The psychological effect of advertising, we all know what advertising is, and we all see the figure of advertising. To sum up, advertising lives around us, but we don't know much about the definition of advertising terms. So what is the psychological effect of advertising? Let's have a look.
The psychological effect of advertising 1 The measurement of the psychological effect of advertising is based on factors that indirectly promote sales, such as advertising ratings, interests and desires, product popularity and so on. , as well as the recipient's impression of the advertisement and the psychological effect caused by it.
assay method
The measurement of advertising psychological effect can be roughly divided into pre-measurement, in-process measurement and post-measurement.
The pre-judgment of advertising psychological effect refers to the evaluation of advertising works by advertisers before their completion or official release, including:
(1) Expert opinion synthesis method-After the completion of advertising work or media combination scheme, several alternative schemes are usually put forward, and experienced advertising experts, authoritative figures and marketing experts are invited to make calculations, so as to predict the effects of advertising work and media combination mode in many aspects and at many levels.
(2) Consumer evaluation method-refers to selecting a certain number of representative consumers, judging according to their preferences for advertising forms, and directly examining the advertising effect. You can ask internal staff or peers to evaluate it, or you can directly consult customers.
(3) Checklist method, also known as scoring method, refers to several advertisements representing different ideas of the same product, so that the judges can determine which advertisement can attract people's attention more from the comparison, so as to select the best one.
(4) Verbal response method-means to show an advertising work to consumers for a few seconds, and then take back the advertising work, asking consumers to immediately say or write down a few words that he thought of at that time, and then the tester will sum up the consumer's reaction words for psychological analysis, so that consumers can judge their psychological reaction to the advertisements they see through the association generated by advertising stimulation.
Determine the attitude towards the product.
(5) Mechanical measurement-including the measurement of human visual habits; Determine the arrangement order from the readability of direct writing and horizontal writing; Instant exposure test, such as which part is first seen when reading the copy;
(6) Concept measurement-testing the concept of advertising performance to find the most appropriate way and the most impactful strategy, thus serving as the basis for advertising attacks.
(7) Program analysis-means to test the audience's liking for programs or advertisements before the program is broadcast. The usual method is to let the testee watch the radio program. When the examinee thinks the advertisement or program is eye-catching or interesting, he presses the green button, and when it is interesting, he keeps pressing it. When it is unattractive or boring, he presses the red button, and when both are unattractive, he doesn't press the button.
Determination content
The evaluation of the psychological effect of advertisements is mainly the measurement and evaluation of a series of psychological reactions caused by advertisements, and the specific contents include:
Measurement of perception
The measurement of perception is mainly to measure the effect of advertising arrival, that is, to investigate the media contact of advertising audience. The survey contents include the ratings survey of electronic media and the readers survey of print media, and the specific contents include:
What is the penetration rate of consumers' home TV in the area where advertisements reach? What time do you watch TV programs every day? Which TV program is the most popular; What is the regional circulation of newspapers and magazines in the area where the advertisement arrives? How about reading newspapers and magazines? What is the composition of readers?
Cognitive level assessment
Cognitive evaluation mainly evaluates the popularity and attention of advertisements, that is, consumers' cognition of enterprises, commodities and trademarks.
There are two main reasons for enterprises or advertising companies to choose print media: one is circulation data, and the other is reading rate data. Due to the lack of supervision and management in China like that of foreign ABC industry associations, the circulation data claimed by various media have always been regarded as distorted by the advertising industry, especially the reading rate.
Psychological effect of advertisement 2: the content of measuring psychological effect of advertisement
The purpose of advertising psychological effect measurement is to investigate the influence of advertising information on consumers' psychological activities and buying behavior after it is spread through specific media. Since the purpose of advertising is to influence consumers' psychological activities and buying behaviors, it is bound to be related to consumers' psychological process.
The influence of advertising on consumers is reflected in the process of consumers' cognition, emotion and will. A series of psychological effects of advertising information on consumers are also reflected in the perception, memory, thinking, emotional experience and attitude tendency of advertising content. Therefore, the determination of advertising psychology can be directly carried out in the above psychological process.
(A) the determination of the degree of perception
Only through people's perception can advertisements let consumers know about the existence of a product or enterprise and achieve the purpose of influencing purchase. In advertising activities, it is an important psychological means to attract consumers' attention by using the formation law of human sensory image to stimulate interest and desire. Therefore, measuring consumers' perception of advertising content is one of the standards to measure the effect of commercial advertising.
Consumers' perception of advertising content should generally be measured at the same time or shortly after the advertisement is released to ensure the accuracy of the measurement and avoid being disturbed by forgetting.
The main methods are mechanical investigation, diary investigation and interview. The contents of the survey are mainly TV ratings, radio listening rate, newspaper reading rate, and the popularity of advertising companies or products among consumers after broadcasting advertisements.
