Mrs.

Gunjan Sharma Rana Lecturer (Advertising Management) New Delhi campus

Submitted to :-

Creative Heads:-

Abhishek Pathak Mohit Goel MBA IIIrd semester Section 6

 A Public announcement. A form of persuasive communication. A means of mass communication. Salesmanship in print. An art form
This list can go on and on, but what exactly is ADVERTISING?
The Advertising can be defined as a multidimensional form of mass communication. Simply we can say that it is a public announcement, a powerful marketing tool, a component of the economic system, a means of financing the mass media, a social institution, an art form, a profession art, an instrument of business management, a field of employment. An advertisement can also be defined as a form of persuasive communication which is generally one sided ,i.e. from advertiser to the public. Technically speaking, As per THE AMERICAN MARKETINGASSOCIATION, CHICAGO, Advertising is any form of paid form of non-personal presentation of ideas, goods and services by an identified sponsor. Thus we can say that advertising is: Any form of presentation. Which is non-personal To communicate about goods, services, ideas etc. For which the advertiser pays it.

Now that we know now what is advertising let us learn more about its different aspects and types as a consumers point of view. Emotional advertisements have a substantial impact on consumer attitudes, as well as upon purchase intentions. However, research on the influence of emotional appeals on memory has been somewhat mixed, with some researchers asserting that they result in poor consumer memory, while others argue that if tested properly, they have a substantial impact. The current research addresses these mixed results by relying on an accessibility/diagnostic framework to explore the effect of emotions on consumer implicit and explicit memory. Explicit memory performance is characterized as relying upon both the accessibility of memory traces and their relative diagnostic in contrast with other inputs. In contrast, implicit memory

performance is primarily driven by accessibility alone. Results from two experiments are supportive of this perspective. The first experiment demonstrates that overall emotional advertising appeals have a bigger impact on implicit versus explicit memory performance, though explicit memory performance is enhanced after exposure to an intense emotional appeal. The second experiment demonstrates that the diagnostic of emotional appeals can be enhanced, and that such enhancement leads to better explicit memory performance under conditions of high involvement. In contrast, emotional diagnostic is shown to have no effect on consumer implicit memory. Attitudes represent our covert feelings of favorability or unfavorability toward an object, person, issue, or behavior. Formally, attitude is defined as a learned predisposition to response in a consistently favorable or unfavorable manner with respect to a given object (Fishbein and Ajzen 1975, p. 6). Consumers lean these attitudes over time by being exposed to the object directly (experience) or through receiving information about the object (e.g., advertising). Our learned attitudes serve as general guides to our overt behavior with respect to the attitude object, giving rise to a consistently favorable or unfavorable pattern of response. Then how do advertisers reinforce, change or create consumers attitude? The next section accounts for this issue. Attitude reinforcement, change and creation controlled process

Fishbeins Attitude Theory

This section is based on Fishbeins (1963) attitude theory, since this theory has had perhaps the greatest influence on consumer attitude research over three decades. According to Fishbein, attitude is an independent measure of affect for or against the attitude object, which is a function of belief strength and evaluative aspect associated with each attribute.

Advertising Application

The notion of attribute salience has important implications for attitude change within the Fishbein theory. Since attitudes are viewed as being causally determined by cognitive structure, then the Fishbein theory implies three basic strategies for attitude change: 1) Change the belief strength associated with an attribute, 2) change the evaluative aspect associated with an attribute, and 3) introduce a previously nonsalient attribute into cognitive structure. Therefore, advertisements focusing on one (or more) of the above three strategies should succeed in changing, reinforcing or creating ones attitude.

Post-Attitude-Change: Explicit Attitude vs. Implicit Attitude When an attitude changes from A to B, what happens to A? Most theories assume, at least implicitly that the new attitude replaces the former one. However, emerging research in psychology suggest that a new attitude can override, but not replace, the old one, resulting in dual attitudes. One of which is an automatic, implicit attitude and the other of which is an explicit attitude. Implicit attitudes as evaluations that 1) have an unknown origin (i.e., people are unaware of the basis of their evaluation); 2) are activated automatically; and 3) influence implicit responses, namely, uncontrollable responses and ones that people do not view as an expression of their attitude and thus do not attempt to control. Applying the concept of implicit attitude to the present framework of how advertising works, consumers can possess implicit attitude by being repeatedly exposed to advertising stimuli even when it is placed in peripheral vision area. That is, unconscious processing of advertising placed in ones peripheral vision area generates implicit attitude that is stored in memory, and this implicit memory influence consumers future responses that is beyond ones control. Examples of implicit attitudes are evaluations resulting from mere exposure, people are aware of their attitude but not where it came from; implicit prejudice, people seem to be unaware of the evaluation that they possess a negative evaluation of an out-group. Because the implicit attitude is habitual and automatic, it is the default response that is expressed when people do not have the capacity or motivation to retrieve the more recent attitude. The explicit attitudes expressed and acted on when people have the motivation and cognitive capacity to retrieve it. For example, when consumers are under time pressure, they are unable to retrieve their explicit attitudes from memory and thus react to a stimulus based on their implicit attitudes, which has been activated automatically. On the other hand when not under time pressure, consumers retrieve and react to a stimulus based on their explicit attitudes. However the implicit attitudes can be overridden by explicit attitudes that take longer to retrieve, particularly if the implicit attitudes are not very strong. Therefore, in the framework of how advertising works, implicit memory certainly is closely linked to implicit memory. That is, when advertisements are placed outside of ones focal attention area, with sufficient number of repetition, consumers can have an implicit memory as well as implicit attitude that guide their behavior under certain circumstances such as under limited motivation and cognitive capacity.

