MHO: High vs Low Credibility, Favourability vs. Confidence

In a research conducted to test the degree of credibility of medium in relation to the degree of favourability and confidence; Respodents was asked to fill up a set of questions before and after the message communicated...

Low credibility figure command less favorably in pre-message period, but command higher favorability post message…

Low credibility command high confidence level during pre message but command lower confidence level during post message level..

MHO: Physically Attractiveness

Physically attractiveness model are more effective in endorsing product that is "romantically oriented"! such as....Perfume....Sport Car...

MHO: Targeting Children?

Advertising that target children needs to understand younger one do not read, but older one read. Thus, message in advertisement vary due to the age of target audience.

Advertisement with spokesperson using finger pointing towards a package is more effective for younger children because it catches their attention, and may use their finger to point it back.

Mothers are usually easy towards older baby, and attend to their request when shopping; thus message can channel to those older baby, but must ensure message is straight forwards and easily pick up by target audience.

MHO: Is research everything?

Coke conducted a research on 200,000 consumers to test the taste of its new coke, and was confident is launching it. Nevertheless, the new product was a fiasco. Immediately after its launched, consumers started to boycott the New Coke. What they have done wrong, is to change consumers perception on their brand which had built a decade ago...they miss the bonding with the brand...

MHO: Something about Branding I read from book!

MHO: Benevolence is Asian's Value?!

Ability, Benevolence, and Integrity is what Asian care the most.

An Advertisement must be able to reflect these value in order to improve marketing efficacy.

Ability refers to the performance of your products, must be able to exceed your target consumers' need.

Benevolence refers to the sincerity of your advertisement, hard sell does not work in this case!

Integrity refer to the credibility of your brand in the market, be true to yourself and present the truth to consumers...

MHO: Left & Right Brain!

Gender differences means the way information is being processed is also different…

For Female, they use both side of the brains….

Use right brand (affectively driven…)

Use left brain (cognitively driven…)

For Male, they also use both side of the brain but it means differently…

Use right brain (Visually driven…)

Use left brain (Verbally driven…)

MHO: Luck vs. Ability

Photo from HERE

Confident person tend to attributes success to ability, and failure to bad luck.

Lack of confident person tends to attributes success to luck, and failure to ability.

Lack of confident person tends to believe external message more,

Confident person would believe external message less…

Thus, it is about turning a confident person into ‘lack of confident’ through communication to win preferences…

MHO: Effectiveness of Role Model

Photo from HERE!

Consumers can be influenced by role model in their purchase intention and behavior. Role model influences are attributed to 2 driving factors, a) Interest driven, b) Need driven.

When role model appearance in items where audiences are interested, it is effective.

When role model appears in items where audiences are in need of it, it is effective.

Role model can create impulse purchase only if it is interest driven!