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Communication and Brand Management (Subject) / Fragen (Lesson)

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• What does an appeal to fear mean in advertising? Advertising claims that portray negative consequences of life- threatening or harmful behaviour in an attempt to instil fear and to cause a certain change in attitude or behaviour are described as an appeal to fear. An appeal to fear confronts the recipient with a threatening claim that can be avoided by following a recommendation to change one's behaviour.  → make people want to overcome the fear,advertisments offers the solution to overcome the fear, they help you,for example: insurance, medicine An appeal to fear is taken to mean a persuasive claim that communicates to the recipient that values he or she holds dear are in danger (for instance life, health, property, etc.). An appeal to fear consists of verbal or non-verbal material that is intended to trigger fear in the recipient. The recipient can alleviate the fear this causes by changing his or her behaviour in a manner that the sender proposes. 
• What are Approaches to explain the impact of appeals to fear? (1)  Fear-drive explanation (2)  The theory of protection motivation (3)  Extended model of parallel processes 
• Explain the Fear-drive explanation. Fear-drive explanation (Janis, 1967; McGuire, 1968) Appeals to fear cause... 􏰂 An unpleasant state of anxiety 􏰂􏰂 Result: the motivation (drive) to remove this unpleasant fear 􏰂 Appeal to follow suggested rules/behaviour or 􏰂 Suppression of fear/'denying the topic' Question: What level of fear does it take for us to succumb to the appeal, and when do we withstand? 
• What says the The theory of protection motivation? The theory of protection motivation (Rogers, 1975 & 1983) The theory of protection motivation assumes that threats are overcome rationally. Fear does not play a substantial role here. The advertising claim must address 4 aspects if it is to have the desired impact: (1)  the probability of damage occurring is high (2)  the extent of damage is significant (3)  the means to prevent the damage are available (4)  the effectiveness of these means is more than sufficient. Insofar as the recipient of the claim can concur with all 4 aspects, the theory proposes that he or she will be convinced by the motivation to protect.  Hence, the intensity of the fear is based on... o the perceived severity of the threat o the perceived probability with which the event will occur unless the recipient demonstrates adaptive behavior (vulnerability) o the attributed effectiveness of the recommendation to prevent the damage occurring. →The intensity of fear that each individual experiences prompts a suitably distinct motivation to seek protection, which will be followed immediately by definite steps to overcome the threat. The nature and degree of behaviour then shown is, in its entirety, dependent on the outcome of... o the risk assessment (degree of injury and probability of occurrence) o the assessment of personal ability to take action (effectiveness of the proposed action, costs/effort)o the assessment of personal effectiveness (the confidence to be able to follow the recommendation) 
• When does the result of this assessment lead to following the appeal? A person will respond to the appeal to fear if their assessment of being able to overcome the threat is viewed more positively than the threat itself. This is the case if... o the emotional impact of the appeal and the assessment of one's ability to take action are high o the (time/money) cost to take the proposed action is not viewed as inordinately negative/impedimental. In the event that the assessment of one's own ability to overcome the situation is more negative, any tightening of the screws in respect to potential harm and/or vulnerability (threat value) will no longer be effective, and many even cause a boomerang effect in the form of defiant behaviour. Moreover, any intrinsic and/or extrinsic rewards associated with the damaging behaviour (e.g. in the case of dependency) may prove additional obstacles to any appropriate behavioural modification. 
