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Marketing communication - compulsary papers
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All compulsory papers for marketing communication 23/24
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Marketing communication - papersWeek 1 - What Holds Attention? Linguistic Drivers of Engagement
The importance of holding audience attention across various contexts such as sales, branding,
leadership, teaching, and media consumption.
- sustained attention leads to increased revenue and engagement.
- how language influences attention retention
- language that is easy to process and evokes certain emotions like excitement
and hope encourages continued reading, while sad language discourages it.
Types of engagement
- While attracting initial attention through clicks and views is crucial, it is equally important
to focus on sustaining attention, which involves retaining the audience's interest and
keeping them engaged with the content beyond the initial click.
- Metrics such as dwell time, or how long users spend consuming content, provide a better
measure of engagement than simple views or clicks.
- Additionally, actions like liking and sharing content do not necessarily indicate
consumption or engagement with the content itself. Therefore, it's essential for content
creators and marketers to prioritize retaining attention, as it deepens brand relationships,
encourages learning, and drives behavior change.
- Sustaining engagement also increases opportunities for displaying ads and generating
revenue.
sustaining attention
- personal interest influences engagement, but there is limited understanding of textual
features that can universally capture interest across diverse topics.
What holds attention?
two key factors, processing ease and emotional language, play significant roles in sustaining
attention during content consumption.
1. Processing ease refers to the cognitive effort required to process text.
- features making content easier to process are more likely to sustain attention and
encourage continued consumption. They liken this to the concept of objects
being more likely to keep moving when encountering less friction. For instance,
simpler words and shorter, less complex sentences are easier to process and
therefore more likely to sustain attention. In contrast, complex words and
syntactically challenging sentences may discourage sustained attention. The
authors emphasize that sustaining attention differs from other forms of
engagement, such as clicks
2. emotional language and its association with uncertainty and arousal play significant
roles in sustaining attention during content consumption.
- Emotions can either increase attention or signal importance, with uncertainty and
arousal being crucial factors in this process.
- Emotions like anger are associated with certainty, while others like anxiety are
linked to uncertainty.
, - suggest that uncertainty-inducing language actually sustains attention better, as
uncertainty prompts individuals to seek resolution through continued
consumption.
- Similarly, emotions vary in arousal levels, with high-arousal emotions such as
anger and excitement being more likely to sustain attention compared to
low-arousal emotions like sadness.
- effectiveness of emotional language in sustaining attention depends on its
association with uncertainty and arousal. For instance, anxious language is likely
to hold attention, while sad language may discourage it.
Week 2 - Ad wearout wearout: How time can reverse the negative effect of frequent
advertising repetition on brand preference
Introduction
- Repetitive advertising over time
- Short term: annoyance and reduced effectiveness. This study: long term
- Short term: strengthen memory recall
- Finding: reversal in the effect of ad repetition on brand preference over time, with initial
annoyance fading quickly while memory for the heavily advertised brand remains. This
reversal occurs when the product category is relevant to the consumer.
2.1.1. The slow decay of memory over time
- Long term effects of repetition: minor decreases in memory over time
- Durable memory effects can positively impact attitudes toward brands and their ads
through increased fluency and familiarity.
- Overall, repetition has a positive influence on memory, as shown by variables such as ad
and brand recall, brand awareness, or claim recognition, with recall and recognition
persisting over time.
2.2. The short term effects of advertising repetition on attitudinal responses
- Research on the impact of advertising repetition on ad and brand attitudes reveals a
mixed picture.
- 13 find a short-term negative effect of repetition on attitudes, indicating that
repetition is generally perceived as annoying.
- 12 articles show that attitudes towards brands can initially increase with
exposures, reaching a peak and then declining with further repetition, consistent
with an inverted-U effect.
The number of repetitions required to reach wearout may vary depending on stimuli and
medium. Most studies showing an inverted-U effect find a peak after about three repetitions.
