Communication techiques for students

2. Attitude and Memory discussion wraps up our coverage of the information processing model…

3. Information Processing Model of CB Interpretation: Perception Attitudes: Like/Dislike information Memory/Prior Knowledge Individual Consumer: Personality/Demogs Environmental Characteristics: Culture Stimuli beliefs Selection: Exposure/ attention… Choice

5. Another major use of the model… Advertisers have used it to create their own model for how advertising works…

6. Note the similarity with IP model Understanding the ad ( Interpretation ) Brand Attitude If all works out, then you get purchase/choice… Ad memory Selection EXPOSURE ATTENTION COMPREHENSION MESSAGE ACCEPTANCE RETENTION PURCHASE BEHAVIOR STEPS IN ADVERTISING MODEL

7. Advertising model a good application of information processing model… Puts together the different concepts we’ve talked about… So let’s discuss the advertising model in more detail

8. Especially, how to measure advertising effectiveness….? There are effectiveness measures for each stage of the advertising model…

9. EFFECTIVENESS TESTS?? Reach Brand Recognition; Brand recall Ad Beliefs: What do This may not you think the ad is always work! trying to say? EXPOSURE ATTENTION COMPREHENSION MESSAGE ACCEPTANCE RETENTION PURCHASE BEHAVIOR STEPS IN ADVERTISING MODEL

10. “ Every 10 to 15 years advertising gets a disease called entertainment. It is very bad, because the people who do it have absolutely no interest in selling anything. … In the end the entertainment gets in the way of the message” David Ogilvy

11. So ad beliefs (comprehension) may not always reflect what the advertiser wants to convey… A more understandable ad…

13. So Message Comprehension does not mean Acceptance Comprehension = Understanding the Ad… Message Acceptance = whether you accept the ad Coming back to effectiveness tests…

14. EXPOSURE ATTENTION COMPREHENSION MESSAGE ACCEPTANCE RETENTION PURCHASE BEHAVIOR EFFECTIVENESS TESTS STEPS IN ADVERTISING MODEL Reach Brand Recognition; Brand recall Ad Beliefs: What do you think the ad is trying to say? Brand Attitude Delayed Recall of Features Sales

25. Sex Appeals….

30. Moral: Sex may increase ad attention and brand awareness, but may hurt brand attitude… So use depending on objective

31. Humor Appeals… What’s one big advantage of humorous ads (in terms of model)? Any disadvantages?? Compare two humorous ads (TAPE) Which is better?

33. Humor usually gets attention! For comprehension: Keep Humor Tied to Message.

38. Burger King ad…

39. Burger King ad…

40. Moral: Good for Attention; But Use with Care for Comprehension and Attitudes

42. Moral: Repetition = Better Memory But Irritation = Worse Attitude!

44. Break…

47. EXPOSURE ATTENTION COMPREHENSION MESSAGE ACCEPTANCE RETENTION PURCHASE BEHAVIOR EFFECTIVENESS TESTS STEPS IN ADVERTISING MODEL Reach Brand Recognition; Brand recall Ad Beliefs: What do you think the ad is trying to say? Brand Attitude Delayed Recall of Features SALES

51. But, if you ask the manager…

53. This has always been a problem with advertising!! What is one modern solution to this problem? (think new media!)

55. Because of “click-through”, Banner Ads Can Have an Immediate, Direct Effect on Sales (instead of only having lagged effects) Not only that…

56. Banner ad effects on customer’s actual behavior (e.g., are they clicking??) are Measurable! How so??

59. Because of promise of click-through … Initial E-Advertising Boom…! (Latter half of 1990’s) BUT THEN: Big decline in e-spending…

60. Source: IAB/PwC Revenue Report

62. Because of falling click-through… Advertisers reluctant to advertise on the web

64. That being the case… Let’s try to make banner ads more effective Get higher click-through rate (CTR)!

65. How to Increase CTR? Why don’t Consumers Click??? What do you folks think?

70. http://www.doubleclick.net/learning_center/research_findings/banner_burnout.htm

74. So Why Isn’t Everyone Using Rich Media…??? What do you folks think?

77. Which Ad Was Clicked More?

78. Bright Colors = More Attention Click-through Rate = .8% Click-through Rate = 7.2%

86. Why did the ads on the second page have better CTR’s?

92. Increases my chances of clicking…

98. In Conclusion: Improve Banner Ad Effectiveness (Click-through Rate) By: Drawing Attention Giving a Reason to Click the Ad

100. That’s it for today…. Have a great weekend!