Advertising Exam Prep: Examples & Impact

• These are notes for "WERB Prüfungsvorbereitung" (Advertising Exam Preparation) for GESKO A WERB at the University of Vienna.

Examples of Advertising

• Yogurette-Werbespot conveys lightness, sportiness, and health; criticizes "eating chocolate without getting fat" as misleading due to calorie and fat content.
• TrueFruits-Werbung is controversial and gains attention and recognition despite backlash.
• ElitePartner-Werbung uses models effectively despite awareness of the method by the target audience.
• Advertising is seen as a form of seduction that can be bothersome, deceptive, create unnecessary desires, and promote false beauty ideals.
• The average person is exposed to over 500 advertising messages daily, leading to inattentiveness and avoidance.
• Only 17% of people believe advertising claims.

Relevance and Definition of Advertising

• It impacts economic growth and GDP positively.
• Increases employment.
• Informs consumers.
• Advertising is a planned communication process to influence knowledge, opinions, and behavior regarding products, services, brands, and ideas (Siegert & Brecheis).
• Moser defines it as triggering purchasing processes and influencing behavior.
• Felser sees it as creating specific attitudes.

Goals of Advertising

• Inform: Educate about benefits.
• Motivate: Provide incentives and evoke emotions.
• Socialize: Convey behaviors or role models.
• Reinforce: Support existing behaviors and brand loyalty.
• Entertain: Generate positive emotions that transfer to the product.

Werbeforschung (Advertising Research)

• Advertising Research measures advertising success, makes predictions, and improves advertising.
• It is interdisciplinary, involving business administration, psychology, sociology, and communication studies.

Marketing-Mix

• Productpolitik (Product Policy): Innovation, differentiation, design (quality assurance, packaging, brand name, distinguishing from competitors).
• Preispolitik (Price Policy): Strategies and differentiations (positioning; luxury brands, discounts, promotions).
• Distributionspolitik (Distribution Policy): Sales channels and structures, location policy (how products/services reach the customer and from whom, internally or externally from other companies).
• Kommunikationspolitik (Communications Policy): Advertising, public relations, trade fairs, maintaining all relationships.
• Sämtliche Maßnahmen (All Measures) affect cognition, emotions, attitudes, and behavior of recipients towards the company.
• Marktforschung (Market Research) is a systematic investigation to gather information about sales and procurement markets.
• Information gathering serves as a basis for company decisions related to procurement and sales (Seebohn 2011).
• Market research is the foundation for advertising and positioning decisions.
• It is important to determine: target group, market, competition, needs, perception, and distribution!

Goals of Market Research

• Unternehmensplanung (Company Planning): Estimate future market development, identify new markets.
• Marktplanung (Market Planning): Analyze general market data, Geschäftspotential (business potential) of selected markets, opinions on consumer preferences, description of consumer behavior.
• Produktplanung (Product Planning): Assess new product ideas, concept/product testing.
• Werbe-/Mediaplanung (Advertising/Media Planning).
• Distributionsplanung (Distribution Planning): Select the distribution channel.
• Preisplanung (Price Planning): Determine consumer price thresholds.

Advertising as a Communication Process

• WHO SAYS WHAT IN WHICH CHANNEL TO WHOM WITH WHAT EFFECT.
• Important to consider the entire process from a communication science perspective; advertising is embedded within and must be handled accordingly.
• Advertising shapes brands because products are increasingly interchangeable due to similar characteristics; advertising differentiates through brands.
• Subjective meaning is transferred to the brand (elegance, status), forming associations with it. Products with similar characteristics have psychological differences.

Grundproblem (Fundamental Problem) according to Siegert & Brecheis

• Information overload and lack of attention from recipients.
• Attention is limited, especially in the digital media world.

Strategies to Combat This

• Segmentierungsverfahren (Segmentation Methods) select target groups based on defined criteria.
• Reaching recipients in all life situations to prevent avoidance.
• Utilizing advertising forms that are not recognized as such; such as Native Advertising.
• Interpersonal communication, Word of Mouth; such as viral marketing.

Basic Distinction of Advertising "Line"

• Describes the perception threshold, a historically grown term.
• Above-The-Line-Werbung (Above-The-Line Advertising): Advertisements, spots, publicly accessible advertising media, mass-mediated, clearly identifiable.
• Below-The-Line-Werbung (Below-The-Line Advertising): Not directly recognizable as advertising, deviating from mass media communication.
• There are many hybrid forms.
• Werbung, die nicht als solche erkennbar ist (Advertising that is not recognizable as such): Products, companies, and brands are integrated into film plots, program sequences, or editorial contexts and influence their structure and flow.

