Social Cognitive Theory

 

Explanation Of Behavioral Patterns History and Orientation 

In 1941 Miller and Dollard proposed the theory of social learning. In 1963 Bandura and Walters broadened the social learning theory with the principles of observational learning and vicarious(felt or experienced by watching or reading about somebody else doing something, rather than by doing it yourself.) reinforcement. Bandura provided his concept of self-efficacy in 1977.

. The Social Cognitive Theory is relevant to health communication. 

First, the theory deals with cognitive, emotional aspects and aspects of behavior for understanding behavioral change.

 Second, the concepts of the SCT provide ways for new behavioral research in health education.

 Finally, ideas for other theoretical areas such as psychology are welcome to provide new insights and understanding. 

Core  Statements 

The social cognitive theory explains how people acquire and maintain certain behavioral patterns, while also providing the basis for intervention strategies (Bandura, 1997). Evaluating behavioral change depends on the factors environment, people and behavior. 

The social cognitive theory  provides a framework for designing, implementing and evaluating programs. Environment refers to the factors that can affect a person’s behavior. 

There are social and physical environments.  

Social environment include family members, friends and colleagues. 

Physical environment is the size of a room, the ambient temperature or the availability of certain foods. 

Environment and situation provide the framework for understanding behavior (Parraga, 81 1990). 

The situation refers to the cognitive or mental representations of the environment that may affect a person’s behavior. 

The situation is a person’s perception of the place, time, physical features and activity (Glanz et al, 2002). 

The three factors environment, people and behavior are constantly influencing each other. 

Behavior is not simply the result of the environment and the person, just as the environment is not simply the result of the person and behavior (Glanz et al, 2002). 

The environment provides models for behavior.

 Observational learning occurs when a person watches the actions of another person and the reinforcements that the person receives (Bandura, 1997). 

The concept of behavior can be viewed in many ways. Behavioral capability means that if a person is to perform a behavior he must know what the behavior is and have the skills to perform it. 

Concepts of the Social Cognitive Theory Source: 

 • Environment: Factors physically external to the person; Provides opportunities and social support 

• Situation: Perception of the environment; correct misperceptions and promote healthful forms 

• Behavioral capability: Knowledge and skill to perform a given behavior; promote mastery learning through skills training 

• Expectations: Anticipatory outcomes of a behavior; Model positive outcomes of healthful behavior

 • Expectancies: The values that the person places on a given outcome, incentives; Present outcomes of change that have functional meaning 

• Self-control: Personal regulation of goal-directed behavior or performance; Provide opportunities for self-monitoring, goal setting, problem solving, and self-reward 

• Observational learning: Behavioral acquisition that occurs by watching the actions and outcomes of others’ behavior; Include credible role models of the targeted behavior 

• Reinforcements: Responses to a person’s behavior that increase or decrease the likelihood of reoccurrence; Promote self-initiated rewards and incentives 

• Self-efficacy: The person’s confidence in performing a particular behavior; Approach behavioral change in small steps to ensure success 

• Emotional coping responses: Strategies or tactics that are used by a person to deal with emotional stimuli; provide training in problem solving and stress management 

• Reciprocal determinism: The dynamic interaction of the person, the behavior, and the environment in which the behavior is performed; consider multiple avenues to behavioral change, including environmental, skill, and personal change. 

Overview of social cognitive theory and of self-efficacy. 

 Scope and Application 

The Social Cognitive Theory is relevant for designing health education and health behavior programs. 

This theory explains how people acquire and maintain certain behavioral patterns. 

The theory can also be used for providing the basis for intervention strategies Example A project was started to prevent and reduce alcohol use among students in grades 6 till 12 

The change of community norms to alcohol use for high-school age students were key elements. With

 (1) community attention

 (2) parental education

 (3) support of alcohol free events

 (4) media projects to don’t provide alcohol and 

(5) classroom discussions the program started. 

Social cognitive theory is based on the concept that the process of observing and imitating the behavior of other entities is significant to the process of learning new behaviors on the part of a particular entity. It is connected to Albert Bandura’s concept of the Social Learning theory, cognition being emphasized in this case because of the important role that acquiring knowledge through thought, experience and senses plays in the formation and implementation of new models of behavior.

