A very interesting and useful article

Today I read one article called Central and peripheral routes to advertising effectiveness- written by Cacioppo and Petty, Schumann

It is assumed in this article that people have different attitudes toward advertising whether if they have a high or a low involvement state of mind.  These two different states of mind mean that consumer should be approached by advertisers in two different way. Indeed, there are two different routes to take: the central rout and the peripheral route.

Definition of central and peripheral routes

Central route =>  refers to the situation where the consumer evaluate, recall, and show a critical judgement toward the advertisement (the product). They don’t need to be influenced by a personnality/ an endorser, a lambda citizen is sufficient.

Peripheral route => when a consumer simply associate the advertisement (the product) with positives or negatives cues. They need to be persuaded by the presence of a personnality who come as an endorser of the product to draw their attention; Peripheral main goal is to raise the brand awareness.

Involvement

When they are highly involved in a product purchase, consumers are likely to feel much more concerned by the advertisement.

For instance, before buying a new laptop the consumer will be more sensible to laptop advertisments. The consumer will search information, persuasive arguments and will adopt a critical thinking. This is called the central route. When consumer is using the central route, advertisement should focus on convincing message, presenting normal citizen/ or an expert rather than using a personality.

When consumers show a low involvement state of mind, to buy daily products such as cereals or vegetables for instance, they don’t need to develop a critical thinking. Thus, advertisement doesn’t need to focus on precise and strong argument. The presence of a celebrity is sufficient to draw the consumer attention

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First introduction with the ‘Advertising & Marketing Communications’ course

During the introduction lesson we worked on three interesting advertisements that had hold the attention of Sally Abbott, the global marketing director of Weetabix.

http://bcove.me/g061w4cz

For each advertisements, our groups had to determine the goal of this campaign, how did they do this, and what was expected from the viewers.

The one that really hold my attention was the first one for Heinz Ketchup.

The goal of this advertisement is to show that Heinz Ketchup is a moment of pleasure to share in family, whatever the age and the generation, whatever the food you are eating. This keetchup makes connection bewteen people anytime, anywhere : anybody can recognize itself. The goal is also to show that Heinz Ketchup is the only ketchup that prevail over the rest, being known by everyone.

To do that, different family scenes are shown at the restaurant, at a party, at home, showing younger and older people, all together or even alone. Everyone can recognize itself or someone else when seing the man who is scrubing the ketchup jar. To emphasize the fact that Heinz prevails over the other products, the labels of the other brands don’t appear when opening the fridge, as if nothing else exists but Heinz Ketchup. To point out the brand awarness, they didn’t say a world about the product itself, to show that the brand means everything (quality, the only one to chose among other, it has to be Heinz).