...Is Negative or ‘Attack’ Advertising at effective tool in of Political engagement and mobilization? There are assault ads, conveying the simple message over and over, that Brand X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much that I am wonderful the candidate explains, as the opponent is a lying, cowardly, two faced cheat and con artist. (Pulitzer Prize winner and Washington Post columnist Meg Greenfield, 1995) Whether through print or television media, advertising affects behaviour. A key tool of political parties, it has been used to win support during critical governmental assessment or change, and engage the susceptible electorate to participate in the political process. Yet, where features such as wit, charisma or aptitude have been emphasized and admired, the intemperance of political campaigning has also drawn out a negative side, one that seeks to cast a damaging shadow on any opposition in order to attain the support of the majority. The types of political message given out by both politicians and the media vary in how they are constructed and what they intend to achieve, and despite widespread criticism surrounding its ethical fragilities, attack politics in particular have become a fundamental component of any political campaign and evidence...
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...The use of negative emotions in advertising Chuck Young, Ameritest, argues that the most effective ads are those that exploit the negative emotions of the consumer to drive advertising impact M ANY ADVERTISERS ARE wary of creating ads that evoke negative emotions in consumers, for fear of creating negative associations with their brand. This is not surprising, since the mental processes involved in transferring emotions generated by advertising to the emotional equity of a brand are not understood: playing with the dark force can be risky. I remember one of the first copy tests we conducted for IBM. Ogilvy had created ‘Blue Letterbox’ TV executions; however, this one had an unusual twist. The commercial had a dark storyline about hackers breaking into a company’s accounting systems and emailing sensitive payroll information to the entire company, but the story ended on a promise that IBM software would keep your systems secure. There was a debate at the highest level about this. Lou Gerstner, then CEO of IBM, who was engaged in his turnaround of the high-tech giant, was not sure about it. Steve Hayden, head creative on the account was a strong advocate. To resolve their debate, the two agreed to research. The lesson from research was that TABLE 1 negative emotion, properly used, can be a powerful driver of commercial performance. The commercial generated strong pre-test scores, and Lou agreed to run it. Tracking data validated the ad’s effectiveness. Negative emotions...
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...personal to professional needs in order to get “buy in” from the consumer. Pre-existing desires are often the prime motivator of why a consumer will give an advertisement their attention. The point is does advertising create a need for a product, or is it fulfilling an existing need already there hidden inside and stimulated once a product of interest is advertised, or a combination of both. It may be more of an underline need to satisfy a pre-existing desire that propelled a consumer to acquire a product, not the advertising creating a need. Advertisement, to what extend does advertisement create needs in consumers is an ongoing argument among society. “Advertising: It fosters materialism, it psychologically manipulates people to buy things they don’t need” (Laurence & Leonard 2011). There may be manipulation at hand that has little or no affect, but not a creation of a need for things they don’t need with advertising. There has been many studies of AMI (Advertising message involvement), which has been identified as an important individual or situational factor influencing the advertising processing. (Laczniak & Muehling 1993). This statement a lone said that advertisement is based on research of an individual needs or situations, which drives advertising not advertising driving needs. “In a marketing context, Perdue and Summers (1986) have discussed several issues regarding timing, construction, and analysis of manipulation and confounding checks. They concluded...
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...FTVMS 11O Assignment 2: Research Essay (Final) My assignment 2 question is : “Pollay (1986) suggests that advertising has profound consequences due to its pervasiveness, stereotypical portrayals, manipulative and persuasive nature, preoccupation with materialism and consumption, frequent use of sex appeals and lack of information” (Yeshin 18). Critically discuss this claim, looking both at the flaws in Pollay’s argument AND the ways in which aspects of his argument might be considered valid. Hypothesis : Advertising itself is very indistinguishable to the idea of complexation as it has got multi-purposes but connects as one. By having a consumer society it would unquestionable mean that advertising will posses negative aspects that cause manipulative and persuasive, therefore a false consciousness society is established, this is quite visible throughout history of Advertisement. However Advertisement can also influence positive attributes, depending on how an advertisement is understood. Essay: Advertising is often referred as a “mediated form of communication” (Richard and Cullen) usually from a recognisable source that manipulates as it gains control over the viewer to take a particular action in order to be satisfied whether it is materialistic or informational. In the article “Distorted Mirror” by W.Pollay, he suggests that advertising is nothing but pervasiveness and leads to consequences in our society. As he states “Perhaps the least important...
