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Advertising Decisions

Advertising Decisions. Ad copy analysis ADCAD system Exercise for Enhance hair conditioner. Advertising Copy Analysis. Copy testing: Attention G Persuasion Understanding G Purchase Creativity templates: Abstract templates based on successful ads. Advertising Copy Analysis.

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Advertising Decisions

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  1. Advertising Decisions • Ad copy analysis • ADCAD system • Exercise for Enhance hair conditioner

  2. Advertising Copy Analysis Copy testing: • Attention G Persuasion • Understanding G Purchase Creativity templates: Abstract templates based on successful ads

  3. Advertising Copy Analysis Creative Quality Models: Quality = Weighted Sum/Product of Key Indicators: Indicators include: • Page number G Color • RH/LH side G Bleed • Size G Short/Long copy, etc. ~ explains about 30% of variance Artificial Intelligence Systems: ADCAD and Adduce

  4. I Johnson Wax (Enhance) Map: Conditioning vs. Clean 0.60 Sassoon Agree Br. Clean Loreal Fx.inst Clean Enh.Post Tame 0.00 W.Balsam Enhance Herb.ess Condition Suave F.Fawcett –0.60 –1.00 0.00 1.00 Conditioning Enhance = Before use positioning Enh.Post = After use positioning I = ideal brand positioning

  5. I Johnson Wax (Enhance) Map: Conditioning vs. Effects 0.60 Loreal Condition Fx.inst Sassoon F.Fawcett Effect onHair Agree Enhance 0.00 W.Balsam Herb.ess Br. Clean Enh.Post Tame –0.60 Suave –1.00 0.00 1.00 Conditioning Enhance = Before use positioning Enh.Post = After use positioning I = ideal brand positioning Note: The poor Enh.Post position suggests a need to revise copy.

  6. Systematic Approach to Ad Development • Ads should be developed based on sound marketing and advertising strategies • Good ads are developed based on a knowledge of: • advertising concepts and theories • market, product, and audience characteristics • philosophies of client and ad agency

  7. Typical Sequence of Steps in Ad Design • Desired Consumer • Response • Beliefs, feelings, or behavior • Creative strategy • Primary Benefit • Message/support • Executional elements Marketing Strategy • Objective • Target audience Advertising Strategy • Link to marketing strategy • Find unique brand opportunity

  8. ADCAD System Overview Background information (problem definition; brand, competitor, product, and audience characteristics) Knowledge Base • Published theory • Published empirical findings • Cumulative agency experience ADCAD Reasoning Process Questions, definitions, and explanations Market Assessment Information from Marketing Research and Databases Marketing Objectives Target audience selection and other marketing decisions User Advertising Objectives Communication Approaches Positioning Message Characteristics • Benefits • Message arguments • Comparisons • Ad format • Message sidedness • Educational techniques Presenter Characteristics Message Emotion • Attractiveness • Strength • Similarity • Direction • Expertise • Mood • Objectivity Recommendations and rationale “What if” sensitivity analysis

  9. Advertising Objectives Past & present product usage Nature of product Past & present brand usage Product usagerate Marketing Objectives Brandmarket share Product life cycle stage Currentbrand loyalty Product purchase interval New brand uses Brand purchase motivation Brand type Product purchase motivation Package visibility and recognition at POP Decision involvement Current brand recognition Current top-of-mind awareness Time of brand decision Advertising–29

  10. Comparisons Creative Strategy Presentation Techniques Message processing motivation Decision involvement Decision involvement Product knowledge Consumer education level Brand knowledge Message Sidedness Benefit Presentation Performance evaluation ability Benefit awareness Product knowledge Brand attitude Benefit delivery Benefit uniqueness Conflicting information Benefit importance Advertising–30

  11. Marketing Objectives • Stimulate primary demand • Reinforce primary demand • Stimulate brand trial • Stimulate repeat purchase or loyalty • Increase rate of brand usage • Attract trier-rejectors

  12. Advertising Objectives • Create/increase brand recognition • Create/increase top-of-mind awareness • Communicate category image/mood/lifestyle • Communicate brand characteristics • Communicate brand image/mood/lifestyle • Maintain brand recognition • Maintain top-of-mind brand awareness • Reinforce category beliefs • Reinforce brand image/mood/lifestyle • Communicate brand changes/enhancements • Communicate new brand image/mood/lifestyle • Communicate new brand uses

  13. Format • Fantasy, exaggeration, or surrealism • Musical • Comedy or satire • Serious drama • Vignette • Unusual/extreme • (Announcement) • (Case-history) • (Brand production/preparation) • Demonstration of product in use or by analogy • Demonstration of results of using the product • Endorsement by celebrity/authority • Testimonial by product user • Customer interview • Slice-of-life • Problem-solution

  14. Presenter Characteristics • Species • Age • Sex • Identity • Recognizability • Credibility (Expertise, Objectivity) • Attraction (Likability, Similarity)

