Advertising Psychology
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The document discusses advertising psychology, focusing on key concepts and models that influence consumer behavior. It highlights advertising's role as a persuasive communication tool and explores various tactics, such as the elaboration likelihood model, unique selling propositions, and emotional appeals. It also delves into cultural considerations, targeting strategies across generations and genders, and methods for measuring advertising effectiveness.
Advertising Psychology
- 1. Andreea Dicu Alexandra Musat Carmen Neghina Psycho-economics PsychologyAdvertising
- 3. Agenda 2/19/2015 Advertising Psychology 3 Advertising revealed Advertising tactics Elaboration Likelihood Model Communication Model/Techniques 1) Who say? 2) What? 3) By what means? 4) To whom? Methods of measuring advertising effects Trends and future developments
- 5. What do you think about advertising? Fun Deceptive Aggressive Hard Work Creative Innovative
- 6. What is advertising in theory? Sponsor Paid form of communication Persuasive Mass Media Large Audience Non-Personal
- 7. Definition of advertising “Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.” (Wells, Burnett & Moriarty, 2003, p. 10) An advertising idea is a credible and provocative statement of substance about the brand’s main consumer benefit. 2/19/2015 7Advertising Psychology
- 8. Major objectives Capture attention Arouse and hold interest Make a useful lasting impression 2/19/2015 8Advertising Psychology
- 9. Effects of advertising 2/19/2015 Advertising Psychology 9 Cognitive • awareness / recognition of the ad, brand, or product/service • memory about the ad, brand, or product/service Affective • Interest • product liking • positive emotional response to an ad • emotional bonding Conative • purchase consideration • buying the product
- 10. Unique Selling Proposition A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer The U.S.P. is about uniqueness must sell must make a proposition 2/19/2015 10Advertising Psychology
- 11. Unique Selling Proposition In best cases our brand or product is unique in itself or is determined to be something unique for a special target group Can you give examples? Coca cola Porsche Rolex 2/19/2015 11Advertising Psychology
- 12. Unique Selling Proposition 2/19/2015 Advertising Psychology 12 Unique Advertising that promises a unique benefit, or a benefit that is perceived as distinct and/or superior Selling Significant and relevant to consumers - persuasive enough to incite action Proposition A clear, compelling consumer benefit that is delivered by the product
- 13. Unique Selling Proposition 2/19/2015 Advertising Psychology 13 Unique taste, shape, color, different flavors Selling Bottles, cans & kegs Proposition The Beck‘s experience
- 14. Brand Wheel 2/19/2015 Advertising Psychology 14 What the brand is / what the brand looks like: Physical/functional characteristics of the brand Rational advantage for me. What the brand does: The results of using the brand. Psychological advantage of using the brand: How the brand makes me feel about myself / how others feel about me, using the brand If the brand were a person: How would it be? Brand Essence: The core of the brand. The sum of characteristics in the wheel. Brand Essence
- 15. Brand Wheel 2/19/2015 Advertising Psychology 15 DRIVING EXCELLENCE German, Masculine, Luxury, Expensive, well-engineered. Quality, Performance, Roadholding, Heritage, Bssssssing! Sports performance in luxury comfort, Best of both worlds. Is what it does Wise heads on young shoulders A passionate driver Serious but not serious-minded, charismatic, outgoing, joie de vivre, half german, half human. The steel fist in a velvet glove Brand Essence
- 17. A framework of psychological meaning 2/19/2015 Advertising Psychology 17 Stimulus e.g. TV ad Billboard Image ad Tangible Attributes e.g. size color brightness music Data driven e.g. sight touch sound Intangible Attributes e.g. modern fun exciting Concept Driven e.g. cognitive associations cognitive abstractions Psychological Meaning Individual characteristics e.g. attitudes perceptual selectivity personality Social characteristics e.g. gender social class marital status occupation Situational characteristics e.g. time to make decision number of available choices Attribute Bundle Perceptual Mode Context
