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18/10/2017 10:18:53 PM

Objectives and Methods in Advertising

 

1. Objective #1: Promote Brand Recall

A major goal of advertisers is simply to get consumers to remember the brand name. This is typically referred to as the brand recall objective. Advertisers not only want consumers to remember the name, but also want that name to be the first name consumers remember—they want their brand to be “top of mind.”

A.        Method A: Repetition Ads.As simple as it sounds, repetition is the tried-and-true way of gaining easy retrieval from memory. This is done not only through buying a lot of ads, but also through repeating the brand name within the ad copy itself. The example shown in Exhibit 11.5, the Kibbles and Bits ad, is classic repetition.         

Note the discussion here of ways in which IBP creates repetition—end of aisle displays, packaging, stadium names, Internet etc.

B.       Method B: Slogan and Jingle Ads. Slogans are rhetorical devices that link a brand name to something memorable, either due to the slogan’s simplicity, meter, rhyme, or any other factor. Examples are numerous:  You Deserve a Break Today; Tide’s In, Dirt’s Out; The Best Part of Waking Up Is Folgers in Your Cup; You’re in Good Hands with Allstate.

2. Objective #2: Link Key Attribute(s) to the Brand Name

This objective focuses on a brand feature that forms the basis for the brand’s competitive advantage. If Intel processors are faster than AMD’s, or Chrysler has a better warranty than Ford, then this sort of key feature becomes the objective of the message strategy.

A.        Method A: Unique Selling Proposition Ads. A unique selling proposition (USP) is a promise contained in an advertisement in which the advertised brand offers a specific, unique, and relevant benefit to the consumer. Exhibit 11.7 of the Mazda RX-8 is a good example of an USP.      

3. Objective #3: Persuade the Consumer

The persuasion objective requires a significantly high level of cognitive engagement with the audience. The receiver has to think about what the advertiser is saying.

A.        Method A: Reason-Why Ads. In a reason-why ad, the advertiser reasons with the potential consumer. The ad points out in a highly structured way that there are reasons why this brand will be satisfying and beneficial.

B. Method B: Hard-Sell Ads. Hard-sell adsare characteristically high pressure and urgent. Phrases like “act now,” “limited time offer,” “your last chance to save,” and “one-time-only sale” are representative of this method. The idea is to create a sense of urgency.

C.        Method C: ComparisonAds. Comparison advertisements are ads in which a brand’s ability to satisfy consumers is demonstrated by comparing features to those of competitive brands. 

The following are research conclusions about the use of comparison as a message tactic:

Direct comparison by a low-share brand to a high-share brand increases the attention and purchase intention of the low-share brand.

Direct comparison by a high-share brand to a low-share brand does not attract additional attention and increases awareness of the low-share brand.

Non-comparative claims by high-share brands are more effective at enhancing purchase intention than either direct or indirect comparison.

Indirect comparison by moderate-share brands to either high- or low-share brands is more effective at enhancing the purchase intention of moderate-share brands than direct comparison.

Direct comparison is more effective if members of the target audience have not demonstrated clear brand preference in their product choices.

Direct comparison is more effective if the television medium is employed to make the comparison.

There is also evidence that comparison advertising is not appropriate and will not be effective when one or more of the following are true:

The fundamental brand appeal is emotional rather than logical.

The brand is a new product in the product category.

The product category is characterized by insignificant functional differences between brands.

The competition has powerful counterclaims that can be made in retaliation.

The brand has distinctive features that can differentiate it from the competition without use of comparison.

D.        Method D: Testimonial Ads.When an advocacy position is taken by a spokesperson in an advertisement, this is known as a testimonial. The value of the testimonial lies in the dedicated, authoritative presentation of a brand’s attributes and benefits by the spokesperson. There are three versions of the testimonials:

The most conspicuous is the celebrity testimonial. The belief is that a celebrity will increase an ad’s ability to attract attention and produce a desire in receivers to emulate or imitate the celebrities. Research shows that there is little consistency in the effect of using celebrities as champions for a brand.

Expert spokespersonsfor a brand are viewed as having expert product knowledge. The GM Parts Service Division created an expert in Mr. Goodwrench as a knowledgeable source of information.

There is also the average user testimonial. The philosophy is that the target market can relate to this person. Solid theoretical support for this testimonial approach comes from reference group theory. Simply put, the consumer’s logic in this situation is “That person is similar to me and likes that brand, therefore, I will also like that brand.”

E.        Method E: Demonstration Ads.An ad that shows how close an electric razor shaves or how green a fertilizer makes a lawn uses a method known simply as the demonstration ad.

Strategic implications of Demonstration ads:

Inherent credibility of “seeing is believing,” however slight.

Can be used as social justification; helps the consumer defend his or her decision to buy.

Provides clear permission to by (“I saw the test”)

Heavy regulatory/legal exposure.

F.         Method F.:Infomercials. With the infomercial message method, an advertiser buys from 5 to 60 minutes of television time and runs a documentary/information/entertainment program that is really an extended advertisement. An infomercial is the television equivalent of an advertorial.

4 Objective #4: Affective Association: Get the Consumer to Feel Good about the Brand

Affective (means liking) Association is fairly universal. Advertisers want consumers to like the brand, which is presumed to lead to preference for their brand. Liking is different from brand recall. Liking is measured in attitudes and expressed as a feeling rather than a thought.

