Advertising Research

• Understand customers
• Purchase benefits, not attributes
• Product-specific research
• Key selling points
• Desirable features
• Consumer-oriented research
• Context of product use
• Anthropological approach
• Sociological analysis
• Psychological motives
• Focus groups

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 IMC Goals
• To build brand image
• To inform
• To persuade
• To support other marketing efforts
• To encourage action
The two components are important for
setting advertising objectives-
To define the selling idea and creative
strategy development
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 Determining IMC Objectives

• Based on selling idea

• Creative Strategy Development

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 DAGMAR APPROACH

The DAGMAR approach advocates a

marketing campaign that guides the
consumer through four phases: Awareness,
comprehension, conviction, and action.
Coined by Russel Colley in 1961.
Two things to do-
1. Creation of communication task
2. Defining the objectives of communication
task.

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• Corkindale and Kennedy used five key
words to summarize the elements of
setting advertising objectives:
1. WHAT:
2. WHY:
3. WHO:
4. HOW:
5. WHEN:

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In 2018, Airtel has rolled out the
#PassTheTorch campaign with an aim to
provide digital education to the children in
backward and rural segments of the country.
Over 10K people in rural areas benefited from
the campaign and were empowered with
digital literacy as they learnt the power of
internet for the first time through the initiative.

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 Problems in Setting Objectives

•The creative team must be aligned with

the objectives.

•Agencies and advertiser fail to follow the

guidelines given in DAGMAR approach.

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 Allocating the Promotional Budget

A promotional budget is a specified amount of

money set aside to promote the products or
beliefs of a business or organization.
Promotional budgets are created to anticipate
the essential costs associated with growing a
business or maintaining a brand name.
It is also defined as the capital expenditure of
promotion related activities in company. The
budget is often set according to a percentage of
sales or profits in order to maintain an expected
growth rate.
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 Advertising Budget
An advertising budget is an estimate of a
company's promotional expenditures
over a certain time period. When creating
an advertising budget, a company must
weigh the value of spending
an advertising dollar against the value of
that dollar as recognized revenue

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Types of Budgets
• Percentage of Sales
• Sales of current year, or next year
• Simple
• Tends to work in the opposite direction
• Does not meet special needs
• Competition Parity
• Seeks to prevent market share loss
• Highly competitive markets
• Dollars may not be spent efficiently
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Types of Budgets
• Affordability
• Set after all other items budgeted
• Not understand importance of marketing
• Objective and task
• Budgets determined by objectives
• Best method of budgeting
• Used by 50% of firms

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 Types of Budgets
• Payout planning
• Ratio—advertising to sales or market
share
• Larger percent at product launch
• Lower percent when brand established
• Based on threshold effect
• Quantitative models
• Computer simulations
• Develop models based on historical data

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 Advertising Appeals

• An advertising appeal refers to the

approach used to attract the attention of
consumers and/or to influence their
feelings toward the product, service, or
cause. It's something that moves people,
speaks to their wants or need, and excites
their interest.

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Types of Appeals
Figure 6.5
• Fear
• Humor
• Sex
• Music
• Rationality
• Emotions
• Scarcity

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 Fear Appeal
• Fear appeals are common
• Fear increases interest and is remembered
• Severity and vulnerability
• Severity – level of consequence
• Vulnerability – probability of event occurring
• Response efficacy
• Intrinsic reward
• Extrinsic reward
• Response costs
• Self-efficacy
• Response efficacy

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 Humor Appeal
• Excellent for getting and keeping attention
• Used in 30% of TV and radio ads
• Humor causes consumers to
• Watch
• Laugh
• Remember

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 Humor Appeal
• Advantages of humor
• Piques interest
• Increases recall and comprehension
• Elevates mood
• Problems with humor
• Offensive
• Overpower message
• Humor should focus on product
• International usage
• Humor often rooted in culture
• Humor varies across countries
• Good humor difficult to achieve

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Reasons for Using Humor in Ads
Figure 6.7
• Captures attention
• Holds attention
• Often wins creative awards
• High recall scores
• Consumers enjoy funny ads
• Evaluated as likeable ads

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Sexuality Approaches
Figure 6.8

• Subliminal techniques
• Sensuality
• Sexual suggestiveness
• Nudity or partial nudity
• Overt sexuality

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 Sex Appeal
• Breaks through clutter
• Use has increased
• Not as effective as in the past
• Advertisers shifting to more
subtle sexual cues.

