Page 131 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 7: Advertising Strategy: Fundamentals

3. Conviction: The objective is to create a mental disposition among target audience members Notes
to buy the product.

4. Action: To motivate target audience to purchase the product or service.
Figure 7.2: Effect of Advertising on Consumers

Behavioural Dimensions Steps Toward Purchase Advertising for Various Stages
Conative Purchase POP advertising.
Testimonials Price/quality appeals
The realm of motives.
Ads stimulate or direct desires.
Conviction
Affective Comparative ads.
Argumentative copy.
The realm of emotions, Preference
attitudes, and feelings
"Image" copy. Status, glamour
Cognitive Liking appeals.
The realm of thoughts. Descriptive copy.
Beliefs. Knowledge
Slogans, jingles, etc.
Ad repetition, teaser ads.
Awareness

Source: Based on Lavidge and Steiner Model
It is interesting to note that advertising communication objectives awareness, knowledge or
comprehension, liking, preference, and conviction are all mental responses, not visible to an
observer. One can easily appreciate that, advertising objectives in terms of audiences' purchase
behaviour are fundamentally just two: Product trial and repeat purchase. Both of these are
observable and measurable.

Task Suppose you are the advertising manager for a detergent brand. Set the
objectives for your advertising campaign.

7.1.4 Product Positioning

The product is a "bundle of values" offered to the consumer. Dabur Chyavanprash is meant for
the entire family, while the Baidyanath Chyavanprash is positioned for growing children.
While writing the advertising plan the concerned manager must develop a simple statement
describing the product and it's positioning - how the advertising will present the product to
audiences.
Foote, Cone, & Belding model, Rossiter and Percy grid and Kim and Lord grid have shown how
different kinds of products (high and low-involvement) typically give rise to different levels
and types of consumer involvement. These models help in determining which type of advertising
would be most appropriate for different types of products or services, keeping in view the level
of involvement and the type of consumer motivation.

LOVELY PROFESSIONAL UNIVERSITY 125