- 18. Consumers that are motivated and able to process the message will devote more thought to the message contained in advertisement “elaboration” Attitude change depends on the quality of the arguments Elaboration Likelihood Model (Petty & Cacioppo, 1986) Implies two routes to persuasion: Central route to persuasion Peripheral route to persuasion 2/19/2015 18Advertising Psychology Consumers that are not motivated and/or unable to process the message will switch to a less involved and elaborate processing of information Attitude change depends on the peripheral cues
- 19. Examples of peripheral cues celebrity attractive source sources with high credibility expert sources humor erotic stimuli 2/19/2015 19Advertising Psychology
- 20. Elaboration Likelihood Model Motivation to process the message can be influenced by personal relevance of the product need for cognition (a tendency to engage in and enjoy effortful analytic activity) personal responsibility Ability to process the message can be influenced by distraction prior knowledge intelligence message comprehensibility 2/19/2015 20Advertising Psychology
- 21. Elaboration Likelihood Model 2/19/2015 Advertising Psychology 21 Central route to persuasion Peripheral route to persuasion •relatively enduring / shows a greater temporal persistence •more predictive of behavior •shows a greater resistance to counter- persuasion • less enduring / relatively temporary • unpredictive of behavior • shows a greater susceptibility to counter- persuasion Attitudechange Consequences of elaboration
- 22. Communication Model Who? Says what? By what means? To whom?
- 23. Communication Model Source characteristics 1) Credibility Lower credibility sources - when the receiver’s thoughts about the product are favorable Higher credibility sources – when the receiver’s thoughts are negative Profession has a greater effect upon perceived credibility than the spokesperson 2) Attractiveness 3) Gender 2/19/2015 Advertising Psychology 23 Who? Says what? By what means? To whom?
- 24. Communication Model Source characteristics 1) Credibility 2) Attractiveness For low involvement products – coffee, perfume Attractive models do not enhance recall, but facilitate ad recognition 3) Gender 2/19/2015 Advertising Psychology 24 Who? Says what? By what means? To whom?
- 25. 2/19/2015 Advertising Psychology 25 Credibility Attractiveness Source Gender
- 26. 2/19/2015 Advertising Psychology 26 Credibility Attractiveness Source Gender
- 27. Communication Model Source characteristics 1) Credibility 2) Attractiveness 3) Gender Gender of models should match the image of the product held by users Any role depiction should be realistic and natural rather than stereotypical and false 2/19/2015 Advertising Psychology 27 Who? Says what? By what means? To whom?
- 28. 2/19/2015 Advertising Psychology 28 Credibility Attractiveness Source Gender
- 29. Communication Model Who? Says what? By what means? To whom?
- 30. Communication Model Message appeal - the overall style of the advertising 2/19/2015 Advertising Psychology 30 Who? Says what? By what means? To whom? Rational appeal? One- vs. two- sided and comparative appeals? Emotional appeal?
- 31. Communication Model The MAC Model Memory only – most of the choices we make are determined by habit Memory plus affect – most of the conscious choices that make us pause are determined by affect Memory plus affect plus cognition – some ads make us think, as well as do some decision 2/19/2015 Advertising Psychology 31 Who? Says what? By what means? To whom? Ads Competitors for attention Perceptualfilters Memory Affect Cognition
- 32. Communication Model The MAC Model Consider a major purchase choice you made in the past. Did you use some rational basis to create a consideration set, or did you just fall in love with it when you saw it? 2/19/2015 Advertising Psychology 32 Who? Says what? By what means? To whom?
- 33. Communication Model The role of emotion Coca-Cola – “Have a Coke smile” Pepsi-Cola – “Get that Pepsi feeling” General Motors – “Get that great GM feeling” AT&T – “Reach out and touch someone” Saab – “One car you can buy where your emotions aren’t compromised by your intellect” 2/19/2015 Advertising Psychology 33 Who? Says what? By what means? To whom?
