class5-communications

class5-communications - Class5...

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    Class 5 Focus on consumer reactions to advertising A communications model of advertising, based on IP model Helps to pull together the various concepts we’ve talked  about Brief introduction, then case first, then lecture Effectiveness of different advertising techniques How to measure advertising effectiveness Advertising effectiveness: E-advertising   Consumer behavior on the internet
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    Attitude and Memory  discussion wraps up our  coverage of the information  processing model…
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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
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    Model tell us how consumers react to  any incoming information… First, you get exposed to something Then, you pay attention to it Then, you create meaning from it Interpretation Then, you decide whether you like or dislike  the object Attitudes And final stage is choice
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    Another major use of the model… Advertisers have used it to create  their own model for how  advertising works…
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EXPOSURE ATTENTION COMPREHENSION MESSAGE ACCEPTANCE RETENTION PURCHASE BEHAVIOR STEPS IN ADVERTISING MODEL Note the similarity with IP model Understanding the ad  ( Interpretation ) Brand Attitude If all works out, then you  get  purchase/choice… Ad memory Selection
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    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
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    Especially, how to measure  advertising effectiveness….? There are effectiveness measures  for each stage of the advertising  model…
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EFFECTIVENESS TESTS?? Reach Brand Recognition; Brand recall EXPOSURE ATTENTION COMPREHENSION MESSAGE ACCEPTANCE RETENTION PURCHASE BEHAVIOR STEPS IN ADVERTISING MODEL Ad Beliefs: What do This may not you think the ad is always work! trying to say?
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“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
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    So ad beliefs (comprehension)  may not always reflect what  the advertiser wants to  convey… A more understandable ad…
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    So Message Comprehension  does not mean Acceptance  Comprehension = Understanding  the Ad… Message Acceptance = whether  you accept the ad Coming back to effectiveness  tests…
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ATTENTION COMPREHENSION MESSAGE ACCEPTANCE RETENTION PURCHASE BEHAVIOR EFFECTIVENESS TESTS STEPS IN ADVERTISING MODEL Reach Brand Recognition; Brand recall
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This note was uploaded on 10/14/2010 for the course MARK 529 taught by Professor Jaideep during the Fall '10 term at HKUST.

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class5-communications - Class5...

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