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Key Topics
Requirement
Assessment Strategy
The assessment strategy has been designed to allow the student to demonstrate his or her ability to critically evaluate current theories in advertising and media. Both the individual (theory) and individual (application) assignments simulate the type of activity that a business graduate might be asked to conduct in a marketing department.
Assessment Methods
Formative Assessments
The formative assessments are the cases in the seminars and the group activities. The purpose of the activities is to reinforce knowledge discussed in the lecture and consider different perspectives. These activities will contribute directly to the development of their summative assessments.
The formative assessments are based on engagement learning and will include the use of the VLE and guest speakers. Documentation for the classes will be posted in advance on the VLE and reminder notices posted on Blackboard.
Solution
A literature review: What Makes Advertising Effective
This literature review deals with the factors responsible for making the advertisement effective in nature. C.L Bolling described advertisement as art by stating that, “Advertisement can be described as an art of creating demand for an article or service.”
Similarly, William J. Stanton described advertising as an extensive of all the activities that are involved while presenting a group or a non-personal, whether orally or visually openly sponsoring the message regarding any product, service or idea. He further added that this message is termed as an advertisement that is disseminated through more than one form of media and is paid for by an identified sponsor. (Trehan, 2011)
The extent to which the advertising of any product generates a direct and desired effect on the customers and consumer can be defined as advertising effectiveness. The measurements of these effects are crucial for increasing the productivity of the organization given the extent of investments being done on the advertising. A number of techniques and methods have been developed for obtaining a verification of the results as worldwide degree of the advertising effectiveness is difficult to measure. The following measures have to be considered for measuring the overall advertising effectiveness. These are:
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Various business variables less financial decisions or sales and marketing policies, behavior pattern in market etc. along with environmental variables like the competition in market etc., both are equally being taken care of by the advertising.
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Advertisement effectiveness cannot always be translated to the quantitative terms.
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Advertisement does not always causes long-term effects hence the results as well the costs are obtained in the same period.
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While analyzing the advertising effectiveness, two basic models have been used in literature:
dichotomous model;
Three-dimensional model.
The dichotomous model is usually applied for advertising of products and brands, and therefore, it tends to analyzes the sales as well as the communication effect separately.
The sales effect can be defined as the valuation factor for measuring the impact of how the advertising is affecting the sales and the share value in market irrespective of the effect of various other available variables. Batra et al. (1995), stated that the advertising effectiveness effects the sales effect only for a short period. Hence, the advertising is termed as an independent variable which when integrated with marketing variables produces an impactful effect on the other dependent variables like sales. The aim of this study is to seek best combinations possible which when integrated with advertising would result in an increase of sales in the market.
The advertisement effectiveness refers to the ability of the advertisement to reach to the masses and a message directed towards the public. These effects are thoroughly investigated in literature with various approaches like: (Nihel, 2013)
sociological;
semiotic;
psychological;
Socio-psychological.
The most critical reason of increased focus being paid to the advertisement is to influence the consumers and customers. (Blech & Blech, 2012)
The advertisement helps to sway the behavior and nature of customers so as to make them buy the products and furthermore the use of specific consumer-centric images and individuals have created needs the consumers never really thought they had. (Blech & Blech, 2012).
There are several social and ethical criticism of advertising, including how it can be untruthful and deceptive towards consumers (Blech & Blech, 2012). While deception is based on how the consumer perceives the ad, marketers knowingly and deliberately include specific factors in an ad to get the consumer to discern it in a specific way.
Similarly, a book named The Secrets of Emotionally Effective Advertising (2010), by Dan Hill states that the advertising strategies are being introduced where the emotional factors of people have been used for increasing the effectiveness of the advertising. Further, he mentions that engaging the numerous senses of the audiences in question also increased the advertisement effectiveness. The advertisements should be designed in a way that it reflects the purpose and passion making the advertisement be more effective. The audiences are affected emotionally and can easily relate to their orientations, and beliefs. The interpersonal relations further enhances the sales due to the effectiveness of the advertisement.
The advertisements are made in a way that it should reflect the satisfaction of the customers. The customer who feel connected to the advertisement which brings them content and satisfaction tend to like the advertisement and eventually end up buying the product.
Video Advertising
Various studies have reposted that the interactive rich media usually garners more users in terms of interaction than the non-interactive media through the click-through rates as compared to the mouse rollovers. Various literatures on the creativity and many interactivity process have provided with a framework in this direction. It has been stated that the interactive ad helps to exhibit higher level of interactivity with the consumers, increasing the involvement. (Rosenkrans, 2009)
The internet has seen a flood of various videos being floated around. Each and every company and organization is putting their best foot forward for attracting maximum number of consumers. One of the ways being adopted by the companies is to share their videos for increasing awareness of their brands. Hence there is a dire need for these companies and organizations to understand the basics of the video advertising in order to make the advertisements effective. The internet and a broadband connection is omnipresent these days and is beneficial for getting the access and for making consumers efficient. The attention span of people is usually for a short duration of 30 seconds or less as the number of providers and the audiences have increased gradually. (Park et al, 2008)
The performances of various advertisements that have gone viral given an estimate to the organizations and the companies hence the term effective advertising is been defined thoroughly since then. The experiences related with the customers can prove to be helpful to the advertisers so as to explore the pros and cons of the impacts of the approaches being used in the advertisements. Once the experiences of users are tracked, it helps to given organization an idea to introduce and realize things from new vision. Furthermore the video used in the advertisements should have high level of relevancy because that helps to define the appropriateness of the particular advertisement and how the community will react to it.