Human behavior is dependent on what a person observes others performing, how much belief the person has in their capability to replicate the behavior, the outcome of the behavior and associated positive or negative consequences for the performer and how the external environment affects the reproduction of the behavior on the part of the observer.

As people can learn through observation, performance is not essential to the acquisition of new knowledge. People do not always learn by attempting a new behavior until they succeed, but also by watching others successfully perform the behavior. This means that they may pick up on all the important details and retain them so that they will be able to reproduce them later, provided they are sufficiently motivated to do so, and then refrain from performing the behavior at that point in time.

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RADIO ADVERTISING

Radio has emerged as one of our major advertising media. It provides a very large coverage of audience in urban and rural areas. Now almost every family has a radio set in our country.

 Radio advertising in India was started in 1967 when a commercial service on Vividh Bharati‟ was started.

Commercial broadcasting is now undertaken by Delhi, Bombay, Madras, Calcutta, Poona, Nagpur and Bangalore stations etc. of All-India Radio.

Commercial broadcasting is a major source of income. Today, radio advertising is extremely popular with both trade and industry .

Radio advertising may be described as word of mouth advertising on a wide scale. The advertiser delivers the message orally and not visually. It makes appeal to the ear and not to the eye with the effect that the message is conveyed to the masses whether literate or illiterate.

 

Radio advertising is buying commercials to promote products or services. Advertisers pay commercial radio stations for airtime and, in exchange, the radio station broadcasts the advertiser’s commercial to its listening audience. 

There are various types of radio advertising .

https://www.themediaant.com/radio

Radio Live reads

A live read is when the radio personality/ DJ reads out your advert live on air. Listeners are already familiar with the radio personality’s voice and they are more likely to engage with the advert. Live reads also help their  brand stand out from the rest, shining a spotlight on the message.

Radio Sponsorships

This type of ad is for those that are looking for a subtle approach to their radio advertisement. You can choose to sponsor news, competitions, sports, traffic or any of the regular programming on that particular radio station

. Let’s look at some advantages of sponsored adverts:

·         Engagement

The main advantage with a sponsorship advert is the high engagement;.

·         Reach

Radio  advert will reach more listeners before they switch stations. But it isn’t often that people change stations, as most listeners tend to be loyal to a particular station.

Radio Jingles

A jingle is defined as a short song or slogan that's used mostly for advertising. It's a way to quickly call to mind a product, service, or company.

old ujala jingle

httchottu neelam making idea

The top jingles have an edge that sets them apart from the rest. You'll find funny jingles, sentimental jingles, and even full-blown songs, all aimed at making a new customer.

Consumers like and have fond memories of many jingles. Over a period of time, they can conjure up good memories that are then associated with the brand.

According to Ad Age, McDonald's spent $1.37 billion on advertising when "I'm Lovin' It" debuted. They released five commercials featuring the jingle and translated them into 11 different languages. The first appearance was in Munich, Germany, sparking debate about whether or not agency Heye & Partner were really the ones who wrote the tune. Regardless of the true origins, these ads jingles are as juicy as a delicious Big Mac.

McDonald ad

 https://www.youtube.com/watch?v=cawm0YCLzwo

https://www.youtube.com/watch?v=YOnd0qHjqoI

https://www.youtube.com/watch?v=Bss0y2IS8xQ

https://soundcloud.com/rajksongs/tamil-fm-radio-jingle-2014

https://www.youtube.com/watch?v=9K5HxvekZBc

Radio Testimonials(Recommendation)

There is something reassuring about hearing other people’s experiences with a particular product or service. Testimonial adverts are exactly that; people giving a real-life account of how they found your product or service. As humans, we feel more comfortable trying something new if someone else has tried it before. Using testimonial adverts makes the audience more receptive and adds credibility for the brand.

Personified Commercial

Like storytelling, you want the listener to create the whole picture in their minds, get their imagination working. Adding characters that are relatable helps them connect with the story and makes them want to find out what happens next, which means they will have to stay tuned in..

Straight Read

This type of radio advertisement usually focuses on the advantages of the brand that is advertising, important information such as how listeners can get in touch with you, address or email or phone details and is generally in a monologue format.

 

Merits of Radio Advertising Radio advertising 

1. It has a wide coverage. Even illiterate people are covered under this media. It can convey message even to small remote areas.

