MIMC HO Lecture 5

Lecture 5
How advertising works
Until recently
Now
In future
Internationally

Types & Roles

Message Creation
Rational V Emotional
appeals

Types & Roles of advertisements

Advertising was defined as

any form of paid-for media used by the marketer to

communicate with his target audience
any paid, non-personal communication e.g. Mass media

Above-the-line advertising is defined as

any paid form of advertising on which commission is paid

by the media to the agency

BUT:
it is no longer so commission led
Advertising increasingly means anything that is
capable of communicating a message about a
product or service or the brand.
Online it is not simply banner ads or websites
e.g. content advertising
The existing academic definitions are redundant.

Types of advertising
By target audience (2007/10)
Different consumer groups
Trade (retailers) advertising
Industrial advertising
Financial community
By Receiver (2013)
Consumer
Business to Business
Industrial
Trade

By purpose (2007)
Corporate advertising to develop
image
Promote products or services,
generic advertising to promote
categories of products,
Government or charitable
advertising to affect attitudes and
opinions

By media
Television, radio, newspapers
magazines, posters and
outdoor media, cinema, the
new media (2007)
Audio-visual, Print, Point of
purchase, direct (2010/2013)

By Sender (2010/2013)
Manufacturer, Collective,
Retailer, Co-operative, Idea

By Message (2010/2013)
Informational, Transformational,
Institutional, Selective v generic,
Theme v Action

By geographic region (2007)

Local, national or international

De Pelsmacker et al 2007/2010/2013

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Further classifications
Sometimes classified by the roles that
advertising seeks to fulfil
*Pioneer advertising
Competitive advertising
*Comparative advertising

Roles of advertising
All advertising should contribute to brand image
To build and maintain brand values
To protect

Roles of advertising broadly

*To inform *To persuade To sell awareness, essential info, build relevant
brand image
To remind use!
All linked to marketing strategies, communications objectives and
budget

Roles of advertising
All advertising should contribute to brand image
To build and maintain brand values
To protect

Roles of advertising broadly

To inform
To persuade
To sell awareness, essential info, build relevant
brand image
To remind use! Linked to marketing strategies, communications objectives
and budget

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Roles of advertising
It is important as it can influence audiences by informing or reminding them of the
existence of a brand, or alternatively by persuading or helping them differentiate a product or
organisation from others in the market. (Fill 2002)

Specifically the main roles of advertising are to;

Reach huge audiences

Communicate with specific audiences
Provide management control
Build awareness
Induce a dialogue
(re)position brands
Provide brand personality
Create competitive advantage
Can be a mobility barrier
Perceived as the anchor
++It attempts to change or maintain attitudes (from negative & neutral
to positive)
++Ultimately long term all marcoms seeks to improve sales
Currently advertisings key strategic role is probably to engage with the
customers experience of the brand (Fill 2013)

How?
How?
Messages
Messages should
should be;
be;
Targeted
Targeted at
at the
the right
right audience
audience
Capable
Capable of
of gaining
gaining attention
attention
Understandable
Understandable
Relevant
Relevant
Acceptable
Acceptable
Designed
Designed to
to fit
fit the
the cognitive
cognitive capability
capability of
of
the
the receiver
receiver

The creative brief*

J.Walter Thompson Agency

A creative brief is provided by the planner or executive

Role of communications
The target audience
Consumer insight
The proposition
Desired response
Reasons to believe
Brand personality
Tone of voice
Executional considerations

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Communications objectives
Category need
Brand awareness
Brand knowledge/comprehension
Brand attitude
Brand purchase intention
Purchase facilitation
Purchase
Satisfaction
Brand loyalty

Theoretical approaches to advertising design.

Clow and Baack (2010)

1) Hierarchy of effects model (6 steps

consumers move through when making a
purchase) Awareness, knowledge, liking,
preference, conviction, purchase.
Historically the purchase funnel - ..
2) Means-End Theory
3) Verbal and Visual images

Measuring the 'engagement' of brand

advocates when applied to social media
(Forrester Research Inc)

McKinsey original funnel

McKinseys tweaked purchasing

loop

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Means-end chain theory (MECCAS)

o Comfortable life o Inner peace
o Equality
o Mature love
o Excitement
o Personal
Accomplishment
o Freedom
o Pleasure
o Fun, exciting life o Salvation
o Happiness
o Security

o Self-fulfilment
o Self-respect
o Sense of
belonging
o Social
acceptance
o Wisdom

The purpose of the means-end chain is to start a process in which viewing the
ad leads the consumer to believe that using the product will help him or her to
reach one of these personal values. The means is the ad (message); end is the
consumers desired end state (personal values).

