Effective Advertising Essay Example | Topics and Well Written Essays - 3250 words

Effective Advertising - Essay Example   Ã‚  Ã‚   Although marketers and creative directors may be thoroughly familiar with the rational approach and may have learned much about mnemonics and long-term memory, many are still in the dark regarding the unconscious side and motivation. What is presented here is the integration of all three aspects of advertising, leading to a totally integrated three-dimensional approach to advertising and marketing.   Ã‚  Ã‚   It is imperative to examine three-dimensional advertising and marketing in detail, especially with reference to the second dimension: motivation.    The First Dimension of Advertising and Marketing: Logic, Rationalizations, and Justifications   Ã‚   Logic and rationalization are the first dimension of advertising and the one that is the most familiar. They also are the most exploited dimension in advertising. That is because most marketing approaches are based upon traditional market research, and traditional market research asks people logical questions. Henc e, consumers respond accordingly: with logic and the left side of their brain. Since humans want to appear logical and rational, they give logical and rational answers. They respond not only to other people, but also to themselves. These are rationalizations. They may be true or untrue. They are what the consumer wants to believe, and they are what the consumer wants others to believe. Rationalizations are the most common form of advertising. They work either on the front end or as reinforcers, after the decision has been made. Rationalizations influence the emotions.... Hence, consumers respond accordingly: with logic and the left side of their brain. Since humans want to appear logical and rational, they give logical and rational answers. They respond not only to other people, but also to themselves. Typical of the answers and rationalizations that are given are: "I bought it because I'll never see it at that price again." "When these are all gone, there won't be any more." "These coupons cut the price nearly in half." "I really needed it." "The salesman offered me a deal I couldn't resist." "I bank at First because it's so convenient." "I like the people at the Apple Tree Restaurant; they're friendly and go out of their way to please." "Even though I have a two-hour commute to the city, the taxes are much lower out here." These are rationalizations. They may be true or untrue. They are what the consumer wants to believe, and they are what the consumer wants others to believe. Rationalizations are the most common form of advertising. They work either on the front end or as reinforcers, after the decision has been made. Rationalizations influence the emotions. They are obvious, and they are powerful. They are motivating.The problem is that at some point before the sale is made the consumer has to deal with emotion. Also, rationalizations do not feed into brand loyalty, positioning, unique selling, and marketing propositions. That is why people buy ABC instead of XYZ, and what has to be done to change them. Consumer decisions are based primarily on emotion and not reason. Even so, rationalizations are an important part of the purchasing process.Kowata and Buck ( 1995) illustrate the relationship between rationalizations and emotions (affect) in a cross-cultural study. According to these investigators,