Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
Audio Clip “Ahem” http://app.wistia.com/embed/medias/0dd16a8843 The radio spot “Ahem” features a humorous voice of a brain to continue the comparative approach of the campaign. Situational Effects Where a message is said—that is, our physical and social environment—affects how receptive we are to the advertising message. What’s part of the physical environment? Surroundings and decor, for example. Our arousal levels rise when we’re in the presence of others. This arousal can be positive or negative. Watching a funny movie is often more enjoyable in a full movie theater where everyone else is laughing, too. But if we feel uncomfortably crowded, we may put up our guard. Intangibles like odors and even temperature affect our ability and desire to listen to messages. Indeed, a growing number of marketers are counting on scents to turn into dollars as they invest in costly new technologies to create scented ads (a magazine ad with a scent strip costs four to eight times as much as an odorless version). Sure, we’re used to a bombardment of perfume smells when we open a fashion magazine, but today the boundaries have widened considerably. Kraft Foods promoted its new DiGiorno Garlic Bread Pizza with a scratch-and-sniff card (good to carry with you if you plan to encounter vampires). On behalf of its client the pay-cable Showtime network, TV Show Initiative (a unit of Interpublic Group) promoted the popular show “Weeds” by adding the scent of marijuana to strips in magazine ads. (So far, no reports of anyone trying to roll up the page and smoke it.) [7] Finally, the message has to stand out from the clutter of competing messages and stimuli, which can be a challenge given the multiple stimuli vying for our attention at any one time. Consumers often are in a state of sensory overload, where they are exposed to far more information than they can process. The average adult is exposed to about 3,500 pieces of advertising information every single day—up from about 560 per day thirty years ago. Getting the attention of younger people in particular is a challenge—as your professor probably knows! By one estimate, 80 percent of teens today engage in multitasking, where they process information from more than one medium at a time as they attend to their cell phones, TV, instant messages, and so on. [8] One study observed four hundred people for a day and found that 96 percent of them were Saylor URL: http://www.saylor.org/books Saylor.org 101
multitasking about a third of the time they used media. [9] Advertisers struggle to understand this new condition as they try to figure out how to talk to people who do many things at once. KEY TAKEAWAY How a message is said can often be as important as what is said. Key elements to consider include the nature of the message’s source, how it’s structured, and the environment in which people see or hear it. EXERCISES a. Explain how advertisers use source credibility and source attractiveness to communicate more effectively. b. List and describe the various types of messages that advertisers can use to communicate with their markets. Use specific terms in your description. [1] Quoted in “Celebrity Ads’ Impact Questioned,” BBC News, 27 February 2007,http://news.bbc.co.uk/1/hi/england/somerset/6400419.stm (accessed October 31, 2007). [2] Karen Dion, Ellen Berscheid, and Elaine Walster, “What Is Beautiful Is Good,” Journal of Personality and Social Psychology 24 (1972): 285–90. [4] Mark Dolliver, “Critical Beer Drinkers, Confident Eaters, Etc.” Adweek, January 8, 2007, 24. [5] Alicia Ault, “Drug Ads Play on Emotions,” Family Practice News, February 15, 2007, 45; Steve Smith, “Mastering the Direct Appeal,” Sleep Review 8, no. 4 (2007): 54. [6] Suzanne Vranica, “Arby’s TV Spots Play Game of Fast-Food Chicken,” Wall Street Journal, July 5, 2006, A16. [7] Stephanie Kang and Ellen Byron, “Scent Noses Its Way into More Ad Efforts,” Wall Street Journal, October 8, 2007, B7. [8] Jennifer Pendleton, “Multi Taskers,” Advertising Age, March 29, 2004, S8. [9] Sharon Waxman, “At an Industry Media Lab, Close Views of Multitasking,” New York Times, May 15, 2006, http://www.nytimes.com/2006/05/15/technology/15research.htm(accessed May 15, 2006). 4.3 Diffusion of Innovations LEARNING OBJECTIVE Saylor URL: http://www.saylor.org/books Saylor.org 102
- Page 52 and 53: Within a company, the jobs of the a
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multitask<strong>in</strong>g about a third of the time they used media. [9] Advertisers struggle to underst<strong>and</strong> this new<br />
condition as they try to figure out how to talk to people who do many th<strong>in</strong>gs at once.<br />
KEY TAKEAWAY<br />
How a message is said can often be as important as what is said. Key elements to consider <strong>in</strong>clude the<br />
nature of the message’s source, how it’s structured, <strong>and</strong> the environment <strong>in</strong> which people see or hear it.<br />
EXERCISES<br />
a. Expla<strong>in</strong> how advertisers use source credibility <strong>and</strong> source attractiveness to communicate more<br />
effectively.<br />
b. List <strong>and</strong> describe the various types of messages that advertisers can use to communicate with their<br />
markets. Use specific terms <strong>in</strong> your description.<br />
[1] Quoted <strong>in</strong> “Celebrity Ads’ Impact Questioned,” BBC News, 27 February<br />
2007,http://news.bbc.co.uk/1/hi/engl<strong>and</strong>/somerset/6400419.stm (accessed October 31, 2007).<br />
[2] Karen Dion, Ellen Berscheid, <strong>and</strong> Ela<strong>in</strong>e Walster, “What Is Beautiful Is Good,” Journal of Personality <strong>and</strong> Social<br />
Psychology 24 (1972): 285–90.<br />
[4] Mark Dolliver, “Critical Beer Dr<strong>in</strong>kers, Confident Eaters, Etc.” Adweek, January 8, 2007, 24.<br />
[5] Alicia Ault, “Drug Ads Play on Emotions,” Family Practice News, February 15, 2007, 45; Steve Smith, “Master<strong>in</strong>g<br />
the Direct Appeal,” Sleep Review 8, no. 4 (2007): 54.<br />
[6] Suzanne Vranica, “Arby’s TV Spots Play Game of Fast-Food Chicken,” Wall Street Journal, July 5, 2006, A16.<br />
[7] Stephanie Kang <strong>and</strong> Ellen Byron, “Scent Noses Its Way <strong>in</strong>to More Ad Efforts,” Wall Street Journal, October 8,<br />
2007, B7.<br />
[8] Jennifer Pendleton, “Multi Taskers,” <strong>Advertis<strong>in</strong>g</strong> Age, March 29, 2004, S8.<br />
[9] Sharon Waxman, “At an Industry Media Lab, Close Views of Multitask<strong>in</strong>g,” New York <strong>Time</strong>s, May 15,<br />
2006, http://www.nytimes.com/2006/05/15/technology/15research.htm(accessed May 15, 2006).<br />
4.3 Diffusion of Innovations<br />
LEARNING OBJECTIVE<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
102
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