Psychology of Advertising
Advertising - correct answer-any form of paid communication by an identified sponsor, aimed
to inform and/or persuade target audiences about an organization, product, service or idea
paid
placed
consumer-based
goal oriented
long term focused
proactive, not reactive
integrated into the organization
research & feedback can inform strategy
channels needs & reshapes them into wants
facilitates competition between companies
way to communicate with customers
key source of funding for media and other industries
unique selling proposition - correct answer-summary statement used to meaningfully
differentiate the brand from the competition
2 Approaches to Advertising - correct answer-Informational (argument-based appeal)
Soft-sell (affect-based appeal)
they coexist today, depending on the agency, client, product, etc.
Informational (argument based appeal) - correct answer-1800s; early 1900s
inform customers what was for sale at what price and where one could buy it
"tell approach"
transitioned into the hard-sell approach, which was also called the "reason why approach"
soft sell approach (affect-based appeal) - correct answer-influence feelings and emotions
rather than thoughts
function of advertising - correct answer-inform: creating or influencing non-evalutive
responses, such as knowledge/beliefs
persuade: generating or changing an evaluative response, such as that something is more
favorable
When used:
1. type of product
2. type of purchase
, 3. lifecyle of the product (introduction, growth, maturity, decline)
4. situation
2 strategies - correct answer-alpha and omega strategies
alpha strategies - correct answer-influence the tendency to move toward something
also known as the approach motivation
omega strategies - correct answer-influence the tendency to move away from something
also known as the avoidance motivation
psychological approach to advertising - correct answer-identifying the effects of advertising
at the individual level
seeks to articulate the interpersonal, interpersonal, and group-level processes that are
responsible for the relationship between the advertisement and the response
Active processing - correct answer-we come to messages with schemas and ideas already
in place
we are active in evaluating the messages
we respond in many different ways
social psychological approach - correct answer-
experiment based - correct answer-test it
ask them questions or to write, and we measure something
independent variable: what is being changed
dependent variables: what we measure after they see the stimuli (i.e. attitude, behavioral
intentions)
RANDOM ASSIGNMENT: helps isolate the effect of the message. requires randomly
assigning participates into the experiment and control group. Everyone has an equal chance
of being in a group so any difference between groups is related to the independent variable.
theory based - correct answer-provides a roadmap for what we expect to happen
predictive models - correct answer-we can predict how people will interpret advertisements
correlation vs. causation - correct answer-correlation means they are related, causation
means its proven that one actually causes the other
Message parts - correct answer-source (who is the source of the message?)
argument quality (what is communicated? is it a strong claim? persuasive?)
message structure (how the information is communicated and the order of the arguments)
direct source - correct answer-the spokesperson delivers the message by speaking or
demonstrating use of the product ex: katy perry talking in a mascara ad
Advertising - correct answer-any form of paid communication by an identified sponsor, aimed
to inform and/or persuade target audiences about an organization, product, service or idea
paid
placed
consumer-based
goal oriented
long term focused
proactive, not reactive
integrated into the organization
research & feedback can inform strategy
channels needs & reshapes them into wants
facilitates competition between companies
way to communicate with customers
key source of funding for media and other industries
unique selling proposition - correct answer-summary statement used to meaningfully
differentiate the brand from the competition
2 Approaches to Advertising - correct answer-Informational (argument-based appeal)
Soft-sell (affect-based appeal)
they coexist today, depending on the agency, client, product, etc.
Informational (argument based appeal) - correct answer-1800s; early 1900s
inform customers what was for sale at what price and where one could buy it
"tell approach"
transitioned into the hard-sell approach, which was also called the "reason why approach"
soft sell approach (affect-based appeal) - correct answer-influence feelings and emotions
rather than thoughts
function of advertising - correct answer-inform: creating or influencing non-evalutive
responses, such as knowledge/beliefs
persuade: generating or changing an evaluative response, such as that something is more
favorable
When used:
1. type of product
2. type of purchase
, 3. lifecyle of the product (introduction, growth, maturity, decline)
4. situation
2 strategies - correct answer-alpha and omega strategies
alpha strategies - correct answer-influence the tendency to move toward something
also known as the approach motivation
omega strategies - correct answer-influence the tendency to move away from something
also known as the avoidance motivation
psychological approach to advertising - correct answer-identifying the effects of advertising
at the individual level
seeks to articulate the interpersonal, interpersonal, and group-level processes that are
responsible for the relationship between the advertisement and the response
Active processing - correct answer-we come to messages with schemas and ideas already
in place
we are active in evaluating the messages
we respond in many different ways
social psychological approach - correct answer-
experiment based - correct answer-test it
ask them questions or to write, and we measure something
independent variable: what is being changed
dependent variables: what we measure after they see the stimuli (i.e. attitude, behavioral
intentions)
RANDOM ASSIGNMENT: helps isolate the effect of the message. requires randomly
assigning participates into the experiment and control group. Everyone has an equal chance
of being in a group so any difference between groups is related to the independent variable.
theory based - correct answer-provides a roadmap for what we expect to happen
predictive models - correct answer-we can predict how people will interpret advertisements
correlation vs. causation - correct answer-correlation means they are related, causation
means its proven that one actually causes the other
Message parts - correct answer-source (who is the source of the message?)
argument quality (what is communicated? is it a strong claim? persuasive?)
message structure (how the information is communicated and the order of the arguments)
direct source - correct answer-the spokesperson delivers the message by speaking or
demonstrating use of the product ex: katy perry talking in a mascara ad