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...few phone calls, eat with their family when possible and makes his decisions based on the information that he has either from their company workers, news, TV, friends, family, financial reports, etc. We have put our trust on the media as an authority to give us news, entertainment and education. Advertising has three purposes: one, to create product awarness, two, to inform consumers about a pruduct or service, and three to motive customer demand for the product, thereby creating brand loyalty. Advertisements appear on television, in magazines, on the Internet, on billboards, store displays, buses, taxi, school bulletin boards, and even people’s clothing (Boss, 2010). However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works. The media makes a lot of money with the advertising they sell and that we are exposed to. We buy what we are told to be good, after seeing thousands of advertisings we make our buying decisions based on what we saw on TV, newspapers or magazines to be a product we can trust and also based on what everyone else that we know is buying and their decision are also based on the media. These are the effects of mass media in teenagers, they buy what they see on TV, what their favorite celebrity advertise and what is acceptable by society based on the fashion that the media has imposed them. People in today’s society cannot live without the media. The help of technology has improved the way to send...
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...information transfers to memory, what type of memory can be developed, how consumers use these memory, the relationship between those memory and product placement. This literature review will focus on the study area of consumer behavior, consumer research, marketing and advertising research. In this research, the memory processes will be discussed, including encoding, and retrieval. Then, the factors of influence retrieval will be outlined. At the same time, the applications of product placement will be examined throughout. Memory have ability to encode, store and retrieval information. Encoding can categorize the information which is perceived from advertisements or experiences and converted it into a construct that can be stored in the brain. Retrieval is calling back the stored information with some cues. Encoding Friestad and Thorson (1993) who base on several theories to propose that there are two types of encoding. The first one is called experimental processing. People do not have any particular goals or task when they are watching advertising. Their cognitive resources are distributed and may be guided by the characteristics of the advertising, and the information from advertising has been processed and stored as an experience. In this type of encoding, the processes of categorization, evaluation and integration are at a low level (MacInnis & Jaworski, 1989). Therefore, this information will be contained in people’s memory, which is a...
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...sensitivity to increases or decreases in advertising saturation. Advertising elasticity is a measure of an advertising campaign's effectiveness in generating new sales. It is calculated by dividing the percentage change in the quantity demanded by the percentage change in advertising expenditures. A positive advertising elasticity indicates that an increase in advertising leads to an increase in demand for the advertised good or service. Read more: http://www.investopedia.com/terms/a/advertising-elasticity-of-demand.asp#ixzz26vP0W4Xo Advertising elasticity of demand (or simply advertising elasticity, often shortened to AED) is an elasticity measuring the effect of an increase or decrease in advertising on a market.[1][2]Although traditionally considered as being positively related, demand for the good that is subject of the advertising campaign can be inversely related to the amount spent if the advertising is negative. * | ------------------------------------------------- edit]Definition Good advertising will result in a positive shift in demand for a good. AED is used to measure the effectiveness of this strategy in increasing demand versus its cost.[3] Mathematically, then, AED measures the percentage change in the quantity of a good demanded induced by a given percentage change in spending on advertising in that sector:[3] In other words, the percentage by which sales will increase after a 1% increase in advertising expenditure assuming all other factors remain...
