Published on February 14, 2014
…introduction to 2
the role advertising plays
• D …to differentiate R• …to remind (or reassure) I• …to inform P• …to persuade
the Advertising Plan...
message… emotional and informational
message… factual, ‘slice-of-life’, demonstration, comparative fear, humour, animation, sex, music, fantasy
timing… Pulsing – a combination of the previous
uses of advertising…
aligned with this approach is the concept of likeability
shock in advertising...
Surprise Reaction Shock Advert Norm Violation Exposure Shock in Advertising Attention Comprehension Elaboration Retention Behaviour
attitude toward product was regarded as key
AIDA Attention Interest The InnovationAdoption Model DAGMAR Awareness Unawareness Interest Awareness Evaluation Comprehension Trial Conviction Action Adoption Action Lewis, 1898 Rogers, 1962 Desire Colley, 1961 The Hierarchy-ofEffects Model Awareness cognitive Knowledge Liking affective Preference Conviction Purchase Lavidge and Steiner, 1961 conative
Exposure Processing Communication effects in relation to brand positioning Target audience action Involvement
advertising frameworks… involvement – advertising works by drawing members of the audience into the advertisement.
strong and weak theories… hence, it is only after trial that our attitudes are changed
consumers should be ‘nudged’ into buying brands more frequently
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