• Reminding and increasing significance Advertising Concept And Types • Adding value Advertising is defined as the art of creating demand. • Supporting other company efforts. Advertising is also expressed as helping the occurrence of new needs by promoting goods and services with their What Does Advertising Effect?
favorable aspects. Advertisement is a way of non-personal The aspects of communication that can affect people can communication, which has a definite source and for which be summarized under four headings: charge is paid; and it is prepared to convince purchasers to perform some acts now or in the future. • Information of people on thesubject matter (property, sufficiency, value, information on use Types of Advertising etc.)
Advertisements can be grouped in various aspects in • Emotions of people on us (appreciation, finding accordance with the criteria to be used. We can list those cute) groups as follows: • Their thoughts on us and on the subject matter (beliefs shaped with various –maybe wrong– 1. From the perspective of advertisers: information) a. Producer advertisement • Knowledge and thoughts related with the b. Agent advertisement “factors” competing with us. c. Service operation advertisement d. Political advertisement Targets of Advertising e. Social responsibility advertisement An advertisement’s target is a tangible communication f. Advertisement of non-profit organizations duty to be performed at a certain level and in a certain g. Advertisement created by the consumer period in a target population. This duty definition must be 2. From target market perspective: considered together with the effect of communication. a. Consumer advertisements b. Commercial advertisements Rosisster and Percy define five communication effects in c. Industrial advertisements the context of communication targets while planning an 3. From demand perspective: advertisement campaign or communication effort:
a. Primary demand advertisement • Category requirement b. Selective demand advertisement • Trademark awareness 4. From message perspective: • Attitude towards the trademark a. Product advertisement b. Institutional advertisement • Intention to buy the trademark 5. From the message grounds perspective: • Purchase
a. Emotional (transformational) advertisement Basic Concepts on the Functioning of Advertising b. Informational advertisement 6. From clarity perspective: Advertisement is a communication activity between the a. Explicit advertisement advertised and the target population. It consists of the b. Implicit advertisement source in the advertisements, the owner of the c. Infomercial advertisement product/service to be advertised, that is the ad-giver and 7. From payment perspective: the person or people designing the advertisement at the a. Individual advertisement advertiser institution or organization. A convincing b. Joint advertisement communication occurs in the advertisement from the source towards the purchasers. Today, especially since the 8. In terms of geography: computer and internet are important parts of human life, a. Global advertisement advertisement changes in terms of application form as is b. International advertisement the case for many other concepts. However, the basic issue c. National advertisement d. Regional advertisement of subjects such as functioning of advertisement, audience e. Local advertisement reactions, advertisement effect etc. has not changed. Hence, the topics to be explained in this unit are explained Functions of Advertising in the context of basic theories, models and concepts Many commercial companies or non-profit organizations related with how the advertisement works.
believe in advertising. In general, advertising is valuable Theories and Models Explaining How the because it is accepted to perform five important Advertisement Functions communication functions (Shimp, 2007). Those functions are; There are eight models and theories that show how advertising functions work. These are • Informing • Affecting • Serial or Hierarchy Theories and Models • AIDA Model
• The hierarchy of Effects Model DAGMAR Model • DAGMAR Model DAGMAR is an abbreviation for “Defining Advertising • Bi-directional perspective Goals for Measured Advertising Results’’. The DAGMAR • Alphabetical Model model was developed in 1961 by Russell Colley. In • Non-Serial Models accordance with Colley, the function of the advertisement • Elaboration Likelihood Model ELM consists of transmitting the information and the way of • Advertising Grids thinking that will make the determined audience act. The effectiveness of an advertisement is based on its success in Serial or Hierarchy Theories and Models transmitting the required information and behavior to the
In accordance with the Hierarchy Models, which are correct people with the correct cost (Fill, 2005). among the oldest marketing communication models, and Bi-Directional Perspective whose effects started in the 1900s and continued until 1980s, the audience processes the advertisement message Bi-directional perspective consists of creating a trademark, in three different processes, namely, cognitive, emotional which the target population will give added value, will be and behavioral. The well-known serial models are AIDA, loyal to and will support and ensuring the continuation of DAGMAR, and Lavidge and Steiner’s (1961) Effects this situation by ensuring that the trademark creates an Hierarchy Model. In effect hierarchy models, which are awareness through the advertisement; in this way, it is consecutively sequenced and which consist of consecutive ensured that the customer remembers the trademark with stages, the process at each stage has to be completed for the trademark personality.
the consumer to show a behavioral reaction; this is a Alphabetical Model requirement for passing to the next stage. Alphabetical model, which is called this way because the AIDA Model first letters of the factors that will be used to affect the The AIDA Model was developed in the 1900s by Elmo consumer to act as defined in the advertisement target are Lewis for use in the marketing area (Pickton and sequenced in alphabetical order (Appreciation, branding, Broderick, 2001). The model defines the effort to be communication, desired effect), is among the hierarchy shown by a sales representative in the sales process (the models related with the way of functioning of effect that must be created in the customer) and the advertisement. The four effect dimensions constituting the reaction that must be given by the customer stage by stage model are: appreciation, branding, communication and (Strong, 1925; Akt. Belch and Belch, 1998; 2004). desired effect on the trademark.
The words in English indicating the model and its stages, Non-Serial Models
and the Turkish translations of those words are as follows: The serial models have been effective for a long time in the marketing communication area, but then left their • Attention spots to attitude creation and change process • Interest advertisement effectiveness models after the 1980s. The • Desire research after that time showed that there is a close • Action relation between the advertisement characters and
The Hierarchy of Effects Model remembering, attitude, purchase intention, but there is no relation between remembering and attitude. “The hierarchy of Effects Model” developed by Robert Lavidge and GarySteiner (1961) as an example for Elaboration Likelihood Model ELM creating the advertisement purposes and for measuring The most famous one among the models developed in them. This model assumes that there is a process of relation with Cognitive Reaction Theory is the Elaboration processing the advertisement in the consumer’s brain and Likelihood Model developed by Petty and Cacioppo that the consumer passes through a consecutive series of (1983). The cognitive reaction theory consists of the active stages from the stage of becoming aware of the product to processing of new information related with the attitudes the purchase behavior before the consumer is exposed to and beliefs of the purchasers, by the audience. the advertisement. Advertising Grids In “The hierarchy of Effects Model” developed by Robert Lavidge and GarySteiner, the consumers reach the There are attitude models, which define the way the purchase stage from the awareness stage through six advertisement operates, the perceptions of the consumers for the existing or potential products/ services/ trademarks, consecutive stages. The six stages constituting the “The the classification of such perceptions, the matters to be hierarchy of Effects Model” can be summarized under paid attention to while performing advertising or other three main headings. These are: communication activities in accordance with the classified • Learning (awareness and cognition) hierarchy type of perception. The models indicated as • Feeling (appreciation and preference) hierarchy Advertisement Grids are: FCB Planning Grid and • Behavior (trying and purchasing) hierarchy RossiterPercy Grid (Rossiter, Percy, Danovan. 1991).
FCB Planning Grid examines the consumer attitudes towards the products or services in Affinity and Thinking – Feeling” dimension. In Rossiter-Percy Grid, the consumer attitudes towards the products or services are examined in the frame of affinity and motivation/ motive types.