Advertising MKTG:233

Advertising MKTG:233

1. What is ADVERTISING?

   • Advertising is a paid, mediated form of communication designed to persuade to receiver to take action (Fill et al. 2013 p22)
     • Persuade refers to to an active attempt to change attitudes
       • Psychological principles the function in the persuade process are: Reciprocity, Scarcity, Authority, Consistency, Liking, Consensus
     • "Advertising isn't a science. It's persuasion. And persuasion is an art" -Bill Bernbach
   • The Role: to engage, to develop awareness, build brand association, cultivate brand values position brand (Fill et al. 2013. p17)
     • Essential goal of advertising is to provoke a response
       • Drive brand values: Cognitive, thinking and feeling
       • Engagement
       • Change customers attitudes/process's
         • Cognitive - LEARNING understanding a brand and creating awareness of the features and the benefits of a prodcut
         • Affective - FEELING The feeling, sentiments, moods and emotions about a product. Used to induce feelings to consumer prefers the brand - "wear the rose - O2" "Man on the mood - John Lewis"
         • Conative - DOING The action, for instance advertising is used to encourage the purchase.
     • Built through the creative brief
   • Contribution
     • Positive business performance: Increasing sales, Slowing decline, supporting a price premium Burberry changed "chavvy" image to "classy" image
     • Advertising is versatile: can be used in different ways for different purposes Coke = Christmas
     • Helps build a sustainable brand

2. MODELS

   • AIDA: Attention Interest Desire Action (Strong 1925)
   • Hierarchy of effects: Awareness Knowledge Liking Preference Conviction Purchase
     • It goes from Unawareness, Awareness, Expectations to trail. Which leads to beliefs and attitudes towards a brand, to reinforcement, ultimately creating brand loyalty
       • Choice of advertising objective depends on the target audience’s degree of experience with the brand prior to commencing campaign.
       • For advertising to be successful it must advance consumers through a series of psychological stages.
     • NEGATIVES: ASSUMES ALL CONSUMERS MOVE THROUGH SAME STAGES. ASSUMES THAT A POSITIVE ATTITUDE FOR A BRAND MEANS PURCHASING
   • Elaboration Likelihood Model ELM
     • NEGATIVES: ASSUMES THAT ONCE CONSUMERS RECEIVE THE MESSAGE, THEY BEGIN TO PROCESS IT
     • Communication (Message, source) ATTENTION
       • High involvement Process CENTRAL ROUTE
         • Cognitive Responses
           • Belief and Attitude Change
             • Behaviour Change
       • Low Involvement Process PERIPHERAL ROUTE
         • Belief Change
           • Behaviour Chnage
             • Attitude Chnage
     • High-involvement consumers are swayed by powerful arguments
     • Low-involvement consumers are swayed by source attractiveness
     • AMO factors determine likelihood of attention and elaboration… Ability to process message Motivation to process Opportunity to process
   • MECCAS MODEL Conceptualization of components for advertising strategy
     • Value orientation Brand Consequences Brand Attributes Creative Strategy and leverage point
       • Value orientation: The end level. Driving force for the advertising execution
       • Brand Consequences: major positive consequences, benefits of using the bring, that advertise the verbally or visually communication to the consumers
       • Brand Attributes: attributes or features that are communicated as a means of supporting the consequences of using the brand
       • Creative Strategy and leverage point: The overall communication to tap into the key values that acts a driving force
       • Values: Power, Hedonism, Stimulation, Security, Achievement
       • Laddering

3. Integrated marketing

   • application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other
   • As integrated marketing becomes the norm, we are seeing traditional definitions of above-the- line and below-the-line all but disappear.” “An integrated and innovative approach is now absolutely what clients demand because it is what their customers need.” (Reiter, J 2009)

4. Advertising agencies - as service based business which is primarily engaged in creating, planning and handling advertising for its clients

   • Full-service agencies
     • Saatchi & Saatchi
   • Specialist agencies
     • 23red
     • Carat
   • Account Department
     • Planning Department
       • Media Department
         • Creative Department
           • The Pitch
           • Creative Boutiques
             • Ability to turn out inventive creative work quickly
             • Provide only creative services
             • Full-service agencies may subcontract to creative boutiques
           • Advertising Creativity - creative ads are defined as both divergent and relevant
             • DIVERGENT
               • Novel or unusual
                 • Originality, Flexibility, Elaboration, Synthesis, Artistic (Smith, Chen & Yang. 2009)
                   • Ad-to-consumer relevance: Refers to situations where the ad contains execution elements that are meaningful to consumer (Smith et al. 2007. P820)
                   • Brand-to-consumer relevance: Refers to situations where the advertised brand (or product category) is relevant to potential buyers (Smith et al. 2007. P820)
                   • Barbie "You can be anything" Agency: BBDO San Francisco and New York
             • RELEVANT
               • Meaningful, valuable or appropriate
             • CAN: Connecedness Appropriateness Novelty (Shimp 2010)
               • Wonderbra - print ads. Boobs get bigger then page is pulled. (Adweek)
               • British Airways: Billboard appeared every time a plane went past
               • Sticky Slogans
             • Ad men in Creativity
               • David Ogilvy "If it doesn't sell, it isn't creative
               • Sir John Hegarty " Advertising is 20 percent idea and 8- percent execution. It's knowing what ideas will be great"
             • Rewards
               • Clio Awards, D&AD Pencils, Cannes lions
                 • D&AD Pencils: Always won with #likeagirl as
             • Formulation: Means-end chaining as a guide to creative advertising
               • Attributes > Consquences > values/End (means)

5. Creative Boutiques: Provide only creative service. Can be subcontract to creative boutiques. Turn inventive creative work quickly

6. 5 Ways to Create Distinctive Ads (Henry 1997)

   • Find out what everybody else is doing in your marketplace and then do something different. Forget the logical proposition and find the personality of the brand instead. Define the target market so that you like it and respect it. Put in creative starters: examples which describe how the strategy might look in its final medium to demonstrate how actionable your brief is. Make it inspiring by making your thinking fresh and unexpected.