Advertising Theory
Advertising has numerous objectives which includes communicating with potential customers as well as pursuading them to adopt a particular product or develop a preference towards the product for repeat purchase which ultimately results in brand loyalty. Advertising Theory therefore tries to explain how and why advertising is effective in influencing behaviors and accomplishing its objectives.
There are numerous theorys within advertising. Most theories suggest that if you want a consumer to like a product or a brand continously then simply expost the consumer to a product or brands advertising such that there are certain feelings and expectations attached towards the rand itself. Advertising theories also make use of content specification, Specific message and media characteristics, consumer characteristics, product/service characteristics, and competitive actions.
Adoption Theory
Adoption theories are aimed at understanding, explaining, or predicting how, why, and to what extent individuals or organizations will adopt or purchase new offerings. According to the adoption theory, there are multiple factors involved in influencing product or service adoption by an individual or organization and theories of adoption recognize all these factors.
Adaption Level Theory
Put forth in pioneering research by Helson (1947).
A theory positing that an individual’s reference point for subjective judgments regarding particular classes of stimuli is determined by the individual’s prior exposure to such stimuli as well as recollections of past judgments of similar stimuli.
http://www.marketing91.com/advertising-theory/
Thursday, 23 June 2011
The Arousal Theory
The Arousal Theory
A theory put forth by researcher Donald Lindsley in the 1951, and expanded upon by researcher Ellis Lee in 1996.
It states that every person has an an “optimal level” of arousal from his or her environment, with too little stimulation causing boredom and too much stimulation causing anxiety. The threshold for arousal increases with experience, so more exciting experiences are needed to stay at the optimal level. Advertisers must continually push the envelope to hold our attention through marketing campaigns.
http://www.castaffair.com/blog/?p=250
A theory put forth by researcher Donald Lindsley in the 1951, and expanded upon by researcher Ellis Lee in 1996.
It states that every person has an an “optimal level” of arousal from his or her environment, with too little stimulation causing boredom and too much stimulation causing anxiety. The threshold for arousal increases with experience, so more exciting experiences are needed to stay at the optimal level. Advertisers must continually push the envelope to hold our attention through marketing campaigns.
http://www.castaffair.com/blog/?p=250
Theory of Selective Perception
Selective Perception
Selective perception is the process by which individual selects, organizes and evaluates stimuli from the environment to provide meaningful experiences for him- or herself. This means that people focus in certain features of their environment to the exclusion of others. The consumer automatically chooses which information to notice and this kind of selection is dependent of different perceptual filters which are based on the consumer's earlier experiences.
Long term branding issues should also be considered if using shock advertising as a communication method. Using shocking pictures could affect the way consumers perceive your brand and quality of your product. The ethics is always important to have in mind, and using fear or other strong messages might not always be the best and most effective method to use.
http://en.wikipedia.org/wiki/Shock_advertising
Selective perception is the process by which individual selects, organizes and evaluates stimuli from the environment to provide meaningful experiences for him- or herself. This means that people focus in certain features of their environment to the exclusion of others. The consumer automatically chooses which information to notice and this kind of selection is dependent of different perceptual filters which are based on the consumer's earlier experiences.
Long term branding issues should also be considered if using shock advertising as a communication method. Using shocking pictures could affect the way consumers perceive your brand and quality of your product. The ethics is always important to have in mind, and using fear or other strong messages might not always be the best and most effective method to use.
http://en.wikipedia.org/wiki/Shock_advertising
Monday, 20 June 2011
Shock Advertising Articles
Shock Advertising Articles
A glass of thick, yellow human fat, marbled with blood vessels, is the latest weapon in America's war on obesity.
America has a serious soda habit: residents drink 15 billion gallons of the fizzy stuff each year.
" Showing people a gruesome image and saying, 'look, this is what you're doing to your body' makes people think "
Jonathan Alpert
Psychotherapist
Psychotherapist
A hard-hitting TV commercial for children's charity Barnardo's will continue to be screened, despite attracting almost 500 complaints.
Barnardo's said the advert highlighted the "vicious cycle" of abuse and crime.
Top 10 Controversial Adverts
A record number of adverts were complained about in 2006, the Advertising Standards Authority has said. The subjects which annoyed people, including the portrayal of same-sex kisses, religion and knives, reveals something of modern day concerns.
Top 10 Controversial Adverts
A record number of adverts were complained about in 2006, the Advertising Standards Authority has said. The subjects which annoyed people, including the portrayal of same-sex kisses, religion and knives, reveals something of modern day concerns.
