Fundamental Cognitive And Affective Components Marketing Essay

. Commercial liking is best described as multidimensional put up, with fundamental cognitive and affective components (Alwitt 1987). The variable that most influences the ability for a commercial to get into memory is its likability (understanding and using likability) . According to Joel Dubow(1992) a commercial should first intrude memory, and once this has been achieved, it should proceed to persuade. Dubows view was supported in South Africa. Similarly a commercial may have a zero persuasion but high penetration.

Broadly speaking there are three main objectives of advertising. The first objective is to help the consumers to get the lowest possible price of the product,the second objective of advertising is to help in persuasion and the last and not the least objective of advertising is to increase sale of products and services (Jefkins 5). Advertising helps in maintaining a good image of the product or service by highlighting and telling the consumers that the product or service by telling the consumer that the particular brand is best suited to their needs . advertisements are also aimed at focussing on a particular group of target customers on the basis of different types of segmentation for instance geographical ,demographic, physiographic etc (Kotler et al,2009). But baring the above objectives one of the vital objective of advertising is to see whether the target group of people or consumers like the advertisement or not because this directly or indirectly helps in persuasion . right combination of slogans , pictures, vedios, statements need to be used in order to gain attention and booty the consumers to buy the particular product. Now a day’s various companies use celebrities to endorse a particular . many companies use catchy slogans to grasp attention and increase likability . for instance sports good manufacturer Nike uses a slogan “just do it”(Nike official website), WINS radio which said you give us 22 minutes,we`ll give you the world or the Coca-cola commercial which showed that the taste of Coca-Cola is similar to kissing a girl and due to this theme the commercial became quite famous among youngsters. Further in this essay I will discuss a few research studies which concentrate on the likability concept of advertising in addition to a few recent examples of communication practice.

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There has been a long footing controversy in advertising around the issue of commercial likability. The industry has always rewarded creative efforts (Cannes lions International Festival of creativity) that lure and entertain the consumer despite the dearth of convincing evidence that this adds anything to a commercial persuasive power. While on the other hand Rosser Reeves liking-be-damned philosophy have traditionally thumbed their noses at entertaining the consumer, opting instead to just get down to business and sell the product. In 1985, the Ogilvy Centre for Research and Development carried out a major study to examine that whether there is any correlation between liking a advertisement and persuasion to buy a particular brand. 73 national commercials were used in the study. The result of the study showed that the commercialwhich was liked a lot by people was twice as likely to persuade consumers as compared to commercials which had a neutral impact.

. One of the most convincing arguments in this is that attitudes towards the brands are two dimensional. Both the emotional and utilitarian components of brand attitudes can play a important role in persuasion, but according to researchers emotional component is more important for products in low-involvement categories (Batra, 1986).

Measures of liking for advertising research has frequently gained importance among both academics and practice. Studies and research on the correlation between brand choice process and liking process have been successfully carried out. These studies show that the result seems to depend to some extent on how these attitudes are unhurried or calculated. In one of the pragmatic research conducted in this field, the Marschalk company examined the likability of TV advertisements as wellas the correlation between likability and brand preference . people showed a general dislike of commercials and denied being influenced by it in anationally projected survey. 48% respondents showed a dislike of TV adsas per a survey (mittal ,1994). As per the result of the Marschalk study, approximately two third of respondents claimed that in their case satisfaction of advertising most likely/certainly would not influence the brand, 19% bought because they liked the commercial.25% did not purchase products of a brand because they not liked a commercial. But this study used a retrospective purchase behaviour which was a soft measure of sales. Therefore studies were conducted on consumers opinions of individual commercials. Biel (1985) considered liking and influence on TV commercials for packaged goods at the Ogilvy centre for research and development(David and Dubitsky; May/june 1994;Why Liking Matters;6) . The (Mapes and Ross) proprietary method was used for measuring persuasion. A five point commercial scale was used to measure liking of a commercial .The conclusion from this study was that tv ads were more liked than disliked, only 3% people disliked individual commercials according to Biel`s rating the results showed that the maximum swing in brand liking for those who liked the advertisement “a lot” followed by those people who liked the advertisement “somewhat” and the neutral ones were ranked last. In addition to this a unnatural -exposure-study of one Dutch print ad for a coffee product was carried out which also showed a major link to preference. But according to Beils study it was concluded that liking is not strong enough to increase persuasion for a brand.

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The result of the correlation between telephone response rate and liking showed two different kinds of liking method. The first showed a correlation between sales performances of five commercials of the same advertiser while the second showed a good performance of one of the two commercials.

The Leo Burnett company used 10- point liking rating to describe that fondness or liking for a advertisement is best explained as a multi dimensional put up. In addition to this another study on commercial liking was formulated in which commercials were rated on a scale of 26 attributes. Data was collected for a total of 80 commercials . The result of the study showed that 58% liked “somewhat/a lot” and only 3% disliked the commercial. According to the study energy and meaningfulness emerged as the most important predictors of liking .

According to (Walker and Willke )the data was drained from ASI`S record of test results ,aggregating respondents for each 30 second commercial . This was checked among women between the age of 18-65. The result of this were quite similar to that of Biel(1985).

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Source- Walker and Dubitsky;May/june 1994; Why Liking Matters;Pg 6

The table shows a link between liking and recall . The table clearly points out that liking has a considerable association with related recall and in exacting with measured attention liking is negatively connected with main point playback. To conclude commercials that are more probable to be attended are remembered .

