Advertising

Who is the Receiver?

• Mass Market and Audience
• Market Segments
• Niche Markets
• Individual and Group Audience
The response process
• The receiver may go through different stages
• Traditional Response Hierarchy Models
AIDA

• Get ATTENTION
Cognitive
• Hold INTEREST

Affective • Arouse DESIRE

Conative • Promote ACTION

Modified AIDA

Attention

Customized
Message Interest Action

Desire
Hierarchy of Effects model

• Awareness
Cognitive
• Knowledge

• Liking
Affective • PREFERENCE
• CONVICTION

Conative • PURCHASE
Innovation adoption model

Cognitive • Awareness

• Interest
Affective
• EVALUATION

• Trial
Conative
• ADOPTION
 Topical Involvement

High Low
High Cognitive-Affective Conative Cognitive
Perceived
Product Conative
Differentiation Low Conative>>>Affective>>>Cognitive
Affective
 Elaboration Likelihood Model

Promotional
• Explains how cognitive message

processing, persuasion and

attitude change occur in An individual’s ability and
motivation to process
LIP and HIP information
Low
High

Peripheral Peripheral
route and route and
Central route cues
cues

Attitude change
How Advertising Works?
Advertising Input :
Message Content, Media Scheduling, Repetition

Filters:
Motivation, Ability

Consumer:
Cognitive | Affective | Experience

Consumer Behavior:
Choice, Consumption, Loyalty, Habit
Persuasion Matrix: Helps marketer see how each controllable
element interacts with consumers’ response process.

1. Receiver/Comprehension
2. Channel/Presentation
3. Message/Yielding
4. Source/Attention
Theme Based Advertising
• A theme of advertising is a central, recurring idea or message intended
to trigger desired action from the customers.
Prestige

Comfort Affection

Fear

Economy Beauty

Health
What makes a creative Effective
• Creativity??
Viral Ads
Pros
• Broader reach
• More Messages sent thus more adoption
• Reaches a more heterogeneous population
• Personalized to be more persuasive
• Generates more user engagement, longer use of the product
Viral Ads
Cons
• May annoy the consumers
• May go out of control
Elements of Viral Ads
1) Brand Pulsing: Unobtrusively weave the brand image throughout the
ad.
• E.g. Coke Happiness factory ad

• Would the ad be interesting without brand image if Yes viewers are

likely to keep watching