Shocking Moving Image Adverts
Shocking Moving Image Adverts
Parents Influence on their Children.
"Children See, Children Do"
Shock Print Advertising
Shock advertising is a method of advertising that purposely offends and startles its viewers in an attempt to gain attention, encourage cognitive processing, and have an immediate impact on behavior. Ads containing disgusting images, sexual references, profanity and obscenity, religious taboos, vulgarity, impropriety or moral offensiveness are considered to be “shocking”. It has been used for many years around the world, but has recently been questioned as to whether or not it is still a productive method of advertising.
Shock avertising is a very controversial technique used in the field, with many critics claiming it to be an immoral and low route to take in getting a brand, idea, or issue noticed. The “shock” tactic, whether seen as immoral or not, has been proven over the years to be an effective way of gaining an audience’s attention. Unfortunately, as times have changed and people have been exposed more and more to norm violating material, advertisers must face the decision whether to keep trying to “shock” their target market, or to ditch the method completely.
Shock avertising is a very controversial technique used in the field, with many critics claiming it to be an immoral and low route to take in getting a brand, idea, or issue noticed. The “shock” tactic, whether seen as immoral or not, has been proven over the years to be an effective way of gaining an audience’s attention. Unfortunately, as times have changed and people have been exposed more and more to norm violating material, advertisers must face the decision whether to keep trying to “shock” their target market, or to ditch the method completely.
An Investigation into the Conventions of Cause Awareness Campaigns.
Plan
Introduction
-What I am actually doing
-Cause Awareness.
-Principle of Shock Advertising. Audience Become Desensitised?
Theories
- Advertising Theory what?
- Theory of Selective Perception who?
- The Arousal Theory when?
- Adaption Theory
- Adaption Level Theory
Paragraph 1
NSPCC what? who? when? achievments? complaints?
- Adverts & Articles.
Paragraph 2
Cancer Research what? who? when? achievments? complaints?
- Adverts & Articles
Paragraph 3
Barnardos what? who? when? achievments? complaints?
- Adverts & Articles
Paragraph 4
Shock Advertising
- Adverts & Articles.
-Images
-Complaints
-About the ASA.
Conclusion
Introduction
-What I am actually doing
-Cause Awareness.
-Principle of Shock Advertising. Audience Become Desensitised?
Theories
- Advertising Theory what?
- Theory of Selective Perception who?
- The Arousal Theory when?
- Adaption Theory
- Adaption Level Theory
Paragraph 1
NSPCC what? who? when? achievments? complaints?
- Adverts & Articles.
Paragraph 2
Cancer Research what? who? when? achievments? complaints?
- Adverts & Articles
Paragraph 3
Barnardos what? who? when? achievments? complaints?
- Adverts & Articles
Paragraph 4
Shock Advertising
- Adverts & Articles.
-Images
-Complaints
-About the ASA.
Conclusion
Friday, 17 June 2011
Barnados
Barnados
Barnardo’s believes in children regardless of their circumstances, gender, race, disability or behaviour.
Barnardos Adverts:
Barnardos Articles:
ASA chief Guy Parker Predicts Record Year for Complaints
What is ASA?
Advertising Standards Authority.
The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. They work to ensure ads are legal, decent, honest, and truthful by applying the advertising codes.
What is ASA?
Advertising Standards Authority.
The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. They work to ensure ads are legal, decent, honest, and truthful by applying the advertising codes.
Lancaster Schoolgirl's Song Award attempt in aid of Barnados
http://www.young-songwriters.co.uk/
Barnardos have a competition which is to raise the awareness of young talent and to encourage them to use their talents to help other children have a better life.
http://www.young-songwriters.co.uk/
Barnardos have a competition which is to raise the awareness of young talent and to encourage them to use their talents to help other children have a better life.
Louise Bamfield, assistant director of policy and research at Barnardo’s said, "Today’s figures are a sign that the current school system is failing somewhere."
What is DfE?
The Department for Education.
The Department for Education is responsible for education and children’s services.
Barnardo's Shock Ads Spark 330 Complaints
A shocking advertising campaign for Barnardo's that showed a cockroach crawling out of a newborn baby's mouth is set to become the most controversial of the year, prompting a massive 330 complaints to the advertising watchdog.
