Marketing Theory

http://mtq.sagepub.com Advertising Theory: Reconceptualizing the Building Blocks
Xiaoli Nan and Ronald J. Faber Marketing Theory 2004; 4; 7 DOI: 10.1177/1470593104044085 The online version of this article can be found at: http://mtq.sagepub.com/cgi/content/abstract/4/1-2/7

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Volume 4(1/2): 7–30 Copyright © 2004 SAGE www.sagepublications.com DOI: 10.1177/1470593104044085

articles

Advertising theory: Reconceptualizing the building blocks
Xiaoli Nan
University of Minnesota, USA

Ronald J. Faber
University of Minnesota, USA

Abstract. A large amount of research in advertising utilizes theories from other disciplines and simply uses an advertising message as a stimulus or focal content topic. The actual elements that make advertising unique are often ignored in this work. It is proposed here that advertising theory and research needs to become more focused on what makes advertising a distinct phenomenon and these elements need to be incorporated in our thoughts and research. Four examples of possible elements are suggested here. These are skepticism, repetition, message coordination and clutter. Research in each of these areas is reviewed and illustrations of how they may impact theory development and theory testing in advertising are presented. Key Words advertising clutter integrated marketing communication message coordination repetition skepticism

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Introduction
The history of science shows that the development and growth of disciplines is often a matter of historical accident reflecting the changing interests or concerns of a given time. For example, the development of mass communication as an academic field occurred in large part as an aftermath of the use of propaganda in World War I and II (O’Guinn and Faber, 1991; Tan, 1981). Concerns about violence on television in the 1960s and the Watergate scandal of the 1970s did much to shape the growth of this field (Pearl et al., 1982). The need for training in a new area or the sudden existence of large-scale funding opportunities has been among the chief reasons for the emergence of

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advertising represents a relatively new research area. Utilizing relevant theories from other fields to examine advertising has certainly deepened our understanding of the phenomena under investigation over the years. Compared to other more established fields such as psychology and economics. 1972). 2009 . We conclude with a discussion of the important implications of our contentions for the enhancement and development of advertising theory in the future. more established fields. Advertising researchers have rarely taken a step back and made an attempt to determine if the theoretical perspectives borrowed from other fields are the most appropriate ones and if they adequately incorporate the elements that define the nature of advertising. Paisley (1972) has referred to these as level fields and variable fields respectively. The purpose of this article is to identify some of the key elements associated with advertising and examine the possible impact they may have on advertising theory development and testing. We then present the results of a content analysis of empirical advertising studies appearing in six leading journals to illustrate the lack of sufficient attention to these variables. It is not uncommon for advertising researchers to borrow theories from other more established fields and apply them in advertising settings. or they are united in their topical interest. a young field gets its start within older.com by sneha subhedar on April 16. However. we do aim to highlight features that are particularly characteristic of advertising and help to make it unique. Although it is not our goal to develop an exhaustive set of unique elements of advertising. Although exceptions exist. An advertising theory will not be particularly enlightening if it does not account for the features that make advertising distinct from other fields. Either they have a shared interest in the unit of analysis they examine. the initial researchers in an emerging area were trained in some previously established discipline and bring with them the practices and perspectives of this prior field (Paisley. advertising researchers will become more sensitive to these elements and consider their impact on research and theories that address advertising. what is often ignored in the theory borrowing/application process is that advertising is a unique phenomenon and the field of advertising is defined by a set of important characteristics. The unique elements of advertising Level and variable fields Disciplinary fields have tended to coalesce around one of two key attributes. Thus. This often limits the perspectives brought to bear on a new field and suggests the importance of occasionally stepping back and determining if the theoretical perspectives being applied to a discipline are indeed the most appropriate ones that best represent the elements that define the field and make it unique. We hope that by doing so. and has elaborated on the importance of this distinction for the development of academic disciplines. To demonstrate the potential importance of these key characteristics on advertising effects. Typically.sagepub.marketing theory 4(1/2) articles new disciplinary areas. a review of prior research on each is provided. 8 Downloaded from http://mtq.

To make such a contribution. Each represents a progressively more micro unit for study.’s (1939) work on frustration and aggression (initially done at the individual level) to explain inter-group aggression (Hovland and Sears. In general. 1963). actually serve to alter the theory. As theories move across different variable fields. Such increases in generalizability do serve a valuable purpose. researchers in each variable field need to be aware of what makes it a unique field and what forms its key commonalities. business. the contribution is often seen as a very important one. 1971). One famous example is the applications of Dollard et al. sociology (examining groups within a single society). the distinctions between level fields begin to blur with the emergence of overlapping subdisciplines such as social anthropology. and psychology (focusing on individuals). Showing that a theory applies across different variable fields increases the theory’s generalizability or abstractness and suggests it is a ‘better’ or more useful theory (Reynolds. some divide into smaller variable fields and others may merge to form a new area. and education. theories can also move across level fields. Examples here include political science. each may suggest new situations or variables to consider in testing the theory. over time. theoretical models spread across variable fields and in so doing produce smaller increments in understanding and knowledge. Most of the broadest and most basic theories in science have originated in a level field and then moved across variable fields rather quickly. 1942). However. however. social psychology. Similarly. theories develop within a single field and the most useful ones then travel across fields. 1972). 1969) are generally said to be anthropology (with a focus on intact societies or cultures). and learning can be explained at a biochemical level (Schmidt.Advertising building blocks Xiaoli Nan and Ronald J. When a theory moves across level fields. Faber the earliest divisions in the social sciences tended to be around level fields (Berelson. The value of a variable field comes from its ability to unite scholars around an area of common interest and its ability to provide unique insights to help the development of broader theories. or in some cases. economics. The unique domains of each of these fields are at least as arbitrary as those of the level fields and in time. Such modifications of theories are generally referred to as reduction. Continuing down.com by sneha subhedar on April 16. 1940) and even wars between nations (Tolman. social behaviors such as interaction and affiliation have been shown to reduce down to operant conditioning (Homans. first examining human behavior from a biological perspective and then on the basis of chemical processes and physics.sagepub. 9 Downloaded from http://mtq. These new situations or variables may become mediating or moderating conditions for the theory. 1961). 1999). On rare occasions. the level of analysis moves into the realm of the physical sciences. physiological psychology and neurochemistry. The commonality that binds level fields is their interest in examining behavior at a specific level of analysis and the use of particular types of methodologies. On the other hand. 2009 . The primary level fields in behavioral sciences (Campbell. Far more frequently. communications. variable fields bring together researchers interested in a common focal topic or variable. although the direction can be either up or down levels of analysis (Paisley.

