how advertising works? prof. adam grzegorczyk warsaw university of promotion (poland)
TRANSCRIPT
how advertising works?
prof. adam grzegorczyk
warsaw university of promotion (poland)
advertising
• advertising is an apparent, payable, persuasive message placed in media.
aida
Attention
Interest
Desire
Action
• Attention is a selective part of the cognition process allowing the conscience to concentrate on the sensual perception of a stimulus.
complex cognitive model
Attention
Interest
Understanding
Conviction
Action
Satisfaction
interest
• interest is the measure of cognitive activation of the receiver. it comes from the general attitude towards the message subject and the features of the stimulus.
unique selling proposal
• a single reason to buy the product, original, convincing, adressed at a certain market segment.
• basic element of advertising persuasion.
lavidge and steiner model
Purchase
Conviction
Preference
Liking
Knowledge
Awareness Think
Feel
Do
what is advertising for?
• to sell products?
• to change attitudes!
• persuasion – any communication activity aiming at attitude changing.
attitude
• attitude is a relatively permanent valuation (positive or negative) of an idea, a person, an organisation, a product or a brand.
structure of the attitude
Behavioral
Cognitive components express the knowledge about the attitude object.
Affective components include feelings and
emotions towards the attitude object, its acceptance and
preference.
Behavioral components present the motivation,
involvement and readiness to act
towards the attitude object.
Affective
Cognitive
emotions
fcb grid• since the end of the 1970’s we know,
that there is not a single, universal advertising hierarchy of efects model.
• in 1980 r. vaughn presented the fcb grid, in which he proved that the consumers differ in parameters of their decision according to the product features.
fcb grid
fcb models
people differ - sex
people differ within one sex
different people have different perception of objects and
differently form their attitudes towards them. different people have different needs and use different products to satisfy
them.
advertising concentrates on satisfying the needs. it changes the attitudes towards the massage, its
hero, towards the fulfilling need and finally the product and its brand. the attitudes are changed with a proper level of activation both in the way of cognitive process and on the basis
of affect.
• thank you for your attention, interest, positive attitude, perception and reception.