Three Forms

• Thematically embedded.
• Imitates editorial content.
• Replaces editorial content.

Product-Placement

• Involves the advertising-effective, targeted integration of products or services into the plot of a cinema, video, or television program (Bente 1990).

Types of Product Placement

• Differentiation by Übertragungskanal (Transmission Channel): Verbal, auditory, visual, auditory-visual.
• Differentiation by Handlungsintegration (Action Integration):
  • On-set Placements (Properties): Low action integration.
  • Creative/Plot Placements: Central to the plot.
• Differentiation by Gegenstand der Platzierung (Subject of Placement):
  • Marken, Produkte und Dienstleistungen (Brands, products, and services).
  • Orte und Landschaften (Places and landscapes), e.g. Country/Location Placements.
  • Musik in Music Placement (Music in Music Placement).
• Generic Placement: Placement of goods/service categories without visibility of individual articles.
• Consumers cannot bypass this advertising.

Influencer-Marketing

• Paid Online Word of Mouth, brand messages spread by opinion leaders.
• High reach and credibility with followers.
• Influencers: People who influence consumer behavior through social media.
• Questions about labeling and recognition of paid advertising.

Ambient Medien (Ambient Media)

• Placement opportunities in the daily living environment, surprising and in unusual places.
• Increased attention, humorous, possibility of viral distribution.
• Target group clearly defined, use of advertising-free spaces.

Sponsoring

• Provision of money, goods, services, or know-how to promote people and organizations in areas such as sports, culture, social issues, environment, and media (Kloos, 2007).
• Goals: Brand awareness, image building, networking, societal responsibility.
• Benefits: Not obviously commercial, full attention, no avoidance, exclusivity, specific target groups, media attention.
• Disadvantages: Information overload, negative image due to sponsored affairs, lack of fit and credibility.
• Success Criteria: Long-term, frequent, dominant, fitting to the target group, embedded in classic advertising measures.

Werbung vs. PR (Advertising vs. PR)

• PR Definition: Public Relations is the management of information and communication processes between organizations and their environments (Teilöffentlichkeiten/audiences).
• Functions of PR: Information, Communication, Persuasion, Image Shaping, Trust Building, Conflict Management, Creating Societal Consensus (Bentele, 1997).

Differentiation Criteria

• Kommunikationsziele (Communication Goals)
• Organisatorische Verankerung (Organizational Anchoring)
• Adressaten (Addressees)
• Journalismus vs. PR vs. Werbung (Journalism vs. PR vs. Advertising):
  • Journalism writes editorial content.
  • PR tries to influence it.
  • Advertising is independent of both.
• Below-The-Line Werbung makes it harder to differentiate between advertising and PR.

Grundbegriffe (Basic Concepts)

• Werbetreibende (Advertisers): Companies, corporations, or individuals who commission advertising.
• Werbeagentur (Advertising Agency): Service company that provides advice, conception, design, planning, and implementation of advertising and communication measure.
• Werbebotschaft (Advertising Message): Content and design of advertising measures.
• Werbeslogan (Advertising Slogan): Memorable phrase summarizing the advertising message.
• Werbeträger (Advertising Media): Media that transport advertising messages to target groups.
• Zielgruppe (Target Group): People and/or institutions to be addressed by advertising to achieve certain goals.
• Werbeziele (Advertising Goals): Defined and planned future states to be achieved through advertising.
• Werbeerfolg (Advertising Success): Extent of goal achievement of an advertising measure.
• Werbewirkung (Advertising Effect): Influence of advertising on cognitions, emotions, and behavior.
• Erfolgskriterien der Werbung (Success Criteria of Advertising): Assessment criteria for the success of advertising measurements.
• Außerökonomische Erfolgskriterien (Non-Economic Success Criteria): Werbekontakte (Advertising Contacts), Share of Mind, Share of Voice, Efficiency of advertising media use, communicative effects.
• Ökonomische Erfolgskriterien (Economic Success Criteria): Erzielte Kaufakte (Achieved Purchases), Käuferreichweite (Buyer Reach), Absatzmenge (Sales Volume), Umsatzvolumen (Sales Turnover), Marktanteil (Market Share), derived sizes such as Werbeertrag (Advertising Yield), Werbegewinn (Advertising Profit), Werberentabilität (Advertising Profitability), increased by positive economic criteria.