1998). Cohen. Thus. there must be common agreement on what constitutes the phenomenon. A variable field begins when a group of scholars develop a common interest in a phenomenon and begin to systematically investigate it (Paisley. there was a need for training students to produce or procure advertising services. While some scholars have forcefully argued that persuasion alone may be too limiting a view of advertising (Duncan and Moriarty. 2009 . the focus on print was a reflection of the media available at the time. moderating or testing broader theories. mass communication or some similar terms (Lamb et al. A recent attempt to get academic and professional experts in the field of advertising to examine and reconsider the definition of advertising resulted in an almost unchanged definition. except for the fact that some now add the goal of advertising. By the 1960s and 1970s definitions began to include a number of common elements such as: • advertising was paid for. Variable fields grow or fade based on changing interests and concerns in society. Wells et al. advertising must determine what unique elements make it a distinct field of study. In mass communications. 1969) Current textbooks offer virtually unchanged definitions of advertising. One of the earliest and simplest definitions was ‘selling in print’ (Starch. advertising emerged from journalism programs where selling (newspaper) advertising space was the primary concern. ‘Advertising is a paid. it is difficult to deny that a good deal of the focus in advertising is to persuade (or reinforce attitudes)... (American Marketing Association. Advertising as a distinct variable field Advertising can be viewed as a variable field created by the merged interests of communication and marketing. designed to persuade the receiver to take some action now or in the future’ (Richards and Curran. More recent definitions have updated this by referring to media.. 1972). 10 Downloaded from http://mtq. an important contribution of advertising as a variable field would be to suggest specific variables or situations that may be important in mediating.. in applying a theory in a new variable field.marketing theory 4(1/2) articles Ideally. To maximize its value as a variable field. 1972. definitions of what constitutes advertising were seen from the perspective of the advertiser rather than that of the consumer of the message. Dunn. 2000. Obviously.sagepub. 2000. this field should also suggest some important variables or situations that may moderate or influence the broader theory. For business schools. Wells et al.. and • the message was non-personal.com by sneha subhedar on April 16. 1998). mediated form of communication from an identifiable source. • the sponsor was identifiable. The development of advertising as an academic discipline emerged in large part from the need to train a body of students to have the skills necessary to engage in this profession. As a result of the way it developed. 2002: 74). To be successful. 1923: 5). O’Guinn et al. 2000. 1998). which is to persuade or influence (O’Guinn et al. 1960.

These were: • surveillance of the environment. These structural elements have led to the key communication components of source (who). and • the transmission of social heritage. 2002). One of the early seminal works in communication suggested that communication could best be determined by its structure and function (Lasswell. message (says what). these variables were shown to also apply to other viable fields (Klapper. We can view this as representing the structure of the communications act. Attitude change theories have generally emerged from psychology and have been utilized by a number of variable fields. Wright. attitude change theories are used to explain voting preference and behavior. advertising as a field should be able to contribute variables that similarly help to test and expand theory. Surveillance is concerned with using media to know what is going on and is of particular importance in staying alert to potential threats and dangers. Key variables from these variable fields have often been shown to impact these theories. It is proposed here that communication at a more micro level can be used to help identify some of the potential variables that make advertising distinctive. we can get a better idea of some of the elements that make advertising as a discipline distinct from other areas of communication.Advertising building blocks Xiaoli Nan and Ronald J. For example. Duncan and Moriarty (1998) have shown how at a macro level communication can be used to help form a model for understanding how to manage marketing relationships. 1996).. Faber Schramm (1973) claimed that persuasion is primarily a communication process. in the form of party affiliation. It is argued in this article that by crossing the structure of communication with its functions.sagepub. O’Keefe. Correlation refers to using the media to find the appropriate 11 Downloaded from http://mtq. Once identified. Lasswell (1948) suggested that communication could be described as the study of Who. In Which Channel. 1954. News is seen as the type of content that best exemplifies surveillance (Dominick. 2009 . Petty and Cacioppo. 1996). 1986). 1969. Communication content can be categorized in numerous ways (Shoemaker and Reese. Ideally. it should not be surprising that a large body of research in the field of advertising has utilized attitude change theories. and reference groups can significantly mediate attitude change (Berelson et al. 2002. Lasswell (1948) also identified three functions of communication. To Whom and With What Effect. In the same work where he laid out the structural elements of communication. media (channel). Says What. and most definitions of advertising classify it as a form of communication (Richards and Curran. receiver (to whom) as well as noise and feedback that are frequently used to study attitude change (McGuire. 1983. All communication research can be seen as the combination of two or more of these elements. Other authors have added noise and feedback as possible additional elements of the structure of communication. 1981). 1948). in political science. and that the discipline of advertising can contribute to testing and understanding broader theories. 1960). Therefore. Weaver. • correlation of the parts of society in responding to the environment.com by sneha subhedar on April 16. Work here has shown that important political science variables such as group identification.

