Advertising Theory Essay

2583 words - 11 pages

This journal is about Rossiter- Percy grind adverting planning.Rossiter –Percy proposes what amounts to a theory of emotions and motivations in advertising. The theory centers on the communication effect of brand attitude.Rossitier and Percy define brand attitudes consisting of essentially of a propositional link between a brand and purchase motivation. A consumer or a buyer could thus hold several attitudes towards a brand, depending on the purchase motivation operation at the time.
In definiding brand attitude in terms of motivation,Rossitier and Percy departs from the overall evaluation of attitude popularised by Fishbein and Ajzen(1975) and argue that brand attitude must have an ...view middle of the document...

Therefore i will say product type play an important role in influencing online purchase.
(Ajzen 1991) Intentions captures the motivational factors that affects behaviour and indicates how hard person is willing to try or how much effort he or she will exert to perform the behaviour. It emphasizes on if an online consumer at will to visit or not visit a website.
Product or brand types on consumer purchasing behaviour have shown ways to classify the product in terms of the situation in which the product, person and environment interact. According to the literature there are two major categorize products, on one dimension such as hedonic versus utilitarian or on two dimensions as in FCB grind (Vaugh 1980, 1986).
Audience involvement seems likely to influence or mediate the effectiveness of intended marketing communications; marketers have shown considerable interest in the phenomenon. If one could anticipate the degree and type of involvement a marketing communication or medium might enjoy with its target audience. It would better formulate communication strategy and tactics. (Krugman 1965, 2000; Petty et al.1983; Rossiter &Percy 1991; Kover &Abruzzo 1993; Poiesz& Robben 1993; Grunert 1996)
For instance, in the elaboration likelihood model (Petty et al. 1983) it is postulated that there are two basic ways in which a communication may influence its audience. High involvement communications are processed centrally and the audience engages more consciously with the communication to the extent that it may be 'elaborated', perhaps prompting the person consciously to revise an opinion or to consider purchasing in advance of other marketing contact (for instance, point-of-sale influences). Other communication ns may be processed peripherally if of little relevance, though they may still affect purchasing at point-of-sale with attitude change often occurring after trial. Centrally processed learning may occur after one exposure, while frequency may be a factor for learning if peripherally processed.
Rossiter and Percy (1991) note that individuals in a product category may differ in their involvement in products and brands depending on for example awareness of experience of and commitment to product and brand risk the audience associates with a purchase -- high risk presumably means advertising is worth processing in more detail; low risk means this is not the case. Greenwald and Leavitt (1984) identified four levels of involvement (in order from low to high) as pre-attention, focal attention, comprehension and elaboration with useful suggestions for measures to determine the extent of each.
Importantly, audience involvement is not always seen to be the Holy Grail in the sense that it is not always possible to achieve with low-involvement product categories and brands. However, it is a relevant situational factor that needs to be taken into account when planning and then evaluating advertising. In terms of planning, advertisers need to be...

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