• What is the Extended model of parallel processes? Extended model of parallel processes (Witte, 1992) Underlying idea: The recipient is required to overcome two things: fear and danger. The assessment of the threat described in the appeal to fear influences... o the extent of fear that is triggered, ando the attentiveness given to the claim. If the threat is not seen as sufficiently acute...o the recipient will not be motivated to give it any further consideration;o the claim will be viewed as negligible or irrelevant;o the impact of the threat will be disregarded entirely;o to appeal to fear will not prompt the recipient to take any specific action.  Recipients are asked to solve two problems when they are exposed to an appeal to fear (e.g. showing road accidents to promote responsible driving): o controlling fear: how can I protect myself against the stimuli (e.g. the appalling images)? o controlling threats: how can I protect myself against this threat? How can I stop it happening? It is reasonable to expect that the recipient will reject the information if the urge to control fear is stronger. The appeal to fear is then ineffective. Controlling fear, and pursuing this course of action, it most likely to occur if... o the threat remains vague (e.g. personal relevance remains slight) o the stimulus is too acute o the options to control the risk appear insufficiently effective o the claim is perceived as an overly transparent manipulation, prompting an adverse reaction.  Controlling risk as a method to process the experience of fear will be stronger if the threat and the impact are categorised as relevant and acute. 􏰃􏰃→ Consideration of the actual threat and how it can be controlled The recipient, upon accepting the claim, will change his/her attitude and behaviour as described in the appeal, but only if the proposed action is perceived to be more effective than the threat is considered acute. However, it is reasonable to expect a predominance of fear control processes with counterproductive responses such as denial or defensive avoidance if a critical threshold is exceeded. 
• What are the impact of appeals to fear? Appeals to fear can... o arrestattention, o promotetheprocessofemotionalconditioning, o causetheemergenceofnegativeassociations, o trigger a negative mood or unpleasant dissonance that seeks for relief and therefore stimulates action. 
• What are Recommendations to heighten the impact of appeals to fear in advertising? The illusion of invincibility (the susceptibility to believe that we have 'everything under control' and that damage is inconceivable) gets in the way of effectively controlling risks. Remedy: appeals to look after loved one are more effective here than direct appeals to the person, e.g. the appeal to a man to fit winter tyres to his wife's car before the first winter snowfall. The ironic truth that health-related messages are worst received by precisely the group for which they are intended, for instance smokers, obese people, etc., is another obstacle in this respect (study by Sherman, Nelson & Steele, 2000). Remedy: besides finding the right intensity in portraying the damage, it may also be possible to heighten the impact of an appeal to fear by underlining the specific relevance of the threat, which might prompt the recipients to take action to prevent damage from occurring. The target person must come to believe that he/she is personally able to put the proposed action into practice. The appeal can achieve this by using a personal style of address and an easily understandable explanation of the proposed action to heighten the inherent impact and to underscore the target person's capability and – if possible – the simplicity of putting the proposal into practice. Any impediments, effort and costs that taking the proposed course of action will involve, must be identified and given suitable consideration in the preventative measure. For instance, especially when dealing with adolescents, it may be appropriate to actively address any possible impediments of a social nature, for instance how to handle rejection if the young person refuses to join in and take drugs. 
• What should we take humour in advertising to mean? Humour is a peripheral stimulus that assumes the function of an entertainment factor and that is intended to induce pleasure in its recipient. (Gulas & Weinberger, 2006, Humor in advertising) First interim conclusion: Humour is a communicative, structural style (stimulus) aimed at triggering feelings of cheerfulness (organism) or even laughter (response).  if the advertisment is not comletely linked to the brand or organisation, there is the risk that the brand and the message is not reaching the clientawareness: it is about the story, what do the people remember about the advertisment if there is no link to the story than the message hasn’t reached the clienttarget group has to like the advertismentdifferent approaches for the customers behaviouremotions are very important in some approaches