broadcasting (or radio. 1996).marketing theory 4(1/2) articles responses to the needs one has. television. In Colleges of Communication. It can be argued that all forms of communication serve this function (Shoemaker and Reese. film). especially as part of the uses and gratifications approach to studying communication. personal relationships and personal identity. the goal of this analysis is not to develop the definitive list of attributes that make advertising unique. The unique elements of advertising By crossing the areas that represent the different functions of communication with its structural elements we can get a better idea of how the functional areas of communication differ and what may make advertising different from these other disciplines (see Table 1).com by sneha subhedar on April 16. Personal relationships refer to use of the media to maintain a sense of connectedness to others either directly (by gathering content to use in interpersonal discussions) or psychologically (via parasocial interaction). Finally. It is interesting to note that the division of academic departments in communications provides a good representation of each of these functional differences. and speech communication. Journalism is concerned with news and can be seen as best representing the surveillance function. 2009 . One can argue that advertising differs from other forms of communication in numerous ways. 1996). it is interesting to see how communication divisions can be seen to predominantly embody specific functions. While each academic discipline is likely to include multiple functions. diversion. Many later authors have empirically examined various motives and functions of media use. but rather 12 Downloaded from http://mtq. McQuail et al. Advertising can be seen as an example of matching products with the individual and as such is an example of the personal identity (or correlation) function (Shoemaker and Reese. (1972) argued that motivations or functions of media use could be reduced down to four basic categories. Broadcast media such as TV and films best reflect this function. Broadcasting tends to be more concerned with entertainment media and thus represents diversion. 1983). In a review of these studies. This connectedness to society may be seen as related to the social transmission function. Diversion and personal identity match the entertainment and correlation functions respectively. These are very similar to the theoretical motivations proposed by Lasswell and later by Wright. They referred to these as surveillance. Surveillance is included in both the theoretical and empirical derivations of communication functions. 1996). where departmental divisions exist. Although we tried to identify as many distinctive features of advertising as possible. advertising. speech communication focuses on interpersonal communication and personal relationships.sagepub. Wright (1986) added entertainment as another important function of communication. Advertising has been identified as a prototypical example of the type of content that fits the correlation function since it helps audience members find the brand that best meets their needs (Shoemaker and Reese. the most common configuration is to have separate departments for journalism. Transmission of social heritage refers to the socialization function of communication (Dominick.

1969). Petty and Cacioppo.sagepub. Source variable Source variables refer to the attributes of the source of a message that can impact attitude change. Faber Table 1 Comparisons of advertising and other forms of communication on the structural elements of communication Interpersonal communication Advertising Source (characteristics) Message (appeals) Message (forms/styles) Media Receiver Trustworthiness Pathos and logos Repetition and explicit conclusion Coordinated Influenced by individual characteristics Moderate High Broadcasting Journalism Expertise Logos Order Not coordinated Influenced by individual characteristics Low Low Physical Similarity attractiveness/liking Pathos Ethos – Not coordinated Influenced by individual characteristics Moderate Moderate – Not coordinated Influenced by individual characteristics High Low Feedback Noise to serve as a springboard for the development of the unique contributions advertising can make as a variable field. but they are sufficiently great as to distinguish advertising from other forms of communication. similarity and physical attractiveness. the source must be seen as knowing what he/she is talking about. while trustworthiness reflects the likelihood that the source is providing a non-biased message. For example. Attractiveness can be broken down into liking. Typically research on source variables has examined the characteristics of the spokesperson rather than the actual producer of the message (McGuire. 2009 . The variables identified here are ones that serve to distinguish advertising from other communication functions. Credibility can be further broken down into two components: expertise and trustworthiness (McGuire. Each of these factors has been shown to influence attitude change in various situations (McGuire. To be influential. When dealing with news. As such. they represent variables that should be utilized in advertising theory and research and that may act as potential moderating or mediating conditions for broader theories. our view of world affairs or the economy would 13 Downloaded from http://mtq. 1969. 1969).Advertising building blocks Xiaoli Nan and Ronald J. Expertise refers to the degree of experience and knowledge the source has for the specific topic. 1981).com by sneha subhedar on April 16. In most cases the differences are more a matter of degree or emphasis rather than being absolute. the most important element is the source’s knowledge or expertise. The two most common types of source variables examined are source credibility and attractiveness.

1969. similar appeals are equally important in other forms of communication such as entertainment and thus do not represent a unique contribution of advertising. Pathos involves arguments that are based on appealing to feelings or emotions. trustworthiness is likely to be particularly important as a source variable. Some common variables discussed here include order of presentation. In regard to source variables. On the other hand. in interpersonal communication the influence attempt is generally seen as emanating from power (the source has power over the receiver. 1997. and the form or style of the appeal. These can include the types of persuasive appeals. this is more important for influencing perceived salience of an issue than it is for determining attitude preferences. advertising is almost always an attempt to get the receiver to do something that will benefit the source.com by sneha subhedar on April 16. However. we turn our attention to message forms or styles. Thus. However. repetition and implicit versus explicit conclusions (McGuire. This can certainly be important in advertising and an important area of advertising research addresses the use of emotional appeals. Agenda setting research has also shown that repetition is important in deter- 14 Downloaded from http://mtq. entertainment media are much more concerned with likeability and physical attractiveness. which focuses the receiver on the source of the message. such as a parent communicating to a child or a boss to a worker) or concern for the receiver’s own good. A large number of different formats or styles exist. 2009 . pathos and logos in the Rhetoric. the advertisers’ objectivity is always in question. consumers tend to be highly skeptical of the source of advertising messages (Calfee. Advertising and interpersonal communication are the two forms of communication where the source may be attempting to directly influence the receiver and both parties are aware of this effort. The use of ethos. These are the characteristics that attract people to entertainment shows and are the characteristics that can create attitude change via a peripheral route in entertainment settings (Petty and Cacioppo. Placement within a newspaper or broadcast signals the relative importance of the story. Order of presentation is perhaps most important for news. Logos involves appeals deduced from broader principles and may best apply to news or political content. This suggests that one unique element that distinguishes advertising from other forms of communication is the particular importance of perceived trustworthiness and consumer skepticism in the formation or change of attitudes or behaviors. As a result. 1981). Message variables A countless number of message variables can be considered in comparing communication forms. The categorization of types of appeals tends to emanate from Aristotle’s discussion of ethos. Finally. However. In interpersonal communication. Calfee and Ringold.sagepub. is most closely linked with interpersonal communication and helps to distinguish it from other forms of communication (McGuire. 1969). 1994). Instead. similarity may be particularly important in attitude change. We are more persuaded by others like ourselves and tend to communicate more with similar people. for advertising. Overall. O’Keefe. 2002). advertising seems to offer no truly unique elements in regard to types of appeals.marketing theory 4(1/2) articles certainly exert less influence on a mass audience than that of the President of the US or Alan Greenspan.

