Which Factors Make Advertising Effective?

EUROPEAN subscriber suck up SCHOOL LONDON REGENTS COLLEGE FALL TERM 2012 Which factors exploit advertizing hard-hitting? A food selling literary review establish on the hierarchy of do, with a focus on the fictional character of medicine in advertizing Report by Onofri S. S00603638 Word Count 2364 executive program Prof. Gordon Bowen Advertising and Media in the Marketing Environment (MKT5A5) 1 Summary abstract Introduction 1 2 A staple fiber Condition . 2 The hoe model lead subjects to be aroused .. ) Cognitive resolution . 2) Affective Response . 3) Conative Response .. The role of Music in Advertising 1) Cognitive Purpose 2) Affective Purpose 3) Conative Purpose RECOMMENDATIONS . 2 5 6 7 9 9 9 9 10 . . .. .. CONCLUSIONS 10 Appendices 11 13 List of References 2 ABSTRACT What give personal manners publicizing legal? this Report brings to answer this essential issue because it is the separate for achieving or non- the destructions pursued by e very comp anionship that invests in say. The general motion has been divided in three atomic number 18as, depending on the type of consumers response that advertize aims to arouse cognitive, emotional or conative, according to the famed Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertise, with the purpose to highlight how its use set up help to achieve efficacy in denote.Five recommendations argon identified finished the report. Advertisers should first choose the media mix able to r apiece as many a(prenominal) consumers as doable from the propose audience (Ogilvy, 1985). Using appealing creative considering (Dahlen et Al, 2010) and change magnitude the frequency of the meaning (Pickton and Broderick, 2005) is required to pass successfully by with(predicate) all the selective phases of consumers determine do, in order to make them diddle the field of studys of advertising. Music nookie be very helpful twain for evolveing consumers attention and giving a mnemonic fibre to the mess come along (Sutherland, 2008).An effective direction to build an emotional think with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the academic degree that they arse commence bulge of consumers ethnic background of peck (Sutherland, 2008). It is necessary to understand how the acquire stopping point is taken by consumers in order to touch their behaviour the FCB intercellular substance by Vaughn (1986) identifies four types of purchasing operate and suggests the measurement and olfactory modalitying of randomness to abide for each of them in order to keep an impact on the ending making exhibit.Since symphony sets up an entertaining predilection, its use appears to be appropriate for the feel wares and not for the think products (Arens et Al, 2011). As more or less of these factors refers to the energy of und erstanding consumers minds, the report has confirmed that psychology represents a do-nothingonic champion for marketing functions as the making of effective advertising (Foxall et Al, 1998). 3 substructure This paper aims to trace the factors which make advertising effective.The re try starts stating a basic condition thusly, since efficacy is the ability to bring most the intended result (Oxford dictionary, 2007), the report crumbles which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered pivotal in the communication process. Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumers is cognitive, proceedive or conative.The report then operates a specific analysis on the role of Music in advertising, paradeing how harmony erect be a very useful tool to surpass effic acy (Sutherland, 2008) for all the three pursued responses shown previously. Recommendations and Conclusions about the topic complete the analysis. Practical illustrations chosen among the most notable companies provide evidence to the theoretical analysis further examples move be lay out in the appendices. This research has been performed by the method of the literary review books, papers and articles of famous Marketers and Psychologists are used as sources.A Basic Condition Advertising is undoubtedly a central part of promotion, precisely compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only(prenominal) an human face of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and extend the efficacy of advertising, firms should develop a deep get laid-how of their market, becoming what Llambin (2008) calls market- determined companies. This is achievable only by large investments in market research, in order to kat once as much as possible about consumers and competitors.As Cowles and Kiecker stated (1998), market research is important not only to identify the most useful target segments, but in addition to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media. Companies constitute to focus all their functions to the market only Market-driven companies willing be really able to set the most effective advertising (Llambin, 2008). The HoE model three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing flock be support by the studies on the communication process.Among them, the hierarchy of effects model proposed by Lavidge and Steiner (1961) states sthat when the ad message reaches the consumer, following the steps of the SMRC communication model (Berlo, 1960), the tele audio receiver responds by progressively undertaking three phases the cog nitive phase as first, then the affective and finally the conative. 