Advertising Media Strategy

…how does advertising work?3

the role of advertising...

engagement

international, national, local, direct…

engages through… creating awareness, changing

perceptions/attitudes, building brand values, influencing

behaviour and… calling to action

engagement

stimulated to…

think feelact

about…

productsbrands

organisations

DRIP…

• …to differentiate

• …to remind (or reassure)

• …to inform

• …to persuade

Chris Fill, 2009

D

R

I

P

media selection

media classbroadcast, print, outdoor, digital, in-store

media type or category

broadcast… television, radio, cinema, online

media vehicles

television… coronation street, x-factor

radio… absolute, Heart, Capital

newspaper… Telegraph, Metro, Sun

uses of advertising…

(re)position brands

can be important to the creation/maintenance of a brand personality

used as a mobility barrier, deterring entry to a market by other

organisations

provide a means for differentiation and competitive advantage

used as an anchor for many integrated campaigns, to build awareness and develop brands

Fill, 2013

how does advertising work…

sequential models such as the AIDA and Hierarchy of

Effects model were very influential for a long time

assume that the consumer moves through stages logically…

learn - cognitive

attitude toward product was regarded as key

do - conative

feel - affective

Percy and Elliott, 2011, De Pelsmaker et.al., 2010

response hierarchy models…

Attention

Desire

Interest

Action

Awareness

Interest

Evaluation

Trial

Adoption

Unawareness

Awareness

Comprehension

Conviction

Action

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

cognitive

affective

conative

AIDA The Innovation-Adoption Model

The Hierarchy-of-Effects Model

DAGMAR

Colley, 1961 Lavidge and Steiner, 1961

Lewis, 1898 Rogers, 1962

Exposure

buyer response sequence…

Processing

Communication effects in relation to brand positioning

Target audience action

Involvement

Rossiter and Percy (1997)

advertising frameworks…

sales - advertising seeks short-term changes in behaviour. In this

view advertising should adopt a promotional approach.

persuasion - assumes advertising works rationally. Because

messages are capable of being persuasive, customers are moved

through sequential steps

involvement – advertising works by drawing members of the audience into the advertisement.

salience - is based upon the premise that advertising

works by being different and standing out.

Fill, 2006 after Hall, 1991 and O’Malley, 1991

strong and weak theories…

strong view… ads can increase sales through use of persuasive,

manipulative techniques, deployed against passive customers who do not

process information, such as the sequential models

weak view… Ehrenberg’s ATR‘N’ framework (awareness-trial-reinforcement-nudge)

promotional messages do not make us buy products

but rather consumers are driven by habit

hence, it is only after trial that our attitudes are changed

Ehrenberg’s ‘nudge’ (weak) theory...

consumers should be ‘nudged’ into buying brands more frequently

ads just provide reinforcement to stimulate habitual buyers into

more frequent purchases of the brand from their repertoire

so the role of advertising is not to inform but to get lapsed or potential users to try the brand, to ‘nudge’ us into buying

…Elaboration Likelihood Model

Message Motivation to process

Ability to process

Opportunity to process

Peripheral cue present

No processingPeripheral processing

Retain initial attitudeTemporary attitude change

Central processing

Neutral arguments

Supportarguments

Counter-arguments

No attitude change

Permanent positive attitude change

Permanent negative attitude change

yes yes yes

yes no

nono no

Input for future processing

Petty and Cacioppo, 1986

a little nudge…

a little nudge…

shock in advertising...

shock strategy is ‘one that deliberately, rather than

inadvertently, startles and offends its audience.’

It gets attention as the cognitive engagement and

message elaboration help us remember

audiences are surprised by the messages because they don’t

conform to social norms or expectations

Exposure

Shock Advert

Norm

Vi

olation

Surprise

Reacti

on

AttentionComprehensionElaborationRetentionBehaviour

Figure 18.1 A preliminary model of consumer reactions to shock appeals

(Dahl et al., 2003)

shock in advertising...

shock in advertising...

shock in advertising...

sexism in advertising...

summary...

how advertising “works” depends on…

whether the product is new or established

strong theory for new brands?

weak theory for established brands?

how involved the consumer is, their personal

motivations and the relevance of the advertisement