Advertising Exposure is a presentation of an advertisement to the audience or its customers. All advertisers from huge organisations to small business owners are required to estimate the number of exposures necessary to achieve the objective. The universal advertising objective is to prompt the consumers to buy and use the product or service, to reconstruct the attitude towards your brand and enhance the excitement.
The subject of effective frequency is quite complicated. Many people have various definitions of what this word means. There are a number of studies with their own theories and models, as to what the exact number for effective advertising frequency is.
Advertising Exposure Model
An advertisement message creates awareness, conveys information about the benefits and features, builds a brand image, endows the brand with certain feelings, links the brand with the group norms, and incorporates purchase behaviour. Exposure to an ad can initiate any of these processes. This creates a perspective in us towards the brand. If the perspective is favourable, it leads to purchasing action.
The Advertising Exposure model is a persuasion process which explains the various processes that occur once the consumers are exposed to an advertisement.
- Firstly, exposure to an advertisement creates awareness about the particular brand, leading to an emotion of familiarity with the product.
- Information about the brands’ usefulness and strengths are registered in the customer’s mind, which can be a result of ad exposure.
- Advertisements can also initiate emotions in an audience that they begin to associate with the brand or its consumption.
- The advertisement can lead to the creation of an image for a brand, often called brand personality, through the choice of spokesperson and various execution devices.
- Lastly, the advertisement can generate an impression that the consumer’s peers or experts-individuals favour the brand and groups the consumer likes to imitate.
Ad exposure model helps us to fathom how and why consumers acquire, process, and utilise the ad information. At the planning stage, it is significant to embellish a good understanding of where the advertising fits into the total information pool. Understanding the information processing exercise guides the understanding of various psychological behaviours like perception, learning, attitude, brand personality and image, group influence, source effects and so on.
OBJECTIVES OF ADVERTISEMENT EXPOSURE MODEL
- The model provides an insight of the effectiveness of repetitive advertisements.
- It assists in identifying the consumer segments that are most responsive to repetitive advertising.
- It helps the organisations understand how ad responses differ between established brands and market newcomers.
FINDINGS OF ADVERTISEMENT EXPOSURE MODEL
- Advertising exposure appears to fortify preferences rather than motivating brand choices.
- The consequence of advertising seems nonlinear, with an ideal exposure of two or three ads per week.
- The response is greatly influenced by the consumer brand familiarity. Ads for established brands are furthermore effective than those for unknown brands. Advertisements for fresh brands require a higher level of exposure to structure responses.
- Predominantly, the effect of advertising relative to other factors measured in the study is trivial.
- Brand choices are strongly influenced by brand loyalty/brand preferences, stalked by display, features and price.
INTERPRETATION AND IMPLICATION OF ADVERTISEMENT EXPOSURE MODEL
- Buyers respond strongly and quickly to brands they are loyal to.
- Advertising exposure seems to affect the quantity purchased than the brands chosen. Studies have proven that ad exposure is more effective in increasing purchase volume than prompting brand switching.
- Advertising is not the only effective determinant of purchase behaviour.
- The various marketing mix variables like features, coupons, price, etc. are more effective than advertising.
SELECTIVE ADVERTISEMENT EXPOSURE
Ad avoidance includes means by which consumers selectively avoid exposure to messages from advertisements.
- Zipping-Zipping occurs when one fast-forwards through a commercial on a pre-recorded program.
- Zapping-Zapping involves switching channels when a commercial is relayed.
- Muting-Muting is turning off the volume during commercial breaks.
Thus, an Advertisement Exposure Model is a model that proposes that a consumer forms various feelings and judgments as a result of exposure to an advertisement, which, in turn, affect the consumer’s attitude towards the ad and attitude towards the brand.