Any interruption in the middle of anything the user tends to enjoy and do not wish to switch from their current choice is called intrusiveness. Hence the ad that is more intrusive in nature generally increases the possibilities of switching of the user to same product of different brand. This induces the hatred of the user towards that particular brand. And when the chances are that the ad is less intrusive in nature, the value of product is enhanced and users tend to buy more and more of that product leading to long-term loyalty towards the product being advertised in the less-intrusive manner. Furthermore, the customers do not feel impulsion or any force upon them.
And the pushy advertisements usually disturb the normal routine and behavior of the users leading to a strong hatred towards everything being advertised in that way. Secondly, the advertisement should be relevant. (Frazer et al., 2002). It has been seen that the users usually show interest towards relevant videos and advertisements. The level of association decides the frequency with which the users relate it the ad and watch it again and again. Hence, the quality i.e. the relevancy of the ad helps to attract as many customers as possible irrespective of the level of the organization and the companies.
Many platforms have been made available to the users as well as the providers and companies for sharing the videos to the masses at large. Some of them include Youtube, Metacafe, and others. Nowadays the social media networks like facebook, twitter have been used widely for sharing the videos and advertisements where millions of videos are being uploaded every day and made available to the masses. One of the most efficient manners of advertising is to use a famous video and to include in the ad to be advertised (Zeff and Aronson, 1999). This is usually being done on youtube these days. Ang et al. (2007) had considered the central idea in the context of advertising as “the focal message benefit” where the advertisement is used to convey the importance of the position the brand name in the mind of the consumer.
Hewett (1975) considered curiosity as one of the major element that effects the effectiveness of the advertisement. Anything that motivates the consumers and to inquires regarding the activities that are being conducted but without any force is termed as the curiosity. The advertisements should be devised in such a manner that it educates and benefits the masses (Smith and Swinyard, 1988).
But initially, advertising always should be devised in a way that it attracts the attention of people for a particular span of time (Stanford, 2005). When the advertisements succeed in doing the same, they tend to outperform and help to increase the sale. But the continuation of this interest and motivation becomes a tiring business for the advertisers. Hence, something that grabs instant attraction of the consumers must be created. The internet facilities have helped to increase the attraction of audiences immensely. The change in time has made it difficult for the devising an attractive ad and there is a necessity for devising advertisements that can interact with the customers where the customers can learn about the product and its feature merely by changing the page.
All these advancements had increased the expectations of the companies and had laid pressure on the advertiser for the making advertisements that can grab the attention of the users. Although there is the limitation of time and control on the content being used in the advertisement, which has brought intense pressure. Earlier, the production and matters related to advertisements were under the advertisers and had the liberty of shutting off the advertisement whenever they preferred (Maloney, 2000). But the nowadays internet has provided the users with intense power and less power to the provided content. Hence, the fate of the content used in the advertisement lies with the users.
Many types of research have stated that the offline advertisements are more efficient and effective for attracting the customers rather than the online mode. But these assessments have not be fully approved by those who indulge in online advertising and state that the online mode is better for attracting the users within a specific time and expense and does that with high effectiveness and efficiency.
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An effective advertisement can only be developed when the company combines effective advertisements with various factors like curiosity, relevancy, proper medium and right content. The recent times have introduced the internet facilities which have introduced video advertisements. If these elements are incorporated effectively in the advertisement along with the stipulated cost and time, then it can easily attract the audiences in target hence increasing the effectiveness of the advertisement. The internet and the ability of the advertisement devised has helped to create immense curiosity among the customers and has played a vital role in increasing the sale of the organizations and companies. Many other advancements have been done in the field and indicate towards the higher level of effectiveness in advertisements.
References
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Hill, D. (2010). About face. London: Kogan Page.
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Park, T., Shenoy, R., & Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373.
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Frazer, C. F., Sheehan, K. B., & Patti, C. H. (2002). Advertising strategy and effective advertising: comparing the USA and Australia. Journal of Marketing Communications, 8(3), 149-164.
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Zeff, R. L., & Aronson, B. (1999). Advertising on the Internet. John Wiley & Sons, Inc..
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Smith, R. E., & Swinyard, W. R. (1988). Cognitive response to advertising and trial: Belief strength, belief confidence and product curiosity. Journal of Advertising, 17(3), 3-14.
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Hewett, W. C. (1975). The significance of human curiosity in an outdoor advertising experiment. The journal of Business, 48(1), 108-110.
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Stafford, M. R., & Faber, R. J. (2005). Advertising, promotion, and new media. ME Sharpe.
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Maloney, J. C. (2000). Curiosity versus disbelief in advertising. journal of Advertising Research, 40(06), 7-13.
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Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of consumer research, 234-249.
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Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological bulletin, 116(1), 75.
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Rosenkrans, G. (2009). The Creativeness and Effectiveness of Online Interactive Rich Media Advertising. Journal Of Interactive Advertising, 9(2), 18-31. http://dx.doi.org/10.1080/15252019.2009.10722152
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Nihel, Z. (2013). The Effectiveness of Internet Advertising through Memorization and Click on a Banner. IJMS, 5(2). http://dx.doi.org/10.5539/ijms.v5n2p93
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Trehan, M. (2011). Advertising and Sales Management (for BBA - 1) (p. 5). Delhi: VK Enterprises.
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