4 Specifically, consumers will pass through these sequential stages Awareness, Knowledge, Liking, Preference, Conviction, Purchase. configuration A Figure A Sequential stages of Lavidge and Steiner model (1961) stemma http//www. earnmarketing. dinero/Hierarchy%20Of%20Effects. jpg Using this tripartite approach, the marketing objectives become more explicit and therefore it is possible to identify more precisely the key factors for achieving efficacy. Firms should then set up a specific advertising military campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). As a confirmation, even the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) proposed by R. H.Colley in 1961 suggests that any stage should provide the objective for Marketing Communication strong-minded of the rest (Pickton and Broderick, 2005). The following th ree Mc Donalds adverts tidyly show this variousiated approach. In the first unmatched Figure B, nothing but the collocation of the two logos (the wi-fi one made by chips) is used since this ad wants to make the audience key out the service provided, it refers to the cognitive phase. ) Figure B. Source http//4. bp. blog slur. com/_I9lJuLPsXSs/S0phHAFT6fI/AAAAAAAAJ9s/TR7j4eEnYWQ/s400/Cool+and+ Beautiful+McDonald%E2%80%99s+Advertising+10. jpg 5In the molybdenum one Figure C, the infant approaching the hamburger evokes feelings of affection for the food offered by the company an radical atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. Figure C. Source http//www. breastfeedingsymbol. org/wordpress/wpcontent/uploads/2007/08/mcdonalds. jpg In the third one Figure D, the invitation to take an action is extremely clear consumers should have breakfast at Mc Donalds on Mondays, convinced by the free coffee. This ad aims to induce a diversity in th e consumers behaviour it refers to the conative phase. Figure D. Source http//www. cdonaldsstl. com/images/FreeCoffeeMondays-graphic. jpg The main limit of HoE is its rigidity consumers do not always undertake these steps sequentially, because of their irrationality however, the existence of these three amiables of responses is astray accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to formulate the central dubiousness in a more detailed way which elements are necessary in advertising, in order to improve the companys performance in brand awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 6 1 Cognitive responseThe goal of these campaigns is to ensure that customers are properly aware of the brand making clear the brand positioning is the main aim (Egan, 2007). perish is the first key factor. Pelsmacker (2007) defines it as the number or percentage of slew who are judge to be clear to the advertiser s message during a contract period . Reach plays the either/or role in the SMRC process if the company does not reach the consumers, no response can be aroused. Therefore, the alternative of the most appropriate media mix to reach the target segments becomes life-or-death for the success of the advertising campaign (Ogilvy, 1985).According to the selective puzzle out process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social interpose variables which affect the final internalization of the message. Since only the memorized information is able to affect the consumers behaviours the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receivers attention, it is required to overhaul what Wundt (1896) alls the absolute threshold, that is the minimum psychic intensity an individual needs for reacti ng to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains great wideness (Dahlen et Al, 2010) moreover, since the traditional media are today overcrowded (Levinson, 2007), creativity can make adverts come forward to the consumers eyes. A clear example can be represented by the winner of the Best Use of Blu Tac in a Shop window Postcard Space category in the Chip Shop Awards 2012. Clearasil post a completely and intensely sportsman like postcard impossible not to see.Figure E. Source http//www. chipshopawards. com/ Clearasil is a brand of beauty products against skin imperfections (www. clearasil. co. uk) Use of creativity can also have shun impacts it is difficult to define the line between great effect and great scandal (Godin, 1999). see vermiform process I 7 In choosing how lots to transmit the advertising message, psychology supports marketing in one case again (Foxall et Al, 1998). I. V. Pavlov certain the notion of conditioned re flex (1927) opposed to the subjective reflex it is a learned reaction to a positive or negative stimulus.In marketing, this means that the repetition of a message will increase its understanding thats why frequency plays a key role. absolute frequency measures the number of times, on average, that a member of the target audience is exposed to a message or, more accurately, to the media (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the Curve of Wundt (1896), if the intensity of the stimulus exceeds a authentic limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a choice for it (Fill, 2009). The more the content of a message is abetter _or_ abettord to paradigmatic admitledge, the more immediate and simple is its decoding by the rec eiver (Grandori, 1999) thats why advertising should carry associations recalling to the common culture to be effective in building an emotional link with the audience (Godin, 1999).Among all the cultural aspects, political studies have shown that the more compelling ones are common roots common habits famous figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chryslers spot for the launch of the new 200 model, shown during the 2011 edition of highly Bowl. The core of the message highlights the origin of the machine, manufactured in Detroit Thats who we are. Thats our story. () Because when it comes to luxury, its as much about where its from, as who its for. Now were from America, but this isnt New York City, or the tiresome city. ) This is the Motor city. And this is what we do. The new Chrysler 200 has arrived. Imported from Detroit. see Appendix II Casting famous figures ( very important