Rahmenbedingungen (Framework Conditions)

• Internationalisierung und Globalisierung (Internationalization and Globalization): Increasingly globally oriented advertising markets.
• Transnationale gesetzliche Regelungen (Transnational Legal Regulations European Union): laws and regulations of the EU member states.
• Globale Reichweite von Medieninhalten und Werbeinhalten (Global Reach of Media Content and Advertising Content).
• Weltweite Vermarktung von Produkten und Dienstleistungen führt zur Homogenisierung der Nachfrage und der Konsumentenwünsche (global marketing).
• Kritik an der Globalisierung und Werbung nimmt zu (criticism of globalization).
• Ökonomisierung und Austauschbarkeit von Produkten (Economization and Interchangeability of Products): Products and services are increasingly interchangeable.
• Neue Informations- und Kommunikationstechnologien (New Information and Communication Technologies):
  • Expansion of design options for advertising.
  • Zielgruppenspezifische (Target Group) communication and personal addressing of advertising.
  • Werbung (Advertising) in virtual worlds & use of virtual communities as advertising media.
• Erlebnisorientierung und Individualisierung (Experience Orientation and Individualization): Increasing pressure for staging in advertising.
• Verknappung von Aufmerksamkeitsressourcen (Scarcity of Attention Resources):
  • Explosion of classic media offers and steady increase in online offers.
  • Sinkende Kontakt- und Wahrnehmungswahrscheinlichkeit von Reizen (drop In)
  • Werbung reacts with attention-grabbing messages.
• Rechtliche und institutionelle Rahmenbedingungen (Legal and Institutional Framework Conditions):
  • Lauterkeitsrechtlicher Schutz (protection Under the Anti Trust) against misleading advertising and misleading comparative advertising.
  • Gesetzliche Vorgaben für den privaten und öffentlich-rechtlichen Rundfunk sowie Werbeverbote und -beschränkungen (Legal.)
• Geschichte der Werbung und Werbeforschung (History of Advertising and Advertising Research) lacking in note.

Wirkungsmodelle und Theorien (Effectiveness Models and Theories)

Four Principles of Human Information Processing

• Prinzipien: Konzeptgesteuerte vs. datengesteuerte Verarbeitung (Concept-Driven vs. Data-Driven Processing).
  • Konzeptgesteuert (Top-Down): Ideas in the head control how information is processed.
  • Datengesteuert (Bottom-Up): Stimulus characteristics influence attention.
• Begrenzte Verarbeitungskapazität (Limited Processing Capacity): Attention-grabbing stimuli (humor, celebrities, etc); however, it risk using increasingly obtrusive advertising.
• Variabilität von Verarbeitungskapazität und -motivation (Variability of Processing Capacity and Motivation): Capability and motivation for processing information varies.
• Kontrollierte vs. automatische Verarbeitung: controlled vs automatic.

Zusätzlich (Additionally)

• Involvement: Mental state described when a person encounters a message.
• Determinants: personal values, product characteristics, brand image, situational influences, and media reception habits.

Stufenmodelle (Stage Models)

