Introduction to Marketing Communications Lecture Two

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Information about Introduction to Marketing Communications Lecture Two

Published on February 14, 2014

Author: neilkelley



An introduction to Advertising

…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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