Understanding Benefits Based Attitudes

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Understanding Benefits Based Attitudes

Once the target market has been identified and communication and positioning objectives set, decisions must be made about the content of the advertising message. This is called message strategy. The message focus is on

• communicating product benefits
• developing/reinforcing brand image or personality
• evoking specific feelings and emotions
• developing group associations

Benefits are the characteristics of attributes of a product that consumers perceive positively. To decide which benefits to show in the ad campaign, it is important to analyze the attitude structure and process of attitude formation and change. Attitude is a central concept in social psychology.

There are numerous ways of measuring attitude, they can be broadly classified into those that involve direct overall measures and those involve derived multi attribute measures.

• Direct measures involve questioning or observations of respondent behaviour in which no explicit attribute criterion concerning the product is provided.
• Derived measures rely on driving overall attitude from a combination of subject response to attributes of the product.

Attitude models generally refer to models which use attributes and derived measures to determine attitude. Such models provide useful diagnostic information not generated in the direct case.

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