Final_ssm_project-11

Types of Advertising Rational creative approaches 1) Comparative advertising: Comparison is made in terms of one or more product attributes.

Types of comparative advertising  Implicit  Explicit  Verbal  Visual

Types of Advertising 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

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.

Types of Advertising Rational creative approaches 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

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

Strengthening Attitudes As Advertising Objectives A market can segmented on the basis of varying degrees of attitude

 Positive  Neutral  Negative

Strengthening Attitudes As Advertising Objectives In general two broad classes of objectives from the new point are :

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)

Strengthening Attitudes As Advertising Objectives 4

% of total market

3

5 Marketing effort

6 2

Competitive pressure

1 -ve

7 0 attitude

+ve

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

Strengthening Attitudes As Advertising Objectives 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 Product nutritional ready-to-eat cereal 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 Objectives . Then thereAdvertising 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

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.

Importance of Attributes in Attitude Formation Different levels of attributes 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

Ideal- Point ModelIt 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 ModelThis 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.

Three Components of an Attitude 3 Components of an Attitude

Cognitive Component

Affective 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’.

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns Indepe ndent

Variables

Dependent Variables

Source Message Channel Receiver

Message presentation Attention Comprehension Yielding Retention Behaviour

destination

A Matrix Of Persuasion For Assembling And Evaluating Advertising Campaigns Response Hierarchy Model Message 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 likea) 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

3) COMPREHENSION:- message must be meaningful.

Two people may make different judgments of the above picture

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 Communication 1) 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 Sunil Doshi- a CEO of a company that specialises in celebrity endorsement.

Piyush Pandey- a creative head

Rani Mukherjee- represents middle class

Rani Mukherjee- beautiful, yet very real.

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

Preity Zinta- represents a spirit of living.

Kareena Kapoor- confidence and boldness.

Kareena Kapoor- classical beauty and also bold.

Aishwarya Rai- suitable for lifestyle and aspirational products

Aishwarya Rai- classical beauty.

of an advertising agency.

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

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.

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

Copy Testing 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 SALES EFFECTS

Pre-testing

Inquiry tests

Sales experiment and test markets

Post-testing

Measure of past sales

Experimental designs

Copy Testing 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