Message strategies
8 important questions on Message strategies
What are two problems for advertisers
- People do not (want to) pay attention to commercial messages
- People resist being persuaded
What are strategies to overcome these problems?
- Attract attention: humor, sex
- Lower resistance: two-sided ads, negative advertisement, product placement
What are the pro's and cons of using humor in advertisement?
- Increase attention, positive affect, liking
Cons:
- Distract from the message
- Reduces counterarguing
- But also reduces brand recall
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What did Strick et al. (2009) show about humor leading to lower brand recall?
- Despite lower recall, humor influences product choice by positive implicit attitudes, higher product choice
- Particulary true for low involvement products, more likely with unfamiliar brands
What did Mukherjee and Dubé (2012) show about humor combined with fear?
Humor may stimulate a safe environment which reduces the need for defensive reactions to fear appeals
Fear + humor works better than Fear - humor and only humor or no fear no humor
Does Sex work in advertisement?
- Attracts attention: ad recall
- Brand recognition/recall can be impaired
- Gender and attitude:
- More negative for women
- More positive for men (but did not extend to brand attitude)
- No effect on brand attitude and purchase intentions
- Relevance is important
- Historical context also
What is native advertising and does it work?
- Same visual design
- Sponsored
- Not removed by ad blockers
- Less intrusive than banner ads
Lower resistance if people don't realize it's an ad, but irritation when realizing persuasion attempt
Does product placement work?
- Can lead to positive attitudes (particularly when used by likeable characters)
- Can result in implicit memory for product and explicit about part of the story
- Attitudes and memory can influence behavior
Cons:
- When TV-character is unlikeable
- When placement is too obvious
When warned:
- Increased brand memory due to more attention to content
- May trigger persuasion knowledge
- Slight negative effect on brand attitudes
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