腦白金的廣告曾經(jīng)被很多的所謂廣告業(yè)內(nèi)人士評價為缺乏

1、MKT201 Buyer Behavior Chapter 8Supplementary ExamplesSleeper EffectIn political campaigns during important elections, undecided voters often see negative advertisements about a party or candidate running for office. At the end of the advertisement, they also might notice that the opposing candidate

2、paid for the advertisement.Presumably, this would make voters question the truthfulness of the advertisement, and consequently, they may not be initially persuaded. However, even though the source of the advertisement lacked credibility, voters will still be more likely to be persuaded later, and ul

3、timately, vote against the candidate in the advertisement. Sleeper Effect腦白金的廣告曾經(jīng)被很多的所謂廣告業(yè)內(nèi)人士評價為缺乏創(chuàng)意和美感的廣告案例。但有趣的是，當(dāng)年就靠著這在網(wǎng)上被傳為“第一惡俗”的廣告，腦白金創(chuàng)下了幾十個億的銷售額。耶魯學(xué)派的研究提出的“睡眠者效應(yīng)”（Sleeper Effect），即由于時間的間隔使人們?nèi)菀淄泜鞑サ膩碓?，而只保留了對?nèi)容的模糊記憶。顯然，此時內(nèi)容倘若不來源于現(xiàn)實世界，實際生活，就不能感動受傳者而容易被遺忘；相反，傳播內(nèi)容真實，有道理，即使人們忘記了其傳播來源，同樣也能以最終改變?nèi)藗兊膽B(tài)度

4、而被大眾接受。在信息的實際傳播，流動過程中，媒介以傳播內(nèi)容取勝的例子并不少見。與這一短期條件制約效果相對照的是長效“睡眠者效應(yīng)”。經(jīng)過一段時間，由廣告引發(fā)的情感反應(yīng)會與產(chǎn)品名字發(fā)生分離，盡管名字還是被記住了。因此，一則通過不愉快的情緒而使人集中注意力的廣告會產(chǎn)生記憶的效果。觀眾有可能會認(rèn)為廣告制作者很愚蠢，竟用一種令人生厭的鏡頭或者令人不快的場景來做廣告，可是日子一長，他們記住的將會是產(chǎn)品，而不是令人不快的反應(yīng)。 Stealth Buzz MarketingWhen RCA records wanted to create a buzz around teen pop singer Chris

5、tina Aguilera, it hired a team of young people to swarm the Web and chat about her on popular teen sites. Posing as fans, they posted entries raving about her new material. Just before one of her albums debuted. RCA also hired a direct marketing company to email electronic postcards filled with song

6、 snippets to 50,000 Web addresses. The album quickly went to number one on the charts. Comparative AdvertisingMessage compares two recognizable brands on specific attributes. Examples: “New OcuClear relieves three times longer than Visine”Comparative AdvertisingSome conditions in which it would be a

7、dvisable to use a comparative advertising strategy:Comparative advertising may be effective for low-involvement products like convenience foodNew brands that have advantages over existing brandsDoes not merely say it is better than leading brandDoes not compare itself to an obviously superior compet

8、itorBrands that are experiencing decreased sales using non comparative advertisingButconfrontational approach can result in source derogation doubt credibility of a biased presentationELM Peripheral Route to Persuasion It is a low effort route to persuasionA Low-Effort Situation is when the consumer

9、s are unwilling or unable to exert a lot of effort or devote a lot of emotional resources to processing the central idea behind a marketing communication.Consumers do not have the motivation, ability or opportunity to process the information provided.When processing is low, consumers do not form strong beliefs or accessible, persistent, resistant or confident attitudes.ELM Peripheral Route to Persuasion Marketers addressing low effort situations must use marketing strategies involving peripheral cues