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Media Engagementand
Advertising Effectiveness
BOBBY J. CALDER and EDWARD C. MALTHOUSE
Presenter: Cher WANG
The quality of the Brand
The quality of the Message
Medium
What is Engagement?
Definition
The Advertising Research Foundation (ARF) defines engagement as follows: ‘‘Engagement is turning on a prospect to a brand idea enhanced by the surrounding media context’’ (ARF 2006).
What Engagement feels like?
A sense of• involvement• being connected with something
Comes from• experiencing something in a certain way
What is an Experience?
Definition
• A simple answer is that an experience is something that the consumer is conscious of happening in his or her life.
• “. . . we have an experience when the material experienced runs its course to fulfillment. Then and then only is it integrated within and demarcated in the general stream of experience from other experiences . . . is so rounded out that its close is a consummation
and not a cessation. Such an experience is a whole and carries with it its own individualizing quality and self-sufficiency. It is an experience. ” (John Dewey)
Engagement and Experiences
Engagement as Motivational Experience
the sum of the
motivational
experiences
consumers have
with the media
product
Analysis of Engagement and Experiences
Identifying Experiences
The Four Types of Engagement Experiences
breadth
The Four Types of Engagement Experiences
• Transportation: where the activity itself is the goal
• Promotion/Prevention: where the goal is extrinsic to the activity
• Rejection: when the goal is extrinsic to the activity
• Irritation: when the person wants to avoid the activity itself
Levels of Experience Description
depth
identify common media experiences from qualitative research
Identifying Media Experiences
Method• Qualitative research in the
form of individual in-depth interviews with users. Each interview focuses on a specific media product, such as magazines, newspapers, TV, and online sites.
Logic• From qualitative interviews
they induce a large number of experience items.
• Then employ quantitative methods to explore the relationships among the items.
• Refer to these sets of items as experience metrics or scales and use them to measure experiences.
Results
Transportation experience
• Timeout Experience • Visual Imagery
Experience • Regular Part of My Day
Experience
Promotion/Prevention experience
• Talking About and Sharing Experience
• Utilitarian Experience • Makes Me Smarter
Experience • Credible and Safe
Experience • Community Connection
Experience
Results
Irritation experience
• Ad Interference Experience
Rejection experience
• Overload, Too Much Experience
An experience with a media product will ordinarily be a combination of different constitutive experiences.
Metrics for Measuring Media Experiences and Engagement
Why measure experiences and engagement?
• Experiences with media content can affect reactions to advertising. Marketers need to understand the experiences offered by various media vehicles when placing ads.
• As for media organizations, they should monitor consumer experiences as a marketing management tool.
• A media organization may wish to test new content to determine whether certain experiences can be improved.
How to measure experiences and engagement?
• Two methods:- a` la carte (means you order one dish at a time): for
measuring just the relevant experiences.
- table d’hoˆte (the restaurant or hotel dining room menu offers 3 or more courses for one price): for measuring a variety of experiences
A sample of “table d’hoˆte ”
Online Engagement and Experiences Measurement Model Used for Testing Effects on Advertising
Application:In the case of media products with a wide breadth of content and high degree of similarity with other competitive products across publications.
Engagement and Advertising Effectiveness
The effectiveness of advertising
The quality of the Brand
The quality of the Message
Medium• Execution(passive)• Constitutive experiences
(active)
How to prove constitutive experiences impact effectiveness of advertising ?
• Summarize several studies that demonstrate the basic effect.
• Examine how often this occurs generally and how important such context effects are relative to other factors such as the size and placement of the ad.
• Examine the hypothesis that advertising can be more effective when ads are experientially congruent with the media vehicle. (congruency hypothesis)
Study summary
• The extent to which readers experience the content of a magazine as Utilitarian or as Makes Me Smarter is related to standard copy-testing measures for a test ad.
• Web site users who are engaged with web sites are more positive toward an online travel agency (Orbitz) ad and are more likely to click on the ad.
Malthouse, Calder, and Tamhane (2007)
Examination of how important is the effect
• In another study of over 3,000 actual magazine advertisements, they show that the effects of experiences on ad recall and measures of the actions taken because of seeing the ad are very general, holding across this large sample of ads (Malthouse and Calder 2007).
• They also show that the experience effects are roughly comparable in strength to execution factors including the size (half-page, full page, etc.), placement (run-of-book, back cover, inner back cover, etc.) and the number of colors in the ad.
The research suggests that an ad appearing in the more engaging magazine will be more effective than the same ad appearing in the other magazine.
Examination of Congruence between Advertising and the Media Vehicle
• Evidence 1：‘‘ the medium and the advertised brand converge and become more similar in consumers’ minds’’ （ Dahle Bn (2005) ）
• Evidence 2： Experiential congruence is related to advertising effectiveness. (congruency hypothesis study)
Congruency hypothesis study
Method• Four magazines with four ads
are read primarily by women• Recruited readers of each of
the magazines to come to an online research site to view a copy of the cover of one of the four magazines and read typical content from it.
• The readers were asked about their Visual Imagery and Timeout experiences with the magazine and about their reactions to the ad.
Logic• Measuring experiences to the
experience of ads and asked whether congruence between the two experiences impacts advertising effectiveness.
Congruency hypothesis study
Ads Used to Test the Ad Experience-Media Experience Congruence Hypothesis
Online Magazine Testing Procedure
Result
Experiential Similarity: Four Magazines and Four Ads
The Relationship between Visual Imagery Congruence and Advertising Effectiveness
The smaller the distance between the ad and magazine, the more effective the ad.
The more the Visual Imagery congruence between the magazine and the ad, the more effective the ad.
Both media companies and advertisers need to give more thought to the congruence of ads with vehicles by considering the fit of ad experiences to media experiences.
Potential Negative Effects of Engagement
Current studies
• TV program Sex and the City: Engagement may not always enhance advertising. (Parker and Furnham 2007)
• Print media and ads & TV program(ER): Engagement can result in positive effects but sometime it can cause negative effects. (Wang and Calder 2006, 2007)
Future study
• How likely negative effects are and when they might occur?
• How the experience of the media product and the experience of the ad fit together and how intrusion can interfere with this process?
Engagement with the Brand
Engagement with the advertising
medium Engagement with
the advertised brand itself
Media engagement affects advertising and offers a new avenue to making advertising more effective.
The brand is the concept that defines and describes an experience that the marketer intends the consumer to have.
Integrated Marketing as the Identification, Measurement, and Improvement of Experiences
anything that
creates
experiences
a continuous feedback loop with experience identification, measurement, and improvement at its core
Future of Brands
• Is there really any choice but to look at the experience of the consumer and to focus on what would make a consumer have an experience with the product?
• Can marketing not be centered on finding and creating experiences for consumers?
The future of brands depends on finding and creating experiences, and not just experiences based on liking, but experiences reflecting engagement with what consumers are trying to make happen in their lives.