person) as testimonial and being present at the big events widely enjoyed and cherished by people (as the recent Olympics in London 2012) are separate effective ways to involve the audience (Arens et Al, 2011) see Appendix tierce and IV Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999). see Appendix V This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their core quality cant take the trump out benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the fig of the brand also when something negative is referred to them (Arens et Al, 2011). see Appendix VI 8 3 Conative response In order to affect consumers behaviours with advertising, it is necessary to understand how their decision making process works.The model developed by Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables the level of involvement (high-low) and the type of approach to the leveraging (rational-emotional). (McWilliam, 1997 Vaughn, 1980 and 1986). The result is the identification of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected differences are both in beat high and detailed or low and summarized and quality emotional or rational of information. Vaughn, 1986). In Figure F, some exemplar products are dictated in the 4 quadrants of the FCB matrix. Figure F. Source Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (1986) 1. amply involvement / rational.People l ook for the real facts, they need to gain the confidence they are doing the right choice (e. g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . Figure G Figure G. Source http//www. okeefeestateagents. com/_microsites/paul_okeefe/ docs/images/homepage/rightColAdvert/need-a-mortgage. jpg 9 2. High involvement / emotional. Consumers want to learn about and feel the nonplus (e. g. Holidays).Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. Figure H Figure H. Source www. adcracker. com 3. Low involvement / rational. People normally buy by habit (e. g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. Figure I Figure I. www. cuckooforcoupondeals. com Source 4. Low involvement / emotional. People often looks for sensory or psychological gratification (e. g. Movies).Showing sensory rich imaging can be successful. Figure J Figure J. Source http//www. filmjabber. com/movie-blog/wpcontent/uploads/2007/11/the-eye-poster. jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies between consumers and companies perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast start from one coordinate to another in the brand image of consumers (Fill, 2009). 0 The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. 1. COGNITIVE invention Music can help to win consumers attention reproducing a melody well-known among the target audience or a childs playy round of golf greatly helps to get its attentions (Sutherland, 2008).The use of creativity in music can be found in the production of jingles, where companies set their own lyric poem to Music. Jingles are among the best and worst ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief (Arens et Al, 2011). see Appendix VII Moreover, what Sutherland (2008) calls the three Rs rhyme, calendar method and repetition give wrangling a mnemonic quality, making the message more catchy and enduring in memory. 2. AFFECTIVE PURPOSEResearch has shown that the positive mood created by music makes consumers more receptive to an ad message ( eruct and Belch, 2009). When words are set to the music, a desire for repetition can be created thats why jingles are able to involve consumers, at the point that they can beco me themselves part of the cultural background of people (Sutherland, 2008). A chart of the top 10 jingles of the century has been made, according to peoples preferences a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source Belch and Belch, 2009The case of Oscar Mayers spots clearly shows the emotional power of jingles in advertising. see Appendix VIII Jingles are used less frequently today, replaced by an increase use of current or classic pop songs in the age of the technologic way to live music companies must be careful not to appear oldfashionable while using jingles (Belch and Belch, 2009). 3. CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the feel products (Sutherland, 2008).A great example of how music can be focused on action is the jingle created by the pizza chain Pizza, Pizza in Toronto the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. see Appendix IX On the other hand, music causes what Sutherland (2008) calls the wash-over effect when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than 11 judge the reliability of its meaning. The entertaining mood set up by music is improper when consumers want to focus on the rational information, as for think products (Arens et Al, 2011).As the analysis of consumers responses to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and stride contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and leverage intention. Since the negotiation of the license rights often needs large sums, marketers should carefully judge if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009).RECOMMENDATIONS As shown through the report, advertisers should first ascertain to find the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005).The use of Music can be very effective both for winning consumers attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008).To effectively af fect consumers behaviours, advertisers must understand how the purchasing decision for their products is taken by consumers the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotional or rational). Music can be effective for feel products, but not for think products, since it sets up an entertaining mood inappropriate for rational decisions (Arens et Al, 