• What are the 3 approaches that explain a subsection of humour? Tension-relief theory Humour as a release valve to let go of energy in the form of laughing, to feel relaxed and liberated 􏰃 →Emphasis on the physiological-affective processes Superiority/disparagement theory Superiority emerging from the identification of weaknesses in the other person; laughing (at the other person) bolsters the ego 􏰃 →Emphasis on motivational-social processes Incongruity-resolution theory Perception of incongruence when our expectations in a certain situation are not satisfied and their resolution, experienced as a positive surprise, trigger happiness and laughter􏰃→ Emphasis on cognitive processes 
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• What are classifications of humour ? o Situation comedy: emerges spontaneously from a situation that usually happens to a person o Character comedy: exaggerated emphasis of a person's idiosyncratic mannerism (tick, weakness, mannerism)o Horseplay/slapstick: (a colloquial term) a theatrical style that often involves playing tricks on others o Parody/satire:pokingfunatsomeoneelse;comicalimpersonations/distortionofrealityo Irony:meaningtheoppositeofwhatonesays(mockingly)o Wittiness/punchlines: a story with an ingenious, surprising finaleo Wordplay:reordering/modificationofwords,mixingwordsanddoubleentendreso Exaggeration:caricatureofnormality,eveninagrotesqueform,toemphasiseacomical-funnyaspect o Animation/cartoon:anoptiontocontinueexaggerationasafableorsurrealpresentationo Black humour: taboo areas such as crimes, disease or death are downplayed and presented as normal and self-evident to release them from their everyday suppression and to restore them in the collective consciousness (not in a disparaging way like cynicism) 
• What are the effects of humour ? Effects on attention, understanding and attitudes to advertising: o humour attracts attention o humour does not impede understanding of the advertising claim (although this is likely to depend on the form of humour) Humorous advertising has its most obvious effects on the attitudes towards the advertising: o humour makes advertising more likeable o attitudes to advertising will be positive if it induces positive feelings 
• What are the current research findings into the effects of humour? Effects on attitudes towards advertising: o Humour makes advertising more likeable if it relates directly to the claim. o Humour makes advertising more likeable to a greater degree when used in conjunction with established products – as positive associations with the brand have already emerged – than is the case for new products. o Humour makes advertising more likeable when used in conjunction with low-involvement products in the fast-moving consumer goods sector (such as ice cream, beer, etc.) o Humour makes advertising more likeable when used in connection with products whose consumption promises pleasant sensory experiences.  Effects on the processing of the advertising claim and the attitude toward the brand: o Humour is superfluous if the advertising argument is strong enough; it may even get in the way of a positive assessment of the brand: brands appear 'insincere' when humour is used. o Comical presentation may even obstruct any deeper appreciation of the claim; the circumstances in which that may be relevant must be clarified! o An excessively humorous presentation can harm the brand image: comical advertising should be restricted to products that can be 'poked fun at' without causing any damage.  Effects on attitudes towards brands, recollection and effectiveness factors: o Humour does not enhance the brand's credibility. o Studies to date have been unable to demonstrate conclusively whether humour increases brand recollection. o Humour is not more effective in influencing a decision to purchase the brand than advertising that does not use humour (advertising professionals assume that this kind of effect does exist). o Humour quickly becomes wearing (wear-out effect); this requires constant compensation through the introduction of variations (pool- outs) in the humorous claims o Current insight is unable to demonstrate conclusively whether humour curtails effectiveness when viewed repeatedly (Gulas & Weinberger, 2006, S.163)  Generally: o In general, humour impacts positively on the attentiveness and can, as a stylistic method, trigger positive feelings, hence enhancing the appeal of the advertisement and with it the brand. o Humour does not impede understanding of the humorous advertising content, neither does it make the message less convincing compared with advertisements that do not use humour. o Humorous stimuli can enhance the credibility of the advertising claim, although contradictory evidence also exists. o Current studies have been unable to demonstrate conclusively whether humour enhances recollection. o Humour that relates to the product and is integrated in the advertising content has superior effects when compared with humorous styles that do not refer to the product. 
