The Secret Of Television’s Success:Emotional Content or Rational Information?

After Fifty Years The Debate Continues Author : Robert Heath

Journal of Advertising Research March 2011Presented by Mariam Elias

• http://www.tvspots.tv/video/45320/albertsons--gibberish

Introduction

1-Arrival of TV Advertising in 1955.2- Theories of Television was derived from 50 years of print dated back in 1920’s, until holes appeared in 1962.3-1971: TV High Attention Medium is Challenged.5-1980: 20-40% leave room in ad breaks.6-1990’s: Fast Forward Through Ad. 7-30 seconds TV Ads are dead !!

Background

1-experiment with 1-Experiment with Gebberish adv in 1999 challenged how TV works by persuasive information to recall info.2-Origins of belief from Danial Starch, George Gallup and Robinson’s theories.3-Reves: “The art of getting USP into heads of most people at the lowest cost”.4- Recall of commercial content was the main measure of effectiveness.5-Advertising Age in 1999 saw adv as : “ One way communication: creating and sending messages.”

Recall &Persuasion

1-Against Persuasion:Maloney ( 1962- A researcher with Leo Burnett): Advertising message doesn’t have to be credible and doesn’t change attitudes or behavior.

2-Against Recall:Jack Haskins showed evidence that “ factual-rational-logical” message were less effective. It was only tested in 1982 by Harold Ross.

Television as Low Involvement

• Herb Krugman ( A market researcher at GE & psychologist at US Air Force had a theory that: Viewers watch Commercial in a passive" low-involvement" state of mind.

• He did an experiment with electroencephalograph or EEG machine to test brain wave (alpha-beta-delta) from a subject that was exposed to print & TV adv. and the result was 4:1 for both.

• The reason :You have no control over TV ad Vs. in print you can scan the data selectively.

• Does It work with skip adv. On YouTube ?

Advertisement as Reinforcement

• In 1974, Ehrenberg proposed that advertising doesn’t change attitudes but works by reinforcing attitudes already held by consumer who had knowledge and experience of the product.

• He identified 4 Weakness in AIDA ( Attention-Interest-Desire-Action )model & why it is not related to increase of demand.

• Ehrenberg’s ATR_N model (Awareness- Trial-Reinforcement-Nudge) & the orange juice experiment.

Jones : Adv. is using creativity to insinuate new information into minds of stupid consumer as it changes attitudes and behaviors. Vs. Ehrenberg’s view : Adv takes emotional instead of informative tone with well informed viewers because of their extensive usage experience.

Krugman (1984): Three exposures of TV is enough to achieve persuasion (Curiosity-Relevance & Sale-Completion).

90’s :The Decade Of Brain

• Robert Heath in his “ The Hidden Power of Advertising” article found that emotional content doesn’t need memory or attention and that advertising take place at three attentive levels : active-passive and implicit.

• Brand Relationship: Plummer “ I see myself in the

brand and that brand in myself” & lasting brand relationships is the balance of “ head & heart”.

What was the result of the experiments testing

emotive power vs cognitive power in the shift of brand

favorability?

How shallow processing can be more effective than deep processing?

What Is the future of TV advertising in the digital

age?

Thank You