Question

Visit the online sites of approximately five brands that appeal to you. Identify at least one example of each of the following efforts to enhance consumers’ MAO factors: Locate an effort to increase consumers’ motivation to process brand information. Find an advertisement that uses an exemplar to assist consumers in either accessing or creating a new knowledge structure. Identify an online advertisement that attempts to enhance consumers’ opportunity to encode information.

Answer 1

Considerable research suggests that advertising executional cues can influence communication effectiveness. Related research indicates that communication effectiveness is in part driven by consumers motivation, opportunity and ability to process brand information from an ad. however, little research has explicity linked executional cues to communication effectiveness via their impact on MOA and levels of processing. The authors present a framework that explicitly provides such a linkage. the framework highlights the mediational role of MOA in the relationships among executional cues and communication outcomes. It also provides a theoretical account that links apparently disparate cues to their common effects on motivation, oppurtunity or ability. The framework is complemented by a critical review of current measures of MOA and proposed measures based on the review. Research issues raised by the framework and the proposed measures are discussed.

Understanding the myriad research findings on advertising executional cues presents a challenge to both academicians and practitioners. A recent conference at the marketing science institute revealed that practitioners often must make decisions about creating or modifying ad executional cues while having little knowledge of the cues' likely impact on viewer processing. Recognising this problem, MSI designated research on the relationship between advertising executional cues and viewer information processing as a research priority.

Petty and Cacioppo identify two roles for advertising executional cues. One is to match executional cues to consumers' information processing levels. For example, when consumers are unlikely to deeply process brand information from an ad, the use of salient affect-laden executional cues may have a positive effect on ad and brand attitudes. Conversely, when consumers do deeply process the advertised message, different cues lead to favorable brand attitudes.

A second role for advertising executional cues, and the role, explicitly examined here, is to enhance consumers' motivation, oppurtunity and ability to process information from an ad. This second role is proactive , seeking to change the level of processing through the use of executional cues.