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Summary book + articles Communication&Advertising 2014
- Instelling
- Erasmus Universiteit Rotterdam (EUR)
Summary study book Persuasive Advertising - Evidence based principles of J. Scott Armstrong - ISBN: 9781403913432
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Communication &Advertising 2013-2014
Summary
By Vera Elisabeth Brouwer
This document should only be used to guide the studying of the recommended materials – not as a
replacement
,Contents
Lecture 1. Introduction + Objectives ....................................................................................................... 3
Introduction......................................................................................................................................... 3
Chapter 1 An Introduction to Integrated Marketing Communications .............................................. 4
Chapter 5 Objectives ........................................................................................................................... 6
Lecture 2. Information Strategy + Sales Promotions .............................................................................. 8
Information Strategy ........................................................................................................................... 8
Chapter 12 Sales Promotions ............................................................................................................ 14
Lecture 3. Influence, Emotion and Mere Exposure strategies, Sponsorships ....................................... 15
2. Influence ........................................................................................................................................ 15
3. Emotion ......................................................................................................................................... 18
4. Mere Exposure .............................................................................................................................. 20
Chapter 11 Sponsorship .................................................................................................................... 20
Lecture 4. Resistance and Acceptance tactics, Segmentation, Targeting ............................................. 21
5. Resistance ...................................................................................................................................... 21
Chapter 6 Marketing communication target groups ........................................................................ 35
Lecture 5. Message and Attention tactics ............................................................................................. 36
7. Message......................................................................................................................................... 36
8. Attention ....................................................................................................................................... 42
Lecture 6. Creativity and Advertising Agency........................................................................................ 46
The Fundamental Templates of Quality Ads – Goldenberg, Jacob, David Mazursky, and Sorin
Solomon (1999) ................................................................................................................................. 46
When Deep Structures Surface: Design Structures That Can Repeatedly Surprise – Jacob
Goldenberg & Dave Mazursky (2008) ............................................................................................... 46
Creativity ........................................................................................................................................... 47
Appendix F – How to select an advertising agency ........................................................................... 48
Lecture 7. Media Planning, Budget and Effectiveness .......................................................................... 49
Chapter 8 Media Planning ................................................................................................................. 49
Chapter 6 Budgets ............................................................................................................................. 50
Advertising Effectiveness in Contemporary Markets – Gerard J Tellis ............................................. 50
How Advertising Works: What Do We Really Know? – Demetrios Vakratas; Tim Ambler (1999) .... 51
Lecture 8. Still Media + Motion Media .................................................................................................. 52
9. Still media ...................................................................................................................................... 52
10. Motion media .............................................................................................................................. 56
2
,Lecture 1. Introduction + Objectives
Introduction
System approach: Not only the effect of principles on the seller, but also the effect on the buyer and
other stakeholders are looked upon.
Types of evidence
1) Casual observation – Provides the weakest type of evidence. Since there are often many
conditions in advertising, it becomes too difficult to determine how each condition relates to the
effectiveness of an advertisement;
2) Empirical evidence – Useful in complex situations
- Non-experimental data: For example systematic observation. Non-experiential studies are
most useful when studying simple situations in which the relationship only depends on a few
conditions;
- Quasi-experimental data: An approach where the research design controls for some, but not
all variables, for example the comparison of two ads for the same product. The disadvantage is
that some factors are not held constant.
- Experimental data: The values of all key causal variables are controlled. This comes in two
types: laboratory experiments and field experiments. The former allows for tighter control, while
the latter are more realistic. The best evidence provided by lab experiments are meta-analyses.
These provide full disclosure on how the researchers searched for studies, coded the results, and
summarized the findings.
Reasons why research on advertising is sometimes ignored
1) Relevance: It is often very difficult to find useful findings;
2) Replication: Only a small percentage of the studies in advertising have been replicated, thus
posing a question about their reliability;
3) Bafflegab: Many academics write in a manner that is nearly incomprehensible.
Principles: Action steps to be taken under given conditions. Conditions refer to the way in which one
describes and defines the advertising problem being considered. This includes issues such as the
objectives of the campaign, the nature of the product, and the target market. There are three
important and overarching conditions:
- Advertisers’ objectives: The development of an effective advertising campaign should begin with
a meaningful, complete, and clear statement of objectives. These objectives should be relevant
to the ultimate objectives of the organization, for example a good return on investment or the
impact on stakeholders. Additionally, comprehensive advertising campaign objectives are
important because the benefits of all stakeholders are considered. Thirdly, an advertising
campaign should be centered on explicit written objectives, which should be challenging but
achievable. Finally, measurable objectives enable advertisers to assess the success of campaign
by the assessment of progress in quantitative terms.
- Product offerings: Features, image, price, method of distribution, support, and guarantees of a
good or service. The following conditions represent the most important aspects of the product
which should determine the design of an advertisement campaign. Firstly, if the product offers
meaningful benefits that competitors’ products do not offer, advertisers can make strong
arguments in their ads. Secondly, in a high-involvement situation, people think about an ad’s
claims; in a low-involvement situation, customers are influence by seemingly irrelevant
considerations because they are paying little attention. Thirdly, a distinction can be made
between utilitarian products, which are purchased primarily to solve problems, and hedonic
products, which are primarily purchased for enjoyment. Fourthly, pro-social products are those
that appeal to altruism, for example “Reduce the hunger in Africa”, whereas commercial
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, products are trying to seek profit. Fifthly, products can also be classified by how consumers learn
about them. Search products are those whose features can be checked prior to purchase (e.g.