Thus. reliance on wire services and beat reporters. Ads are seen as requiring multiple exposures to influence the audience. Faber mining the issue salience of news. News stories. Advertising also differs from news and entertainment in regard to the use of explicit conclusions. but not necessarily for altering attitudes (McCombs. Media variables Research on media factors has tended to focus on comparisons of different media forms. Receiver variables and feedback Advertising does not appear to differ greatly from 15 Downloaded from http://mtq. interpersonal communication tends to utilize more explicit recommendations when attempting to change attitudes. 1979). what distinguishes advertising from other forms of communication is this element of control and coordination of the message across media. What makes advertising different from these other communication functions is the degree to which advertisers can intentionally coordinate and control the content of their messages across channels. 2009 .. Part of this may be due to differences in perceived credibility since Roper polls have consistently found that more people say they would believe a broadcast news story over news in print. Since we generally communicate interpersonally with others like ourselves. In regard to attitude change. Therefore. 1969).com by sneha subhedar on April 16.sagepub.Advertising building blocks Xiaoli Nan and Ronald J. have similar content due to a number of factors including organizational characteristics. advertising and entertainment can all come from different channels. This effort can be seen in the development and growth of Integrated Marketing Communications. characteristic of the way advertising influences attitude change. cultivation theory states that the underlying values expressed in these programs are highly consistent (Gerbner et al. and somewhat exceptional. explicit conclusions were not considered to be a unique characteristic of advertising. even messages here may be rather similar in nature. but the content may be rather similar across these channels. However. messages that are heard (or viewed) tend to be more persuasive than the same message that is read in print (McGuire. For this reason. however. News and entertainment programming typically require people to infer issue salience and preferences. repetition is most important in explaining the impact of advertising (Runyon. regardless of channel. 2002). In general. 1997). While the content of entertainment programming may vary greatly. Since advertising and interpersonal communication are similar in this regard. professionalism and the use of similar sources (Graber. Advertising is also the primary form of communication where one will be repeatedly exposed to exactly the same message. Like advertising. Advertisers also want consumers to get similar messages about a brand regardless of the promotional strategy being used. since advertising appears in different media this is not a unique feature of advertising. Ads generally make their recommendations very apparent to audience members rather than leaving it to people to draw their own conclusions. repeated exposure is an important. News. entertainment programming is seen as predominantly having a mainstreaming or homogenizing effect on the audience. 1994).

In some product categories there can be well over a dozen different brands promoting competing messages. Feedback is potentially most important in interpersonal communication. Noise is anything that interferes with the delivery of the message (Dominick. Feedback here is much less instantaneous and less critical than it is with interpersonal communication. especially those derived from a sociological perspective. 16 Downloaded from http://mtq. Some of this is created by all of the competing messages that are being sent at the same time. message coordination and a cluttered and competitive environment are the unique elements that distinguish advertising from other forms of communication. Thus. All four types of communication content are strongly impacted by receiver differences such as gender. which allow the communicator to alter the message based on this feedback.sagepub. and claims made by. feedback occurs in the form of marketplace action based on audience size or brand purchases. Here we review prior research on these unique attributes of advertising and suggest ways in which they may be important in theory building and testing. Advertising is somewhat distinctive in the number of competing messages arguing for different brands and providing alternative reasons for each choice. 1994). entertainment and even interpersonal communication. Consumer skepticism Conceptually.. 2009 . Advertising theories. advertisers (Boush et al. 1975). seem to assume consumers will accept or believe most messages. Estimates of the total number of promotional messages people encounter in an average day range from a few hundred (Brit et al. As a result. skepticism toward advertising has been defined as consumers’ negative attitudes toward the motives of. There are far fewer competing messages for news. The receiver can continually give both verbal and non-verbal signals. repetition. 1995).com by sneha subhedar on April 16.. 1983). Prior research on the unique elements A review of the structural elements of communication suggests that consumer skepticism. Therefore. they should be considered in developing advertising theory and should be included in work that seeks to apply broader theories to advertising to determine if they serve to mediate or moderate these theories. age and income. but not nearly to the same extent. Marketing communication is considered to contain a lot of noise (Leavitt. Noise The final structural variable is noise. 1972) to well over a thousand (Larson. In mediated communication. Feedback occurs in the other forms of communication as well. The impact of advertising feedback in the form of brand purchasing is most similar to the importance of audience size for television programs or films. as well as personality factors.marketing theory 4(1/2) articles other communication functions in regard to either receiver variables or feedback. advertising does not appear to be inimitable in regard to either feedback or receiver variables. clutter represents a final way in which advertising may differ from other forms of communication.

