COMPULSORY PAPERS
Marketing Communication
2022/23 Blok 3
CONTENT
2. Attention .................................................................................................................................................... 2
2.1 Greenwald & Leavitt (1984): Audience involvement in advertising: Four levels ........................................... 2
2.2 Unnava & Burnkrant (1991): Effects of repeating varied ad executions on brand name memory ............... 2
3. Pre-suasion and persuasion ........................................................................................................................ 4
3.1 Petty, Cacioppo & schumann (1983): Central and peripheral routes to advertising effectiveness ............... 4
3.2 Mandel & Johnson (2002): When web pages influence choice: effect of visual primes on experts and
novices ................................................................................................................................................................ 5
3.3 Kirmani (1997): Advertising repetition as a signal of quality........................................................................ 5
4. Affective persuasion ................................................................................................................................... 6
4.1 Stuart, Shimp & Engle (1987): Classical conditioning of consumer attitudes ............................................... 6
4.2 Labroo & Dhar (2010): Making products feel special ................................................................................... 6
5. Nudging and choice architecture ................................................................................................................. 7
5.1 Wanke, Bohner and Jurkowitsch (1997): Does ease of argument generation influence attitudes ............... 7
5.2 Hoch & Ha (1986): Consumer learning: Advertising and the ambiguity of Product experience ................... 7
6. Social nudges and social influences ............................................................................................................. 8
6.1 Cialdini .......................................................................................................................................................... 8
6.2 Van Herpen, Pieters and Zeelenberg (2009): When demand accelerates demand ...................................... 8
6.3 Schouten, Janssen, Verspaget (2019): Celebrity vs influencer endorsements in advertising ........................ 8
7. Issues in media planning ............................................................................................................................. 9
7.1 Cho & Cheon (2004): Why do people avoid advertising on the internet ....................................................... 9
7.2 Brasel, Adam, Gips (2008): Breaking through fast-forwarding: Brand information and visual attention .... 9
7.3 Garaus (2019): The influence of media multitasking on advertising effectiveness....................................... 9
7.4 Yi (1990): The effects of contextual priming in print advertisements ......................................................... 10
, 2. Attention
2.1 Greenwald & Leavitt (1984): Audience involvement in advertising: Four levels
Theory: Attention, levels of processing and involvement
Pre attention Focal attention Comprehension Elaboration
•Sensory bufffering •Channel selection, •Syntactic analysis •Conceptual
and feature perceptual and analysis
analysis semantic
processing
2.2 Unnava & Burnkrant (1991): Effects of repeating varied ad executions on
brand name memory
Experiment 1: Dual coding theory
Method: Subjects were exposed either to the same ad over and over again or to a variety of
executions
- IV: The presence of a picture vs. absence of a picture
- IV: Low imagery vs. high imagery
- DV: Brand recall
Example of stimulus material:
- High imagery: “Picture a child’s shiny face, happy smile and dancing eyes as he blows
out his first birthday candle. The light of the candle is enough for the digitron
camcorder.”
- Low imagery: “ A digitron camcorder performs very well under low light conditions.
With its new filters and lenses, a light as dim as a candle is enough.”
4 populations:
- Picture presence + imagery
- Picture presence + no imagery
- No picture + imagery
- No picture + no imagery
Expectations: When visual information is combined with pre-existing text, memory should
increase, either because a picture is offered or the customer is in a set with high imagery.
(dual coding theory)
Result: Confusion develops when people are exposed to two distinct visual codes (high
imagination and pictures). As a result, a higher level of recall is achieved when only one type
of visual coding is present. Second, research demonstrated that participants' attention levels
were the same whether the same advertisement was presented again or a variety of
advertisements; but, when different ad executions were presented, they remembered more
information.
Marketing Communication
2022/23 Blok 3
CONTENT
2. Attention .................................................................................................................................................... 2
2.1 Greenwald & Leavitt (1984): Audience involvement in advertising: Four levels ........................................... 2
2.2 Unnava & Burnkrant (1991): Effects of repeating varied ad executions on brand name memory ............... 2
3. Pre-suasion and persuasion ........................................................................................................................ 4
3.1 Petty, Cacioppo & schumann (1983): Central and peripheral routes to advertising effectiveness ............... 4
3.2 Mandel & Johnson (2002): When web pages influence choice: effect of visual primes on experts and
novices ................................................................................................................................................................ 5
3.3 Kirmani (1997): Advertising repetition as a signal of quality........................................................................ 5
4. Affective persuasion ................................................................................................................................... 6
4.1 Stuart, Shimp & Engle (1987): Classical conditioning of consumer attitudes ............................................... 6
4.2 Labroo & Dhar (2010): Making products feel special ................................................................................... 6
5. Nudging and choice architecture ................................................................................................................. 7
5.1 Wanke, Bohner and Jurkowitsch (1997): Does ease of argument generation influence attitudes ............... 7
5.2 Hoch & Ha (1986): Consumer learning: Advertising and the ambiguity of Product experience ................... 7
6. Social nudges and social influences ............................................................................................................. 8
6.1 Cialdini .......................................................................................................................................................... 8
6.2 Van Herpen, Pieters and Zeelenberg (2009): When demand accelerates demand ...................................... 8
6.3 Schouten, Janssen, Verspaget (2019): Celebrity vs influencer endorsements in advertising ........................ 8
7. Issues in media planning ............................................................................................................................. 9
7.1 Cho & Cheon (2004): Why do people avoid advertising on the internet ....................................................... 9
7.2 Brasel, Adam, Gips (2008): Breaking through fast-forwarding: Brand information and visual attention .... 9
7.3 Garaus (2019): The influence of media multitasking on advertising effectiveness....................................... 9
7.4 Yi (1990): The effects of contextual priming in print advertisements ......................................................... 10
, 2. Attention
2.1 Greenwald & Leavitt (1984): Audience involvement in advertising: Four levels
Theory: Attention, levels of processing and involvement
Pre attention Focal attention Comprehension Elaboration
•Sensory bufffering •Channel selection, •Syntactic analysis •Conceptual
and feature perceptual and analysis
analysis semantic
processing
2.2 Unnava & Burnkrant (1991): Effects of repeating varied ad executions on
brand name memory
Experiment 1: Dual coding theory
Method: Subjects were exposed either to the same ad over and over again or to a variety of
executions
- IV: The presence of a picture vs. absence of a picture
- IV: Low imagery vs. high imagery
- DV: Brand recall
Example of stimulus material:
- High imagery: “Picture a child’s shiny face, happy smile and dancing eyes as he blows
out his first birthday candle. The light of the candle is enough for the digitron
camcorder.”
- Low imagery: “ A digitron camcorder performs very well under low light conditions.
With its new filters and lenses, a light as dim as a candle is enough.”
4 populations:
- Picture presence + imagery
- Picture presence + no imagery
- No picture + imagery
- No picture + no imagery
Expectations: When visual information is combined with pre-existing text, memory should
increase, either because a picture is offered or the customer is in a set with high imagery.
(dual coding theory)
Result: Confusion develops when people are exposed to two distinct visual codes (high
imagination and pictures). As a result, a higher level of recall is achieved when only one type
of visual coding is present. Second, research demonstrated that participants' attention levels
were the same whether the same advertisement was presented again or a variety of
advertisements; but, when different ad executions were presented, they remembered more
information.
