief te begrijpen.
a. Thinking of supportive or counter-arguments, credibility of source
4. Dual process theories: add spectrum of involvement.
Foundations of psychology
Bounded rationality: Herbert Simon’s scissors metaphor; physical symbol system hypothesis
Humans have goals: Maslov’s updated hierarchy if fundamental human motives.
Evolution by natural selection (Darwin)
Humans have goals and bounded rationality shaped by natural selection.
2
,Attitudes link to behavior as stated in theory of planned behavior. People may change their attitude as a response to attitude
inconsistent behavior (cognitive dissonance theory).
Persuasive communication
1. Yale attitude change approach
Who said what to whom?
o Source: Credible and attractive sources are more persuasive
o Message: High quality and emotion-evoking messages are more persuasive
o Audience: States (negative mood) and traits (need for cognition) influence how vulnerable/resistant someone
is to persuasion
2. Elaboration likelihood model of persuasion
Spectrum of involvement:
o High involvement (central route): Effortful controlled processing when motivated and able
o Low involvement (peripheral route): Easy heuristic processing when not motivated or not able
Strategies of social influence
Six principles of Cialdini
1. Reciprocity (unwanted gifts)
2. Consistency (low ball)
3. Liking (difficult to say no to a friend)
4. Scarcity (only 1 in stock)
5. Authority (obey commands)
6. Social Proof (canned laughter)
HC 2 - Does advertising work?
Describe the average effect size of advertising.
Average price elasticity: -2.62 (Sethuraman)
Meta-analysis of brand advertising elasticities
Average short-term advertising elasticity is 0.12 (-> advertising budget +1% is sales short term +.12%)
o Previous estimate = 0.22
Average long-term advertising elasticity is 0.24
o Previous estimate = 0.41 -> almost reduced by half
Spending 1% more on your advertising gives you less than 1% more increase in sales
Over the last 40 years, advertising elasticity has decreased.
Possible causes are changes:
3
, A. Market characteristics: eg. A lot of the market’s sales are now happening via the internet, which didn’t happen about
40 years ago.
B. Research methods: how elasticity is estimated.
C. Consumer responses (advertising clutter): because of increased advertising clutter, consumers maybe respond
differently now to advertising compared to 40 years ago
Describe conditions under which advertising is likely to be more and less effective.
Advertising elasticity declined over time
Advertising elasticity is higher/ more effective
o For durable goods than nondurable goods -> eg washing machines, fridge, oven
o In the early stage than the mature stage of product life cycle -> new brand/product = novel
Authors make estimates on what would be the optimal amount of advertising/spent budget on advertising. Previous estimate
was 0.22; the optimal amount that should be spend on advertising is about 8.5% of your sales. With the new estimate (0.12%);
the optimal budget for advertising is 4.6%. substantially lower amount. You can either reduce the price of the product with 1% or
increase your advertising budget with 30%.
it is possible to spend too much on advertising!
Describe how violent and sexual stimuli influence brand memory, brand attitudes, and
purchase intentions.
Do sex and violence sell? (Lull & Bushman) -> evolution and emotional arousal theoretical framework
Sex and violence draw attention and distract from other information.
o Violent media content leads to lower brand memory, less favorable brand attitude, lower purchase intentions.
o Sexual ad content leads to less favorable brand attitude.
When media and ad content are congruent brand memory improved and buying intentions increased. (d = .36)
o If there’s violence/ sex in the media surrounding the ad, this on average REDUCES memory for the brand that
was presented in the advertisement.
o If violence/sex was not in the media, but in the advertisement itself: NO significant effect on brand memory. So
putting violence/sex in the advertisement doesn’t influence brand memory.
o When media content in the ad are incongruent, this REDUCES brand memory.
No significant effects of sexual media on memory or buying intentions.
Violent and sexual ad content led to unfavorable brand attitudes
But: Attention ≠ purchase intention.
“A byproduct of evolutionary attention to violent and sexual cues is that these cues are emotionally arousing (Neuberg)”
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ellenulijn. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.92. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
62555 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now