Advertising Management
Hierarchy of Effects Model
Hierarchy of Effects Model states that there are six steps a consumer or a business buyer moves through when making a purchase:
A good advertising strategy is structured around these 3 questions:
- Who is the message targeted at?
- At which of these steps is the targeted audience?
- How to source your message?
In order to answer the first question, the marketer should resort to a concept called "Segmentation".
Segmentation
Segmentation can be done based on a range of criteria:
- Demographics
- Psychpgraphics
- Generations
- Geographic
- Geodemographics
- Benefits
- Usage
The segmentation here, however, is not in the way of segmentation for
product development; but rather, segmenting depending on the type of
audience that you want to design an advertisement towards. A product can
easily be targeted at different types of consumer bases, but often
times achieving attraction upon different consumer segments requires a
different message being delivered to each individual segment.
An example can be given with Head&Shoulders' recent advertising campaigns.
https://www.youtube.com/watch?v=rZQ8VdqpdRo
https://www.youtube.com/watch?v=9zs_02s94E0
Answering the second question comes into play while determining your message strategy.
Message Strategy
There are plenty of strategies to choose from. Determining which stage
your audience is at helps select which strategies are viable for
achieving attraction.
Cognitive
- Generic
- Preemptive
- Unique selling proposition
- Hyperbole
- Comparative
Affective
- Resonance
- Emotional
Conative
- Encourage customer action
- Support promotional efforts
- Impulse buys
Sourcing
Celebrity Spokespersons
Using celebrity spokespersons for promoting a product has always been a
thing. But in the past decade, it has been evolving quite significantly
with the emergence of social media celebrities.
Especially for cognitive message deliverence, advertisements have been
losing impact on customers. Studies show that customers are getting more
and more skeptical every year about advertisements. This results in
them not investing attention in advertisements as they appear as
trickery by big corporations. As social media celebrities are much more
relatable as a source of information about products, many companies now
send free products to YouTube reviewers as a cognitive marketing
communications strategy.
https://www.youtube.com/watch?v=ju6ERMA_5xE
As you can see, this strategy achieve attraction very effectively while requiring next to no advertisment costs.
As you can see, this strategy achieve attraction very effectively while requiring next to no advertisment costs.
In this image, you can see how many products are shipped to Unboxtherapy for reviews every day.
Crowd Sourcing
Sometimes you as a marketer do not have to design the advertisement
yourself. Crowd sourcing and customer review strategies are seeing more
use as they naturaly appear as more "relatable" to the audience.
Tadelle's advertising contest is not only a good example for crowd
sourcing also for the usage of social media celebrities as the 2 boys in
this commercial are Vine phenomenons:
https://www.youtube.com/watch?v=JbttYop1IwM
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