- 34. Communication Model The role of emotion 2/19/2015 Advertising Psychology 34 Who? Says what? By what means? To whom? A Typology of Emotional Content Positive Negative Pleasure Joy Friendliness Sadness Loneliness Arousal Vitality Liveliness Overstimulation Dominance Competence Self-fulfillment Futility
- 35. 2/19/2015 Advertising Psychology 35 Pleasure Message appeal
- 36. 2/19/2015 Advertising Psychology 36 Arousal Vitality Message appeal Liveliness
- 37. 2/19/2015 Advertising Psychology 37 Dominance Message appeal
- 38. Communication Model Fear appeals as arousal Optimal range of tension Point of inflection where increasing tension activates anxiety –> negative feelings 2/19/2015 Advertising Psychology 38 Audio-Visual Print Energy generation Anxiety & Energy generation Threshold Tension No picture Picture Who? Says what? By what means? To whom?
- 39. 2/19/2015 Advertising Psychology 39 Fear Message appeal
- 40. 2/19/2015 Advertising Psychology 40 Fear Message appeal
- 41. 2/19/2015 Advertising Psychology 41 Fear Message appeal
- 42. 2/19/2015 Advertising Psychology 42 Fear Message appeal
- 43. 2/19/2015 Advertising Psychology 43 Fear Message appeal
- 44. Communication model Humor appeal "Trying to figure out why something is funny is like dissecting a frog. You'll come up with answers, but the frog always dies.“ Mark Twain One of the most common techniques, but hard to realize The belief that humor can increase advertising effectiveness has led to its unprecedented popularity However, it can work for you or it can work against you! Peripheral cue - drawing attention to the ad 2/19/2015 Advertising Psychology 44 Who? Says what? By what means? To whom?
- 45. 2/19/2015 Advertising Psychology 45 Humor Message appeal
- 46. 2/19/2015 Advertising Psychology 46 Humor Message appeal
- 47. Communication Model Subliminal Messages the use of hidden or otherwise imperceptible stimuli to manipulate viewers or listeners to behave in ways they otherwise would not. The Vicary “Eat Popcorn/Drink Coke” Study Below threshold Subjective threshold Objective threshold 2/19/2015 Advertising Psychology 47 Who? Says what? By what means? To whom?
- 48. Communication Model Who? Says what? By what means? To whom?
- 49. Communication Model 2/19/2015 Advertising Psychology 49 Who? Says what? By what means? To whom? Copy theme Visual reprezeantations Music
- 50. Communication Model 1) Copy theme 2/19/2015 Advertising Psychology 50 Who? Says what? By what means? To whom? Surface level Text Underlying level Text Different ads using the same kinds of techniques (characters, jingles) Signification system structured around connatative signified
- 51. Communication Model 1) Copy theme Use of figurative language and rhetorical devices 2/19/2015 Advertising Psychology 51 Who? Says what? By what means? To whom? Metaphor • used in creating brand identity • Beetle (small and quick) • Mustang (very fast) Slogans • reinforce the recognizability of a brand name • Joint the Pepsi generation Imperative forms • this creates the effect of advice coming from an unseen authoritative source • Trust your senses Formulas • create the effect of making meaningless statements sound truthful • A Volkswagen is a Volkswagen
- 52. Communication Model 2) Visual representations „What visual images express can only be approximated by words, but never fully captured by them. Words represent an artificially imposed intellectual system removed from primal feeling; images plunge us into the depth of experience itself.“ (Barry, 75) 2/19/2015 Advertising Psychology 52 Who? Says what? By what means? To whom?
