Академический Документы
Профессиональный Документы
Культура Документы
Readings
How Advertising Works: A Planning Model Revisited
By: Vaughn, Richard. Journal of Advertising Research, Feb/Mar86, Vol. 26 Issue 1, p57.
Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?
By: Tellis, Gerard J.. Journal of Advertising Research, Jun2005, Vol. 45 Issue 2, p162-170.
HIGH INVOLVEMENT
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INFORMATIVE (economic) Classical hierarchy-of-effects: Awareness Knowledge Liking Preference Conviction Purchase Learn Feel Do.
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AFFECTIVE (psychological) Products fulfilling self-esteem, subconscious, ego-related impulses. Requires perhaps more emotional communication. Feel Learn Do.
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HABITUAL (responsive) Routine consumer behavior. Learning occurs most often after exploratory trial purchase. Learning by doing. Do Learn Feel.
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SATISFACTION (social) Personal taste Lifes little pleasures Peer-oriented items. Do Feel Learn.
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THINK FEEL
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THINK INFORMATIVE HIGH INVOLVEMENT (economic) FEEL
Learn Feel Do
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THINK FEEL AFFECTIVE (Psychological)
HIGH INVOLVEMENT
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Feel Learn Do
LOW INVOLVEMENT
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THINK FEEL
HIGH INVOLVEMENT
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HABITUAL
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Do Learn Feel
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THINK FEEL
HIGH INVOLVEMENT
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SATISFACTION
(Social) Do Feel Learn
LOW INVOLVEMENT
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THINK INFORMATIVE HIGH INVOLVEMENT (economic) FEEL AFFECTIVE (Psychological)
Learn Feel Do
Feel Learn Do
LOW INVOLVEMENT
HABITUAL
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(Social) Do Feel Learn
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We may not now, or ever, know definitively how advertising works. But we do know it works in some definable ways well enough to make more effective advertising.
Generalization 1
Experience (E), affect (A), and cognition (C) are the three intermediate advertising effects, and the omission of any one can lead to overestimation of the effect of the others Demonstrated in the evolution of models from simple (C) to more complex ([C][A][E]).
Generalization 2
Short-term advertising elasticities are small and decrease during the product life cycle. Lower than promotions Weaker than product usage (E) effects Greater for new brands
Generalization 3
In mature, frequently purchased packaged goods markets, returns to advertising diminish fast. A small frequency, therefore (1-3 per purchase cycle), is sufficient for advertising an established brand. Diminishing returns First exposure is most influential.
Generalization 4
The concept of a space of intermediate effects is supported, but a hierarchy (sequence) is not. Significance of intermediate effects (C, A, and E) depends on context. Hierarchy framework does not allow for interactions between effects.
Generalization 5
Cognitive bias interferes with affect measurement. Affect can be more important than cognition. Cognitive bias understates the role of affect and misreports reality.
Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?
9 misconceptions about advertising. Advertising is essential for free markets. Where do we go from here?
Some advertisements are. Potential is there. Most advertising is lost in the noise (or worse, adds to the noise). Even success is quickly imitated. This is the nature of a free, competitive market.
Misconception 2: Even if advertising does not work immediately, repetition will ensure its ultimate effectiveness.
Consumers havent seen it, they need more time, etc. Escalation of commitment
If advertising doesnt work in a reasonably short time it is unlikely to ever work.
Wearin = improvement of effectiveness during first few weeks. Wearout = decline in effectiveness as campaign ages.
Wearin is short or nonexistent and wearout starts right away.
Misconception 4: The effects of advertising last for years and even decades.
Argue that suspension could be disastrous. Or that competitors ads would be more effective.
Argument is not tested.
The most expensive item in the ad budget is the advertising buy expressed as weight.
Big changes in weight may not result in even small changes in effectiveness. Changes in target segments, media, message, and especially creative content result in biggest change in effects. Ad response is highest for product improvement or new products.
Spurious correlation between advertising intensity and market share. Because of the competitive activity, much advertising cancels out. Beware over-advertising: adding to costs more than to profits.
Consumers like to think of themselves as rational decision makers who make good if not wise decisions.
Emotional ads are more interesting, more easily remembered, more prone to lead to action, and less likely to arouse consumers defenses.
Misconception 9: Advertising is amoral in its practice, corrupts peoples values, or is unnecessary for free markets.
As a relatively weak market force (see misconceptions 1-8), advertising probably has little effect on values. Essential for free markets: the means by which an innovative firm can communicate its brands competitive superiority to consumers.
sales vs promotion
Misses two key points: 1. How to use both jointly. 2. Discount price may be competitive price.