• Hierarchischer Ablauf der Stufen (hierarchical sequence).
• AIDA Modell
  • Attention > Aufmerksamkeit erregen (attention).
  • Interest > Interesse wecken (interest).
  • Desire > Wunsch wecken (desire).
  • Action > Handlung auslösen (action).
• 6-Stufen-Modell von Lavidge und Steiner
  • Awareness: Bekanntheit (Familiarity)für die Existenz des Produktes schaffen.
  • Knowledge: Wissen vermitteln (Knowledge).
  • Liking: Wertschätzung des Produktes (Appreciation).
  • Preferences: Entstehung der Präferenz für ein Produkt (preference).
  • Conviction: Überzeugung gewinnen, dass Kauf eine gute Entscheidung ist (conviction).
  • Purchase: Tatsächlicher Kauf (actual).
• Condition: Eine erfolgreiche Wirkung auf der einen Stufe ist die Bedingung für den Effekt auf einer anderen Stufe Werbung muss den Konsumenten auf der richtigen Stufe ansprechen und hat folglich drei Grundfunktionen (One step is the condition).
  • Information (Kognition)
  • Einstellungsbildung (Affekt)
  • Erzeugung des Kaufverhaltens (Konation)
• Kritik: Es sind keine theoretischen Modelle/ (there are no theoretical models)
  • Einfaches Stimulus-Response denken (Rezipient ist passiv, recipient is passive).
  • Produkterfahrungen der Rezipienten bleiben unberücksichtigt o Reihenfolge und Ablauf der Stufen ist nicht geklärt.
• Various Werbewirkung (Advertising effect):
  • Learn-Feel-Do (Lernhierarchie).
    • If Alternativen (If alternatives) is clear
    • 1. Lernen (Cognition)
    • 2. Einstellungsänderung (Affect)(Emotionale Reaktion - emotional reaction)
    • 3. Verhaltensänderung (Konation)
  • Dissonanz-Attributions-Hierarchie (Do-Feel-Learn)
    • (Wenn Rezipienten involviert sind und Alternativen kaum unterscheidbar sind):
    • Alternativen kaum unterscheidbar (hard to distinguish)
    • 1.Verhaltensänderung (Verhalten anpassen)
    • 2.Einstellungsänderung (Emotionale Anpassung an das neue Verhalten)
    • 3. Lernen (Informationen im Nachhinein verarbeiten und verstehen, information afterwards)
  • DAH, difference and Geringes Involvement-Hierarchie .GIH
    • Handeln ohne vorherige Einstellung oder Wissen (Shopping)
    • Kaufentscheidungen werden nachträglich rationalisiert (Rationalized afterwards)
  • Lernen und Handeln erfolgen ohne starkes emotionales Engagement, die Einstellung wird später angepasst/ (Learning and actions for strong E).
  • Vor allem das Involvement/Recipients .
  • Nicht alle Rezipienten und Produkte verfolgen einen gleichen
  • Modell der integrierten Informations-Reaktion (Smith & Swinyard).

Modellsteps

• Information from Werbung (Information from),
• Cognitive Reaktion,
• Emotionale Reaktion (Emotionale Reaktionen,
• Verhalten, consumer decision.
• Post-Kauf-Evaluation
• Important: Integration von Kognition (wissen) und /Integration of cognition,
• fazit/conclusion Direkte Erfahrungen werden wichtiger als Werbung
• model gerinhem Involvement Model

Elaboration-Likelihood-Modell (ELM)

• ELM ist das Ausmaß gemeint eine (it makes you think),
• Konsumenten (consumers) verwenden simple regeln
• Politisk Kommunivasion: Wahlkampagnen/ Political.

Modell der Wirkungspfade

• Erweiterte Wirkung klassischer: stufenmodelle/.
• Basierend auf drei Kpnzepten:. •Wirkungskomponente •Wirkungsdeterminanten •Ziel
• Vier Wirkungspfade (weak or strong attentiv).
• Informative Werbung und hohes Involvement/(informations-W).
• Emotionale Werbung: Emotionen übertragren/ Emotionale W.

Theorien

• Lerneorienierte M/Assioativer Lernoreesse
• Positiven Reitzen
• Beiesiel/ example(Wenn eine. Marke wiederhot mit(positive).
• Evaluaticen
• Eine Marke wird wiederhot mit positiv (positive)
• Pråsentieet (evaluation)

Nonassiovative Lernproesse

Der mere exposure effeckt

Besagt das die wiedeeholte: Im / (In -expe es wurde beebeachten des : -> Das fluvengy model:es faehrt der pråsentation/esierlenert/es Menschen fühlen sie positiv gehen über der stimmen die ihnen :

• Zusammenfang: Mythengder werbewilrung/.

Kriterien der Werbewirkungsmessung (Criteria for Measuring Advertising Effectiveness)

• Werbeerfolg (Advertising Success) umfasst sowohl psychologische als auch ökonomische Aspekte (includes both psychological and economic aspects).
• Kausalitätsproblem (Causality Problem): Beeinflussung durch andere Faktoren (influence of other factors).
• Unterschiede in den Ergebnissen verschiedener Messmethoden (differences in results from different measurement methods).
• Gütekriterien wie Reliabilität, Validität und Sensitivität sind wichtig (quality criteria such as reliability, validity, and sensitivity).
• Verschiedene Verfahren wie Test-Retest und Paralleltest dienen der Quantifizierung (various methods such as test-retest and parallel test are used for quantification).

