Marketing Communication
Lecture 1:
Psychology of advertising – individual perspective:
Predicting the impact of specific advertising variables on specific,
individual consumer responses and explain the processes responsible for
any advertising impact.
What that means... specific ad variables
- Source variables
Expertise/credibility/trustworthiness
Attractiveness
Number
Fame
- Message variables
Argument quality
Argument quantity
Information density
Specific and individual consumer
- Thinking about the ad/brand - cognitive responses
Beliefs
Evaluations
Inferences
Convictions
Awareness
Attitudes
References
- Feelings about the ad/brand - affective responses
Emotions and mood
Transient and enduring
Positively – negatively valanced
- Acting towards the ad/brand - behavioural responses
Trial vs habit
Buying
Using
Disposing
Advertising in context: Setting the stage
, - More than 1000 commercial stimuli a day
- Advertising: any form of paid communication by an identified
sponsor aimed to inform and/or persuade target audiences about an
organization, product, service or idea
- Advertising as pars pro toto for all promotion tools -and media- in
the marketing communication toolbox
Argument-based vs. Emotional appeals
Two key functions
- To inform and/or to persuade
- Key difference: type of consumer response
Inform: change nonevaluative consumer responses
(information/factual)
Persuade: change evaluative consumer responses (something
is missing)
Both argument-based and emotional appeals can inform
and/or persuade
Two basic strategies
Alpha strategies:
- Promoting an approach motivation – making the offer more
attractive
Omega strategies:
- Reducing an avoidance motivation – reducing resistance
,Hurdle 1#: How consumers acquire and process information from
advertising
Four basic stages from low effort, unconscious and automatic to high
effort, conscious and deliberative
- Pre-attentive analysis
- Focal attention
- Comprehension
- Elaborative reasoning
Covaries with the most researched consumer variables ever:
involvement/engagement
Note: involvement is a feature of the consumer, not a product!! (e.g.,
expensive is not necessarily high involvement!!)
1. Pre-attentive analysis
- General, non-goal directed surveillance of the environment
- Incidental exposure to advertising
- Unconscious
- Why relevant? -> far from trivial for advertisers: especially suitable
for ad placement strategies
Hemispheric lateralization and ad effectiveness
Specialization in function brain hemispheres
- Left: text processing
- Right: picture processing
A pictorial ad benefits from being processed by right hemisphere (a place
it left)
, A textual ad benefits from being processed by left hemisphere (so place it
right)
2. Focal attention
- When involvement turns from low to moderate
- Focal attention: process by which information is brought into short
term, working memory where it becomes the object of conscious
attention
So when we actively focus on things and start noticing them…
- Voluntary and involuntary attention
Factors promoting involuntary focal attention:
Salience
- Extent to which variable is noticeably different from its environment:
extent of experienced contrast
Vividness
- Extent to which information is emotionally interesting,
concrete/image provoking and proximate
Novelty
- Extent of ‘newness’ frequently a function of extent to which
information disconfirms preexisting consumer expectations
Salience: Vividness: Novelty:
3. Comprehension
- Comprehension: once we notice things, can we make sense of
them?
Lecture 1:
Psychology of advertising – individual perspective:
Predicting the impact of specific advertising variables on specific,
individual consumer responses and explain the processes responsible for
any advertising impact.
What that means... specific ad variables
- Source variables
Expertise/credibility/trustworthiness
Attractiveness
Number
Fame
- Message variables
Argument quality
Argument quantity
Information density
Specific and individual consumer
- Thinking about the ad/brand - cognitive responses
Beliefs
Evaluations
Inferences
Convictions
Awareness
Attitudes
References
- Feelings about the ad/brand - affective responses
Emotions and mood
Transient and enduring
Positively – negatively valanced
- Acting towards the ad/brand - behavioural responses
Trial vs habit
Buying
Using
Disposing
Advertising in context: Setting the stage
, - More than 1000 commercial stimuli a day
- Advertising: any form of paid communication by an identified
sponsor aimed to inform and/or persuade target audiences about an
organization, product, service or idea
- Advertising as pars pro toto for all promotion tools -and media- in
the marketing communication toolbox
Argument-based vs. Emotional appeals
Two key functions
- To inform and/or to persuade
- Key difference: type of consumer response
Inform: change nonevaluative consumer responses
(information/factual)
Persuade: change evaluative consumer responses (something
is missing)
Both argument-based and emotional appeals can inform
and/or persuade
Two basic strategies
Alpha strategies:
- Promoting an approach motivation – making the offer more
attractive
Omega strategies:
- Reducing an avoidance motivation – reducing resistance
,Hurdle 1#: How consumers acquire and process information from
advertising
Four basic stages from low effort, unconscious and automatic to high
effort, conscious and deliberative
- Pre-attentive analysis
- Focal attention
- Comprehension
- Elaborative reasoning
Covaries with the most researched consumer variables ever:
involvement/engagement
Note: involvement is a feature of the consumer, not a product!! (e.g.,
expensive is not necessarily high involvement!!)
1. Pre-attentive analysis
- General, non-goal directed surveillance of the environment
- Incidental exposure to advertising
- Unconscious
- Why relevant? -> far from trivial for advertisers: especially suitable
for ad placement strategies
Hemispheric lateralization and ad effectiveness
Specialization in function brain hemispheres
- Left: text processing
- Right: picture processing
A pictorial ad benefits from being processed by right hemisphere (a place
it left)
, A textual ad benefits from being processed by left hemisphere (so place it
right)
2. Focal attention
- When involvement turns from low to moderate
- Focal attention: process by which information is brought into short
term, working memory where it becomes the object of conscious
attention
So when we actively focus on things and start noticing them…
- Voluntary and involuntary attention
Factors promoting involuntary focal attention:
Salience
- Extent to which variable is noticeably different from its environment:
extent of experienced contrast
Vividness
- Extent to which information is emotionally interesting,
concrete/image provoking and proximate
Novelty
- Extent of ‘newness’ frequently a function of extent to which
information disconfirms preexisting consumer expectations
Salience: Vividness: Novelty:
3. Comprehension
- Comprehension: once we notice things, can we make sense of
them?