Processing the message

(Percy & Elliott 2005)
Attention to the ad: unconscious or conscious
In ads discussed as reflexive v selective attention

Learning something from the ad: involves memory

Conscious level = explicit memory
Unconscious level = implicit memory

Acceptance of or belief in what the ad says:

Agree or disagree with the message

Emotion that is elicited from the ad:

Does it elicit an emotional response e.g. Feelings?
Positive or negative?
If the response is consistent with experiences associated with
using the product, will reinforce brand purchase intention.

The creative idea

Message construction
Balance, structure, source and presentation

Verbal and visual images

Emotional versus rational appeals
Objectives? Solve problems/Convert/post
purchase resonance?
Stand out, memorable, original, fit, attentiongrabbing (3 secs?)

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Advertising Tactics
Two broad types of motive that drive attitudes
towards purchase behaviour
Informational motives
Motive

Possible emotional state

Problem removal
Problem avoidance
Incomplete satisfaction
Mixed approach Avoidance
Normal depletion

Anger-relief
Fear-relaxation
Disappointment optimism
Guilt peace of mind
Mild annoyance - convenience

Rational Appeals
for advertising appeals

Rational
Rational motives
motives

Creative styles

(benefits)
(benefits)
Convenience
Convenience
Economy
Economy
Health
Health
Sensory
Sensory benefits:
benefits: taste
taste etc.
etc.
Quality
Quality
Performance
Performance
Comfort
Comfort
Reliability
Reliability
Durability
Durability
Efficiency,
Efficiency,
Efficacy
Efficacy etc
etc

Talking head
Demonstration
Problem solution
Testimonials
Slice of life
Dramatisation
Comparative
Product as hero
First amongst equals

Does emotion lead to the decision to purchase!

Emotional appeals and elements

Animation
Humour
Eroticism
Warmth
Fear or anger
Fantasy
Social acceptance
Shock
Ego or self-esteem
Sensory thirst, hunger
Teaser
Parody

Non verbal
Sound
Music
Colour
Movement
Pictures
Written word
Captions
Repetition
Slogans, strap lines tag lines.
Calls to action.
Use of imagery and
typography layout.
Use of signs

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Colour emotion chart

Source: Blue Marlin
http://www.bluemarlinbd.com/

Endorsers
Company
The brand endorses a new product
The Company CEO is spokesperson

Expert
White coats (I am not a real doctor)
A qualified doctor
Sports Endorser

Celebrity endorser
Animated character

What is really happening?

Algorithms now place ads based on key word matches
identified by search terms or context-specific placements
based on web content. Mulhern 2009
In an interactive, social media landscape, interpersonal
connections are more important than information.
As commercial messages spread into all things digital,
organizations can communicate with people in vastly more
ways than those typically thought of as media.
It remains for academics and practitioners to establish
theories, concepts and methods that organize the digital
landscape into a hyper-media ecosystem that subsumes
traditional brand communications into a networked world of
instantaneous and archived information.

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Integrated creative advertising

The old spray and pray method no longer works (Roberts & Barker 2010)
The big brand idea/message; created, crafted and pushed out through
reliable (traditional) media channels belong to a bygone era (Woolmington Naked 2009)

Brands must DO and not SAY!

Advertising doesnt work if it only burnishes or decorates the solution and

doesnt solve the problem (Berndt - Google creative Lab)
Current expert mantras are:
Be Engaging
Solve problems - to make life easier for consumers
Be useful
Be entertaining
Be relevant
Its not digital. Its life (Olander Nike Global director of brand connections)
Its no longer about feeling good about a brand, its about how the brand
behaves (Law R/GA Creatives)

In the old days brands supported big media. Today clever brands have disintermediated big media and seized control. They are becoming portals.

The future of advertising?

Advertising will no longer be able to
rightly assume the lead role in a campaign
it is more likely to be used according to
the engagement needs of:
1.The audience
2.The brand
3.The communications industry
in that order (Fill 2009)