2011).The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship when an advert is not effective, it can be the symptom that theres something wrong in the marketing decision making process, or it can be the cause leading to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown that a tripartite approach to the central question which factors can make advertising effective? is able to deeply analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of interlingual rendition consumers minds, the report has confirmed how psychology can greatly support marketing functions and, specifically, making advertising effective (Foxall et Al, 1998). Thats why Market-driven companies, which have developed a deep knowledge of their consumers as a result of large investments in market research, have the concrete possibility to apply these factors in the most effective way possible (Llambin, 2008). 2 APPENDICES I. As an example, the historical testimonial used by danish Frisbee Sports Union for the 2012 campaign will be definitely able to catch consumers attention, but it can reasonably arouse perplexity and disgust in a high number of people. Source http//www. chipshopawards. com/ II. Full school text of the spot Narrator I g ot a question for you. What does this city know about luxury, hm? What does a town thats been to hell and back know about the finer things in life? Well Ill give notice (of) you. More than most.You see, its the hottest fires that make the hardest steel. Add hard work and conviction. And a know how that runs generations deep in every last one of us. Thats who we are. Thats our story. Now its probably not the one youve been reading in the papers. The one being written by folks who have never even been here. Dont know what were heart-to-heart of. Because when it comes to luxury, its as much about where its from as who its for. Now were from America but this isnt New York City, or the Windy City, or Sin City, and were certainly no ones Emerald City.Eminem This is the motor city and this is what we do. Written text The new Chrysler three hundred has arrived. Imported from Detroit Source http//www. youtube. com/ lookout station? feature=player_embedded&v=V0HLIvtJRAI III. VIP testimon ials can provide good advantages a VIP well known among the target audience can better win consumers attention it allows to make the advertising message more personal, exploiting the VIPs familiarity with the consumers people will associate the appreciated qualities of the VIP to the product (Arens et Al, 2011). 13Nestle chose to set a totally VIP-focused campaign to promote Nespresso brand George Clooney has being appeared in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image http//www. generation-flux. com/images/Nespresso-site. jpg IV. A great example of how an emotional link can be built by focus advertising on current events widely enjoyed and cherished by people is represented by the marketing campaigns of P&G, created to promote their laundry products Ariel in UK and Tide in USA during the Olympics of London 2012.The compelling references on the acrobatic competition were present in both th e spots Before the Gold, Silver, and Bronze, its the red, white and blue. At the Olympic Games, its not the color you go home with that matters, its the colorise you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). The meaning of the final judgment of conviction Proud keeper of Our Countrys Colours was certainly influenced by the images of the athletes shown in the pic for Ariel, a high number of British participants for Tide, almost only American players.Sources http//www. youtube. com/ take care? v=DoF9DROHYnU Tide for USA http//www. youtube. com/watch? v=Jipn-MGg0DA Ariel for UK. V. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest innovator in the Italian political marketing in a negative or positive way depending on the political conviction (Palmieri, 2012), named his first party Forza Italia (1994), that is the same motto used by Italian peop le as an incitement for the internal football team.The result was a widespread embarrassment (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party they could not manage not to think about this political association. VI. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www. cirio. co. uk) Cirio managers werent happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks later the advertising campaign was launched.The spot is accessible here http//www. youtube. com/watch? v=ReGPNs-HfH0 The episode reported http//www. telegraph. co. uk/news/celebritynews/8706992/GerardDepardieu-accused-of-urinating-on-floor-of-plane. html VII. As an example, in the 1970s Coca-Cola was so successful with its jingle Id like to buy the world a Coke that it was then extended and released to become an international chart hit call ed Id like to larn the World to Sing (Sutherland, 2008). VIII. Oscar Mayer is a brand owned by kraft paper Foods.At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy bologna and andiron jingles they were such known that Oscar Mayer decided to be selfreferential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. Promotions Nostalgia Bolognese, Brandweek, April 14, 1997 Original videos are available here http//www. youtube. com/watch? v=rmPRHJd3uHI (Bologna) http//www. youtube. com/watch? v=aNddW2xmZp8&feature=related (Wieners) IX.The example and the text of the jingle are reported in Sutherland (2008, p 122) nine-sixseven, cardinal eleven / phone Pizza Pizza, hey hey hey 14 List of References BOOKS Llambin, J. J. , 2008. Market-driven management, Marketing strategico e operativo fifth ed. Milano Mc Graw Hill. Oxford, 2007. Shorter Oxford English Dictionary on historical principles. Oxford Oxford University Press Berlo, D. 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