Definition of Advertising
“Any form of paid communication by an identified sponsor aimed to inform and/or persuade
target audiences about an organization, product, service idea.”
How did it start?
● Signs as old as ancient Egypt, Greece and Rome
● Industrial Revolution saw a huge increase in advertisement
Evolution of modern ads
● Print (newspapers, magazines)
o Still popular for consumer segments
● Television
o Highest volume of advertising
● Internet
o Will probably compliment existing media rather than replace it
Why advertise?
● Raise awareness
o You can’t buy what you don’t know exists
● Fuel desire
o Channel needs into wants for specific products
● Highlight differentiation
o Unique Selling Proposition (USP): what one brand offers that competitors
don’t
Different approaches Argument-based and effect-based appeals
● Informational or argument-based appeals (Subaru, why to buy this car based on
logic and argumetns)
o Hard-sell, reason-why approach
● Emotional or affect-based appeals (Audi, more emotional based arguments; how
other people will look at you when you drive this car)
o Soft-sell, more subtle approach
Functions of advertising – Societal level
● Communicate with consumers, spreading information about their brands
● Facilitate competition
● Fund mass media
● Create jobs
Functions of advertising – Individual level
● Inform consumers
o Create non-evaluative response (beliefs, knowledge)
● Persuade consumers
o Generate or change evaluative response (a more favorable view)
1
,Information appeals
What?
● Performance, availability, attributes, price, quality, special offers
Used more…
● In developed, industrialized countries (US, Canada)
● For durable goods (refrigerators, cars, furniture)
Stage in product life cycle
● Educate consumers
o Complex new products or services
▪ Explain the possibilities and why it’s actually a good product
● Deal with problems
o Corrections, recalls
▪ Help consumers learn about (problems of) products
● Limitations
o Informing consumers might sometimes be ineffective or even backfire
o McDonald’s case
▪ It was believed by consumers that burgers were made out of worms.
▪ By advertising the ‘real thing’, it is possible that rumours are even
believed more.
o Memory and associations
o Customer survey
Persuasion appeals
● Change consumer responses
● Mainly influence feelings, preferences, attitudes
● Alpha strategies
o Increase approach motivation
o Move towards advocated position
o Through arguments, incentives, scarcity
● Omega strategies
o Reduce avoidance motivation
o Reduce resistance towards advocated position
o Through counterarguments, distractions, attempts to make the message look
less like persuasion, negative emotions like fear or guilt
▪ What is the risk of not buying the product?
2
,The psychological perspective
● Effects of advertising at the individual level
o Relationships between ad stimuli and consumer responses
o Understanding the psychological processes behind these relationships
▪ What drives relationships, why is there a certain response?
● Other approaches
o Naïve, economic, media, creative
Consumer responses- 3 (ABC)
● Cognitive responses
o Beliefs and thoughts about brands or products
o Brand awareness, recognition, attitude, preference
● Affective responses
o Transient emotions and moods
o fear, pride, sadness, anger
● Behavioral responses
o Intention and actual behavior
o purchase, choice, product trial, brand switching
Assessing Consumer responses
● Correlational relationships
o A change in one variable is associated with a change in the other
o Positive, negative, zero
o Make predictions (once the values of one variable are known)
● Number of arguments in an ad message and attitude towards the advertised product
3
, ● Correlational relationships
o The third variable problem
▪ Something else explains the correlation
Causal relationships
● Three conditions:
o A must precedes B (temporal sequence of events, A🡪B)
o Changes in A must be associated with changes in B (correlation)
o The change in B should only be attributed to changes in A – no other
explanations should be plausible (third variable problem)
o Correlation: necessary but not sufficient condition for causality
Experiments: Establishing causality
● Manipulate A (wat je manipuleert is de onafhankelijke variabele, x-as)
● Independent variable (IV)
● Assess impact on B (wat je meet is de afhankelijke variabele, y-as)
o Dependent variable (DV)
● Random assignment
o No systematic differences before the IV
was manipulated
o Any effects on the DV can be attributed to
the IV
o Manipulate “Number of arguments” (IV)
▪ 2 arguments vs 5 arguments
▪ Random assignment
o Asses impact on “attitude towards product”
(DV)
Moderation
o The effect of A on B depends on C (moderator)
4
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
√ Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper marysakranenburg. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €10,50. Je zit daarna nergens aan vast.