In 1984 Adtrack carried out a research in South Africa on a total of 200 people each week through a medium of a telephone survey.The objective of this research was to carry out a study on in-market to check the percentage of remeberance for all tv advertisements. The recall power of each advertisement for a particular brand was found by asking each and every respondent that whether they remember the advertisement and if the answer was yes they were asked to explain or describe the advertisement . if in case the respondents were able to explain the commercial correctly then the respondents were asked to rate the commercial according to its likability extent on a scale of 10. In order to get the best and optimum results each and every advertisement was used two to three weeks after it first appeared. In this manner atotal of 10000 commercials were surveyed or examined. After the completion of the above procedure a regression replica or model was then created on the basis of data collected to findout or guesstimate the impact and retention rate. The conclusion of the study showed that there was a stabilization in the impact rate and it usually remains steady for a few years . its only during the declining stage or wear out of the advertisement the impact rate shows a downward trend. As per the result of the study the average retention and impact rate was 14.3% and 81.5% respectively.(Plessis,Erik du; September/October 1994;Understanding And Using Likability)

According to (Biel and Bridgwater; June/july1990; Attributes Of Likeable Television Commercials) to find out the answer for the question that what makes a likeable TV commercial a large sample of commercials and people were selected. The study used a sample of 80 prime time commercials and was based on a nationwide sample of target market consumers. On an average each commercial was rated by 133 people in manner similar to the Ogilvy centre`s previous research study a scaled question about commercial liking to a current syndicate research program was added which allowed efficient collection of large amount of data to implement the study which was being worked upon by Bruzzone research company which conducts commercial tracking service which regularly collects information about commercials. BRC uses a uniform mail service to measure consumer reactions towards commercials.

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The Questionnaire- . Included pictures of the product from the commercials accompanied by the audio script were used to fuel recognition of the commercial all of which were on-air for at least a month. The study was limited to a particular product

Category users for each commercial. Further, the research included only those consumers who recognized the commercials and had seen them earlier. A average of 57% people recognized the commercials. Substantial studies on this technique

show that false recognition that is claimed recognition for commercials that were never shown-is low, averaging about 9 percent. After having answered a few questions about the commercial, respondents were asked to describe it using the list of adjectives shown in Figure 1. BRC has developed this list over the years using an broad background of academic research, as well as help from the Ogilvy Center ( Aaker and Bruzzone, 1981). The final string includes terms that people in fact use to explain commercials, in addition to words that are best at differentiating commercials from one another (see Figure 1). After describing the commercial, respondents answered the liking question, which read as follows: Thinking about the commercial as a whole,did you like or dislike the commercial? And to what extent did you like or dislike the commercial? A series of 31 rationale studies conducted by BRC tested the Comparability of the mail survey to in-person interviews using the same questionnaire. Adjective ratings from the mail surveys were very similar to results obtained from people who were questioned after actually viewing the commercial in a mall-intercept environment . Thus, the results are comparable to what could have been found from live

tests, while having the added advantage of pattering a nationwide probability sample-a luxury rarely available in most commercial testing situations.

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The Respondents- A total of 1277 people and 6062 questionnaire were included in the study. On an average 133 people rated each commercial. 80% of the commercials that were used in the research were rated by atleast 75 people.

Only national commercials were used which had been on air for atleast one month (survey was conducted in march 1986). 38 commercials advertised foods or beverages, 36 commercials advertised medicine,personal care and household product while 6 were used for long distance services and cars. The major finding or result of the research was that people like commercial far more than industry can think. About 20% people liked the commercial’ a lot’ and 38% liked it somewhat and only 3 % respondents disliked what they saw.

Some Recent Examples Of Marketing Communication Practice are:

1.one of the recent developments in the marketing communication tools can be clearly seen in the Kraft’s Hockeyville campaign in Canada . the campaign was sponsored by NHL and NHL players association. Kraft foods sponsors and hosts aNHL game and the team which wins the game get aprize money of $100000 which the winning team can use for improving their sports. Unlike the traditional marketing strategies the brand is just akind of launchpad or catalyst (Nielson). According to Rosenfeld(Ceo &Chairman of Kraft foods) the company is effectively using internet as a source of finding its target audience. The brnd was also used in a Lady Gaga`s hit music vedio which had a viewership of 38 million on youtube.

Not only private companies but even the Government organizations are using the communication practice tools in order to reach the people. A commercial is being designed for the London’s Gatwick Airport. The marketing strategy is such that it helps in creating an image in peoples mind that it is one of the best airports and help in increasing revenue for the Government.(Marketing Week ,2010)

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2. According to the data given by the Nielsen company the five major sponsor of the 2010 FIFA World Cup that is(Sony, Hyundai, Adidas, AT&T and Budweiser)had a higher average net likeability as compared to the other commercials of advertiser who were not sponsoring the World Cup(the sponsors generated 55% higher likeability). A 16% higher brand recall was also generated by the sponsors of the World Cup through their in-game or in-studio elements for instance “half time report” by Hyundai or the “first half highlights “by Adidas.

Official World Cup sponsor Visa, which decided to air World Cup TV ads outside the U.S. only, also saw a significant lift in Likeability within World Cup programming. Visa’s World Cup-themed credit card ad scored a 100% increase in Likeability when it aired during World Cup programming. (Nielsen Company)

Blended Media Scorecard for Super Bowl XLIV

RANK

Brand

Paid Media*

Earned Media**

Total

1

Budweiser

195

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Google

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117

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93

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Source-Nielsen Company

Top Ten Most Liked New Ads, May 10, 2010 to June 6, 2010

RANK

Brand

Description

Likeability Index

1

Target

Black smoke emerges from jungle; “Lost” theme; First Alert smoke detector

209

2

Aflac

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3

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