AboutLeo Lingham Expertise I can answer questions on marketing, marketing planning,
product management, advertising, sales promotions, sales planning,
merchandising, direct marketing, and sales management.
Experience 18 YEARS WORKING MANAGEMENT EXPERIENCE IN BUSINESS PLANNING,
STRATEGIC PLANNING, MARKETING, SALES MANAGEMENT, AND ORGANIZATION DEVELOPMENT.
PLUS
24 YEARS OF MANAGEMENT CONSULTING IN STRATEGIC PLANNING,
BUSINESS PLANNING, PRODUCT MANAGEMENT, MANAGEMENT TRAINING,
AND BUSINESS COACHING.
Question QUESTION: Q.1 How will the role of advertising differ when the product involved is a consumer packaged product instead of a consumer durable? How will it differ for a retailer and an industrial advertiser? What part of the marketing program will advertising be assigned to in each case?
Q.2 A transformational ad must “ring true”. Must it have literal believability? You should not use transformation advertising for avoidance products such as oven cleaners. Do you agree?
ANSWER: SADHANA,
HERE IS SOME USEFUL MATERIAL.
REGARDS
LEO LINGHAM
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Q1 How will the role of advertising differ when the product involved is a consumer packaged product instead of a consumer durable? How will it differ for a retailer and an industrial? What part of the marketing program will advertising be assigned to in each case?
1.ROLE OF ADVERTISING
A.CONSUMER PACKAGED PRODUCT
-food products/footwear etc
-things get used up
-replaced frequently
-used regularly
-short product life cycle
-packaging variations
-product innovations
etc
B.ROLE OF AD
-create awareness.
-influence buy/ taste
-repeat purchase
-develop consumer loyalty
-build brand equity.
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A.CONSUMER DURABLE.
-product deesign
-product engineering
-product technology
-product innovations
-product high price
-used regularly
-long product life cycle.
etc
B.ROLE OF AD.
-create awareness
-sell benefits
-benefits of ownership
-build brand equity
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2. A transformational ad must “ring true”. Must it have literal believability? You should not use transformation for avoidance products such as oven cleaners. Do you agree?
THAT IS NOT TRUE
ALL ADS MUST ''RING TRUE''.
MOST PEOPLE MAKE BUYING DECISION, BASED
ON ''BELIEVABILITY''.
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---------- FOLLOW-UP ----------
QUESTION: If possible, i need proper explanation 4 this Question.
2. A transformational ad must “ring true”. Must it have literal believability? You should not use transformation for avoidance products such as oven cleaners. Do you agree?
Answer SADHANA,
HERE IS SOME USEFUL MATERIAL.
REGARDS
LEO LINGHAM
==================================
DEVELOPMENT OF THE TRANSFORMATIONAL
FRAMEWORK
A transformational advertisement is defined as "one which associates the
experience of using (consuming/owning) the advertised brand with a unique set
of psychological characteristics, which would not typically be associated with
the brand experience to the same degree without exposure to the advertisement"
A key aspect of this definition is that it is the
advertisement itself that links the brand with the capacity to provide the consumer
with an experience that is different from the consumption experience that would
normally be expected to occur without exposure to the advertisement.
As an example,
most football fans can recall the live Schlitz Beer blind taste tests
which occurred at half-time intermissions during televised National Football
The advertising that associates product usage with certain feelings, images, or meanings that then transform the experience of using the product. For example, a transformational ad could make the experience of using a product warmer or more exciting
THEN,Advertising that presents factual, usually verifiable, information about the product or product usage.
DEFINITIONS OF INFORMATIONAL AND TRANSFORMATIONAL ADVERTISING
Informational Advertising
Presumably every advertisement includes some element of information, be it nothing more than the identity of the advertised brand. We define an informational advertisement, however, as one which provides consumers with factual (i.e., presumably verifiable), relevant brand data in a clear and logical manner such that they have greater confidence in their ability to assess the merits of buying the brand after having seen the advertisement. An important aspect of this definition is that an advertisement can be designed with the intention of providing information, but it does not become an informational ad unless it is perceived as such by consumers. Rather than residing wholly within the advertisement, this definition resides in the consumers' perceptions of the ad's contents.