“This cars has four doors”), experience products are those that can be accurately evaluated only
after the product has been used or by WOM, for example a radio. Credence products are those
that cannot be evaluated accurately even after the product has been used because of the
consumer’s lack of technical expertise or because the cost of checking the truth of a product’s
claim is higher than the value of the information, for example computer software.
- Target markets: Advertisements should focus on benefits relevant to the product’s target
market. When a product can be sold in many distinct target markets, each market might require
a different campaign. Firstly, it is important considerations are what interest groups are relevant.
Secondly, it should be determined whether the product (or brand) is new to the market, since
customers need information when products are new; emotional appeals become relatively more
effective when products are well known. Thirdly, the message should be consistent with the
attitudes and behavior of the target market, since the task of advertising becomes easier when it
reinforces current consumer attitudes and behavior, or provides an obvious way for customers
to meet their needs.
Chapter 1 An Introduction to Integrated Marketing Communications
Consumers are no longer passive message recipients who will sit back and receive unfiltered
advertising messages dictated by marketers. They want to be in more control of the content they
receive from the media and they are seeking out information, as well as entertainments, from a
myriad of sources.
More and more companies are using an integrated marketing communications approach to reach
their target audiences. These marketers still utilize traditional mass-media advertising through
television, radio, magazines, newspapers, and billboard to build awareness, communicate
information, and build images for their brands. They use off-line channels to influence online search
behavior such as driving consumers to their Web sites. However, they have also adopted online
strategies that provide detailed information to consumers while at the same time being experiential,
entertaining, and interactive.
Marketing communications is an integral part of the overall marketing program for most companies
and organizations. These firms recognize that the way they communicate with consumers and other
relevant audiences to promote their products and services is changing rapidly and they must keep
pace by understanding, utilizing, and integrating a variety of communication tools into their
marketing programs. Developing marketing communication programs that are responsive to these
changes are critical to the success of every company.
What is Marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering
and exchanging offerings that have value for customers, client partners, and society at large.
Marketing Focuses on Relationships and Value
Successful companies recognize that creating, communicating, and delivering value to their
customers is extremely important. Value is the customer’s perception of all of the benefits of a
product or service weighed against all the costs of acquiring and consuming it. Benefits can be
functional (performance of a product), experiential (what it feels like to use the product) and/or
psychological (feelings such as self-esteem or status that result from owning a particular brand).
The focus on customer relationships and value has led many companies to emphasize relationship
marketing, which involves creating, maintaining and enhancing long-term relationships with
individual customers as well as other stakeholders for mutual benefit.
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, The movement toward relationship marketing is due to several factors. First, companies recognize
that customers have become much more demanding. Consumers desire superior customer value. In
addition, technology advances have led to mass customization, whereby a company can make a
product or service in response to a particular customer need.
Another reason why marketers are emphasizing relationships is that it is more cost effective to retain
customers than to acquire new ones.
As companies focus more attention on customer retention, many are developing customer
relationship management (CRM) programs, which involve the systematic tracking of consumers
preferences and behaviors and modifying the product ar service offer as much as possible to meet
individual needs.
The Marketing Mix
The four Ps –product, price, place (distribution) and promotion- are elements of the marketing mix.
The basic task of marketing is combining these elements into a marketing program to facilitate the
potential for exchange with consumers in the marketplace.
Integrated Marketing Communications
Integrated marketing communications (IMC) involve coordinating the various promotional elements
and other market activities that communicate with a firm’s customers.
Reasons for the Growing Importance of IMC
There are a number of reasons why marketers are adopting the IMC approach. A fundamental reason
is that they understand the value of strategically integrating the various communications functions
rather than having them operate autonomously. By coordinating their marketing communication
efforts, companies can avoid duplication, take advantage of synergy among promotional tools, and
develop more efficient and effective marketing communications programs.
The move to integrated marketing communications also reflects an adaption by the marketing to
changing environment.
In addition to the decline in audience size for many media, marketers are facing the problem of
consumers being less responsive to traditional advertising. Many consumers are turned off by
advertising; they are tired of being bombarded with sales messages. This is leading many marketers
to look for alternative ways to communicate with their target audience.
Marketers must consider that many of those in generation Y, the age cohort born between 1979 and
1994, are very skeptical of traditional advertising. Marketers have to bring their messages to these
people in different ways. Many companies are turning to a stealth-type of strategy known as buzz
marketing whereby brand come-ons become part of popular culture, and consumers themselves are
lured into spreading the message.
The Role of IMC in branding
IMC plays a major role in the process of developing and sustaining brand identity and equity. Brand
identity is a combination of many factors, including the name, logo, symbols, design, packaging and
performance of a product or service as well as the image or type of associations that comes to mind
when consumers think about a brand.
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