final_ssm_project-11

Types of Advertising

1) Comparative advertising: Comparison is made in terms of one or more product attributes.

Types of comparative advertising

Implicit

Explicit

Verbal

Visual

Rational creative approaches

Comparative advertising

Accounts to 20-30% of total advertising

Effective

Misidentification

Leader V/s followers

May not necessary translate into buying

Two-sided V/s one sided comparative advertising

Open end V/s close end comparison

Types of Advertising

Rational creative approaches

Types of Advertising

2) Inoculative advertising: Building Resistant Attitudes

A consumer can be made more resistant to competitive appeals by attempting to make a brand offer more attractive.

Rational creative approaches

Types of Advertising

3) Refutational advertising: A process of explicitly or implicitly stating competitive appeals and then refuting them, instead of dealing exclusively with brand benefits.

3 reasons why Refutational messages appear to work

1) Stimulating

2) Competitive attacks appear less credible

3) Contain supportive information

Rational creative approaches

Types of Advertising

Emotional creative approaches

There are creative approaches that rely on emotions or feelings for their effectiveness such as:

Warmth

Affection

Surgency

Excitement

Humour

Fear

A market can segmented on the basis of varying degrees of attitude

Positive

Neutral

Negative

Strengthening Attitudes As Advertising Objectives

To attempt changes in the market from some Negative/Neutral to Positive Position

Or

To sustain and maintain a Positive attitude and avoid Attitude Decay (Long run Objective)

In general two broad classes of objectives from the new point are :

Strengthening Attitudes As Advertising Objectives

The basic objective of advertising is to Move People in the positive direction

Strengthening Attitudes As Advertising Objectives

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Marketing effort

Competitive pressure

-ve 0attitude

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% of total market

Case Example

AMSTUTZ”s Micro simulation model posits that consumer move through 4 major stages in the purchase process

Develop perceived need

Decision to shop

Purchase

Post purchase

Strengthening Attitudes As Advertising Objectives

Salient product characteristics for nutritional ready-to-eat cereal

Product category

Brand A

Brand

B

Protein 8 9 5

Minerals 5 7 5

Vitamins 9 8 4

Absence of sugar 4 3 6

Strengthening Attitudes As Advertising Objectives

. Then there are 5 broad categories

Affect those forces, which influence strongly the choice criteria used for evaluating brands belonging to the product class.

Add characteristics to those considered salient for the product class

Increase/Decrease the rating for the salient product class characteristics

Change the perception of the company’s brand with regard to same particular salient product characteristics

Change perception of competitive brands with regard to same particular salient product characteristics

Strengthening Attitudes As Advertising Objectives

Importance of Attributes in Attitude Formation

Attitude is a central concept in the entire field of social psychology.

An advertiser can get useful information from knowing the markets attitude towards his or her brand, but it is important to know what lies behind those attitudes.

Basically, to know the strengths and weaknesses of the brand and attributes on which decision making is based.

There is intense competition for the consumer’s attention in today’s world.

Means-End Change Model—

This model focuses on the connection between product attributes consumer consequences and personal values through a process called laddering.

PRODUCT ATTRIBUTES

CONSUMER CONSEQUENCES

PERSONAL VALUES

Different levels of attributes

Ideal- Point Model-

It rely on different approaches for data collection and an assumption that a particular combination of levels on each attribute can be found that represents a persons or total market’s ‘ideal combination’.

Importance of Attributes in Attitude Formation

Evaluative Belief Model-

This model uses multiattribute attitudes.

A0 = Wd a0d

A0 is the attitude of an individual towards an object 0.

a0d is the evaluation of an individual or a segment towards an object 0 with respect to attribute or dimension d.

Wd is measure of relative importance or weightage.

Importance of Attributes in Attitude Formation

3 Components of an Attitude

Affective Component

Cognitive Component

Behavioural

Component

Three Components of an Attitude

Cognitive Component:

This component deals with a persons knowledge and perceptions that are acquired by a combination of direct experience with attitude-object and related information secured from various sources.

Affective Component:

A consumers emotions or feelings with respect to a particular product or brand constitute the affective component of an attitude. These emotions and feelings are primarily evaluative in nature.

Conative Component:

It is the behavioural part of an attitude the readiness respond with action. It refers to the consumer’s ‘Intention to Buy’.

Three Components of an Attitude

Source Message Channel Receiver destination

Message presentation

Attention

Comprehension

Yielding

Retention

Behaviour

I n d e p e n d e n t V a r i a b l e s

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A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

Response Hierarchy ModelMessage Presentation

Attention

Comprehension

Yielding

Retention

Behaviour

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

1 )MESSAGE PRESENTATION:- consumers are exposed to ads.

a) Car buyer will be more attentive to car ads.

b) Fashion conscious will be more attentive to ads for clothing.

2) ATTENTION:- there are many factors to get consumer’s attention like-

a) Position by placing an ad in the upper half of a page.

b) Varying their campaigns – cadbury.

c) Using eye-catching photos

d) Placing brand on the upper shelf

e) Use of jingles

f) Repetitive ads

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

3) COMPREHENSION:- message must be meaningful.

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

Two people may make different judgments of the above picture

3) COMPREHENSION:- message must be meaningful.

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

4) YIELDING:- product benefit will make some difference to their lives.

Eg- FAIR & LOVELY ; LIVON

5) RETENTION:- receiving information and storing it in the form of words and images. EG:- CADBURY ; COLGATE ; PARACHUTE.

6) BEHAVIOUR:- influencing to buy the product.

