Advertising psychology - Essay Example

? Advertising Psychology Table of Contents Overview 3 a. Advertising Agency 3 b. Aims/Objectives 3 2. Psychological Theory 4 3. Cognitive psychology theories 4 a. Elaboration Likelihood Model 5 b. Hierarchy of Effects Model 6 4. Product/service type 7 5. Creative Strategy 8 a. Determining and execution of advertising message 8 b. Product involvement 9 6. Effectiveness 11 7. Conclusion (alternatives/recommendations) 12 8. References 14 Title: Advertising Psychology 1. Overview a. Advertising Agency The advertising agency that undertook “Jordan BE Lifestyle Campaign” is Wieden+Kennedy, Inc (Effie Awards, 2007, 1). This self-driven advertising agency facilitates creation of substantial and confrontational relationship between companies and customers. In fact, medium through which ideas are expressed is not relevant, what matters is the nature of messages communicated to customers by these companies. Self-determination of this company is manifested through their effort and culture expressed in each of their offices. This company altered its brand from Wieden & Kennedy, Inc in May 2003, which was established during its founding in 1982, in Portland, Oregon (Businessweek, 2013, 1). Nevertheless, this agency has managed to offer their marketing services through offices located in countries such as Netherlands, Britain, America, Japan, China, Brazil and India. This agency has been managed by different managing directors since its founding; for instance, Luhr was one of the managing directors who headed this agency since in 1992 after working for a period of six years and later he became a partner (Businessweek, 2013, 1). On the other hand, Wieden+Kennedy has been involved in promotions of big companies such as Nike. Therefore, this paper analyses “Jordan BE Lifestyle Campaign” in order to discuss the topic of advertising psychology. b. Aims/Objectives Jordan BE Lifestyle Campaign was aimed at creating a genuine reason for Jordan Lifestyle Apparel Collection, whereby it is focused on establishing a contemporary and culturally relevant gyrate on the legacy and life of Michael Jordan (Effie Awards, 2007, 2). On the other hand, this campaign is focused on making a principal statement within urban lifestyle attire category; in fact, this campaign focuses on generation of additional media impression and talk value among the principal consumers in the fashion industry (Effie Awards, 2007, 2). The campaign was also focused on generating thirty percent sale of Jordan Brand Collection attire through a credible establishment of a brand as lifestyle alternatives for customers. 2. Psychological Theory Various distinctive theories of advertising have been discerned by numerous scholars since 1900s (Loken, 2006, 454). In fact, researchers had a conviction that understanding of psychological theories in marketing would derive a significant way of conducting a systematic analysis of trade instead of relying on chances or instinct. Especially, in the America, advertising has become a serious industry; for instance, in 2007, there was one hundred and forty nine billion spent on advertisements by different companies (Effie Awards, 2007, 1). Nevertheless, study in the field of advertising theories commenced in 1903, whereby a research was conducted in psychological laboratory of Northwestern University (Loken, 2006, 460). Nevertheless, some of psychological approaches that could be applied in advertising are indentified and they have increasingly developed significantly (Lau-Gesk, 2003, 301). Therefore, this section will seek to analyze some of the psychological theories applied in “Jordan BE Lifestyle Campaign” by Wieden+Kennedy, Inc. In fact, these theories are focused on applying elements such as strategic communication and psychological alternation in potential of various customers (Cox & Cox, 2001, 103). 3. Cognitive psychology theories Cognitive psychology theories applicable to this advertisement focused on the form of self-referencing that could be utilized by the consumers. In this case, the self-referencing considered in this advertisement was retrospective, whereby it was based on the experience, thinking and contextual details (Morwitz & Fitzsimons, 2004, 64). Therefore, this advertisement offered contextual ideas, which were focused on altering the retrospective perception of the consumers, thereby facilitating anticipatory thinking about the product. a. Elaboration Likelihood Model This advertisement employed elaborative likelihood model of persuasion, which focused on two discrete dimensions to persuasion (O’Shaughnessy & O’Shaughnessy, 2003, 273). In this case, it utilized the central dimension and peripheral dimension that concentrates on alteration of customer attitudes occurring at different intensities of evaluation processing (Shrum, Liu, Nespoli & Lowrey, 