• How can sex appeal in advertising be characterised? The following features are characteristic for sexual stimuli used to show sex appeal in advertising... o the degree of nakedness/explicitness shown by the models o the degree to which the products advertised possess inherently sexual characteristicso the suggestiveness of the verbal and visual claim o the romantic content Additionally, the sexual content of an advertising campaign may consist of hidden innuendo, interaction and/or the backdrop used in the advertising.  Is it important or not?Efficincy? does it work?IdentificationNeeds to be attractive and to be loveda lot of psycologyrisk: vampire effect: people only remember a beautiful person and not the brand almost the same risks like the humourattract the people, arises interests UAP - uniqueness interchangeno uniqueness anymoreall ads are almost the same, all are coming up with the same thingpeople don’t remember if the brand was dior, chanel or prada dosis is very importantbrand identity has to matchcheck whether there is a fit to the brandthink about the content ads are not efficient which means they don’t work on the brand equitystatistics say that not sex appeal and those ads are not reasons why people buy the product,it is just nce to see
• Do sexual motifs capture our attention more? Erotic advertising actively entices the viewer when watched more attentively: Belch, Holgerson, Belch & Koppmann (1982) demonstrated a pronounced activation caused by erotic advertising copy, manifest in both genders. The results shown for women are interesting: Although female study participants stated that they feel most attracted to male models, the measured activation based on dermal resistance indicated that women were activated to a far greater extent by erotic models of their own gender. This is significant in respect to attitudes towards women in advertising and the brand! 
• When does an erotic touch in advertising impact positively on the brand? Eroticism in advertising is certainly one of the most powerful weapons in the arsenal. But it is still crucial to use it skilfully and appropriately if it is to create a benefit and avoid damage. Although eroticism is associated with a strong emotional effect, the sexualisation of emotional responses may nevertheless obstruct or even block the cognitive message behind the overarching advertising claim. The crux is to achieve a successful blend of sex appeal and product presentation. 
• What are the effects of sexual motifs in advertising? Erotic advertising copy activates strong sexual responses in both genders. Erotic advertising triggers a less product-based response than advertising without erotic aspects. An erotic style precipitates a more pronounced appraisal of how the advertisement is put together, but can at times distract attention away from the claim and the product (vampire effect). It is likely that erotic advertising rarely achieves the desired emotional transfer.􏰃Reasons: the model and/or the staging appear exaggerated or too fake. Brands need an erotic touch and/or must credibly seem erotic in themselves, as an erotic appeal through advertising will otherwise not work. 
• Which questions that are crucial to communication are answered in the creative brief? o What must the communication achieve? o Who are we talking to? o Which thoughts/feelings do we want to trigger?o What reasoning can we provide?o Which tonality will we use?o What must we consider? 
• What must a planner state in the creative brief to inspire the creative professionals and, as it were, trigger the 'mental images'? Use consumer insight to justify your proposal. So what defines a good planner/strategist? o He/she understands the longings and dreams expressed in the consumer insights. o He/she loves the brand (brand insight). o He/she finds the fascinating connection/the magic link(proposition). To do this, he/she needs to blend empathy with analysis and pick clear and inspiring terminology!  Planning means creative thinking, and therefore comprises the following tasks: o understanding the customer's business o understanding the customer's brand o clarifying the role that communication will playo taking the central insight to find the message that will inspire the creative professionals 
• What are the communication policy targets? Economic Communication tragets: Increase sales Save costs Psychographic communication targets: Increase brand, i.e. company awareness icrease intentions to purchase  improve attitudes and images positioning of brand, i.e. company
• Explain the categorisation of the psychographic advertising targets. Cognitive advertising targets Awareness and perception of commercials knowledge of brands and products knowledge about product benefits Affective advertising targets interest in product groups attitudes/image product and brand positioning emotional experience of brands Cognitive advertising targets information behaviour purchase intentions test purchases repeat purchases
• show the gaps between positioning and communication? draw
• Show the Direct and indirect success factors in respect to brand positioning draw
• Draw the brand steering wheel using a brand as an example! draw
• Draw the brand steering wheel draw
• Explain the Identity approach by Meffert & Burmann draw
• Explain the Identity model by Bates! draw
• Explain the Identity prism by Kapferer! draw
• Explain the The brand identity model by David A. Aaker! draw
• How has Brand value has developed to become value communication? draw
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• Explain the identity-based brand approach draw
• What are brand values for consumers? navigation tool ease function qualtity assurance function identification function prestige function trust function
• What does brand value for companies mean? Value enhancement for company leeway in price policies platform for new products segment-specific market processing customer loyalty differentiation from competition establishment of preferences

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