Mangleburg and Bristol (1998) argue that important socialization agents such as parents. Boush et al. Faber However. One reason consumer skepticism is important is that it may influence the processing of advertising. The PKM suggests that skepticism toward advertising will fundamentally change the way consumers respond to an advertiser’s persuasion attempt.e. ad exposure starts to have some positive effects on one or more of the advertising effectiveness measures). (1994) found that as adolescents learned more about advertisers’ persuasion tactics. Therefore. Consumers then draw on such persuasion knowledge when interpreting and responding to advertising presentations. Calfee and Ringold (1994) examined data from national surveys of consumer attitudes toward advertising conducted by major polling organizations from 1930 to 1992. and the positive effects keep 17 Downloaded from http://mtq. Some researchers suggest that consumer skepticism toward advertising may be learned (e. Skeptical consumers may dismiss the arguments made in an advertisement and/or generate more counter-arguments or source derogations. their skepticism toward advertising was heightened. this may not be the case.Advertising building blocks Xiaoli Nan and Ronald J.sagepub. They found that about 70 percent of consumers thought that advertising is often untruthful and seeks to persuade people to buy things they do not want. strategies and tactics from various sources such as marketplace experience and social interactions. 1994). Boush et al. Thus. skepticism toward advertising seems to be an outcome of increased knowledge about advertisers’ motives and tactics. A consumer may be exposed to the same advertisement several times a day. attitude toward the brand. According to the PKM.com by sneha subhedar on April 16. attitude toward the ad. recognition. 1998. The general finding has been that an advertisement needs a certain number of exposures in order to wear-in (i. Mangleburg and Bristol. 2009 . researchers have examined the effects of repetition on common advertising effectiveness measures such as recall. peers and the mass media contribute to adolescents’ skepticism. Perhaps the most comprehensive account of the way skepticism toward advertising influences consumer processing of persuasive communication messages comes from Friestad and Wright’s (1994) Persuasion Knowledge Model (PKM). Repetition Perhaps the most important feature of advertising that distinguishes it from other general communication messages is its highly repetitive nature.. They also posit that the effects of specific types of socialization are mediated by teens’ marketplace knowledge. Through a longitudinal study of adolescents’ socialization process. This model also indicates that skeptical consumers may detach themselves from the interaction with the advertising messages and thus prevent further comprehension and elaboration of the information presented. consumers learn knowledge about marketers’ motives. The percentage of consumers who held such disbelief toward advertising remained remarkably stable across the entire time period examined.g. and purchase intention. and such intensity may last for months.

e. exposures to the same advertisement are voluntary rather than forced. massed repeated exposures (i.1 which posits that persuasion is the net of both positive and negative thoughts generated during an exposure. 1986. Their findings gave rise to the modified two-factor theory. consumers do not make purchase decisions immediately after seeing ads.marketing theory 4(1/2) articles increasing until at a certain level of repetition the advertisement starts to wear-out (i. Studies with such a purpose generally look at mediating variables. using a procedure that involves forced. Cacioppo and Petty. Ray and Swayer (1971) found that attitude toward the brand was not significantly affected by ad repetition while other researchers (e. This may be because ad exposures are distributed rather than massed in field studies. repeated exposures occurring within a short time period. purchase intention tends to be positively affected by initial exposures (ranging from three to five) and levels off at additional exposures (Ray and Swayer. 1986).e. Thus. On the other hand. Cacioppo and Petty. 18 Downloaded from http://mtq. measuring advertising effects immediately after repeated exposures) (Pechmann and Stewart. Grass and Wallace. Field studies that employed more natural settings and measured repetition effects after a delay were conducted to complement laboratory studies (e. 2002). or more than three. 1971). Cacioppo and Petty (1980) found that the effects of repetition on outcome variables such as persuasion were mediated by the number of positive and negative thoughts generated during repeated exposures to communication messages.g. Ray and Swayer. Most of the studies on repetition effects employed a laboratory experimental design. Cacioppo and Petty. 1980. Greenberg and Suttoni. 1980. This theory suggests that persuasion will increase initially as the number of positive thoughts increases with increasing exposure. the relationship between repetition and advertising effects is typically the shape of an inverted ‘U’.g. In general. Rethans et al. 1971.com by sneha subhedar on April 16.sagepub. it has been found in these laboratory studies that repetition has a strong effect on memory measures such as recall and recognition.e. 1988). 1980) found that attitude was most favorable at the third exposure and less favorable with fewer than three. 1986. ad exposure no longer has any effect or it has negative effects on the advertising effectiveness measures) (Batra and Ray. 1969. typically less than one hour) and immediate response measurement (i. The effects of repetition on attitudes remain less conclusive. Some researchers have also investigated the process through which repetition influences advertising effects. Thus.. Calder and Sternthal. In addition. and are typically distributed over the course of several days or months rather than massed (Pechmann and Stewart. In a natural scenario. 1971). after which they start to level off (Batra and Ray. Ray and Swayer. 1988). although in field studies more repetition is needed for an advertising effect to reach its highest level. 2009 . 1980. 1973). exposures. then decline as the influence of negative thoughts exceeds that of positive thoughts (Nordhielm. the ecological validity of laboratory studies has been frequently questioned. Results from both field studies and laboratory studies are generally consistent. which increase in a linear fashion until about the fourth exposure.

