Impact and Effectiveness on Viewer Engagement
It is agreeable that zipped commercials have considerable impacts on viewers (Rouwenhorst 2009, p. 3). In this context, zipping refers to the fast-forwarding of a television commercial advert. This eliminates the audio elements of an ad while retaining the visual elements (Rohloff 1966, p. 239).
Many people have practiced the behaviour. Concurrently, it is still effective in capturing the attention of viewers. It has the capability to retrieve and reinforce information that the viewer previously acquired. Thus, zipped commercials can work effectively as ‘reminder ads’.
They can still be effective since as the number of repetition increases, viewers can recall key information (Stout & Burda 1989, p. 23). This is a vital provision when considered critically. The viewers are likely to recall the purpose of the concerned product as well as its brand name. In addition, repetition can shape the attitude of the viewer, either positively or negatively.
The impact of repetition on viewers’ attitude depends on the cognitive responses (Kitchen 1986, p. 343). In this way, they are consistent with cognitive theories of consumer behaviour. The repetition of the commercials act as stimuli and the viewers respond in different ways. These ads tend to get higher consumer involvement. The ads that appeal to the emotions of the viewers tend to be higher in involvement.
These ads focus on visual images and emotional appeal. Additionally, the concerned ads are loaded with visual images and music to capture attention of viewers. Additionally, ads that tend to be higher in involvement are those linked to high-cost products and services.
These may include advertisement of vehicles, financial services and homes. These ads tend to make viewers act irrationally at times (Morrison 1997, p. 317). It is important to understand these commercial provisions in the context of their relevancy and appropriateness.
How One Should Judge the Effectiveness of Television Commercials
Evaluation of television commercials’ effectiveness can be a challenging task for advertisers. Viewers are affected differently with the adverts made through televisions. One should follow AIDCA formula to judge the effectiveness of television commercials. AIDCA is an acronym that stands for Attention, Interest, Desire, Credibility and Action.
One has to evaluate the attention the advert receives within the first seconds the television commercial appears. This is to ensure that viewers are interested, and are watching the advert. The features of the advert are to create this attention.
The television commercial can use images, statements or situations that create interest. Additionally, the commercials should use images and statements that are of interest to the target audience (Jin, Suh & Donavan 2008, p. 45).
Secondly, one should evaluate whether viewers’ attention to the television commercial can be maintained. In this case, focus is on the interest that the television commercial creates. An effective television commercial should be capable of holding the viewer’s attention throughout the commercial.
Retention of viewers’ attention for a long time ensures that the viewers get the message of the advert (Mohammed, 2010, p. 2). The television commercial should do this by continuing with the theme that captured the attention of the viewers.
Thirdly, one should check whether the concerned television commercial creates desire. The ad should create a desire by communicating benefits that the viewer can get by using a product or service. It should inform the viewers the benefits of using a given product.
This is vital since the ad can manage to capture viewers’ attention but fail to convince the viewer to purchase the product (Shoham 1996, p. 5). In this case, the television commercial will have used the company’s resources, and failed to bring new customers. This means the television commercial is ineffective.
One should also check whether the television commercial is credible or not. The commercial may manage to convince viewers to purchase products. However, it is vital that they have the correct information.
The television commercial should provide viewers with the right information about a product or service. Credibility attainment can be through association of the advertised product or service with names of well-known brands. However, there are other ways of obtaining credibility.
Finally, one should check whether a television commercial provides viewers with contact information. The importance of this is to ensure that interested viewers have a way of obtaining the product or service.
The television commercial should provide information about location of the business, quantity available, and times of operation. It is vital to consider these provisions when scrutinising various aspects of zipped commercials as indicated earlier.
Recognition and Recall of the Brand Name
The recognition/recall of a brand name is a fundamental aspect that can be used in judging commercials. They are techniques that search viewers’ memories to trace whether they are aware of an existence of a brand or service.
Recognition technique is usually direct while recall is an indirect approach to viewers’ memories (Lerman & Garbarino 2002, p. 621). Both are indispensable in television adverts. However, they are not enough, as they are not sufficient in determining the effects of advertisements.
Recognition tries to access the memories of the viewers by use of a concept prompted through advertisement. It reminds the viewers that they have seen the product sometimes back. Recall occurs when one prompts with a product name as he looks for reaction on recall of the advert.
Recognition is a touching task and is more applicable in judging television commercials. On the other hand, recall involves the use of logic and is more applicable in judging print advertisement. Thus, using recognition in judgment of print advertisement may not be appropriate in the determination of whether a commercial is effective (Krugman 1966, p. 621).
Equally, use of recall in judgment of television adverts may not be successful in the determination whether a commercial is effective. Therefore, recognition and recall of brand name are not enough measures of determining the effectiveness of adverts (Kevin, Heckler & Houston 1998, p. 48).
Other measures are applicable in judging the effectiveness of television commercials. One of the other measures that can be used in determining the effectiveness of commercials is persuasive ability. Recognition and recall are attempts to ensure that the viewers have memory of existence of the brand.
On the other hand, persuasion checks the results that the advert has on viewers’ behaviour towards a brand. Persuasion checks the response that individuals have towards commercials. It does not check whether individuals recognise or recall the brand, but rather the response that individuals have towards the brand.
Ways Advertisers Could Counteract the Effects of Zipping
Advertisers can counteract the effects of zipping in different ways. Advertisers can increase the repetitive frequency of adverts. The negative effects of zipping include an increase in speed of advert presentation. This reduces the comprehension of the message that viewers achieve (Brasel & Gips 2008, p. 3).
However, by advertisers increasing the frequency of the advert, the viewers will be able to recognise the advert every time they zip. In addition, repetition improves processing ability of the viewers. It strengthens learning through intensification of associative linkages in viewers’ memories. These linkages in memory reduce uncertainty and enables viewers retrieve information from the ads that they zip.
In this way, advertisers are able to counter the effects of zipping. They will be able to increase the familiarity of the brand that the viewers have. The advertisers will thus be able to increase the cognitive output of viewers. Additionally, advertisers can use captivating audio, or music to accompany the visual adverts. The music can be of interest to the target group and thus they may view the advert simply to listen to the music.
Consumers can be encouraged to watch the concerned advertisements in real time through message and content involvement. Advertisers can use elaboration so that viewers can process both content and non-content messages (Andrews, Akhter, Durvasula & Muehling 1992, p. 45). Through elaboration, adverts can manage to convince viewers.
In addition, the advertisers can place adverts at periods when many individuals watch televisions (Martin, Vicky-Thuy-Uyen & Ji-Yeon 2002, p. 1). Advertisers can place adverts during news periods (Ward, Oliva & Reibstein 1994, p.38). This will ensure that viewers watch adverts in real time.
Moreover, consumers can be encouraged to view adverts by making the adverts attractive. This can be done by using visual images that are capable of capturing the required attention. Finally, advertisers can make adverts that seek attention of different segments of the market.
List of References
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