Information processing model:
- appropiate view of receiver of advertising is an information processor or cognitive(erkenntnis, wahrnehmungs) problem solver
- similarities with other approaches subsume( zus.fassen) the cognitive perspective
- information processing includes stage of retention (zurückhaltung)
- marcoms messages designed to provide information for prospective when purchase decision is in the future!
Difficulties with sequential models:
- for long time sequential approach was accepted as model upon(an) with advertising was to be developed
- questions about what actually constitutes levels of awareness, comprehension and conviction
- problem to determine(ermitteln) which stage the majority of target audience has reached in any point of time
- model is based on the logical sequential movement of consumers to a purchase via specified stages
- critical: assumption that consumer make this movement logically and rationally,
learn – feel – do
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obviously this is not the case (e.g. take a child into a sweetshop)
- empirical validation of some hierarchy proposition was tried to be made by research
- results are ambiguous and inconclusive
- learn – feel – do cannot be upheld(gehalten) as a reflection of general buying behaviour, empirical data to reject(ablehnen) the notion (=idee) of sequential models as an interpretation of the way advertising works
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positive attitude towards product is no prerequisite(requirement, bedingung) to purchase, buying behaviour can therefore not be predicted(vorhersagbar)
- more relevant: relationship between change in attitude and the individual’s intention to act
- potentially greater benefit is the more specific measure of attitude towards purchasing and intentions to buy a specific product
- apart from problems of measurement, a change in attitude is considered (betrachtet) a valid objective, especially in high-involvement environment
- research has to figure out which needs come into measures
- → large companies can use this model properly, due to resources and expertise they can generate the needed data and use the approach to the full measure
- quite accurate (genau) means(mittel) of describing the buying process in high-involvement situations but not so effective in low-involvement environment
The strong theory of advertising
The weak theory of advertising
A consumers pattern ( verhaltensmuster, bild) of brand purchases is driven more by habit than by exposure (aufdecken, enthüllen) to promotional messages. Advertising is employed eingestellt) as a defence, to retain(behalten) customers and to increase product or brand usage. Advertising is used to reinforce existing attitudes not necessarily to drastically change them – it simply reminds and reassures consumers.
Similar to the strong theory of advertising is to improve peoples knowledge and to generate a long run purchase behaviour.
Emotion in advertising
Feeling and emotions play an important role in advertising, especially when advertising is used to build awareness levels and brand strength. But nevertheless (dennoch) it has to be considered (betrachtet) that advertising brands usually are not new to the consumer and an attitude towards this particular brand has been formed either by usage or prior communications, i.e. that experience of the category and memories of the brand form the consumers attitude to advertising. This approach comes aligned(in eine linie gebracht) with the model of likeability which suggests(hindeuten) that feelings evoked(wachrufen) by advertising are being used to build and shape attitudes to brands and advertisement.
Elaboration likelihood model
A cognitive association model of advertising
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Advertising characteristic
- Present a new product or a product that is substantially(wesentlich) different from the other products in the category
- Be interesting and stimulating
- Be personally significant(bedeutend)
The effect of these characteristics might be that any one advertisement may be significantly valuable to an individual.
There is evidence (beweis) that short time sales effects can be correlated (in beziehung stehen) with advertising associated with(nahe stehend mit) new brands or those which proclaim (verkünden) something that is perceived(wahrgenommen) to be significantly(bedeutsam).
Consumers, particularly in fast-moving consumer good markets use to buy on habit. They have a repertoire of items which are bought recurrently. 70 % of low value purchase decisions are said to be made at the point of purchase.