) to reach their customers. direct response advertising. each communication option within such a program may serve a different specific goal. 2001). public relations. Keller (2001) posits that an integrated marketing communications program involves the development. marketers continue to adopt multiple communication options to reach their customers and label such efforts as IMC. Coordination of brand messages through multiple communication options is often called Integrated Marketing Communications (IMC). Understanding how consumers’ beliefs and attitudes toward a brand are changed or reinforced by multiple exposures to brand messages delivered by the advertiser 19 Downloaded from http://mtq. a. TV. Market segment d is exposed to the same brand message from two different sources. in general. and market segment g is exposed to three brand messages. very different brand messages may be conveyed via different communication options. Most advertising theories are based on considerations of exposure to brand messages from only a single source. magazine.sagepub. radio. The emergence of the Internet provides marketers with additional means to inform.g. b and c are market segments reached by only a single communication option (the specific brand message that segment c receives is different from that received by both segments a and b). Communication options that are available to marketers are often grouped into broad communication or media types such as media advertising. etc. An actual advertising or brand communication environment presents a picture that is far more complicated than what is depicted here and what is typically assumed in most advertising theories. Thus. 2000). under an IMC program some market segments are exposed to brand messages from more than one source. implementation and evaluation of marketing promotions using multiple communication options where the design and execution of any communication option reflects the nature and content of the other communication options that also make up the campaign. Faber Messages coordination Marketers are increasingly using multiple communication options (e. one of which is different from the other two. all IMC programs try to achieve harmonization or consistency among communications delivered through different sources (Fill. Yet. etc. a target consumer may be exposed to brand messages (same or different) via one or more options. When a combination of communication options is adopted. 2009 . as shown in Figure 1.com by sneha subhedar on April 16. In Figure 1. Figure 1 illustrates the different patterns of exposure different groups of target consumers may fall in under an IMC program. While criticism of IMC is a longstanding part of its history as a concept (Gould. This is just a simplified example that deals with only three possibilities and doesn’t bring in repetition within a given communication form or different messages from a single medium or message form. market segments e and f are exposed to different brand messages from two different sources. One communication option may be used to establish brand awareness while another may be used to communicate a specific brand association. However.Advertising building blocks Xiaoli Nan and Ronald J. persuade and entice consumers. While an integrated marketing communications campaign serves the ultimate goal of selling brands to consumers.

Young and Bellaza. for example. exposure to such different brand messages may result in memory interference. 1991. In addition. Internet site or ads.marketing theory 4(1/2) articles Option 1 a d g b Option 2 f c Option 3 e Figure 1 An illustration of patterns of exposure under an IMC program Notes: Circles represent coverage of various communication options (e. a powerful engine). the brand messages are different only in terms of degree of detail (e. they will presumably lead to very different effects.g. In terms of brand message. How might multiple exposures to brand messages influence consumers’ view of the advertised brand? According to the encoding variability principle (Unnava and Burnkrant. Depending on how ‘different’ the brand messages are. This figure is adapted from Keller (2001: 832). public relations announcements. TV commercials depict a brand of car as having a powerful engine and then magazine ads for this brand of car list relevant data to support this claim). via different communication options is fundamental for establishing theories that account for the uniqueness of contemporary advertising. This may be because variable encoding of stimulus information will result in multiple retrieval cues that improve retrieval ability and increase information accessibility (Keller.com by sneha subhedar on April 16. etc. it is still unclear whether exposure to coordinated brand messages would change or reinforce consumers’ affective responses toward the advertised brand as well. If. So far. Option 1 and Option 2 deliver the same message while Option 3 delivers a different message. – TV ads. the brand messages are different in terms of the type of brand association delivered (e. exposure to the same information in different formats or media may facilitate learning. very few studies have explored the impact of coordination of brand 20 Downloaded from http://mtq. movie brand placement. 1982).g.g. Less is known about the potential effects of exposure to different brand messages from different sources. If. exposure to such different brand messages would probably result in better memory for the advertised brand association (e.g. Lower-case letters represent market segments reached by various combinations of the communication options. 2009 .sagepub. TV commercials depict a brand of car as having a powerful engine while magazine ads tout a great transmission). 2001). on the other hand. weakening consumers’ memory for both brand associations.).

it has been found that a higher level of advertising clutter decreases viewer attention. The cluttered and competing environment An advertisement does not exist in isolation. even though practitioners have voiced much concern over the cluttered advertising environment. In general. With a greater focus on integrated communications. Clutter has been addressed sparingly in advertising research (Brown and Rothschild. 2002). 1979.g. Others define it only in terms of advertising. Webb and Ray. 1987. 2009 . 1993). Some authors define clutter in terms of all non-programming content (Brown and Rothschild. For instance. the airing of ads for directly competing brands). According to the interference theory from cognitive psychology. 1979.e. Zhao. People are information processors with limited capacity. The negative effects of competitive clutter have been demonstrated in several studies (Burke and Srull. 1988. a few exceptions exist. however. Faber messages on consumers. The impact of the level of clutter. 1997.e. 1991. therefore clutter will reduce the likelihood that any given message will be processed or remembered. Keller (1991) examined the effects 21 Downloaded from http://mtq. and Zhao (1997) defines it as the total number of ads in a pod other than the specific advertisement of interest. He argues that competitive clutter may be more detrimental to advertising effectiveness than non-competitive clutter. Law. 1997).e. 1991. However. Perhaps the best explanation for advertising clutter effects is that it creates information overload.com by sneha subhedar on April 16. is less clear-cut when it comes to attitude and purchase intention (Keller. Advertising theories that address how various communication messages interact would go a long way toward making advertising theory and research of greater value to practitioners.sagepub. 1993). Zhao. which will negatively influence evaluation of succeeding ads. competing ads appear after the target ad) effects of competing ads on memory. Webb and Ray. Kent (1993) elaborated on the distinction between non-competitive clutter and competitive clutter (i.Advertising building blocks Xiaoli Nan and Ronald J. Ha (1996) defines clutter as the amount of advertising space in a medium. 1979. Kent and Allen. as well as offering insights into how memory works and how it can best be facilitated.2 Another important factor that may account for clutter effects is that seeing too many ads may cause irritation. TV) that contains its own programs and other non-programming content (such as public service announcements). it typically appears in a medium (e. rather than the learning of unrelated information or the mere passage of time (Klatzky. competing ads appear before the target ad) and proactive (i. and cognitive responses (Webb. memory losses are due to the learning of information that is similar in structure or meaning to test information. Edell and Keller (1989) examined consumer response to coordinated radio and TV ads. For instance. 1980). as well as numerous other advertisements. Dickson (1972) investigated the influence of message coordination between TV commercial and PointOf-Purchase display on sales. Keller. 1997). more of these types of studies are needed. Burke and Srull (1988) observed both retroactive (i. memory and recognition.

