Onderzoeksartikel

De ene reclame is de andere niet: onderzoek naar de houdbaarheid van een typologie van reclamewerkingsmodellen

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Abstract

Franzen developed a typology, consisting of seven advertising models. Some models aim at an immediate reaction of the consumer, such as the Sales-response model. Other objectives can only be obtained in the long term, such as the Emotions model that tries to associate the advertised brand with emotions. The Symbolism model associates the brand with lifestyle and group values, whereas the Relationship model wants to establish a brand’s identity by stressing personal values. The Persuasion model gives information about instrumental benefits of the product, and the Likeability model assumes that appreciation of the brand can be obtained by appreciation of the commercials. Finally, the Awareness model aims primarily for brand recall. In a first empirical test, it is demonstrated that this typology is not only theory, but that television commercials can be found that apply one of the seven advertising models. More importantly, these models had the postulated effects.

How to Cite:

Van De Putte, B., (2000) “De ene reclame is de andere niet: onderzoek naar de houdbaarheid van een typologie van reclamewerkingsmodellen”, Tijdschrift voor Communicatiewetenschap 28(1), 55–68.