2. It is quite flexible as it can be used on a national or local level according to the need.

3. It gives message of the advertiser at the door of the prospects when they are in a respective mood.

4. It easily catches the attention of the people.

 5. Today radio advertising is a major source of income. 6. It claims the advantage of memorising value. In this connection, psychologists say that anything learnt through the ears is not easily forgotten.

 7. Radio advertising affords variety of programmes including entertainment on account of which the goodwill is developed. People buy the product advertised by radio because they enjoy the free show.

 Demerits or Limitations of Radio Advertising 

Radio advertising has the following disadvantages, demerits or limitations :

 1. The message given by radio advertising is short-lived.

2. It is costly and is beyond the reach of small and medium sized advertisers.

3. It only appeals to the sense of hearing and thus does not portray visually a picture of the package of the product.

 4. It is not suitable for all kinds of products, such as industrial goods which are not needed by the average radio listener. It is useful only for the goods of common use.

5. Radio advertisements are very brief and thus details cannot be elaborated.

6. Since there is a multiplicity of advertisements in a very short time, it is most likely that the listener may forget the name of the product.

 7. There is no possibility of demonstration in case of radio advertising. 8. It is a selective media of advertising.

https://www.youtube.com/watch?v=UAIi__D64Nk

 Radio Ad

Name:Colgate Dental Floss #2Campaign name:Floss, Don’t be awkward.Radio Time:30 SecondsExpiration Date:NoneSFX:Cleaning teeth with tongueMusic:NoneNancy:“walks inside an elevator wearing heels”(In a hurry)Andrew:“pretends to be clearing his throat”(loud)Nancy:……(completely silent)Andrew:How YOU doing? (Flirtatious)Nancy:……….(completely silent)Andrew: Oh I see, you’re the shy type. That’s alright though, I find (Very confident) that adorable. I’ll tell you how I’m doing first and then its your turn okay? Nancy:………(Completely silent)Andrew:Im feeling great, I just got back from the Gym. Nothing like a

https://www.youtube.com/watch?v=Tj5CsVBUWBw

https://www.youtube.com/watch?v=RrJPzDh-bPI 

Radio advertising making

fm radio tvl

ad making

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ADVERTISING APPEAL

 

Meaning : An advertising appeal is a statement designed to motivate a person to act. The appeals which the advertiser makes usually focus the buying motives of the consumers. However, numerous appeals may be made for any product.

Essentials of a Good Advertising Appeal :

The following are the essentials of a good advertising appeal :

1. It must be Communicative : An advertising appeal must successfully tell what it wishes to convey. As far as possible, the message must be communicated in a simple language.

2. It must have a Good Theme : A good theme means there must be something which has to be told to the prospects. Only meaningful words become effective in conveying the story.

3. It must be Distinctive : An advertising appeal must be distinctive. It should present a product in a distinctive way. If it is a new product, then „new‟ alone makes it distinctive.

4. It must be Interesting : A good advertising appeal must be interesting. An advertisement must provide interest to the readers or the listeners or viewers and this can be done by telling the story of an advertisement in an interesting manner.

5. It must be Believable : The theme of an effective advertising appeal must be believable. The message which is doubted can never be effective. Only facts are presented in an interesting manner.

 6. It must be Complete : An advertising appeal should be complete and must not be superfluous. Such information which is likely to confuse the prospects in making buying decision should be avoided.

TYPES OF APPEALS USED IN ADVERTISING :

 The following are the appeals widely used in advertising :

1. EMOTIONAL APPEALS : Emotional appeals are used in advertising the consumer product. They are used for inducing initial interests and arousing interest in the advertised product. Goods like toys for children and baby food are sold on emotional appeals.

 2. INTELLECTUAL APPEALS : These appeals are free from emotional touch and are based on intelligence. Intellectual appeal are used for selling high priced industrial goods. They are based on rational thinking. Emotional appeals work fast to create interest and desire but it is intellectual appeal of the Bombay Dyeing advertisement where a young and beautiful girl is shown wearing eye-catching prints. The picture of the girl and prints provide emotional appeal but the headline „icy summer prints‟ provide and atmosphere of coolness and appeals to the intellect.