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...factors' impact on line extension success were investigated, i.e. the level of competition in the market place; retailer power; and consumers' variety seeking behavior. Data collected from 49 marketing and product managers in the fastmoving consumer goods industry showed that line extensions have very little added value over existing products, and that cannibalization is very much related to a line extension's success. Of all line extensions, those involving new flavors and new packaging/sizes were most successful. Extensions that improved product quality were found to be unsuccessful. The market-variables: level of competition; retailer power; and variety seeking behavior all had a negative influence on line extension success. Dominant brands were hurt more by variety seeking behavior's negative impact than less dominant brands. Edwin J. Nijssen Introduction During the past two decades, takeovers and research have proven that brands are among a company's most important assets (Keller, 1993; Rangaswamy et al., 1993). Brands help differentiate and position a company's products (Park et al., 1986). They also help a company establish and/or maintain a stable relationship with its...
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...Advertising may have some good points, but also there are some negative aspects too. While some of them are obvious, most of advertising potentially harmful facets go undetected. Here are some of the most important: 1. Hidden Costs You should know that advertising costs lots of money and that money comes from you - the consumer. When you buy a product, you pay for the product itself, which means its packaging, costs of the development, the machinery, the facility where the product has been made in, etc. But what you probably don’t know is that by buying some product, you also pay for that its advertising as well. While it’s logical to pay objective costs, such as package or production, it’s not understandable why pay company to tell us about the product we already bought. 2. Lying to Customers Advertisers know that they cannot outright make false claims, because any claim they make must be supported by some kind of statistic, according to the law. However, advertisers can and often do bend and curve the truth for their own benefit and in order to promote and advertise own product. Company can exaggerate certain features of their products or they can make vague and ambiguous claims that sound good. Of course any negative features of the product won’t be mentioned. Advertisements can be deceitful, especially for younger population who spends days in front of TV screen and watch aggressive and false advertising in between popular shows. 3. Conditioning and...
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...Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects Jing Lei, Niraj Dawar, & Jos Lemmink Executive Summary Marketers often cultivate brand relatedness in their brand portfolios to increase marketing efficiency through positive spillover of brand equity, but creating linkages between brands may also make them vulnerable to negative spillover in which negative news about a brand can change evaluations of related brands that are not directly implicated. For example, if the Corn Flakes brand is subject to severe quality problems prompting product recalls, consumers might update their evaluations not just of Corn Flakes but also of other Kellogg’s subbrands. The objectives of this research are to examine negative spillover effects in brand portfolios and factors that influence it. The results show that the pattern of spillover is influenced by not only the strength of association between brands but also the directionality of brand association. This finding has implications for the management of negative spillover effect. For example, a crisis at Subbrand A may not influence evaluations of Subbrand B to the same extent that the same crisis at Subbrand B influences evaluations of Subbrand A. Managers need to be aware of this asymmetric spillover to design efficient remedy strategies that avoid exposing brands to unintended risk. To gain a deeper understanding of the asymmetrical spillover effect as a result of association asymmetry, the authors...
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...ASSIGNMENT Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 Summary of Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 The research conducted by Gerald J. Gorn is connected with Consumer Behavior through the general topic of learning: how do consumers’ behavior can be influenced by experience. In this case experience can be assimilated with music during advertising or more generally sensory features, which leads us more in depth of the Behavioral Learning Theories that emphasizes the learning process that occurs as consumers are facing external events. Its is to say do these external factors such as music during advertising influence the attention and the process of information, or do they directly takes part of the forming attitude process. Then we can especially focus on the Classical conditioning approach and effects on attitude (if there is) as Gerald J. Gorn does in his research. But before explaining the theory, on which the research is based, let focus on its objectives. As explained earlier, the purpose of the two experiments are to demonstrate if there is a scientific connection between the sensory features added to information in an advertisement and the attitude(s) and preference(s) shaped toward the attitude...
