Persuasion. Advertising & Media Effects 02/21/2011. R.G. Bias

Transcription

1 Persuasion Advertising & Media Effects 02/21/2011 1

2 Introduction Much of this content is from Laura F. Bright, Ph.D., Assistant Prof of Journalism, TCU brightwoman.com 2

3 Think of one or two recent ads Write em down. Just a word or two, to remind you which ad you ve thought of. I ll ask you about them toward the end of class. 3

4 Information Overload The average person sees between 1,500 and 4,000 advertising message per day. Over a lifetime, the typical consumer will see more than a million TV commercials. Roughly 5% of the daily advertising messages actually register with consumers. What does this mean for advertisers?

5 Advertising & Persuasion With so many messages peppering our daily lives (remembering what we ve learned about selective attention) advertisers must use highly crafted persuasion techniques to reach their target consumer in the right place at the right time. Consumers are typically advertising averse - however, if the appeal is strong and the offer is timely, many will respond to an advertising message.

6 s/longhorns-baseball-key-roster-additions- losses html?cxtype=rss_longhorns 6

7 What is Persuasion? Persuasion is a form of social influence. It is the process of guiding people (and oneself) toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means. Advertising uses various appeals during the communication process to achieve persuasion.

8 Communication Process

9 How Persuasion Works

10 Cognitive Response Model

11 AIDA Model A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing 11

12 Processing Models

13 Steps in Persuasion Process 1. Message Presentation 2. Attention 3. Comprehension 4. Yielding 5. Retention 6. Behavior

14 Communication Components 1. Source 2. Message 3. Channel 4. Receiver 5. Destination

15 Persuasion Matrix

16 Persuasion Matrix II 1. Receiver: Can the receiver comprehend the ad? 2. Channel: Which media will increase presentation? 3. Message: What type of message will create favorable attitudes toward the product? 4. Source: Who will be effective in getting consumers attention?

17 Persuasive Appeals Appeal to logical rational minds of consumers OR Appeal to the feelings and emotions of consumers OR Appeal to both

18 Persuasive Appeals 1. Humor 2. Fear 3. Emotional 4. Sexual 5. Celebrity Endorsements 6. Expert Endorsement 7. Comparative 8. Green / Eco-Friendly

19 Humor Appeal

20 Fear Appeal

21 Emotional Appeal

22 Sexual Appeal

23 Celebrity Appeal

24 Celebrity Endorser Traits

25 Expert Appeal

26 Comparative Appeal

27 Green / Eco-Friendly Appeal

28 Persuasion Over Time Advertisers must stay current with trends and events in order to be persuasive to today s consumers, regardless of their demographic characteristics. When ads become more persuasive over time, it is known as a sleeper effect. How have ads changed over the last 4 decades?

29 Early Years

30 1960s Advertising

31 1970s Advertising

32 1980s Advertising

33 1990s Advertising

34 2000s Advertising

35 Current Advertising

36 What does this mean for us consumers? First, consider the source! What is there motivation? What do we know that maybe ain t so? 36

37 OK what were those ads that you recalled? Tell me some. Which appeal did they use? 1. Humor 2. Fear 3. Emotional 5. Celebrity Endorsements 6. Expert Endorsement 7. Comparative 8. Green / Eco-Friendly 9. Something else? 4. Sexual 37

38 Moving Forward Once you start advertising, it is hard to stop without experiencing detrimental effects to your brand. It is important for advertisers to be persuasion experts in order to sell products for clients. As consumers become more educated in persuasion, this process will only become more difficult! Stay innovative and smart to keep ahead.