脑白金的广告曾经被很多的所谓广告业内人士评价为缺乏...

1MKT201–BuyerBehaviorChapter8SupplementaryExamples2SleeperEffectInpoliticalcampaignsduringimportantelections,undecidedvotersoftenseenegativeadvertisementsaboutapartyorcandidaterunningforoffice.Attheendoftheadvertisement,theyalsomightnoticethattheopposingcandidatepaidfortheadvertisement.Presumably,thiswouldmakevotersquestionthetruthfulnessoftheadvertisement,andconsequently,theymaynotbeinitiallypersuaded.However,eventhoughthesourceoftheadvertisementlackedcredibility,voterswillstillbemorelikelytobepersuadedlater,andultimately,voteagainstthecandidateintheadvertisement.3SleeperEffect=3zMy1s8tk_Q脑白金的广告曾经被很多的所谓广告业内人士评价为缺乏创意和美感的广告案例。但有趣的是，当年就靠着这在网上被传为“第一恶俗”的广告，脑白金创下了几十个亿的销售额。耶鲁学派的研究提出的“睡眠者效应”（SleeperEffect），即由于时间的间隔使人们容易忘记传播的来源，而只保留了对内容的模糊记忆。显然，此时内容倘若不来源于现实世界，实际生活，就不能感动受传者而容易被遗忘；相反，传播内容真实，有道理，即使人们忘记了其传播来源，同样也能以最终改变人们的态度而被大众接受。在信息的实际传播，流动过程中，媒介以传播内容取胜的例子并不少见。与这一短期条件制约效果相对照的是长效“睡眠者效应”。经过一段时间，由广告引发的情感反应会与产品名字发生分离，尽管名字还是被记住了。因此，一则通过不愉快的情绪而使人集中注意力的广告会产生记忆的效果。观众有可能会认为广告制作者很愚蠢，竟用一种令人生厌的镜头或者令人不快的场景来做广告，可是日子一长，他们记住的将会是产品，而不是令人不快的反应。4StealthBuzzMarketingWhenRCArecordswantedtocreateabuzzaroundteenpopsingerChristinaAguilera,ithiredateamofyoungpeopletoswarmtheWebandchataboutheronpopularteensites.Posingasfans,theypostedentriesravingabouthernewmaterial.Justbeforeoneofheralbumsdebuted.RCAalsohiredadirectmarketingcompanytoemailelectronicpostcardsfilledwithsongsnippetsto50,000Webaddresses.Thealbumquicklywenttonumberoneonthecharts.=RzS-eFQz2Yw5ComparativeAdvertisingMessagecomparestworecognizablebrandsonspecificattributes.Examples:1.“NewOcuClearrelievesthreetimeslongerthanVisine”2.=BxFEM0Z-Uao3.=8pmwJXQnJrU&feature=related6ComparativeAdvertisingSomeconditionsinwhichitwouldbeadvisabletouseacomparativeadvertisingstrategy:1.Comparativeadvertisingmaybeeffectiveforlow-involvementproductslikeconveniencefood2.Newbrandsthathaveadvantagesoverexistingbrands•Doesnotmerelysayitisbetterthanleadingbrand•Doesnotcompareitselftoanobviouslysuperiorcompetitor3.BrandsthatareexperiencingdecreasedsalesusingnoncomparativeadvertisingBut…confrontationalapproachcanresultinsourcederogation–doubtcredibilityofabiasedpresentation7ELM–PeripheralRoutetoPersuasionItisaloweffortroutetopersuasion•ALow-EffortSituationiswhentheconsumersareunwillingorunabletoexertalotofeffortordevotealotofemotionalresourcestoprocessingthecentralideabehindamarketingcommunication.•Consumersdonothavethemotivation,abilityoropportunitytoprocesstheinformationprovided.•Whenprocessingislow,consumersdonotformstrongbeliefsoraccessible,persistent,resistantorconfidentattitudes.8ELM–PeripheralRoutetoPersuasion•Marketersaddressingloweffortsituationsmustusemarketingstrategiesinvolvingperipheralcuessuchashumor,attractivesources,andemotiontoinfluenceattitudeswhenconsumermakelittleefforttoprocesstheinformation.•Example:AFLAC-duck