sagepub. repetition. Many advertisers have been cognizant of the negative impact of competitive clutter and tried to avoid competitors’ ads when buying media (Kent and Allen. He found that on average 31 ads were shown during one hour of daytime TV and 20 ads were shown during one hour of prime-time TV. which represented the two dimensions of clutter. about half of the ads aired were competing ads. Journal of Marketing. Kent (1993) content analyzed the competitive clutter present in both daytime and prime-time network television. given the intense competition for limited media space. Keller hypothesized that the more competing ads and the more similar the valence of the competing ads. advertising studies that addressed even one of the 22 Downloaded from http://mtq.). Journal of Current Issues and Research in Advertising. While this is by no means an exhaustive review of all empirical advertising studies. etc. However. Journal of Marketing Research and Journal of Consumer Research. Based on previous studies.3 We then documented the number of articles that incorporated at least one of the four key advertising elements (i. According to Keller (1991). As can be seen from Table 2. attitude toward the ad. Reassessment of current advertising research To develop a better indication of the prior consideration of the key elements of advertising we identified. confronting competitors’ ads within relatively close proximity may be unavoidable. We focused only on empirical studies that examined advertising’s persuasive effects (i. We used the key word ‘advertising’ and the Business Source Premier database to locate advertising-related articles appearing in Journal of Advertising. it can provide a rough idea of the current state of advertising research. competitive and non-competitive clutter may have an impact on consumer attitude (e.com by sneha subhedar on April 16. The impact may not be uniform – in some cases it may be positive while in others in may be negative. advertising’s effects on consumer beliefs. relative distinctiveness of an ad and the advertised brand in terms of appeal of ad execution and persuasiveness of ad claims) of ads in a pod. attitude toward the brand. explain why some ads that performed very well in copy tests did not live up to expectation when they were aired. attitude and behaviors).marketing theory 4(1/2) articles of competitive clutter on memory and brand evaluation. 1997). consumer skepticism. This may. Journal of Advertising Research. clutter/competition. This hypothesis was supported for both recall and brand evaluation.e. In the most highly cluttered hours. to some extent. He varied the number and valence (i.g. and message coordination) as an independent variable (see Table 2). 2009 . the more competitive inference would occur. we analyzed advertising-related articles appearing in six leading academic advertising/marketing journals over the past 10 years (1993– 2002).e. Thus. a ‘bad’ ad may benefit from being placed in an ad pod that contains both ‘bad’ and ‘good’ ads while a ‘good’ ad may perform more poorly when it is placed in the same condition. especially for heavily advertised product categories like automobiles and fast foods.e. advertising theories seeking empirical support in a non-cluttered environment may lack external validity.

Of the total 184 empirical studies analyzed.9%) 29 0 (0%) 2 (15.Advertising building blocks Xiaoli Nan and Ronald J.2 percent examined consumer skepticism.1%) Number Number (percentage) (percentage) of articles of articles incorporating incorporating brand message repetition coordination as an as an independent independent variable variable 1 (1.5%) 0 (0%) 13 (7. only 7.8%) 0 (0%) 2 (6.5 percent included repetition.5%) 0 (0%) 3 (7. Faber Table 2 Number and proportion of empirical advertising effects studies that addressed key elements of advertising: 1993–2002 Number (percentage) of articles incorporating consumer skepticism as an independent variable 3 (5. 23 Downloaded from http://mtq.1%) 184 four key elements identified here are limited.1%) 0 (0%) 4 (14.2%) 12 (6.com by sneha subhedar on April 16.1 percent (13 articles) included clutter/competition as an independent variable. and none of the studies addressed the effects of brand message coordination.5%) 3 (7.3%) 28 0 (0%) 0 (0%) 0 (0%) 0 (0%) 15 1 (2. Greater consideration of the variables that make advertising unique is needed to enhance advertising’s standing as a distinct variable field.4%) 13 4 (2.4%) 0 (0%) 2 (15.7%) 0 (0%) Number (percentage) of articles incorporating Total clutter/ number competition of empirical as an studies of independent advertising variable effects 2 (3.sagepub.5%) 40 0 (0%) 4 (13.4%) 59 Journal Journal of Advertising Journal of Advertising Research Journal of Current Issues and Research in Advertising Journal of Consumer Research Journal of Marketing Research Journal of Marketing Total 0 (0%) 2 (7. 6. 2. 2009 .

com by sneha subhedar on April 16. Friestad and Wright (1994) have pointed out that the ELM provides no explicit 24 Downloaded from http://mtq. message coordination and clutter. While some research has been done regarding each of these topics.g.sagepub. It would seem that these should be central in defining the field of advertising and are deserving of greater attention in the process of theory building. argument strength). to date. but rather as examples of key attributes of advertising.g. A recent study of citations in articles appearing in major advertising journals found that between 1992 and 1995 the most cited article was Petty et al. repetition. the amount of focus they have received is relatively minor compared to their potential importance. we can suggest four possible elements of advertising that appear to make it distinct from other forms of communication. Despite its popularity among advertising researchers.g. endorser expertise) or central cues (e. depending on the consumer’s ability. The crisis of identity is not unique to advertising research. Variable fields offer insights as to specific variables we should think about in extending and developing theories. Similar problems exist in many of the variable fields.marketing theory 4(1/2) articles Contributions to advertising theory In the development of science. The variables proposed here are skepticism.’s (1983) Elaboration Likelihood Model (ELM) (Pasadeos et al. opportunity or motivation to process information. except for the experimental stimuli used (e. An essential step toward finding an identity for advertising (and other variable fields as well) is to focus more on the key elements that make each of these fields unique. Simonson et al. The same can be said for a number of variable fields. 1998). For example.. (2001) have argued that it is sometimes unclear what differentiates consumer research from other disciplines. By utilizing these elements. More importantly. variable fields like advertising can develop unique theories that best reflect the central focus of their field as well as enhance theories from other disciplines. when theories from other disciplines utilize advertising messages as stimuli. most of our research and theories have ignored these unique characteristics. level fields have contributed the most to the development of the methodologies and basic theories that other disciplines utilize. the Elaboration Likelihood Model (and other related attitude change models) does not take into account the unique elements of advertising. The major contention of the Elaboration Likelihood Model is that people may be persuaded by either peripheral cues (e. However. these important variables are rarely included. choice between cars versus choice between bets) and the research positioning. This reflects advertising’s focus on persuasion and the importance of attitude change theories for the field of advertising. Advertising has a number of unique attributes that make it different from other forms of communication and other disciplines. These are not presented as being the only variables advertising contributes. 2009 . The failure to focus on what makes advertising distinct from other fields of study has contributed to a loss of identity for the field. In this article we have shown that by crossing the structure and functions of communication.