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 Subliminal Approaches
Sex Appeal
• Sex cues or icons placed in ads
• Goal is to affect subconscious
• Not effective
• Ad clutter requires stronger ads to get attention

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 Sensuality Approaches
Sex Appeal
• Women respond more favorably
• More sophisticated
• Relies on imagination
• Images of romance and love can be enticing

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 Nudity or Partial Nudity
Sex Appeal
• Used for wide variety of products
• Attract attention
• Not always designed to elicit
sexual response
• Underwear commercials
• Decorative models

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Factors to Consider Before Using Decorative Models
Figure 6.9

• Improves ad recognition, not brand recognition

• Influences emotional and objective evaluations
• Produces higher purchase intentions when the
product is sexually relevant
• Attractive models produce a higher level of
attention than less attractive models

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 Overt Sexuality
Sex Appeal
• Acceptable for sexually-oriented products
• Used to break through ad clutter
• Often used for a shock effect
• Danger of being offensive

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 Are Sex Appeals Effective?
Attracting attention
• Sexually-oriented ads do attract attention
• Attention greater for models of opposite gender
• Brand recall is lower
• Sexual theme often distracts from brand name
• Normally rated more interesting
• Controversial ads
• Interest increases
• Fail to transmit ad information

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 Are Sex Appeals Effective?
• Physiological arousal
• Overt sexual cues or nudity increases arousal
• Affective and cognitive responses
• Higher for opposite genders
• Cognitive impressions
• Depends on viewers view of ad
• Like ad – positive cognitive impression of brand
• Dislike ad – negative cognitive impression of brand

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 Are Sex Appeals Effective?
Societal trends
• Consider society’s view of sex
• Attitude towards sex cycles over time
• High level of tolerance early 2000s
• Super Bowl of 2003 – Janet Jackson
• Tolerance level declined
• Pendulum swinging back

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Disadvantages of Sex Appeals
• Less influence today
• Reduces brand recall
• Affects comprehension
• Creates dissatisfaction with one’s body
• Females
• Males
• Stereotyping of females

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Sex Appeals in International Advertising

• Varies across countries

• Determined by religion, culture, and values
• Moslem countries
• Middle eastern countries
• European countries
• France
• United States
• Chile

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 Music Appeals
• Connects with emotions and memories
• Has intrusive value
• Gains attention
• Increases the retention of visual information
• Better recall
• Can increase persuasiveness
• Stored in long-term memory

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 Music Appeals
Design Questions:
• What role will music play?
• Will a familiar song be used or new song created?
• What emotional feeling should song elicit?
• How does the music fit with the message of the ad?

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 Music Appeals
• Variety of roles in advertisements
• Incidental to ad
• Primary theme
• Selecting the music
• Familiar tune
• Write a jingle
• Background or mood music
• Solicit music for an advertisement

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 Rational Appeals
• Based on hierarchy of effects model
• Active processing of information
• Media outlets
• Print media and Internet best mediums
• Business-to-business
• Print media, trade publications
• Information search by buying center members
• Product attributes
• Complex and high involvement products
• If processed, excellent at changing attitudes

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 Music Appeals
• Advantages of music appeals
• Consumers have affinity with existing songs
• Brand awareness, brand equity, and brand
loyalty become easier
• Emotional affinity transference to brand
• Popular songs expensive
• Alternative methods
• Musicians see ad songs as way to be heard
• Songs posted on YouTube and other sites
• Occasionally full song becomes popular

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Reasons for Using Emotional Appeals
Figure 6.10

• Consumers ignore most ads

• Rational ads go unnoticed
• Emotional ads capture attention

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6-36
Emotional Appeals
• Brand loyalty
• Key to developing brand loyalty
• Creates bond with brand
• Business-to-Business
• Used more frequently (25%)
• Emotions important in business decisions
• Media outlets
• Television best medium
• Internet
• Work well when tied with other appeals

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 Scarcity Appeals
• Based on limited supply
• Based on limited time to purchase
• Often tied with promotion tools such
as contests, sweepstakes, and
coupons
• Encourages customers to take action

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