Yale Model of Communication

Source of the Message

• Credibility of the source increases attention and attitude change.
• Expertise and trustworthiness perceived by the audience are key.

Content of the Message

• Clearly stated aim and strong argument are crucial.
• Presenting both sides of an argument is more effective.
• Use of evidence such as statistics boosts persuasion.

Channel of the Message

• Delivery mode affects persuasiveness (e.g., TV, social media).
• Different modes may work better for different audiences (e.g., younger audiences may respond better to social media).

Audience of the Message

• Younger (18-25) and less intelligent audiences are more persuadable.
• Intelligent audiences require valid, evidence-based arguments.

Effect of the Message

• Attention and retention lead to opinion and behavior change.
• True effectiveness is measured by behavioral change.

Advertising Media: Ciceri et al. (2020)

• Comparison of media: internet vs. paper formats.
• "Banner blindness" limits internet effectiveness.

Procedure

• Mock newspapers across three mediums: laptop, paper, tablet.
• Eye tracking and EEG used during reading.

Results

• More fixation time and better recall on tablets.
• Less frustration with paper and tablet ads.

Evaluation

• High validity and reliability but lacks ecological validity.

Product Placement in Films: Auty & Lewis (2004)

Aim

• Investigate product placement's effect on children's choices.
• Examine age-related differences.

Procedure

• Experimental and control groups watched different film clips.
• Choices and recall of Pepsi were analyzed.

Results

• Experimental group chose Pepsi more.
• Previous exposure increased effectiveness.

Evaluation

• High validity and reliability but ethical concerns with using children.

Effective Slogans: Kohli et al. (2007)

Key Elements

• Slogans, logo, and name are crucial for brand identity.

Recommendations

• Long-term view, clear brand positioning, and repetition enhance effectiveness.

Brand Recognition in Children: Fischer et al. (1991)

Aim

• Investigate children's brand awareness.

Procedure

• Children matched logos to product categories.

Results

• High recognition of children's and some adult brands, including cigarettes.

Conclusions

• Environmental advertising is powerful.

Advertising and Consumer Personality: Snyder and Debono (1985)

Aim

• Examine the influence of self-monitoring on product consumption.

Procedure

• Participants received different marketing messages about shampoo.

Results

• High self-monitors preferred image-based messages; low self-monitors preferred quality-based.

Marketing Mix Models

The 4 Ps (McCarthy)

• Product, Price, Place, Promotion.

The 4 Cs (Lauterborn)

• Convenience, Consumer needs, Communication, Cost.