(2) Determination of memory efficiency
The cumulative stimulation of advertising can also have a great impact on consumers' consumption behavior. This is also one of the reasons for the return of advertising. Its principle of action is cumulative stimulation, which depends on the efficiency of consumers' memory of advertising content.
The so-called memory efficiency refers to the level of consumers' retention and recall of key demands for advertising content. Advertising media, advertising content, advertising skills, advertising time and other factors, as well as the age and personality of consumers, will have an effect on the memory efficiency of advertising appeals. Memory is of great value to stimulate the purchase behavior of potential consumers.
When they have demand, they often unconsciously recall the trustworthy or favorite goods, thus affecting the purchase decision. Therefore, the efficiency of consumers' memory of advertising content has a great and long-term impact on the economic benefits of specific advertisements.
Generally speaking, it is necessary to measure the memory efficiency regularly, and the main methods are recall, recognition and learning.
(C) the determination of mentality
Consumers often enter the stage of thinking about advertising content after they have a perceptual knowledge of advertising content. Consumers' thinking about advertising content is mainly manifested in their understanding of advertising concepts. Therefore, measuring consumers' thinking state is actually to investigate consumers' understanding of advertising concepts.
The determination of thinking state is generally based on the appeal focus or psychological goal of advertising and the relevant organizational parts of advertising creation to examine consumers' understanding. Generally, the method of inquiry and investigation is adopted. The question is "peeling bamboo shoots", such as what does it mean-why-what will happen? Decomposition layer by layer, so as to grasp the consumer's understanding of advertising.
Emotional arousal survey
Meaningful advertising information often stimulates propagandists and easily stimulates consumers' emotional reactions, especially some suggestive advertisements are more effective in this respect. Only by stimulating consumers' positive emotions can advertisements better promote their desire to buy.
Therefore, the determination of emotional stimulation is also an indispensable basis for judging the advertising effect. The determination of emotional arousal is generally carried out by comparative test or inquiry.
(5) Determination of attitude change
The effect of advertising is, in the final analysis, a means to change consumers' attitude towards a certain enterprise, a certain trademark or a certain product, enhance their purchasing confidence and promote their purchasing behavior. So it is also very important to measure the effect of an advertisement and the change of attitude.
The determination of attitude change is generally achieved through the investigation of consumers' consumption motives. By understanding the psychological reaction of consumers after being stimulated by advertisements, we can measure the influence of advertisements on the changes of consumers' attitudes.
Psychological effects of advertisements. Classification of advertising effects
Advertising effect is the comprehensive effect of advertising on its audience through advertising media. That is, the sum of the useful effects obtained by consuming social labor in advertising activities.
According to the different requirements of advertising effect, there are many standards for the classification of advertising effect measurement:
1. According to the content of advertising effect, advertising effect can be divided into self-effect, economic effect and social effect. This is the basic classification of advertising effectiveness measurement.
Self-effect, also known as psychological effect or contact effect of advertisement, refers to various psychological effects on the receiver after the advertisement is presented, including the influence on the audience's perception, memory, understanding, emotion, behavioral desire and many other aspects. This is the core part of the advertising effect. Reflect the effectiveness of advertising information dissemination.
The most direct economic effect refers to the advertising sales effect, that is, the changes in sales and profits of products and services caused by advertising activities, as well as the changes in sales and competition of similar products and related market economic activities.
The social effect of advertising means that advertising activities not only play a role in people's consumption behavior and changes in consumption concepts, but also have an impact on the culture, morality and ethics of the whole society.
2. According to the overall procedure of each advertising activity, the advertising effect can be divided into: pre-measurement, in-process measurement and post-measurement.
Prediction mainly refers to the evaluation of advertising works and media combination and the prediction of the implementation effect of advertising activities, including the prediction of advertising creativity and advertising works. The commonly used measurement methods are experimental method or field investigation method;
In-process measurement refers to the timely understanding of consumers' reaction to advertising activities in the actual environment during the advertising process. Market experiment method, reply method and segmentation method are commonly used to measure the advertising effect.
After the activity, it is often necessary to make a comprehensive evaluation of the effect after the advertising activity. For example, statistical analysis and experimental methods are usually used to investigate the sales effect and psychological effect of advertisements.
3. According to the length of advertising activity cycle, advertising effect can be divided into short-term, medium-term and long-term advertising effect. In other words, immediate effect or potential effect. Immediate effect refers to the immediate response caused by advertising activities in the field of advertising communication, mainly referring to the immediate sales effect; The potential effect is the influence of advertising on the audience's concept, such as the increase of trust and goodwill.
These conceptual influences may be hard to see for a while, but after repeated, consolidated and intensified advertising activities, they will gradually emerge.
4. According to the requirements of advertising planning, the measurement of advertising effect can be divided into: target effect measurement, performance effect measurement, media effect measurement and so on.
5. According to the product market life cycle, advertising effects can be divided into: introduction advertising effect, growth advertising effect, mature advertising effect and recession advertising effect.