Barnardo's Shock Ads Spark 330 Complaints
A shocking advertising campaign for Barnardo's that showed a cockroach crawling out of a newborn baby's mouth is set to become the most controversial of the year, prompting a massive 330 complaints to the advertising watchdog.
Cancer Research
Cancer Research
A basic research into cancer in order to identify causes and develop strategies for prevention, diagnosis, treatments and cure
A basic research into cancer in order to identify causes and develop strategies for prevention, diagnosis, treatments and cure
Cancer Research Adverts:
The Swim - Richard Branson
Richard Branson and Ronan Keating are taking on the ultimate challenge by captaining at team to swim across the Irish Sea to raise £1million for CancerResearch.
Richard Branson and Ronan Keating are taking on the ultimate challenge by captaining at team to swim across the Irish Sea to raise £1million for CancerResearch.
Cancer Research Articles:
Spider-Man producer Laura Ziskin dies aged 61.
Laura Ziskin, producer of Pretty Woman and the Spider-Man films, has died of cancer in Los Angeles at the age of 61.
Laura Ziskin, producer of Pretty Woman and the Spider-Man films, has died of cancer in Los Angeles at the age of 61.
Queens University award for Frog Skin Cancer Research.
Scientists at Queen's University Belfast have won an award for work on frog and toad skins which could lead to treatments for over 70 major diseases.
Scientists at Queen's University Belfast have won an award for work on frog and toad skins which could lead to treatments for over 70 major diseases.
Jersey Race for Life raises £100K for Cancer Research.
Almost 1,300 women took part in a three-mile (5km) walk, jog or run from St Helier to Bel Royal on Sunday.
Almost 1,300 women took part in a three-mile (5km) walk, jog or run from St Helier to Bel Royal on Sunday.
Brisk walks fight Prostate Cancer.
Based on their observations, men who power walk for at least three hours a week can halve how much their cancer will grow and spread over the next couple of years.
Based on their observations, men who power walk for at least three hours a week can halve how much their cancer will grow and spread over the next couple of years.
Gay Men 'Report Higher Cancer Rate than Straight Men'.
The study of more than 120,000 people in California has led to calls for more specialist support. Lesbians and bisexual women also had poorer health after cancer than heterosexuals, according to research published in the journal Cancer.
The study of more than 120,000 people in California has led to calls for more specialist support. Lesbians and bisexual women also had poorer health after cancer than heterosexuals, according to research published in the journal Cancer.
Thursday, 16 June 2011
NSPCC
NSPCC
The National Society for the Prevention of Cruelty to Children
The National Society for the Prevention of Cruelty to Children
A
NSPCC Adverts:
Celebrities
The first advert from the NSPCC's Someone to turn to Campaign from 2004. It features a range of celebrities, including Mel C, Graham Norton, Gary Linekar, Alan Hansen and Sara Cox standing around in complete silence, to highlight the fact that many abused children never talk about the abuse they suffer.
The first advert from the NSPCC's Someone to turn to Campaign from 2004. It features a range of celebrities, including Mel C, Graham Norton, Gary Linekar, Alan Hansen and Sara Cox standing around in complete silence, to highlight the fact that many abused children never talk about the abuse they suffer.
NSPCC Articles:
Child Sex Abuse has risen to 64 times a day.
More than 23,000 offences - including rape, incest and gross indecency - were recorded by police in 2009-10, an 8% increase on 2008-9, the charity said.
More than 23,000 offences - including rape, incest and gross indecency - were recorded by police in 2009-10, an 8% increase on 2008-9, the charity said.
Call for Action Against Bullying
The NSPCC on the 15 November called on schools in Herefordshire to undertake regular pupil surveys to help stamp out long term bullying.
The NSPCC on the 15 November called on schools in Herefordshire to undertake regular pupil surveys to help stamp out long term bullying.
Child Safety Pledge
Guernsey's assistant director for children and maternity services has said vulnerable children in Guernsey will be protected.
Guernsey's assistant director for children and maternity services has said vulnerable children in Guernsey will be protected.
Committed to Jersey Text Service
The NSPCC has said it still wants to set up a text service for the Channel Islands despite a recent attempt not working.
The NSPCC has said it still wants to set up a text service for the Channel Islands despite a recent attempt not working.
Child Abuse Fears can be Texted
Research by the children's charity suggests that one-in-five people said they were concerned about a child but 55% did nothing about it unless they reported concerns immediately.
Research by the children's charity suggests that one-in-five people said they were concerned about a child but 55% did nothing about it unless they reported concerns immediately.
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