2012, 7). Therefore, the advertising agency used a central dimension, which focused on attitudes formed by extensive process of scrutinizing the message based on quality of ideas offered to customers. Apparently, this dimension to persuasion considered the process of describing attitudes based on the theory of reasoned action (Shrum, Liu, Nespoli & Lowrey, 2012, 7). On the other hand, the peripheral dimension focused on ideas regarding attitude, which were based on non-argument cues such as source of attractiveness and consumers’ moods. Components of persuasiveness may be strange leading to need for increased elaboration; in fact processing of information is systematic in situation involving comparative features of advertisements that are dissimilar in terms of brands (Bickart & Schwarz, 2001, 41). Furthermore, this occurs in situations when the consumers have insignificant need for cognition or when there is inconsistency of information before establishment of their preferences (Morwitz & Fitzsimons, 2004, 64). On the other hand, there is a level of inconsistency regarding the message and expectations concerning elderly consumers (Broniarczyk & Gershoff, 2003, 161). In this case, messages are more elaborated to consumers by endorsers, who might be cannot be trusted compared to those who are trusted. In this case, their campaign involved the artist Common, who is trustworthy, thus, the message did not have to be elaborated. Information is processes more heuristically when it is unorganized since the narrative forms are structurally similar to the life experiences of the consumers (Hoch, 2002, 448). Therefore, the heuristically processed information involves elderly consumers, who have inability to remember details presented in the message. In addition, there are cases that involve lowly motivated consumers, and this calls for reliance on subjective accessibility experience instead of the content (Lane, 2000, 80). Besides, young people that are focused on surface compared to intense cues, they are involved in insignificant elaboration more compared to older children. There are multiple roles taken by persuasive messages such as use of rhetorical questions, colour and framing of message (Loken, 2006, 469). In this case, high stimulation of customer decreases cognitive capacity, whereby aroused customers are highly selective of informative diagnostic cues compared to peripheral cues depending on the status of endorser. On the other hand, there are different routes applied by persuasion due to different forms of perception based on the type of information involved and considered diagnostic (Moore & Lutz, 2000, 48). In fact, this perception occurs under different route instead of different intensities of desires in terms of accuracy. b. Hierarchy of Effects Model According to various researches conducted in this subject, there are three hierarchy models, which have been established to be accounting for the response of audiences towards a message disseminated through an advertisement (Pham & Muthukrishnan, 2002, 18). In this case, the first model applied in this advertisement focuses on the learning hierarchy that indicates that thinking model leading to the perception by audiences forms a basis of developing attitudes and behaviours; in fact, conventional cognition-affect-collation model (Posavac, Sanbonmatsu, Kardes & Fitzsimons, 2004, 643). The second model applied in this advertisement focuses on dissonance-attribution hierarchy indicates that consumers responds to advertisement in a way that is overturn to learning hierarchy; in this case, consumers’ behaviours and development of attitudes and feelings are associated with behaviours (Phillips & Baumgartner, 2002, 243). The third model applied in this advertisement focuses on learning process that facilitates manifestation of behaviours, and this model is based on the theories regarding to attribution and dissonance (Russell, 2002, 306). Involvement of hierarchy leads to maintenance of consumer behaviours and learning of results of these behaviours in terms of development of attitudes. Initial processing of information occurs during each stage of decision-making process undertaken by consumers, thereby affecting attitudes structure of consumers (Sengupta & Gorn, 2002, 186). These three hierarchies are feasible; thus, they have an impact on the response of the consumers towards the individual and specific situation (Van Osselaer & Alba, 2003, 539). Advertisements are not effective based on proponents associated with the crucial determinants of sale (Weiner, 2000, 80). Therefore, these models indicate that advertisements should be regarded as reinforcement mechanism applied in the target market instead of persuasive force; in fact, effects of advertisements on sales is neither direct or indirect (Belch & Belch, 2008, 272). 