Much has been researched and written about how advertising works and produces its effects, but it is important to appreciate that there are few definitive answers because of the nature of the subject itself.
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Advertising
Case Studies
Case (20 Marks)
Much has been researched and written
about how advertising works and produces its effects, but it is important to
appreciate that there are few definitive answers because of the nature of the
subject itself. According to exposure and familiarity modle, simply repeated
exposure to advertising can develop preferences in the audience. The exposure
effect occurs at some preconscious level as a result of pictures, text, or
colour in the ads. Another explanation is that repeated exposure to ads creates
a feeling of familiarity with the advertised product or service and familiarity
leads to favourable evaluation and liking. Yet another explanation is that
consumers view high frequency of advertising or larger size of ads indicator of
brand’s quality. Hierarchy models suggest that advertising produces its effects
by moving the consumer through a series of steps in a sequence_ from becoming
aware to ultimate purchase of product or service. The sequential order suggests
that advertising effects are produced over a period of time and that
advertising may not produce desired effects immediately. The type of purchase
behavior depicted by these models is usually more relevant to high involvement purchases.
According to low-involvement learning modle, TV is described as low-involvement
medium. Audience have little opportunity to think about any commercial. It is
just a fleeting moment in time. The commercial cannot be slowed down or stopped
as per the convenience of the audience. It is believed that frequent repetition
of an ad on TV can impart reliability to the product that can build brand preference,
Many scholars view consumer involvement as an important variable that can help
in explaining message processing and purchase decision by consumers. Consumer
involvement could be high or low and its nature may be rational or emotional. Based
on this view, Foote, Cone & Belding agency developed an advertising
planning model. Kim-Lord grid proposes that consumer may be simultaneously
involved rationally and emotionally. The location… of product on Kim –Lord grid
can help determining whether the ad copy should be more emotional or rational
.Cognitive response model proposes that at the time of exposure to an ad ,the
thoughts that emerge in consumers mind, called cognitive responses, can be
counter-arguments or support arguments and these thought influence consumer’s
attitudes positively or negatively. According to ELM model, the depth of information
processing by the audience as a result of exposure to advertisement is a key
factor in persuasion by influencing attitudes. The depth of information processing
would depend on the motivation and ability of the audience member. If either is
missing ,peripheral route to persuasion will result. But if the audience member
has both the motivation and the ability to process information, the central
route to persuasion will occur. Attitudes formed as a result of central route
to information processing are more resistant to subsequent efforts to change
with respect to attitude object.
Answer
the following question.
Q1.
What is the case all about?
Q2.
What are the advantages of repeated exposure to ads?
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