College 1 Flashcards
Sending
Advertising; advertisers are the ones that are sending the information.
Receiving
Consumers
Definition of advertising
Advertising is any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service, or idea
Are we used to advertising?
Yes, we see about 1000 ads per day.
People tend to get annoyed by commercials and commercial breaks and try to skip them or get a drink or go to the bathroom.
That’s why a lot of people are happy with streaming services that have no breaks.
Some people like breaks because then you can go to the bathroom or get a drink, but not because they like to look at the commercials.
What did they do in Sao Paolo concerning advertisements on walls of buildings?
There were so many that they put a ban on outdoor advertising. After 5 years they evaluated the ban and people were very happy with it. The city looked a lot prettier.
What did advertisements look like and what were they focused on?
There used to be a lot of information on an ad. You had to read or listen to the entire ad to be persuaded.
Focus on information
Why did advertisements change, what do they look like now and what do they focus on?
Nowadays we know that people don’t read or listen to the entire ad. So the advertisements changed.
Nowadays they try to associate the product to a positive feeling, to make you happy for example.
Focus on affect
What are the functions of advertising?
- Existence of television programs, newspapers, magazines, public events.
- Advertisements sponsor these things, maybe they wouldn’t exist without advertising. - Employment
- Not only for tv programs and events that are advertised, but also for people that work in advertisement. - Information function
- E.g., new products, prices, where to find them. - Persuasion function
- This is the function this course focuses on.
Function of persuasion
Forming, strengthening, or changing attitudes through advertising.
This can influence consumers behavior.
Effects of advertising; the ABC effect
Cognitive
- What do people think about the product?
- Recognition and memory of the ad, brand or product. You want people to recognize and remember the brand.
- You want to influence beliefs/thoughts about the ad, brand, or product.
Affective
- You want to influence their emotions.
- Product liking or make people feel more positive about a specific product.
- Emotional response to an ad (e.g., surprise, fear, or interest), not necessarily about the product.
Behavioral
- Purchase intention.
- Buying the product.
- This is the ultimate goal.
Hierarchy of effects models
These models assume that advertising influences the ABC consumer responses, these cognitive, affective and behavioral responses, in a very specific order. From cognitive to affective to behavior.
DAGMAR model
A hierarchy of effects model.
This model suggests that first we become aware of the product/advertisement => we try to understand the product/ad => we try to relate it to our current knowledge => we store it in our memory => can influence our attitude => can influence our behavior (aursii).
What does DAGMAR stand for?
Defining Advertising Goal Measured Advertising Result
Why has there been a lot of criticism on hierarchy of effects models?
Because people don’t always go from this unawareness to actions in this specific order. Sometimes people skip steps and sometimes only people’s behavior is influenced, but not their attitudes. We aren’t always involved and pay attention to ads, but unconsciously we are affected quite a lot by ads.
But at least, based on this model we know which steps can be involved when people are influenced by advertising.
FCB Grid model
Hierarchy of effects model.
As a consequence from the problems that people don’t always go from complete awareness to actions, people came up with the FCB grid.
What this grid says is that there are think-feel-do steps, but in which order you go through the steps depends on the type of product and how involved you are.
High involvement * Think-Feel-Do = Informative
High involvement * Feel-Think-Do = Affective
Low involvement * Think-Feel-Do = Habit
Low involvement * Feel-Think-Do = Self-satisfaction
Four stages of processing advertising messages
Unconscious/automatic to conscious/reflective:
Pre-attentive processing => Focal attention => Comprehension => Elaborative reasoning
Pre-attentive analysis
Often, consumers see a lot of ads and you learn about products incidentally (e.g., in newspaper, magazine, on television, internet). Not much attention (scan info).
BUT: Still impact you through an unconscious/implicit process and can still influence your behavior. Info gets in implicit memory which can be retrieved later.
Think about the clip where two people had to come up with a campaign and drew all the things they unconsciously saw on the street.
What concepts are related to the pre-attentive stage?
- Perceptual/conceptual processing
- Fluency
- Mere exposure
Perceptual/conceptual processing
Pre-attentive processing can rely on:
- Perceptual analysis; you only see the physical features (colors, contours).
o But that would mean that if you saw an iPhone ad in pink for example, and you see a green iPhone in a store you wouldn’t recognize it from the ad. And that is not true.
- Conceptual analysis; product use, usage situation.
o Can have even stronger effects.
o Can have effects even if product looks perceptually different from ad.
Shapiro experiment (1999) on conceptual processing
The first evidence for the idea that the pre-attentive stage can include conceptual processing came from a study by Shapiro.
Goal was to show that incidental ad exposure can induce conceptual processing of an advertisement.
Participants were asked to read an article (on the right) and there was an ad on the left, but he made sure people couldn’t really consciously focus on the ad. Then there were two conditions: half of the participants were shown an advertisement with an isolated object, the other half of the participants were shown an advertisement with the exact same object but then in context (e.g., a phone put in a hand).
Condition I: Isolated object
Condition II: Object in context
He then measured if participants remembered seeing the product in the advertisement. He measured memory in two different ways: the first way was by showing a catalogue with all kinds of isolated products, one of these was the object they saw in the advertisement (isolated condition). This is perceptual measure.
The other measure was a catalogue with all kinds of verbal labels, referring to the same objects as in the first catalogue. This was more a conceptual measurement.
Dependent measure: recall