4. Product/service type Jordan Brand entails a collection of attire and athletic sneakers selling at a rate of thirty percent and it has established itself as a lifestyle option for consumers. For instance, in 2005, there were Jordan sneakers that were sold during this campaign for the first time in the history of Jordan Brand. There are retailers who sell these products at a rate of seventy percent outpacing optimistic estimates made in the fashion industry. Media impressions and talk value facilitate making of crucial statement concerning classification of the attire. The company is also focused on creating a reason for customers to engage in Jordan Lifestyle Apparel Collection. Therefore, advertisements for their product are focused establishing a spin that resonates around the legacy of Michael Jordan’s life. Marketers are focused on developing an ironic life story of Michael Jordan in order to make it contemporary and substantial to young audience. For instance, the Jordan BE Lifestyle music video, which plays for two minutes and thirty seconds on BET. It had a significant impact on its audience especially during the 106th country’s music countdown program that was held on August 26th 2005 (Effie Awards, 2007, 5). In fact, Jordan BE Lifestyle music video ran for a period of thirteen weeks, whereby this video maintained top ten positions in the ranking of video rotation. 5. Creative Strategy a. Determining and execution of advertising message Creativity in determination of advertising message assists in grabbing attention, making memorable advertisements and making the brand to be more interesting. Therefore, the marketers in this campaign employed creative strategies to disseminate messages that helped in framing the brand experience to customers (Twose, 2012, 4). This advertisement crated a relationship that helped consumers to remember things concerning the products. However, the creative strategies employed were more subtle and complicated compared to mnemonic techniques used to offer the description. In this case, this advertising agency employed a relationship, which leveraged the power of creativity through connection of the brand and motivating concepts (Twose, 2012, 5).Therefore, the advertisement grabbed attention and it was clearly memorable, thereby generating interest in the brand, which was illustrated by increase in sales. b. Product involvement This advertisement had high involvement of the product, whereby the marketers were able to recognize effects of products or brand type on consumer purchasing and behaviour. Moreover, they had identified different form of classifying products depending on the situation or environment interacts (Wu, 2007, 21). Product involvement as a creative strategy was applied through transformational quadrants that facilitated targeting of consumers based on identification of emotions and lifestyle associated with consumption of products (Wu, 2007, 21). Therefore, this served as a way of increasing positive attitude towards the brand, since the advertisement portrays intentions to eliminate negative perceptions that would be associated with the products. In this case, the marketers employed wide range of online advertising techniques in a way that drove, or lured customers to experience their consumption situations in the real world. Creative strategies applied by Michael and his Jordan Brand earned him a top raking in marketing world since 1990s (Effie Awards, 2007, 2). In this case, Michael had realized that numerous people around the world especially in America desired to be like him. Therefore, this led to an idea of creating products along Air Jordan line, thereby becoming a global giant in category of athletic sneakers and attire. In fact, this line of product led to urban apparel industry and into immediate level of this industry. The company has employed numerous changes for the last ten years; in this case, the most significant change has been facilitated by creative strategies employed in integration of the Jordan Brand with global rise of rap music and Hip Hop culture. Furthermore, this has led to establishment of competition with leading movements in the industry of multi-media entertainment and fashion players such as Sean Diddy, who runs Sean John Brand and Jay-Z with Rocawear Brand. (Accessed from: http://www.youtube.com/watch?v=Zp4_r8_MMho) On the other hand, Jordan has to implement creative strategies in order to deal with competitors that are garnering substantial publicity and unpaid promotion. Therefore, the company has diversified into other lines of products, whereby the company has been making sales of CD in millions, while other form of revenue sources include television interview, websites, endorsement contracts, concerts and appearances. In addition, the company has invested resources into media exposure, making the Jordan Brand fourth competitor