Advertising Theory
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2/21/2008
Advertising Theory
The Tools of Persuasion
1
2/21/2008
Information (Marketing)
product features (did you know?) improving brand recognition (now you know.)
Persuasion (Advertising)
buy it! (don’t you know that you need it?) forming relationships (you know you love it!)
The Goals of Advertising
2
2/21/2008
Source
Message
Medium
Receiver
Feedback
The Elements of Communication
3
2/21/2008
Smart mediums allow contemporaneous input from senders and receivers.
Receivers may:
◦ select one message over another ◦ skip, replay, store a message
Senders may:
◦ identify receivers and their behavior ◦ focus or alter message
Interactive Communication Model
4
2/21/2008
“…the World Wide Web represents an interactive media with a greater richness of information as opposed to what can be found in traditional media (Evans & Wurster, 1997). Researchers have found that consumers are more active on the Internet and the World Wide Web than is the case with other media channels (Hoffman and Novak, 1996). During a Web session, the Web user is active and interacting with the material presented on the Website, a behavior that may impact advertising on the Web.”
The Internet
5
2/21/2008
+ + =
increased information flow increased ad intensity increased consumer awareness no more “sleeper effect.”
The sleeper effect identified by psychologist Carl Hovland refers to the "hidden" effect of a propaganda message even when it comes from a discredited source.
• Knowledge Bias: the presumption that a speaker has a biased view on an issue • Reporting Bias: the perception that the source has opted not to report certain facts How to Build Credibility?
A Compromised Source
6
2/21/2008
The first step in ad development is identifying, the target audience. An old rule of rhetoric dictates that you can’t begin speaking until you know who you are speaking to....
Advertising Theory
The Tools of Persuasion
1
2/21/2008
Information (Marketing)
product features (did you know?) improving brand recognition (now you know.)
Persuasion (Advertising)
buy it! (don’t you know that you need it?) forming relationships (you know you love it!)
The Goals of Advertising
2
2/21/2008
Source
Message
Medium
Receiver
Feedback
The Elements of Communication
3
2/21/2008
Smart mediums allow contemporaneous input from senders and receivers.
Receivers may:
◦ select one message over another ◦ skip, replay, store a message
Senders may:
◦ identify receivers and their behavior ◦ focus or alter message
Interactive Communication Model
4
2/21/2008
“…the World Wide Web represents an interactive media with a greater richness of information as opposed to what can be found in traditional media (Evans & Wurster, 1997). Researchers have found that consumers are more active on the Internet and the World Wide Web than is the case with other media channels (Hoffman and Novak, 1996). During a Web session, the Web user is active and interacting with the material presented on the Website, a behavior that may impact advertising on the Web.”
The Internet
5
2/21/2008
+ + =
increased information flow increased ad intensity increased consumer awareness no more “sleeper effect.”
The sleeper effect identified by psychologist Carl Hovland refers to the "hidden" effect of a propaganda message even when it comes from a discredited source.
• Knowledge Bias: the presumption that a speaker has a biased view on an issue • Reporting Bias: the perception that the source has opted not to report certain facts How to Build Credibility?
A Compromised Source
6
2/21/2008
The first step in ad development is identifying, the target audience. An old rule of rhetoric dictates that you can’t begin speaking until you know who you are speaking to....