Download - Advertising Hierarchy of Effects
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A Model for Predictive Measurements of Advertising Effectivenessby
Robert J. LavidgeGary A.Steiner
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What is Advertising
What are its functions
What is it supposed to do
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7 Steps
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
Unawareness
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Advert
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Advert
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3 Functions
Information& Ideas
Attitudes& Feelings
Action
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
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Functions of Advertising Research
Which steps are most important in a particular case
How many people are at each stage
Which people on which steps is it is most important to reach
To Determine
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Like the Product
Aware of the Product
Like Product offer
Preference
Conviction
Purchase
Cognitive
Affective
Conative
Information &Ideas
Attitudes & Feelings
Action
Behaviour Movement Functions
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Measuring Movement on Steps
Info. QuestionsBrand awareness
Aided Recall
Order of Preference
Projective Techniques
Sales Tests
Intent to Purchase
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
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3 Concepts
Realistic Measurement
Measurement of Effectiveness
Changes in Attitudes
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Does Advertising cause a Hierarchy of effectsby
William M. Weilbacher
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Does Advertising cause Hierarchy of Affects
Why hierarchy -of-advertising-effects models do not providean accurate description of the effects of advertising.
Why these hierarchy-of-advertising effects models are notan accurate conceptualization of how advertising works as amarketing force in the real world.
Why, as long as our thinking about advertising and itseffects is dominated by the hierarchy-of-advertising-effectsframe of mind, it is unlikely that we will ever measure thetrue effects of advertising.
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Must be recognized that advertising mustproduce different effects in people. Advertising’s role, therefore, is to makeconsumers more informed about thebrand and more generally favorable to it.
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What is Advertising
Liking
Conviction
Preference
Purchase
Knowledge
Awareness
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What is AdvertisingSplit opinion
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Other factors
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What is AdvertisingSponsorship
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Psychology
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In a typical day a consumer is exposed to literally hundreds, if not thousands, of advertisements
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Test Results
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Integrated Marketing Communication Process
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Conclusion
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Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvementby
Richard E. PettyJohn T. CacioppoDavid Schumann
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2 Routes to Persuasion
“Attitudes clearly have become the central focus of consumer behaviour research”
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1. The Central Route
Attitude change – person’s persistent consideration of information
Last longer
Predictive behaviour
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2. The Peripheral Route
Attitude change – issue/object associated with positive or negative cues“If an expert says it, it must be true”
Temporary
Un-predictive behaviour
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When will consumers actively seek and process
product-relevant information, and when will
they be quicker in their analysis of ads?
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Hypothesis
High-involvement Low-involvement
Attitudes in response to an ad - effected by Central Route
Attitudes in response to an ad – effected by peripheral route
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Communication Effects
High-involvement Low-involvement
1. Cognitions
2. Attitudes
3. Behaviours
1. Cognitions
2. Behaviours
3. Attitudes
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Elaboration Likelihood Model
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Advertising EffectivenessAdvertising Effectiveness
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Fishbein&Ajzen (1981)“The general neglect of
the information contained in a
message…is probably the most serious
problem in communication and
persuasion research”- Fishbein and Ajzen (1981)
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Testing ELM
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Finally
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Thanks
Finally