in advertisement spending in attire industry. Nonetheless, the company has identified strategic challenges after the debut of introductory Jordan Lifestyle Collection, which was set to runs its campaigns during the fall of 2005; a period of high competition caused by Back-to-School season (Effie Awards, 2007, 2). The company applied creative strategies by generating buzz in category, which would be appealing to twelve to twenty four year old consumers, who were influenced by fashion trade. Furthermore, the company developed less media budgets in the category in a way that each media and production would be employed in triggering conversation among target audience. In addition, the company focused on differentiating itself from the rest of attire industry, which is highly concentrated with competitors, whereby the campaign focused on promoting products for two months that included August and September in 2005. 6. Effectiveness In order to facilitate effectiveness of Jordan BE Lifestyle Campaign, the company created a music video with Common in order to support the launching process. In fact, this music video features three athletes from Jordan team, who include, Quentin Richardson, Terrell Owens, Carmelo Anthony (Effie Awards, 2007, 3). On the other hand, this camping video was directed by Paul Hunter, who is a commended music video director. In fact, this video is a reflection of the voyage by these team members, which began at Michael’s upbringing home in Brooklyn on Bedford and Nostrand Avenues. This campaign video depicts a high level of effectiveness in exploring and expressing Jordan’s world, whereby it is able to take his fans where their collective souls commenced; in fact, these ideas are considerable verse from song “BE.” This music video disseminates information and ideas to consumers through powerful lyrics, which are featured in supporting print photos gathered from athletes’ documentary and historic journey of Michael Jordan. The other source of effectiveness for this company is application of multi-media synergy as a key for establishing significance of the campaign. On the other hand, marketers avoided incremental costs incurred through real media advertising by leveraging to exposure that would result from Jordan/Common “BE” video being played on BET and other online video content sites such as YouTube. Therefore, there was a degree of effectiveness in their campaign by using the music video as a way of distributing information to consumers. In this case, the company took advantage of the trade buzz surrounding Common, whereby they decided to name the track “Jordan Brand's Lifestyle Collection of apparel (Effie Awards, 2007, 2).”This company was able to initiate conversations through their multi-media plan in the fashion industry. Effectiveness of this campaign is also depicted during after its launching, whereby “BE” music video served as a way of disseminating over ten thousand music, fashion and entertainment CD and DVD copies, which were produced by Cornerstone Promotions (Effie Awards, 2007, 2). Therefore, this campaign gave a lesson to other competing brands such as Nike, Sean John and Rocaware, whereby they would understand that there is need to uphold the true heritage their brand during a campaigns. 7. Conclusion (alternatives/recommendations) The paper has identified “Jordan BE Lifestyle Campaign” as an effective advertising campaign, and it has been given an overview of Wieden+Kennedy as an advertising agency involved in this campaign. The next section of this research discussed psychological theories that were applied in advertises featured in this campaign, while the other section covered a discussion of products being advertised (Effie Awards, 2007, 3). In addition, creative strategies applied in this campaign are identified and discussed in terms of the source, message and channel factors applied in creation of the adverts. The other section discussed the effectiveness of “Jordan BE Lifestyle Campaign,” whereby it has established the way competitors have learnt from advertising camping. Some alternatives that would have been used by this company in order to increase accessibility of their products were discussed. These alternatives include highlighting elements of Michael’s childhood in Brooklyn, New York. Besides, this strategy could have facilitated a crucial connection of Jordan Brand and Hip Hop culture (Effie Awards, 2007, 3). Furthermore, connection with Hip Hop culture would have been enhanced by involvement of icons such as “Jay-Z” and the late Notorious B.I.G. Therefore, the company would have considered making Brooklyn a canter-stage for their campaigns, thereby creating a relatable content in advertisements targeting audience experiencing inner-city lifestyle. Reference Belch, G. E. & Belch, M. 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