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

Role Of Persuasive Communication1) SOURCE FACTORS:- a source is the spokesperson. He may be

sales person or an ad endorser. There are 2 source components.

a) Source credibility:-

i) Expertise:- making valid statement. For eg:- Sachin Tendulkar in the Adidas advertisement.

ii) Trustworthiness:- perception that a source has made a valid statement. For eg:- Amitabh Bachchan in cadbury, parker pen, anardana etc.

b) Source attractiveness:- consumers get influenced by the likeability and similarity of the spokesperson.

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

Piyush Pandey- a creative head of an advertising agency.

Rani Mukherjee- beautiful, yet very real.

Preity Zinta- represents a spirit of living.

Kareena Kapoor- classical beauty and also bold.

Aishwarya Rai- classical beauty.

Source:- Sunday Times Of India, Feb 13, 2005

Sunil Doshi- a CEO of a company that specialises in celebrity endorsement.

Rani Mukherjee- represents middle class

Preity Zinta –brings to product a young but sophisticated appeal.

Kareena Kapoor- confidence and boldness.

Aishwarya Rai- suitable for lifestyle and aspirational products

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

2) MESSAGE :- translating advertisement objectives into a message.

3) CHANNEL :- reaching target market through media.

4) RECEIVER:- audience receiving message, understanding and interpreting it.

5) DESTINATION:- message reaching the target audience.

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns

Copy Testing

Measuring advertising effectiveness is the process of evaluating the advertising campaign against the advertising and marketing objectives.

There are four stages where copy testing can take place:

Beginning of creation process

End of creation process

End of production stage

After the campaign has been launched

What are the Reasons For Testing Advertising Campaigns?

Cannot depend only on “gut” feeling. Pre-testing the Campaign.

Attention getting, pleasing, interesting or boring.

Tested for recall value.

Image promoted of the product, intentions of the consumers.

Understanding the message and capable of achieving the objectives.

To create and produce one campaign or several ads are needed to support it.

Pre-tested to check up every details.

Appeal having any negative reaction from the consumers.

Copy Testing

What are the different factors that should be tested?

The pre-testing stage:

Does the basic theme or appeal used in the advertisement communicate a specific benefit to consumers? Is it compelling enough to persuade them to buy the product?

Is the creative leap interesting and attention-getting?

Evaluating consumers response to the campaign as against those of competitors.

The post-testing stage:

Has the advertising campaign resulted in sales?

Has it created memorability for the brand name?

Has it created a positive image towards the product and brand?

How much of advertising is necessary to sustain the consumers interest?

Are the consumers convinced that the brand is superior to others?

Copy Testing

Methods of measuring effectiveness of advertising

There are several methods that are employed to test effectiveness.

Some of the accepted methods of measuring effectiveness are:

Effect Communication effect

Sales

Pre-testing Opinion and attitude tests

Mechanical laboratory methods

Projective techniques

Inquiry tests

Sales experiments and test markets.

Post-testing Readership (recognition) tests

Recall tests

Attitude change measures

Measures of post sales

Experimental designs

Copy Testing

Pre-testing communication effects:Opinion and attitude test

Dummy advertising media vehicles.

Consumer jury.

Order of merit.

Paired comparision.

Portfolio tests.

Theater type tests.

Attitude scales.

Copy Testing

Advantages of opinion and attitude scales:

Less costly.

It enables researchers to contact typical consumers.

Use of a completing ad.

Limitations of opinion and attitude scales:

Difficult to get accurate information.

Artificial situations.

It emphasizes noticeability of the ad.

Limitation in the ranking method.

Intention to buy is not measured.

Copy Testing

Mechanical laboratory method

Several mechanical methods are used.

Since everything is recorded by a machine the subjective approach of the researchers is reduced.

Projective techniques

These are motivational research techniques.

They are useful at the concept developmental stage before the creation of the ad.

Copy Testing

Post-testing of communications effect:Readership tests: This is a test conducted after the advertisement has been run.

Method: Respondents are asked to categorize the ads as noted, seen associated and read most.

Advantage of readership tests

Comparative ratings

Effect of size and colour

Attention value of the ad.

Limitation of readership tests

Does not measure the sales penetration

Lead ad agencied to use tricks.

Copy Testing

Recall test: it is also based on the memory of the respondent and is therefore similar to the recognition test.

Method

Advantage of recall test

Actual penetration of the ad message.

Long term effect of the advertisement

Advertisers get an addiction as to whether the brand image in the minds of the consumers matches with the company’s communication message.

Limitation of recall test

They do not indicate whether the respondents will buy the product because they remember the ad.

Copy Testing

Attitude change measures: Tries to assess the effectiveness of advertising or other promotion in changing consumers evaluation of the company and its brands.

Advantage of attitude change measures

Better measure of the sales pull of the ad

Relatively inexpensive to administer.

Limitation of attitude change measures

Difficult to assess peoples attitude

Researchers are often not sure about the attitudes that need to be measured.

Copy Testing

Copy Testing

SALES EFFECTS

Pre-testing Post-testing

Inquiry tests Sales experiment and test markets

Measure of past sales

Experimental designs

Sales Effect (Pre-Testing)

Inquiry tests: Number of inquires that an advertisement gets.

Advantage of Inquiry tests

Consumers are motivated to take a positive action and reply to the advertisers offer.

It is fairly effective pre-testing device to measure the sales potential of an ad.

Limitation of inquiry tests

It indicates the number of people who responded to a free gift offer.

Copy Testing

Sales experiments and test markets

Advantage

It provides sales figures in an actual market

Limitation

Higher cost, the time period and identification of appropriate markets.

Sales effects- post-testing

Post-testing methods that measure the sales effects of advertising are:

Measures of post sales

Experimental designs

Copy Testing