- 53. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 53 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
- 54. 2/19/2015 Advertising Psychology 54 Violating reality Attracting attention
- 55. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 55 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
- 56. 2/19/2015 Advertising Psychology 56 Visual Metaphor Attracting attention
- 57. 2/19/2015 Advertising Psychology 57 Visual Metaphor Attracting attention
- 58. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 58 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
- 59. 2/19/2015 Advertising Psychology 59 Visual parodies Attracting attention
- 60. 2/19/2015 Advertising Psychology 60 Visual parodies Attracting attention
- 61. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 61 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
- 62. 2/19/2015 Advertising Psychology 62 Direct eye gaze Attracting attention
- 63. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 63 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
- 64. 2/19/2015 Advertising Psychology 64 Vertical camera Angle, Power, and Status Eliciting Emotion
- 65. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 65 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
- 66. 2/19/2015 Advertising Psychology 66 Looking down, Nurturance, Subservience Eliciting Emotion
- 67. Communication Model 3) Music Attention gaining value Ability to engage a listener’s attention through speed and loudness Role in advertising – attract and hold attention However, can be act as a distractive factor Message congruence The extent to which purely instrumental music conveys meanings (feelings, images, thoughts) that are congruent with those evoked by ad messages 2/19/2015 Advertising Psychology 67 Who? Says what? By what means? To whom?
- 69. Communication Model Who? Says what? By what means? To whom?
- 70. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 70 Who? Says what? By what means? To whom? Linguistics Cultural Suitability
- 71. 2/19/2015 Advertising Psychology 71 Linguistics Targeting Cultures
- 72. 2/19/2015 Advertising Psychology 72 Cultural Suitability Targeting Cultures
- 73. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 73 Who? Says what? By what means? To whom? Explicit Implicit
- 74. 2/19/2015 Advertising Psychology 74 Explicit Targeting Cultures
- 75. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 75 Who? Says what? By what means? To whom? Colors Numbers
- 76. Colors and cultures 2/19/2015 Advertising Psychology 76
- 77. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 77 Who? Says what? By what means? To whom? Religion Individualism Masculinity
- 78. 2/19/2015 Advertising Psychology 78 Religion Targeting Cultures
- 79. Communication Model 2/19/2015 Advertising Psychology 79 Targeting Cultures US Melting Point
- 81. Respond to: Themselves reflected in images Fierce sarcasm/ Imagination, Creativity Stupid / Smart Messages Deconstructed Paradigms Style Luxury Goods and Mass Market Targeting Generations 2/19/2015 Advertising Psychology 81 GEN-X (24-35) “US“ “I“ “ALL“ Respond to: Cues of achievement / Status / Heroes Iconic Authority Heroes / Trailbrazers The things that are earned Comfort „I‘ve earned it luxury“ Perks Anti-Aging Respond to: New Ideas Companies with a Philosophy „Multi-Sensory“ Experiences Multi Generational Models Fun / Learning Parents as their Heroes Interesting People Senses of Community BABY BOOMERS (36-54) GEN-Y (6-23)
- 82. 2/19/2015 Advertising Psychology 82 Baby Boomers Targeting Generations
- 83. 2/19/2015 Advertising Psychology 83 Gen X Targeting Generations
- 84. 2/19/2015 Advertising Psychology 84 Gen Y Targeting Generations
- 85. Communication Model „The consumer is not an idiot, she‘s your wife.“ - David Ogilvy „I heard another one: She‘s not an idiot, she‘s your boss!“ - David Lubars, BBDO West 2/19/2015 Advertising Psychology 85 Targeting Genders
- 86. Communication Model What do women want? 2/19/2015 Advertising Psychology 86 Targeting Genders
- 87. 2/19/2015 Advertising Psychology 87 What Do Women Want? Respect Individuality Stress Relief Connection Relationship
- 88. 2/19/2015 Advertising Psychology 88 Respect? Targeting Genders
- 89. 2/19/2015 Advertising Psychology 89 Dove Pro-Age Campaign Individuality Targeting Genders
- 90. 2/19/2015 Advertising Psychology 90 Stress Relief Targeting Genders
- 91. 2/19/2015 Advertising Psychology 91 Connection Targeting Genders
- 92. 2/19/2015 Advertising Psychology 92 Relationship Targeting Genders
- 94. Why? "Half the money I spend on advertising is wasted, and the trouble is I don't know which half. “ - John Wanamaker 2/19/2015 Advertising Psychology 94
- 95. Traditional measures of effectiveness 2/19/2015 Advertising Psychology 95 Effectiveness Attitudes towards the ad Brand / Product / Ad recall Purchase Intentions Involvement
- 96. Dillemma Some commercials succeed at being memorable without managing to persuade viewers, while other are persuasive without being memorable - David. W. Stewart, David H. Furse 2/19/2015 Advertising Psychology 96
- 97. Best practice 2/19/2015 Advertising Psychology 97 Strategy or copy developement Copy refinement Below the surface exploration Disaster checks
- 98. Future Trends in Advertising 2/19/2015 Advertising Psychology 98
- 99. Mass is back in business Goal: reach a mass audience
- 100. Future trends 2/19/2015 Advertising Psychology 100 Future Trends Screen saturation Gender reversal Brand guards Real social networks
- 101. 2/19/2015 Advertising Psychology 101 Questions? Thoughts? Applause?
