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Advertising Effects

It has long been known that repeated visual exposure to an object can affect an observer’s preference for it, initially rapidly increasing preference, and then eventually lowering preference again.

VIEWER INVOLVEMENT

  • High Involvement

Print media is considered to be highly interactive, requiring the reader to focus on the add

  • Low Involvement

Broadcast media like television are considered to be low involvement because it does not require focus to gain your attention

Theories

Consistency Theory

Media Multiplier Effect

Cognitive Response Theory

"Why should we care to be informed consumers?"

  • New Technology = New Ideas = New ways for advertisers and marketers to do business.
  • There is a constant in the evolution of advertising = US, the consumers.
  • "The viewer who does not know much about the social scientific research methods might be inclined to take the spokesperson's word." (Fundamentals of Media Effects)

Thank-You

Remember advertisers spend a lot of money

to learn about how we interact with the media

and how the media will, in-turn, have an effect

on us.

They want to control the effect.

What "THEY" Know: 5 Consumer Characteristics Which Influence Effectiveness of Ads

1. Attitudes toward the medium.

2. Uses of the medium.

3. Involvement while using the medium.

4. Mood states affecting media usage.

5. Interactivity of the medium.

Advertising Effects: Being An Informed Consumer

What kind of questions about propaganda and the freedom of speech does this ad present in relation to advertising effects?

TEST YOUR ADVERTISING EFFECTIVITY RATING MIGHT!

Rate the Effectiveness

What kinds of questions

about the physical body

does this ad present?

Think about how

effective these ads are

Rate the Effectiveness

What kinds of questions about

physical body issues does this present?

Rate the Effectiveness

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