STRENGTHENING ATTITUDE AS AN ADVERTISING OBJECTIVE

sunandaC

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STRENGTHENING ATTITUDE AS AN ADVERTISING OBJECTIVE

All these communication models are centered on the three stages of the buying behaviour of consumers.

The three stages are:

Cognitive Stage

The cognitive component deals with cognition, or knowledge; it is the power of knowing, perceiving or conceiving ideas about the product. It is dealing with the basic information that a consumer needs to know. A customer needs to be exposed to the product and understand its usage before he actually purchases it.

Affective Stage

The effective component deals with the affections/emotions. For example, feelings of likes or dislike towards objects are dealt on the effective plane. It is at this stage that the consumer will either have preference or liking towards the product or he will develop a dislike. This stage shows his attitude towards the product, whether he is for or against the product.

Behaviour Stage

This is the stage when the consumer, after having the knowledge and developing the liking or disliking towards the product, will ultimately lead into a purchase of the product or rejection of the product. He would first try the product and develop loyalty towards it or he is completely convinced that the product is good and would purchase the product.

Attitude is the central theme in advertising management

What is attitude?

Attitudes are usually defined as a disposition or tendency to respond positively or negatively towards a certain thing (idea, object, person, and situation). They encompass, or are closely related to, our opinions and beliefs and are based upon our experiences.

Since attitudes often relate in some way to interaction with others, they represent an important link between cognitive and social psychology.

Attitude changed, main concern of communicators

Attitude changed on the part of the target audience is the main concern of marketing communicators. People normally resist change and dislike someone trying to influence the attitudes, especially when those attitudes are strongly held and cherished by them.

Still, attitude changes do take place perennially, because attitudes are not static. The advertising communicators know that attitudes are permeable and maneuverable through appropriate means.

He does not venture to bluntly attack the strong held attitudes of its target audience.

Instead his attempts are a persuasive process of communication, the process sometimes lasting for years, spread probably over several campaigns. But the fact remains that his job is audience persuasion, i.e. shaping the attitude of the audience in his favour. And the advertising message is his tool.

How is attitude linked to advertising?

Attitude is a very personal issue. Each individual’s attitude is different from others. When a product is introduced, the company needs to understand its target audience. The company needs to understand the attitude of the target audience towards its brand. If this attitude is negative, the company first needs to build a positive attitude towards its brand. Once the attitude is favourable toward the product, the company needs to strengthen it and make its audience brand loyal.
 
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