Teenagers, who dont have the maturity to decide if they want to get hooked to cigarettes ('Lawsuit'). According to Kowalski what they do to attract children is to associate cartoon characters with cigarettes, such as Joe Camel. On the other hand, the technique these companies use to lure teenagers is using themes that adolescents value the most, such as 'rugged independence, freedom, popularity, individuality, social acceptance, and carefree fun.' This industry also attracts teens by publishing antismoking ads, since the message that is implicit there is that smoking is only for 'grown-ups'; it is and 'adult privilege.' In addition, some brands have given away book covers saying, 'Think. Dont Smoke,' with the word dont in a different color. So the real message was Think Smoke (Kowalski)."

Product /Service: - Times Classified (matrimonials) The Impact: The first impression is the best impression, its an eye catcher, an excellent mixture of a pretty picture and beautiful words. The colours used in this advertisement are very soft and soothing ones, which perfectly match with the theme and mood of the ad. This Times of Indias Matrimonial ad expresses the feeling of todays modern girl, looking for a Groom. In the minimum of words the maximum message has been conveyed and with an ever-lasting effect on the readers, thats for sure.

The Message: - The

message conveyed in this ad is in implicit form, which is more powerful and have a much more impact than an explicit ad could have made. As in this ad , a wannabe Bride expresses her feeling about what she expects from her would be Groom, i.e.

Behind every Successful man is a woman. And vice versa. I hope.

This ad conveys the thinking and expectations of todays woman, she is ready to act as a pillar of support for her man, in thick and thin and expects the same from him as well which is a very reasonable and justified argument.

Product /Service: - asianpaints (Royale) The Impact: - This ad is about the paints,i.e.

colours,and where can the colours be best depicted and shown than in a paints ad. The best thing about this ad is its simplicity and soberness. And if its simplicity was not enough to attract the attention of viewers, it has a celebrity endorsement as well, yes! The current heartthrob of the millions SAIF ALI KHAN is shown in this ad, who makes the ad more appealing and attractive. The colour combination of Blue and white are very soothing yet attractive as well. The Black Guitar on the wall is also an integral part of the ad, which enhances its beauty.

The Message: -

Yet another example of an implicit ad conveying its message explicitly. As the name of the paints is ROYALE, its advertisers try to project it as something royal and prestigious one. Its message says that some things in everyones life have an everlasting influence on ones life, those are his cherished memories and belongings, which requires special treatment, this special possessions deserve an equally treasured wall which can be achieved by applying ROYALE luxury emulsions wall paints on it. In this ad the guy expresses his feelings about his most cherished possession, THE GUITAR, which is with him from past eighteen years, it is his friend, brother and has an emotional attachment with him. Hence such a precious thing deserves a royal treatment as it is special, which can only be achieved by resting or hanging it on a special wall which is having a ROYALE paint on it.

Product /Service: The Impact:-

Coca Cola

This is not at all an attractive advertisement. Coca-Cola ads are generally eye stoppers with celebrities drinking coke, but this ad is a very plane and simple ad with no celebrity endorsement. YES! This is its usp, we have never seen a coke ad like this one, and this uniqueness makes us stop at this ad. Most of us have never seen this ad; we see the name of coca-cola and than see it again to confirm that is it really a coke advertisement. The impact which this ad makes on its reader is its difference from all the other advertisements of coca-cola so far we have seen, this is the basic reason for us to select this ad, as we think that as this ad have some social message in it, such advertisements should not pass away without reaching to maximum readers.

The Message:-

This is a social ad. This advertisement conveys the message explicitly about the quality control measures, which are taken at coca cola bottling plant. The ad conveys the environment management steps and environmental initiatives, which coca-cola takes. Its environmental commitment and social responsibility is conveyed in a very simple and straightforward way in this advertisement.

Product (clothings)

/Service:-

Ravi

Bajaj

menswear

The Impact:-

This advertisement is about the designer wear for men, and advertisements for such type of products has to be full of glitz and glamour to have an impact on its viewer, and this advertisement has it all. The male model in this ad is really an attractive guy and the designer clothing of Ravi Bajaj, which he is carrying, is enhancing his persona as well, i.e. the advertisement is fulfilling its expectations and surely is leaving an impact.

The Message:-

Sometimes words are not required to express something, at times pictures speaks volumes. This advertisement is a best example of an explicit advertisement where no words are used to convey the message about the particular advertisement. As this advertisement is about mens wear, hence it should show an attractive designer mens wear, which it shows in the form of lovely WHITE SUIT, which enhances the personality of the guy carrying it. But this ad would have been a total waste if the model carrying the suit had been an unattractive guy , both the suit as well as the guy carrying it complements each other very well and makes the advertisement an appealing one.

Product /Service :- BRYLCREEM (Hair Styling Gels) The Impact: GET THE LOOK, this advertisement certainly has the look in it. This advertisement has something strange in it, which attracts you towards it, may be its the model in this ad, or his different hairstyles, or his haunting eyes, or the words used in the ad, which have certain sensuality in it, which attracts us towards it.

The Message: -

The advertisement is an explicit ad. With little bit implicit message as well. The advertisement talks about how a brylcreem hair styling gel can change your looks as per different occasions. The ad. Says how you can decide on any look you want with BRYLCREEMS range of hairstyling gels, after that its all up to you, how much you can leave an impact through your looks on the other sex.