For an advertisement to be judged informational in accordance with the preceding definition, it must reflect the following characteristics:
1. Present factual, relevant information about the brand .
2. Present information which is immediately and obviously important to the potential consumer.
3. Present data which the consumer accepts as being verifiable.
Transformational Advertising
A transformational advertisement is one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement. Thus, advertisements in this category "transform" the experience of using the brand by endowing this use with a particular experience that is different from that of using any similar brand. It is the advertisement itself which links the brand with the capacity to provide the consumer with an experience that is different from the consumption experience that would normally be expected to occur without exposure to the advertisement.
For an advertisement to be judged transformational, it must contain the following characteristics:
1. It must make the experience of using the product richer, warmer, more exciting, and/or more enjoyable, than that obtained solely from an objective description of the advertised brand.
2. It must connect the experience of the advertisement so tightly with the experience of using the brand that consumers cannot remember the brand without recalling the experience generated by the advertisement.
Transformational advertising is comparable to other psychological descriptors often applied to advertisements (e.g., mood, emotional, feeling, and image advertisements) in that it is essentially affect-based rather cognitive-based. However, these descriptors represent necessary but not sufficient conditions for a transformational advertisement. The transformation occurs when these descriptors are explicitly related by consumers to the experience of owning or consuming the advertised brand.
It is worth noting at this point that information and transformation are not mutually exclusive categories of advertisements. They are, however, exhaustive. Thus, any given advertisement can be classified as belonging to one of four basic categories: (I) High Transformation/ Low Information, (2) Low Transformation/High Information, (3) High Transformation/High Information, and (4) Low Transformation/Low Information. Each of these categories is hypothesized to produce varying effects on the traditional measures of advertising effectiveness, and these effects are the basis for a series of theoretical propositions which are given and discussed below.
THEORETICAL STRUCTURE
The theoretical antecedents of transformational advertising derive from three diverse research areas:
(1) emotion ;
(2) vicarious classical conditioning ; and
(3) motivation research .
The essence of transformational advertising lies in the concept of generalized emotion . Described as an emotional state in which no situational cause is involved, generalized emotion affects an individual's knowledge structure in several ways, two of which are germane to transformational advertising.
First, it tends to facilitate the selective recall of past experiences associated with the same state. In effect, it acts as a memory search function for a class of experiences which have in common a similar quality of emotion. Importantly with respect to transformational advertising, this process occurs rather effortlessly, and furthermore, the association is based on drawing similar feelings from past experiences into active memory rather than the recall of the actual experiences. Thus, an advertisement which encourages consumers to "Reach out and touch someone by showing a scene depicting warm human relationships does not produce an effect by prompting consumers to recall prior telephone conversations with specific individuals. Rather, it associates the similar feelings generated by past (but not necessarily similar) experiences with present experience of making a long distance telephone call.
A second characteristic of generalized emotion is that it acts as a selective focus to create new fantasies which will then be associated with this state and its subsequent expression . This is evidenced by a television commercial no longer being aired which invited consumers to Come to Marlboro Country. Viewers were free to overlay their own feelings and fantasies onto the scene, and these feelings and fantasies then became permanently associated with the experience of smoking the advertised brand of cigarette.
In both or the preceding instances, the effect of the advertisement was to transform the experience of using (consuming) the advertised brand to reflect the feelings evoked during the exposure to the ad. Moreover, these feelings are not necessarily based on prior experiences with the brand or product class but rather are based on prior similar feelings, regardless of the original source.
THIS ANALYSIS REVEALS THAT TRANSFORMATIONAL AD
SHOULD BE OBJECTIVE / FACTUAL AND NOT SEDUCING
THE VIEWERS.
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