- 102. Thank you for your attention!
Editor's Notes
- #6: What do you think about advertising? Ask them ,,, This is our guess …
- #7: This is what the theory sais. a paid form of communication (although some forms of advertising use donated space and time; e.g. PSA)it has an identified sponsortries to persuade or influence the consumer to do somethingthe message is conveyed through many different kinds of mass media reaches a large audience of potential consumersform of mass communication, therefore it is non-personal
- #9: Caputre attention - tell the market about the product, and build awareness of both the product and the company.Arouse and hold interest - maintains interest and awareness of a well established product in the market. It is often used to remind consumers of the BrandMake a useful lasting impression - encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition
- #15: TOOL to help you define your brand and product characteristics!The Brand Wheel works best when:the essence synthesizes the whole of the attributes, benefits, values and personality of the brandno more than a few items appear in each of the four headingsyou only use items that are truly competitive and relevant and so add genuine leverage
- #18: Suggests that tangible attributes of the stimulus are captured by consumers via their 5 senses. The context also becomes a critical determinant of psychological meaning. This framework suggests that these context variable can be broken into individual variable, social variables and situational characteristics. This is not a sequential process, but a descriptive framework of the critical constructs involved in meaning formation.
- #20: Celebrity – perfumes, cosmeticsAttactive source – attractive modelsExpert sources – for toothpaste (dentists)Humor – irony, unexpected developmentsErotic – when in lack of other ideas, use sex
- #24: Lower credibility sources will have more effectiveness if the receiver’s thoughts about the product are favorableHigher credibility sources will be more persuasive if the receiver’s thoughts are negativeProfession has a greater effect upon perceived credibility than the spokesperson
- #25: Lower credibility sources will have more effectiveness if the receiver’s thoughts about the product are favorableHigher credibility sources will be more persuasive if the receiver’s thoughts are negativeProfession has a greater effect upon perceived credibility than the spokesperson
- #28: However, mixed recommendations!!!
- #32: The MAC model suggested that ad processing and making choices follow this pattern. In more difficult decisions we also engage A.
- #33: Asjaneaustin suggested, we rationalize the choice we have made on an affective basis but this is not always the case. Sometimes dissonance needs to be logically rezolved and sometimes other hard factors, such as affordability intrude. We may want something, but consideration tells us we cannot afford it. Thus cognition also serves to unmake the original choice.
- #34: Some examples of ad campaigns that invoke emotional appleal
- #35: Pleasure: in the case of pleasure or hedonic tone, an emotional appeal may be designed to associate a product with the direct experience of sensuous gratification, physical comfort and social intimacy, Example – sexy imagery found in many perfume commercials,Arousal – the emotional appeal might associate the product with a desired state of vitality and livelinessIncreasing tension generates energy up to a certain point, and beyond that threshold, increasing tension arouses anxiety