Some studies distinguish between ad and brand attitudes, suggesting that even though they
may differ, they are strongly associated with each other. Overall, the majority of research
supports the idea that short-term negative affect can be generated by relatively few, closely
spaced repetitions.
2.2.1. The rapid decay of attitudinal responses over time
, - negative responses are highly susceptible to decay, with unpleasant events becoming
less intense over time and people remembering past events more positively than they
felt at the time of occurrence.
- negative responses fade faster than positive ones, further supporting the notion that the
negative effects of annoyance with repetition will diminish relatively quickly over time.
2.3. Hypotheses development: Annoyance, memory and brand preference
1. In the short run, higher levels of advertising frequency lead to greater ad annoyance but also
higher brand memory.
2. With the passage of time, annoyance with the ad decays more than brand memory.
3. As a result, the effect of ad repetition on brand preference will reverse over time, turning from
greater annoyance with the more frequently advertised brand to higher preference for that same
brand.
Study 2
- In Stage 1, participants viewed ads for two travel mug brands, one repeated more
frequently.
- Stage 2, occurring one day to four weeks later, assessed brand recall, ad annoyance,
preference, and choice.
Results:
- Participants were divided into four time lag conditions (one day, one week, two weeks, or
four weeks later) for Stage 2.
- In Stage 1, greater repetition generated better memory and greater annoyance
immediately after exposure, supporting H1.
- In Stage 2, a significant increase in choice and preference for the more frequently
advertised brand over time.
- Memory remained relatively stable over time, while annoyance decreased
significantly. The decay in annoyance was greater for the more frequently
repeated brand than for the less frequently repeated one.
- reduction in annoyance relative to memory over time led to enhanced preference
for the frequently advertised brand, even after controlling for changes in memory
and annoyance.
The results of Study 1 and Study 2 support the three main hypotheses:
- greater ad repetition leads to increased memory and annoyance in the short term.
, - there is a reversal in brand preference over time, shifting from preference for a less
frequently advertised brand initially to preference for a more frequently advertised brand
later.
- the relatively faster decay in annoyance, compared to memory, mediates this preference
reversal.
Week 2 - Advertising Repetition as a Signal of Quality: If It's Advertised So Much,
Something Must Be Wrong
- effects of advertising repetition on consumer perceptions of brand quality, particularly in
the context of new products. It suggests that repetition may signal confidence and
commitment from the manufacturer, thus positively influencing perceptions of brand
quality.
- with a focus on how ad color moderates these effects. It hypothesizes that perceptions of
excessive advertising may occur sooner for color ads due to their higher costs.
Advertising Repetition as a Quality Cue
- Nelson (1974) proposed that in situations where repeat purchase is crucial and brand
quality is uncertain before trial, manufacturers may use heavy advertising expenditures
to signal brand quality.
- The rationale is that substantial advertising costs indicate the firm's confidence in
its products, as only companies expecting long-term repeat purchases can afford
such investments.
- However, excessive spending may signal desperation rather than confidence,
leading consumers to question brand quality.
- Previous research demonstrates that higher advertising costs are associated with higher
perceived brand quality, suggesting that increased effort and confidence from the
manufacturer contribute to this association.
- Implications for advertising repetition suggest an inverted-U relationship between
repetition and perceived brand quality. While increased repetition initially signals high
brand quality, beyond a critical threshold, it may indicate low quality or desperation.
Moderating role of color
- how ad color influences consumers' perceptions of advertising costs, which
subsequently affect brand quality evaluations in print advertising. Color ads are generally
perceived as more attractive, interesting, and likable than black and white ads. The
hypothesis suggests that consumers may perceive repetition as excessive sooner in
color ads due to their higher cost.
- H1: predicts that the relationship between repetition and perceived brand quality follows
an inverted U-shape for color ads but not for black and white ads.
- H2 posits that perceptions of manufacturer effort and credibility mediate the effect of
repetition on perceived brand quality, consistent with signaling theory.
- H3 suggests that perceptions of irritation and boredom with the advertising mediate the
effect of repetition on perceived brand quality, in line with information processing theory.
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