A.        Method A.:Feel-Good Ads. Feel-good ads work by positive affective association. They link the good feeling elicited by the ad with the brand. The basic idea is that by creating ads with positive feelings, consumers will associate those positive feelings with the advertised brand, leading to a higher probability of purchase. Several examples in the chapter but ask students for the ads that make them “feel good” and why?

            More recent research offers more complicated insights into the effectiveness of this ad.  It seems this method tapes into a more primitive system of human response that responds quickly to stimuli, but the effect may not be as enduring as other methods.

B..       Method B: Humor Ads. The goal of humor in advertising is to create in the receiver a pleasant and memorable association with the product. However, research shows that humorous versions of advertisements are often not anymore persuasive than non-humorous versions of the same ad. Research is simply inadequate to detect the difference.

In light of research findings, there are several cautions associated with the use of humor as a message tactic:

Humorous messages may adversely affect comprehension.

Humorous messages can wear out as quickly as three exposures, leaving no one laughing, especially the advertiser

C.        Method C.: Sex Appeal:Sex ads are feeling type ads.  They are simple stimulus arousal ads.  But does sex sell? In a literal sense, no, because nothing, not even sex, makes someone buy something. However, sexual appeals are attention getting, which affects how consumers feel about a product. Ethical issues include what’s the difference between the celebration of a beautiful body and its objectification?

            The most important element is sex appeal ads—match the brand category to the appeal. 

Alert students the subtlety that “recall” which sex ads may be good ad is totally different from effectiveness.

5 Objective #5: Scare the Consumer into Action

Sometimes advertisers adopt the scare the consumer into action objective using fear appeals. It must be used strategically and judiciously to work well in advertising.

A. Method A: Fear-Appeal Ads. A fear appeal highlights the risk of physical harm or the negative consequences of not using the advertised brand or taking some recommended action and is expected to motivate the receiver to take action. The current social  environment is working in favor of fear appeals—drive by shootings, terrorist attacks, random acts of violence.

However, research does not offer such an absolute conclusion on the effectiveness of fear as a message tactic.

Traditional research indicates that intense fear appeals actually short-circuit persuasion and result in a negative attitude effect.

Other researchers argue that the tactic is beneficial to the advertiser.

More recent research on fear appeals suggests that the effectiveness of this method is difficult to evaluate.

6 Objective #6: Change Behavior by Inducing Anxiety

Most people try to avoid feeling anxious. Often people will buy or consume things to help them in their continuing struggle with anxiety and advertisers pursue a change behavior by inducing anxiety objective by playing on consumer anxieties.

A.        Method A: Anxiety Ads.Advertisers use many settings to demonstrate why you should be anxious and what you can do to alleviate the anxiety. Social, medical, and personal care products frequently use anxiety ads. The message conveyed in anxiety ads is that (1) there is a clear and present danger, and (2) the way to avoid this danger is to buy the advertised brand.

B. Method B: Social Anxiety Ads. The danger in these ads is negative social judgment. This approach has long been used by Procter & Gamble for personal care products and household products. Exhibits 11.24 and 11.25 are examples of social anxiety ads.

Strategic implications of Anxiety Ads:

Can generate perception of widespread threat and thus motivate action (buying and using the advertised product).

The brand can become the solution to the ever-present problem, which results in long-term commitment to the brand.

Efficient—a little anxiety goes a long way.

Too much anxiety, like fear, may overwhelm the consumer, and the ad and the brand may be avoided becomes it’s just too much discomfort.

If the anxiety-producing threat is not linked tightly enough to the brand, you may increase category demand and provide business for your competitors.

Ethical issues: Some believe there is enough to feel anxious about without advertisers adding more.

Typically targeted at women—critics claim sexism.

7 Objective #7: Transform Consumption Experiences

We have all had the sensation that something was really good but it wasn’t one particular thing we could point to—this is transformational advertising. Advertisers use a transform consumption experiences objective by creating a mood, image, or feeling about a brand. Advertisers try to provide anticipation or familiarity, bundled up in a positive memory of an advertisement, activated during the consumption experience itself.

A.        Method A: Transformational Ads. The idea behind transformational advertising is that it can actually make the consumption experience better. Transformational advertising messages attempt to create a brand feeling, image, and mood that are activated when the consumer uses the product or service.

8 Objective #8: Situate the Brand Socially.

Recall from Chapter 5 the proposition that objects have social meanings and this fact is at the center of consumer cultures. Advertisers situate the brand socially objective by creating an ad that places a brand in a socially desirable context.

A.        Method A: Slice-of-Life Ads. By placing a brand in a social context, it gains social meaning by association. Slice-of-life advertisements depict an idealized user in a typical usage situation gaining benefits and satisfaction from using the brand.

B.        Method B: Branded Entertainment: Product Placement/Short Internet Films/Other Madison & Vine Techniques. We have moved, over the years, from product placements in films and TV shows to an integrated set of methods for bring brand exposure and messages to audiences. The brand is integrated into desired settings. This can be accomplished with product (really brand) placement in a film or TV show, or the advertiser can create a Web film or ads and trailers promoting all of the above. In addition, the mass media vehicles can drive traffic to brand web sites. Exhibits  11.31 and 11.32 will be very entertaining for students.

9 Objective #9: Define the Brand Image

Images are the most apparent and most prominently associated characteristics of a brand. They are the thing consumers most remember or associate with a brand.

A.        Method A: Image Ads.Image advertising often has a complete absence of hard product information or it is almost exclusively visual. In both cases, it means an attempt to link certain attributes to the brand, rather than to engage the consumer in any kind of discourse. Evaluation of image ads is tricky in that qualitative tests must be used with managers hate.

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