Associated%20Feelings

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Associated Feelings
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The use of feelings in advertising is resorted to
when audience response feelings is of primary
importance and usually little or no information
content is involved.
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When are feelings ads used?

• Ads evoking feelings are most likely to be used
  when consumers have a low level of intrinsic
  interest in the product category or brand. They
  do not have or care to have strong brand attitudes

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Feelings ads typically have a

• Evaluative component influenced by beliefs
  about the brand
• Liking component that cannot be explained by
  knowledge and beliefs
• The relative importance or contribution of
  liking will be high when the amount of brand
  attribute information and association processing
  efforts are low - Michael Ray and Rajeev Batra

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FCB Grid
Feel
Think
House, childs education, car Luxury items, Designer wear, Jewellery
Groceries, detergents, fuel Food items, Cosmetics, chocolates
H. I.
L. I.
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Rossiter-Percy Grid
Informational -ve motivations
Transformational ve motivations


H. I.
Search and Conviction necessary
L. I.
Trial experience sufficient
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The Association Process

• A consumer who feels certain feelings when a
  brand name is mentioned can remember those
  feelings much later when the brand is being
  thought of. Ad-evoked feelings and brand names
  can and do become linked and associated in
  consumers mind. Douglas Stayman and Rajeev
  Batra

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Transformational Advertising

• It involves developing associations with the
  brand such that it transforms the use experience
• Two types of associations the use experience
  and the user

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• It must make the experience of using the product
  richer, warmer, more exciting and /or more
  enjoyable than that obtained solely from an
  objective description of the brand.
• It must connect the experience of the brand so
  tightly with the experience of using the brand
  that consumers cannot remember the brand without
  recalling the experience generated by the
  advertisement.

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For transformational advertising to work, it must
have

• A substantial media budget
• Maintain consistency over time
• Closely connect the brand with the advertising

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Drama Advertising

• This advertising dramatises the situation.
  Feelings are naturally evoked based on the plot
  and situation.

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Humour ads

• These cannot be used for all situations.
• If not handled properly, can be very damaging for
  the product
• Matching quality of humour to the target audience
• Diminishes CAs because it distracts from
  cognitive responses

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Fear and anxiety ads

• These ads directs compliance to remove the
  fear/threat as depicted by the ad. If the element
  of fear or anxiety is too much it can be a
  turn-off. If the level of is too low it may not
  motivate the audience to comply with what is
  being suggested.

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Fear appeal ads need 4 conditions to be successful

• Depicted threat is very likely
• It can have severe consequences
• That the advocated behavioural change/action will
  lead to removal of threat
• That the consumer can take such action

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What affects intensity of feelings?

• Believability
• Empathy