Summary of all readings | Advertising and Communication | MSc Marketing Management | EUR Elective | Including lecture notes

Table of Contents
LECTURE 1: INTRODUCTION + OBJECTIVES........................................................................................................2
Introduction - Persuasive Advertising, Armstrong..............................................................................................2
CH 5. Objectives - Marketing Communications, Pelsmacker..............................................................................3
Notes lecture 1...................................................................................................................................................5
LECTURE 2: INFORMATION STRATEGY..............................................................................................................5
CH. 1 Information Strategy – Persuasive Advertising, Armstrong......................................................................5
Notes lecture 2...................................................................................................................................................7
LECTURE 3: INFLUENCE, EMOTION, AND MERE EXPOSURE STRATEGIES............................................................8
CH. 2 Influence strategies – Persuasive Advertising, Armstrong........................................................................8
CH. 3 Emotion strategies – Persuasive Advertising, Armstrong..........................................................................9
CH. 4 Mere exposure strategies – Persuasive Advertising, Armstrong.............................................................10
Notes lecture 3.................................................................................................................................................10
LECTURE 4: RESISTANCE AND ACCEPTANCE TACTICS.......................................................................................11
CH. 5 Resistance principle – Persuasive Advertising, Armstrong......................................................................11
CH. 6 Acceptance principle – Persuasive Advertising, Armstrong....................................................................14
Notes lecture 4.................................................................................................................................................16
LECTURE 5: MESSAGE AND ATTENTION TACTICS.............................................................................................16
CH. 7 Message – Persuasive Advertising, Armstrong.......................................................................................16
CH. 8 Attention – Persuasive Advertising, Armstrong......................................................................................18
LECTURE 6: GUEST LECTURE – Michel de Kruijff..............................................................................................19
LECTURE 8: CREATIVITY...................................................................................................................................20
The Fundamental Templates of Quality Ads - Goldenberg...............................................................................20
When Deep Structures Surface: Design Structures that Can Repeatedly Surprise - Goldenberg.....................20
CH. 11 Creativity – Persuasive Advertising, Armstrong....................................................................................20
Appendix F: How to select an advertising agency – Persuasive Advertising, Armstrong..................................21
Notes lecture 8.................................................................................................................................................21
LECTURE 9 - MEDIA PLANNING, BUDGET AND EFFECTIVENESS........................................................................22
CH. 6 Budgets - Pelsmacker..............................................................................................................................22
CH. 8 Media Planning - Pelsmacker..................................................................................................................23
CH. 1 Evaluating Advertising - Tellis..................................................................................................................24
CH. 2 Sweet Secret Workings of Advertising - Tellis.........................................................................................24
CH. 4 Measures of Advertising Effectiveness - Tellis.........................................................................................25
CH. 6 Market effects of Advertising Intensity - Tellis........................................................................................26
CH. 7 Advertising's Dynamic and Content effects - Tellis..................................................................................27
Notes lecture 9.................................................................................................................................................27
LECTURE 10: MEDIA-SPECIFIC TACTICS – Still & Motion..................................................................................29
CH. 9 Still Media Tactics – Persuasive Advertising, Armstrong.........................................................................29
CH. 10 Motion Media Tactics – Persuasive Advertising, Armstrong.................................................................30




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,LECTURE 1: INTRODUCTION + OBJECTIVES


Introduction - Persuasive Advertising, Armstrong
Evidence-based principles
 Managers rely on gut feelings and experience rather than evidence
 Useful research has not been translated into useful principles
 Persuasive Advertising seeks to advance the science of advertising
Types of evidence
 Casual observation
o Only in simple situation when feedback is clear and frequent
o Received wisdom: typical practice primarily based on casual observation
o Every situation is different, has different conditions
 Empirical evidence
o Needed in complex situations to identify how conditions affect outcomes
o Non-experimental: useful in simple situations, misleading in complex situations
o Quasi-experimental: research design control for some but not all variables
o Experimental: values of all key variables are controlled - most effective to test principles
 Laboratory experiments and field experiments
 Reasons why advertisers ignore research on advertising
o Relevance: hard to find useful findings
o Replication: only a small percentage of advertising studies have been replicated
o Bafflegab: many studies are written in incomprehensible language
Conditions
 Principles are action steps to be taken under given conditions
 Conditions can be necessary or expected to have stronger effect
 Three important overarching conditions
o Effective campaign begins with meaningful, complete, and clear statement of objectives
 Objectives should be relevant: match objectives of company, answer "why?", good ROI
- Creating a likeable ad can be strategy but no objective, not likable ads can work well
- Many advertisers prefer competitor-oriented objectives - e.g. market share
 However, should aim to ignore competition when setting objectives
 Objectives should be comprehensible: ultimate objective for all stakeholders
- Stakeholders: stockholders, employees, suppliers, retailers, customers, and community
 Objectives should be explicit, challenging, and achievable
 Objective should be measurable: assess the success of a campaign within period of time
o Product offerings: include good but also image, price, distribution, support, and guarantees
 Comparative advantage: meaningful benefits competitors don't offer
 High or low-involvement products: to what extent do customers think about a purchase
- When high customers think about ad's claims, when low irrelevant considerations
- Involvement affected by product and customers' attitude, knowledge, interest, need
 Utilitarian vs hedonic products: to solve problems or for enjoyment



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,  Pro-social (altruism, helping others) vs commercial products (for-profit, self-serving)
 Search (check before purchase), experience, or credence (cannot be evaluated)
o Target market: focus on benefits relevant to the product's target market
 Considers what interest groups are relevant: purchasers, end users, or influencers
 Product new to the market: improvement of existing thing (emotion) or new (need info)
 Consider if message is consistent with attitudes and behavior of target market
- "Here's how to get what you want"




CH 5. Objectives - Marketing Communications, Pelsmacker
 Objectives determine the choice of the right communications and media mix
o Influence message and strategy development, budgeting and effectiveness research issues
 Marketing communication objectives can be divided into three categories
o Reach goals: reach target group effectively and efficiently - exposure
o Process goals: established conditions - capture attention, appeal, be processed (& remember)
o Effectiveness goals: most important ones
 DAGMAR model: Defining Advertising Goals for Measured Advertising Results - instead of just sales
o Hierarchy-of-effects model - framework to define communication goals
o 9 effects during the communications effects: funnel - marketers select most appropriate
 Category need: brand should fit within category needs and wants  buying motives
- Crucial for innovations and when non-category users are addressed
 Brand awareness: recognition & recall (unaided spontaneous awareness, link brand & category)
 Brand knowledge/comprehension: consumers should be able to recall brand's positioning
 Brand attitude: evaluation of brand, perceived value of brand to a consumer
 Brand purchase intention: enhance buying-related actions, necessary for high-involv. situations
 Purchase facilitation: assuring no barriers are hindering purchase (price, product, place)
 Purchase: for action-oriented contexts, direct-response advertising
 Satisfaction: product lives up to required and desired benefits (or not), stimulate WOM
 Brand loyalty: mental commitment or relation between consumers & brand, different than habit
o Brand awareness and brand attitude will always be part of the goals
o Quantifiable measures such as awareness and image ratings: intermediate effects
o Criticism: no evidence consumers experience a strong desire before purchase
 Alternative ATR model: Awareness -> Trial -> Reinforcement


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