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...towards Advertising Uchenna Cyril Eze1 & Chai Har Lee2 1 2 Monash University, 46150 Selangor, Malaysia Multimedia University, 75450 Bukit Beruang, Melaka, Malaysia Correspondence: Chai Har Lee, Multimedia University, Jalan Ayer Keroh Lama, 75450 Bukit Beruang, Melaka, Malaysia. Tel: 60-123-633-730. E-mail: chaiharlee@gmail.com Received: March 21, 2012 doi:10.5539/ijbm.v7n13p94 Accepted: June 15, 2012 Published: July 1, 2012 URL: http://dx.doi.org/10.5539/ijbm.v7n13p94 Abstract Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape of the business has changed as well. Prior findings on consumers’ attitude towards advertising are mixed. This paper is an attempt to examine young adults’ attitude towards advertising. We conceptualized a framework to examine the influence of six independent variables namely consumer manipulation, product information, hedonic/pleasure, economic condition, social integration, and materialism on consumers’ attitude towards advertising. Participants were selected from the southern region of Malaysia. The data were collected through personal administration, and had 217 valid responses. The analysis reveals that four of the six hypotheses were supported. Consumer manipulation emerged negative, which is consistent with past findings. These findings would enable practitioners to be more consumer-sensitive to ensure that the advertising campaigns are properly conceived to avoid adverse effects on a firm’s...
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...Lecture Two: Advertising and Consumer Culture 1. Role of Advertising in Society * Does advertising create unnecessary wants? * The primary function of advertisements is to sell products * Publicly addressed to a mass audience widespread social effect * Intended to create desire and a belief that a product will satisfy desire of consumer 1. Economic Role * Making consumers aware of products and services facilitating selling process Expand consumer demand for products Encouraging consumption and fostering economic growth * Helps new competitors enter the market = advances competition, which results in the lowering of prices that consumers pay for goods and services Effects on Consumer Choice * Differentiation * Brand Loyalty Effects on Competition * Barriers to entry * Economies of scale Effects on product costs and prices * Advertising as an expense that increases the cost of products * Increased differentiation 2. Information Role * Commercial Speech must * Presents information to help consumers make decisions regarding the purchase of products and services * Ads tells us what is new, available, where, when and the price * Tell us about a products (alleged) quality and specifications 3. Entertainment Role * Ads have become an intrinsic part of modern society * Although we may condemn its objectives, as an aesthetic experience we enjoy ads in the same way we enjoy...
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...Running head: MARKETING: ETHICS IN ADVERTISING Ethics in Advertising Among various problems faced by leaders and managers, the most challenging is the one dealing with ethical issues. The problem becomes more complex when addressing cross culture and multinational. It is undeniable fact that corporate leaders and manager are more focused in growing the business than running the business. The answer to this growth is new markets but these new markets emerge they come with new problems and demand innovative solutions. Marketing is one of the main platforms of interaction of any entity to rest of world, hence the potential for problems are high. As part of our learning team activity, we firmly believe that the ethics relating to advertisement is an interesting subject to explore the problems within and to arrive at a mitigate plan. The project is divided into three stages, the first stage is to identify and define the problem. In this stage the team identifies different situations, issues and potential problem leading to unethical practices in advertisements. This will help the team to define the problem based on situation and scenario. The second stage of the project is to explore various solutions that may keep advertisements within ethical limits. Preliminary part within this stage is to identify an ideal situation for ethical practices and then explore for solutions based on the result. Each team member provides different solutions as this will...
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...Advertising and publicity are two very different communication tools, even though both employ the mass media as a vehicle for reaching large audiences. • Traditionally, most marketers placed heavy reliance on advertising and only occasionally used publicity. • On the other hand, public relations practitioners have primarily relied on publicity--or, as they sometimes prefer to call it, media relations--and only rarely used advertising. This does not mean that advertising should be seen only as a marketing tool and that publicity should be seen only as a public relations tool. Thoughtfully used, both tools are valuable for both functions. Advertising buys its way into the media. An advertiser purchases air time on a broadcast medium or page space in a print medium and then uses that media time/space to deliver whatever persuasive messages the advertiser chooses to the media's audiences. Presumably, a smart advertiser will purchase ad space in only those media whose audiences are known to be consistent with the target audiences the advertiser wants to reach. • Most often, advertising messages are inducements to purchase a product. • However, advertising space can be used for non-product oriented messages. o "Adver-torials," for instance, are advertising messages which take sides and present a specific view or opinion about public issues. o "Image ads" are those which provide favorable information about an organization and its policies that would not normally be considered...
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