3. HUMAN INSTINCTS APPEAL : Human beings are guided by such instincts as: self-preservation, parental care, food, clothing, curiosity and so on. When a copy makes proper appeal to the appropriate instinct, it will create a desire in the minds of the reader to buy the article. For an appeal to the self-preservation instinct health, food, woolen clothes and physical fitness courses are appropriate articles. Baby food can be sold more easily by making an appeal to the parental instinct and the natural affection of the parents for their children.

4. PHYSICAL SENSE APPEAL: Appeals to physical senses evolve greater response. For example, food and beverage products are sold by inciting taste appeal. During summer, cold drinks can be effectively advertised with pictures of cool, refreshing summer drinks but during winter this advertisement would be a misfit if appeal is made to the sense of taste alone, a more viable approach would be to appeal to the instinct of self-preservation.

5. POSITIVE APPEAL: Appeals that follow positive approach are called positive appeal. They create situations under which prospects are likely to attain happiness and peace of mind with the possession of advertised goods. These appeals are positive because they create awareness under which prospects are likely to attain happiness and the mental satisfaction of possession of materials.

 6. NEGATIVE APPEAL : Negative appeals are those which follow negative approach. They normally include feelings like jealousy, anger, pain and fear. negative appeals are ineffective. Sometimes negative appeals work very fast.

 

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UNIQUE SELLING PROPOSITION (USP)

UNIQUE SELLING PROPOSITION (USP)

Unique Selling Proposition (USP) is an offer an advertiser makes to his target customers which is unique in relation to competing offers and promises to deliver a certain distinctive benefit or satisfaction.

Unique selling proposition is a creative approach and style which was originated at the Ted Bates Advertising Agency in the early 1940s.

 Its originator, author and copy-writer was Rosser Reeves.  He developed this central idea of Unique Selling Proposition (USP). This concept has been adopted by many agencies all over the world. It is the combination of three words –

Unique, (ii) Selling, and (iii) Proposition.

 

In order to make the concept clear, the meaning of these three words is given below

(i)                 Unique : The word unique describes an attribute or feature which the product or brand only possesses or no claim of the attribute or feature is currently being made by any other competing brand.

(ii)              (ii) Selling : Selling refers to sales value. The claim whatever it is - must be strong enough, important enough, believable enough to convince consumers that it is absolutely in their interest to purchase the product or brand in question.

(iii)             (iii) Proposition : Proposition is a promise made by the advertiser that the product, if purchased, will satisfy the needs of the consumers. The proposition should be strong enough to move the mass millions, i.e., pull in new and old customers to your product or brand.

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VISUALISATION

  

Meaning : Visualisation is the process of seeing through one‟s mind,s eye about the construction of it. It is forming initially a mental picture of the idea that would appear in the Advertisement. Visualisation is a process of creating ideas about overall construction and contents of the advertisement i.e. the layout, the contents, the size of headlines, the colours etc.

 

VISUALISATION IS A MENTAL PROCESS.  

Visualisation means seeing in the mind‟s eye the form of the idea as it would appear in the advertisement‟. It is communicated to the prospects by way of an advertisement. Fundamentally, visualisation is the process of playing with different ideas.

 A visualiser must possess fertile mind so as to develop worthwhile ideas. Later, these ideas are transformed into effective advertising message.

Advertisement comprises of several component parts like headline, sub-headline, slogan, body-text, illustration etc. 

 Visualisation is the skill to determine which elements an advertisement should contain and also how they should be featured. Through a gradual process, a visualiser imagines how his advertisement will appear when it takes the final form. Visualisation is generally undertaken by copywriters and art directors.

Visulation helps in converting abstract ideas into concrete forms or shape of layout of an advertisement. Visulation thus, deals with language of vision which is also a very powerful means of communication of one‟s thoughts, emotions, feelings, ideas etc.

 However, it differs from layout because it is an abstract form whereas layout is a concrete physical arrangement of things in the advertisement. Visualisation precedes layout and layout is the result of visualisation.

PROCESS OF VISUALIZATION :

The process of visualisation is a team work of copy writers, artists, producers etc. who work together to develop ad copies not only for press media but even for Radio, TV. and other media. Because of the importance of visualisation in introducing creativity in ad copies, the process of visualisation has become a specialised profession of some people who offer expertised services in visualisation.

The visualiser may follow the following steps to conceptualise an idea for advertisement :

1. Study the product / service to be advertised i.e. its features, merits, uses, etc.

2. Study advertising objectives - the objective may be to influence the consumer or it may be to influence the dealers to stock the product or the objective may be to counter competitive advertising.