They suggest that consumers might use skepticism to evaluate central message points and this evaluation could influence attitude change. the ELM does not provide an account for these contingencies. consumers typically form a consideration set and then choose from it a brand that is relatively superior to other brands. We believe part of the reason for this is the failure to identify advertising’s crucial elements and utilize these when applying broader theories to the study of advertising. many advertising theories are built on the so-called replacement model from modern learning theory (Stewart.Advertising building blocks Xiaoli Nan and Ronald J. Thus. as we have argued. These authors argue that skepticism may be important in assessing central message cues. When making a purchase decision. The accessibility of peripheral cues should then affect choice in decision-making situations. 1989). especially when topic knowledge is limited. For example. Finally. advertising messages are often coordinated. a 25 Downloaded from http://mtq. Consumers’ attitudes toward a product are frequently formed based on a series of coordinated messages instead of a single advertising message. 2009 . The frequency of advertising repetition for competing brands should affect the accessibility of content from these different ads. Consideration of the unique elements of advertising may also help to influence the paradigms we bring to bear on advertising and alert us to the importance of new dependent variables and the broader ways in which advertising may operate. The replacement model assumes that incorrect responses tend to be replaced by correct responses with increasing exposure or practice. Thus. in most advertising studies only absolute advertising effectiveness measures are considered. Thus. skepticism may be an important additional variable to consider in the ELM. However. Advertising researchers often complain that there are no genuine advertising theories. Theories originating from level fields such as the ELM often do not take into account the unique features important in a variable field such as advertising. The relative strength of competing messages should certainly influence central processing of alternative advertising claims. but also that the advertised brand is competing with other brands. advertising exists in a competitive environment in which relative merits of brands. research on the ELM fails to consider the role of message coordination in attitude change. Faber role for audience members’ persuasion knowledge.com by sneha subhedar on April 16. the notion that advertising exists in a cluttered and competitive environment implies not only that ads are competing for attention with other ads within relatively close proximity. On the other hand. The other variables that have been identified here as making advertising unique may also be important contributors to better understanding this theory. rather than their absolute merits matter. while advertising messages are repeated and compete with other messages. The integration of these variables into the ELM would certainly make for a stronger overall theory and one that is far more able to account for the normal advertising situation. Again. For example. This would alter the expectations provided by the ELM for the use of central message content in situations of low ability to process a message.sagepub. Thus advertising researchers can contribute to these broader theories by identifying the unique elements of advertising and incorporating them in tests of these theories.

theoretical studies were excluded. attitude and intention scores relative to those for competing brands). 2 This explanation is best supported by Webb and Ray’s (1979) finding that people could only recall a certain number of brands. 2009 .g. also be considered. regardless of the number of brands seen in the program tape. and Ray.M. B. (1970) ‘Novelty.. Notes 1 This theory was derived from Berlyne’s (1970) two-factor theory. Boush.marketing theory 4(1/2) articles competing model. (1954) Voting: A Study of Opinion Formation in a Presidential Campaign. positive habituation leads to positive affective responses. However. Berelson. P. which proposes that positive habituation and tedium mediate the effects of repetition on affective responses.sagepub. Chicago. consumer characteristics. Also excluded were studies that do not examine advertising’s persuasive effects (e. W. Hopefully. and McPhee. Since advertising exists in a competitive environment and consumers tend to make decisions based on the relative merits of brands.g. Berlyne.). Berelson. Applied to advertising research. recall. While we believe that the four variables discussed here are important characteristics of advertising. may be more relevant for developing advertising theories (1989). IL: University of Chicago Press. absolute recall. IL: American Marketing Association.com by sneha subhedar on April 16. Perception and Psychophysics 8(5A) (November): 279–86. 1989). References American Marketing Association (1960) Definitions: A Glossary of Marketing Terms. 26 Downloaded from http://mtq. Ability.L. Journal of Consumer Research 21(1) (June): 165–75.E. the accumulation model. and should.g. the replacement model emphasizes absolute measures of response (e. as the number of exposures continues to increase tedium leads to negative affective responses. etc. and Rose. G. preference and intention associated with the target brand) while the accumulation model emphasizes relative measures of response (e. (1986) ‘Situational Effects of Advertising Repetition: The Moderating Influence of Motivation. Lazersfeld. there are probably a number of others that could. M. and Opportunity to Respond’. D. R. Friestad. D. Batra. as Stewart argues.M. and Hedonic Value’. content analysis. 3 Based on this criterion.F. other people will begin to utilize these and other unique elements in the development of advertising theories. by raising this issue of what makes advertising messages distinct.R. context effects.. assumes that correct response tendencies increase steadily with exposure or practice and compete with incorrect response tendencies (Stewart. B. Chicago. Journal of Consumer Research 12(4) (March): 432–45. At initial repeated exposures. the accumulation model. Complexity.N. New York: Basic Books. M. (1994) ‘Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics’. (1963) The Behavioral Sciences Today.

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