COMMERCE 3MB3 Chapter Notes - Chapter 8: Comparative Advertising, Attitude Change, Elaboration Likelihood Model
14 Dec 2017
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Source: who or what is delivering the message. Meaning, match-up or fit with the product/service and ad. One versus two-sided: use two-sided when audience is sceptical, well-educated, and needs to be convinced. Drawing conclusion: use if consumers not motivated to process, avoid if involved, see slides for diagram. Repetition: within he individual ad, repeated exposures. Comparative advertising (comparing your brand to others: not allowed or accepted everywhere, need to support claims with data. Avoid if you are the market leader: can be good for close followers, be careful if you are down. Sex appeals: work better with men than women, and better when appropriate. Humour and fear are very specific types of emotional appeals. Can boost recall and improve attitude if humour is appropriate. Need a good link between the brand and the humour. Works best when the brand is familiar and evaluations are already positive. Unfortunately, fast, wear-out need to change often.