 3. Collect relevant information - about the product, competitors products, prospects and other relevant information.

4. Conceptualise ideas by adopting various techniques such as brain storming, juxtaposition and association, divergent thinking, etc., talking into account the relevant information.

 5. Analyse the ideas from various angles-as to how the prospect would view it and interpret it, how far it will be effective, what impact it will make and so on.

6. Select two or three version or ideas which requires further probing. The visualiser than passes on the ideas to the copywriter and the artist.

 

TECHNIQUES OF VISUALISATION :

The well-know techniques of visualisation are as follows :

1. Identifying or Pinning Down the Problem : The matter to be advertised must be in co-relation with the problem. Thus, the problem must be first clearly laid down so that the advertising copy can be accordingly prepared.

 2. Forming Pool of Observations Facts Collected and Information Gathered : Before preparing an advertising copy and its construction, the several types of information has to be collected. This collection should be properly arranged in sequence, so that the entire amount of information can be used when needed.

3. Generating Brain Waves : This involves thinking on the part of the copy-writer. In this process, the information collected is thought over and a tank of storage collection is formed in the mind.

 4. Brain Storming : It means group thinking and generating cross currents of ideas, thoughts and imagination. Group discussions are arranged in which exchange of thoughts takes place and ideas of each other are know.

 5. Mediation : Then follows the analysis and synthesis of the ideas. In this stage, the search for tranquillity and calmness of mind takes place, where a quiet churning of ideas after waves and storms would lead to the obtaining of vision.

6. Rough Layout : A sketch of a rough work out is prepared of final vision which is the preliminary stage of visualisation.

 6. Giving Final Shape : Copy, art work, layout design and illustrations are the products of final touches given to the vision that is the idea is given the final form. All these techniques of visualisation are time-tested

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DAGMAR MODEL and AIDA

DAGMAR model for arousing consumer interests was developed by Russen Colley in his study entitled “Defining Advertising Goals for Measured Advertising Results.” 

the following steps : 

1. Awareness : When the prospect is asked to mention the name of a brand of product, perhaps he is in a position to recollect the name of a specific brand only. 

2. Comprehension : The prospect is conscious about the main sales theme of a brand of product. When asked upon, he is able to associate a brand with the sales theme, which is already known to him. 

 3. Conviction : At the stage of conviction, the prospect is able to foresee how the benefits of the brand of goods will serve his need. He is convinced that if he purchases this brand of goods it would be a right decision.

 4. Motivation : Having been convinced, the prospect is motivated to buy a specific brand of goods. 

 DAGMAR model suggests that all consumers will not be at the same stage but they would be at different stages. DAGMAR model also illustrates the success of means of communication. After advertisements have been carried out, how people associate themselves with a specific brand of product. 

 AIDA is a functional formula devised by E.K. Strong. It is the acronym for Attention (A), Interest (I) Desire (D), and Action (A). 

 1. Attention : The main function of an advertisement is to attract attention of the consumers. It is because of this fact that the advertiser will use various devices like the use of attractive colour, headlines display and overall layout. 

2. Interest : An advertisement is designed to create interest for the goods or services of the advertiser, interest is closely related to attention.  A good advertisement starts with a point of interest to the reader and proceeds to a point of interest to the advertiser. Advertising aims at stimulating primary demands for a new product. It is used for existing product to bring a greater bit of the marketing share. It is also used to remind the consumers about their needs. A good advertisement should arouse interest of the prospects in the advertised product. 

3. Desire : A good advertisement should be able to create desire in the minds of the readers about the product. It is not enough for a good advertisement to attract attention create interest but also arouse desire in the heart of the prospect to have the product. The advertiser should make use of proper appeals and selling points while creating desire for the product. Through the sales appeal that the advertiser creates a desire for the product. 

4. Action : This is an important stage where the advertiser can study the impact of his advertisement. If the advertisement has attracted attention, aroused interest, created desire, then the advertisement should appeal the prospect to act i.e., to come forward for making purchases. The advertiser should tell the prospect about the product, their main features, how they can be consumed and where they are available. For example, the prospect who wants to book new scooter should get such information in the advertisement as: place of display, place and date of booking. Every advertisement normally carries such basic information to guide the prospective buyers. 

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