1 Chapter 17 Advertising Effects. 2 Advertising in Today’s Media Environment Medium “Any transmission vehicle or device through which communication may.

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Chapter 17

Advertising Effects

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Advertising in Today’s Media Environment

• Medium• “Any transmission vehicle or device

through which communication may occur”

• Advertising media includes:• Television• Radio • Print sources

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Advertising in Today’s Media Environment (Cont’d)

• Many choices for advertisers• Increased availability of

demographic information allows advertisers to know more particular audience characteristics.

• New media choices continue to appear.

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Research Tradition

• Emphasis on the importance of interpersonal communications among audience members

• Transactional model- any number of factors could reduce the strength of media effects

• Elaboration Likelihood Model- offers a modern take on the transactional model

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Research Tradition (Cont’d)

• Communication researchers have identified many different individual characteristics of consumers that influence media effects.

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Theoretical Basis for Individualized Effects

• Selective exposure• People tend to watch, listen to, and

remember media messages that are consistent with their attitudes, interests, or predispositions.

• An audience member’s involvement or personal connection with the media content is an important component of selective exposure.

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Five Important Consumer Characteristics

1. Attitude regarding the medium2. Uses of the medium3. Involvement while using the

medium4. Mood states that affect media

usage

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Krugman (1960s)

• Various media are either:• High involvement

• Print media

• Low involvement• Broadcast media

• Television advertising is most advantageous for developing brand recognition and brand perception.

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The Importance of Mood

• Moods produced by watching particular kinds of television shows cause viewers to react differently to the commercial messages shown during the shows.

• Specific episodes within genres also affect a viewer’s response to ads.

• There is an interaction effect between the mood invoked by the program and that of the embedded commercial.

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Consistency Theory

• Viewers wish to maintain a particular mood for the duration of a program.

• Commercials with a different tone or mood from the media context are less effective.

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Media Context Studies

• Focus upon media content or stimuli rather than on particular consumer characteristics

• Measure more immediate responses• Cognitive, physiological, and behavioral

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Cognitive Response Studies

• Advertising responses are affected by a person’s level of knowledge about the product or service or claim.

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Observational Studies

• Direct observation• Watch consumers as they view the ads

• Studies revealed that children, as they viewed more and more commercials, became impatient for the return of the regular program.

• Many readers engage in an information-filtering process to decide whether printed items are worth the effort of their full attention.

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Studies Involving Psychological Measures

• Equipment is used to determine whether physiological changes occur in response to ads.

• It was thought that people tend to process print ads on the the right side of the brain and television ads on the left side. This hypothesis was proven false.

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Priming Studies

• Examine the content of a program to determine whether the viewer’s attention might be drawn to certain aspects of an ad

• Readers or viewers can be primed cognitively or affectively.

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The Importance of Advertising Frequency and Repetition

• Two different models of advertising response:• Threshold Effects

• Repeated exposure to an ad leads to effectiveness; after a certain number of exposures the ad achieves greatest impact and then slowly begins to decline in effectiveness.

• Diminishing Returns • Response to the ad begins with the first viewing; the ad

rapidly becomes more effective, then becomes less effective with subsequent exposures.

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Advertising Wearout

• Prolonged exposure to the same ad causes consumers to feel resentful and sometimes irritated.

• Effectiveness of the ad declines.

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Pechmann and Stewart (1988)

• Three “quality” exposures to a particular ad are needed for the ad to have an effect.

• Quality exposure• The audience member pays attention

to the ad and it evokes certain thoughts or feelings.

• Too many exposures may result in diminished returns.

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Frequent Exposure to Ads

• Results in a process of learning for the consumer.• Influenced by prior experiences and

prior knowledge

• Overrepetition allows for long-term memory of ads or products.

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Comprehension and Miscomprehension

• Consumers must fully understand an ad in order for it to be persuasive.

• Miscomprehension is a problem with both print and broadcast ads.

• Comprehension has been found to be related to a reader’s age, educational level, and income.

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Recent Research

• Introduction of interactive media and its effects on marketing communication:• Changes in the entire sales experience and

consumer processing and perceptions• Allows for word of mouth communication• Creation of consumer profiling • Ability to track online behavior• Trust on the part of the consumer towards

the advertising source