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Advertisement: The Elaboration Likelihood Model
After determining the desired results of advertising activities, it is essential to find necessary appeals and bring them to potential buyers. In order to do this, it is necessary to identify potential buyers for whom the advertising is intended, to identify which media are most often and thoroughly perceived by the target audience. In addition, it is essential to determine the needs of potential buyers and the significance of the proposed product in their satisfaction. The elaboration likelihood model can help do it.
As a result of the variety of advertising that any audience is exposed to, there is a need for an interrupting idea. For example, MacDonalds repeats its slogan Im lovin it in their advertisements on TV, on billboards, and cars. This means an annoying repetition of the unique offer. In this case, the idea is persuaded through the central route. It requires a serious examination of the arguments that the message has (Lawson, 2014). Thus, when people hear how good fast food is, they remember it and choose the restaurant when going out.
The weaker way of transferring information in advertisements is through the peripheral route. Packaging, marketing, advertising, and PR play a vital role (The Elaboration Likelihood Model, n.d.). Photos, illustrations, captions, and comments used in advertising can become the most effective sales tool. They are eye-catching and provide an excellent opportunity to place a short, juicy text. Usage of a well-known personality, loved by many people, serves as an incentive to attract attention, for example, on Coca-Cola bottles. Therefore, it will make people consider buying these drinks instead of other ones with a simple logo.
Advertising plays a critical role in the lives of people around the world. To some extent, it determines ones image and lifestyle and has influence on views and attitude to oneself and the world around. In my opinion, the primary method has a more active impact on consumers. Thus, an obsession gets stuck in peoples heads and makes them constantly think about buying a particular product. It can influence consumers choice by providing them with accurate or misleading information that affects their preferences.
References
Lawson, A. (2014). An introduction to the elaboration likelihood model [Video]. YouTube. Web.
The Elaboration Likelihood Model. (n.d.). Communication Theory. Web.
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