Forschungslogik im Prozess der Werbewirkungsforschung (Research Logic in the Process of Advertising Effectiveness Research)

• Explorativ (Exploratory): Erkundung von Ideen und Hypothesen (exploration of ideas and hypotheses).
• Deskriptiv (Descriptive): Beschreibende Analyse relevanter Variablen (descriptive analysis of relevant variables).
• Explanativ (Explanatory): Kausale Zusammenhänge werden untersucht, oft durch Experimente (causal relationships are examined, often through experiments).

Verfahren zur Messung von Werbewirkung (Methods for Measuring Advertising Effectiveness)

Beurteilungsverfahren (Assessment Methods)

• Qualitative Befragungen und Fokusgruppen (Qualitative Surveys and Focus Groups): Meinungen und Einschätzungen von Rezipienten in Gruppendiskussionen (opinions and assessments of recipients in group discussions).
• Experteneinschätzungen (Expert Assessments): Bewertungen von Fachleuten basierend auf Erfahrung und Fachwissen (assessments by experts based on experience and expertise).

Erinnerungstests (Memory Tests)

Recall-Tests: Rezipienten erinnern sich entweder frei oder gestützt an beworbene Marken oder Botschaften (recipients remember advertised brands or messages either freely or with support).

• Recognition-Tests: Rezipienten erkennen beworbene Marken oder Botschaften, oft durch Ja/Nein-Antworten oder Mehrfachauswahlfragen (recipients recognize advertised brands or messages, often through yes/no answers or multiple-choice questions).

Einstellungstests (Attitude Tests)

• Erfassen die Einstellungen und Bewertungen der Rezipienten gegenüber beworbenen Produkten, Marken oder Botschaften (capture the attitudes and evaluations of recipients towards advertised products, brands, or messages).
• Beispiel (Example): Bewertung der Einstellung zu einer Marke auf einer Skala von 1 bis 10 (rating of attitude towards a brand on a scale of 1 to 10).

Verhaltenstests (Behavior Tests)

• Messen das tatsächliche Verhalten der Rezipienten in Bezug auf beworbene Produkte oder Marken (measure the actual behavior of recipients in relation to advertised products or brands).
• Beispiel (Example): Testmärkte, Online-Einkäufe, Gutscheineinlösungen (test markets, online purchases, voucher redemptions).

Erinnerungs - und Bewertungenstexts (Memory and valuation Tests)

• Consideration Set Messung:(Consideration Set Measurement)Erfasst das Bewusstsein von Marken oder produkten einer / oder Kategorie .Erfassung of brands or and a . • Ungestützte Messung (measurement).(Ungestützte measurement): of spontane nemannung . • Gestützte Messung: knownmarken aus einer . Liste bekanntes. •Vorteile/ and •Nachteilse.

• Zusaenfassung (Summary)

• Methodem /werbefoschung (w)

• Limitation of the klasssicherm: die beslusten der :

• Manche Aspekte die manschen nicht sind /.

• Klassichemethoden bertcksichten nicht.

• Alternative verfachren werden mehr wert.

• Durck die kombibation von (combination .

• Wahrnehmung/Aurfammerbsat (p).

• Prominete Method (Promibente method). -Elektrodermen / (eletcodermale).

• Verfahrens.

• Fuktional Magnetresnanzotmographie/// - Fkmt

• Bieteein bliokeindi verarbeitunsoprosesse im Gehion jedch hohe (Bieteein bliokeindi),

• Eacktionszeibasiende Berwrtunas

• Marke kateogrien verkuptun

• Eacktlonszeit (Eacktilonszeit) .

• Kontirunierliche Bewegunge (Continuous movements).

• Hierbei werdkn kontrolierliche (Involves consistent movements). • Diese Methode wird arch ben politirsden Diskusionene • Eine nachteil berteht darf das sie nicht spondan

• Einstelungs/friere: Hiee werdens verbalrotouolie der

• Die Cr werden nach der (The Cr are).

• Diese Methode ermbglieht qualitative Emotions einstellungen) Gesichtsetektrogmyographie/ -Emg: Die Gerichtselektro (electrlc activity.

• Darstellung des Arbetrablarifs ( Darstellung).

• Prfungsvorbereitung Dienstad der Inni 2024/ .