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Guess Who?

Guess who I chose?

Monday, October 27, 14

L E C T U R E 4S U C C E S S F U L A D V E R T I S I N G A N D P R O M O T I O N

Advertising Strategyand Planning

Target Audience

-young professionals-age 25-35-on the go

Target Audience

-young professionals-age 25-35-on the go


Advertising messages deal with the maintenance or changing of attitude, brand attitude is always a communication objective

McGuire’s notion of attitude change: there are six behavioural steps through which the information contained in any persuasive message must pass

At each of these steps, if the message is to be successful, there must be a positive response

Attitude Change and CommunicationAudience Action

choose innocent as the go to healthy drink

“put something delicious in his body”

Audience Action

choose innocent as the go to healthy drink

“put something delicious in his body”


McGuire’s Information Processing Paradigm

P(p) x P(a) x P(c) x P(y) x P(r) x P(b),

where: P(p) = probability of being presented the message

P(a) = probability of paying attention to the message

P(c) = probability of comprehending the message

P(y) = probability of yielding to the message

P(r) = probability of retaining the intention

P(b) = probability of behaving

Comm Effects

brand positioned as the best option for on the go healthy drinks/smoothies


McGuire’s Information Processing Paradigm

P(p) x P(a) x P(c) x P(y) x P(r) x P(b),

where: P(p) = probability of being presented the message

P(a) = probability of paying attention to the message

P(c) = probability of comprehending the message

P(y) = probability of yielding to the message

P(r) = probability of retaining the intention

P(b) = probability of behaving

Comm Effects

self actualisation


Communication Response Sequence

Exposure Processing Communication effects and brand position

Target audience action

1 2 3 4

Thank you!


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