  15. Presentation Techniques Package-closeup Familiar scenario Color illustration General humor Long package display Product humor Jingle/rhyme/slogan Incongruent elements Questions Animation/cartoon/rotoscope Brand name repetition Hidden-camera Personal reference Implicit conclusion Music and/or singing Explicit conclusion Visual/verbal integration Climax presentation Visual stimuli/imagery Anti-climax presentation Quantitative arguments Strong arguments Surrogate indicators Capture consumer emotions Front-end impact Message sign-off Short copy Short headline Nouns in headline

  16. Emotion in Ad • Sanguine • Phlegmatic • Melancholic • Choleric Anger then relief Convenience Relief Dullness then elation Fear then relaxation Elation Relaxation Boredom then excitement Fear then trust Excitement Trust Apprehension then flattery Moderate or high fear Flattery Disappointment the optimism Tension, discomfort, threat Optimism Surprise Annoyance then convenience Nostalgia

  17. Recommended Benefits • Guarantees or warranty • Nutrition or health • User satisfaction or loyalty • New product or option • New brand uses • New solution • (Dependability) • (Self-expression) • Price/economy • Value • Quality • Challenge • Enjoyment • Safety • Status • Convenience

  18. Marketing Objectives RuleExample in ADCAD Marketing Objectives (11 rules) IF product life cycle stage = introductionAND innovation type = discontinuousTHEN marketing objective = stimulate primary demand IF brand usage = noneTHEN marketing objective = stimulate brand trial IF current brand usage = someAND (brand switching = high OR product usage rate = fixed)THEN marketing objective = stimulate repeat purchase/loyalty IF current brand usage = someAND brand switching = lowAND product usage rate = variableTHEN marketing objective = increase rate of brand usage

  19. Positioning Rule Examplein ADCAD Positioning (24 rules) IF ad objective = convey brand image or reinforce brand imageAND brand purchase motivation = social approvalAND brand usage visibility = highTHEN possible benefit = “status” (c.f. Holbrook & Lehmann 1980) IF ad objective = convey brand information or change brand beliefsAND perceived differences between brands = small or mediumAND perceived relative performance = inferior or parityAND relative performance = superiorAND current brand loyalty = competitor loyalTHEN message comparison = direct comparison against competition (Gorn & Weinberg 1983) IF ad objective = convey brand information or reinforce brand beliefsAND conflicting information = likely AND education = college or graduateAND product knowledge = high AND involvement = highTHEN message sidedness = two-sided (McGuire & Papageorgis 1961)

  20. Message Characteristic Rule Example in ADCAD Message Characteristics (80 rules) IF ad objective = increase top-of-mind awarenessTHEN technique = jingle, rhyme, or slogan (MacLachland 1984) IF ad objective = convey brand information or reinforce brand beliefsAND market share = largeAND brand switching = highAND product type = existingTHEN technique = sign off (Stewart & Furse 1986) IF ad objective = convey brand information or change brand beliefsAND message processing motivation = lowAND message processing ability = lowTHEN ad format = problem solution (Schwerin & Newell 1981)

  21. ADCAD Consultation: Output Output: Marketing and Advertising Objectives Market objective = stimulate brand trial Advertising objectives = create/increase brand recognition, communicate brand image/mood/lifestyle Output: Communication Approaches Positioning: Featured benefit = quality (user replaced Message comparison = none recommend benefit = “value”) Message sidedness = one-sidedBenefit claim = extremely positive Number of benefits = few Message Characteristics: Format = demonstration of product in use, Technique = closeup, color illustrations, long package endoresement by celebrity, vignette display, music, visual stimuli/imagery, surrogate indicators of performance, capture consumer emotions Presenter/Principal Character: Identity = celebrity Sex = female Likability = highIdentification in message = early Attraction = high Recognizability = high Message Emotion: Strength = high Direction = positiveTone = apprehension/flattery Authenticity of portrayal = high

  22. Benefits of ADCAD System • Flexible representation and processing of advertising knowledge using AI methods • Separate knowledge from its processing • Verbally rich models that are closer to the way people normally tend to think -- incorporating qualitative elements relevant to a situation • Improved explanatory features • Deliver knowledge when and where decisions are made

  23. Limitations of ADCAD Knowledge Base • Unclear specification of the context in which a rule is valid • No clear assessment of the degree of uncertainty associated with a knowledge element • Much of the knowledge is not empirically verified in a scientific sense

  24. Initial Ad Agency Reactions Creating an advertisement is like making an omelette—easy to do but difficult to do well! Do you know any computers that can make an omelette? Computers and creatives? Forget it!! What do you think?

  25. Potential Application Areasof Knowledge-Based Systems • Too much information • Systems to interpret information and generate insights for managerial actions. Example: Interpretation of log files from web servers • Too many options to consider and evaluate • Systems to reduce the number of options to a few important ones Example: Design of TV commercials • No single individual has all the relevant skills/knowledge • Systems incorporating multiple sources of knowledge and expertise. Example: New Product Development screening

  26. Potential Application Areasof Knowledge-Based Systems • Routine problems with highly variable input data • Systems to automate problem solving. Examples: credit card authorization, product configuration • Shortage of skilled employees/frequent turnover • Systems that embed procedures and plans. Example: Help desk • Need “just-in-time” knowledge to solve a management problem • Network of expert systems available on demand

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