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    Advertising - Chapter 4

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    Jolianna Mari Ginete
    The document discusses how advertising works as a communication process. It examines the consumer audience and how targeting works, and looks at the role of research and how strategy is shaped into advertising plans. It also discusses the Facets Model of Advertising Effects which provides a more complete explanation of how advertising creates consumer responses.

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    © All Rights Reserved
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    Advertising - Chapter 4

    Uploaded by

    Jolianna Mari Ginete
    16 views26 pages
    The document discusses how advertising works as a communication process. It examines the consumer audience and how targeting works, and looks at the role of research and how strategy is shaped into advertising plans. It also discusses the Facets Model of Advertising Effects which provides a more complete explanation of how advertising creates consumer responses.

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    ADVERTISING - CHAPTER 4

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    © © All Rights Reserved

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    The document discusses how advertising works as a communication process. It examines the consumer audience and how targeting works, and looks at the role of research and how strategy is shaped into advertising plans. It also discusses the Facets Model of Advertising Effects which provides a more complete explanation of how advertising creates consumer responses.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    16 views26 pages

    Advertising - Chapter 4

    Uploaded by

    Jolianna Mari Ginete
    The document discusses how advertising works as a communication process. It examines the consumer audience and how targeting works, and looks at the role of research and how strategy is shaped into advertising plans. It also discusses the Facets Model of Advertising Effects which provides a more complete explanation of how advertising creates consumer responses.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 26

    How Advertising

    Works
    Chapter 4
    Planning and Strategy
    (Insert new book cover) • Focuses on how
    advertising works
    • Examines the consumer
    audience and how
    targeting works
    • Looks at the important
    role of research
    • Discusses how strategy
    is shaped into an
    advertising plan
    Questions We’ll Answer
    • Why is communication a key factor in
    advertising effectiveness?
    • How did the idea of advertising effects develop,
    and what are the problems in traditional
    approaches to advertising effects?
    • What is the Facets Model of Advertising Effects,
    and how can you use it to explain how
    advertising works?
    • Differentiate Wants and Needs

    Prentice Hall, © 2009 4-3


    How does advertising work
    as communication?
    • Effective advertising is a message to a consumer
    about a brand.
    • It gets attention, provides information, and
    sometimes entertains.
    • It seeks to create a response, such as an inquiry, a
    sale, or Web site visit.

    Prentice Hall, © 2009 4-4


    The Communication Model
    • Mass communication is generally a one-way
    process with the message moving from sender
    to receiver.
    – Feedback is obtained by monitoring the receiver’s
    response to the message.

    Prentice Hall, © 2009 4-5


    The Communication Model
    • Interactive communication is two-way—a
    dialogue—and this is where marketing
    communication is headed.
    – The source and receiver change positions as the message
    bounces back and forth between them.

    Prentice Hall, © 2009 4-6


    Advertising as Communication
    Adding Interaction to Advertising
    • If advertisers want to overcome the impersonal
    nature of mass communication, they need to learn
    to receive (listen) as well as send information.
    – The Internet has created opportunities for Web sites,
    chat rooms, email, and blogs to interact
    • Two-way interaction is an objective of Integrated
    Marketing Communications
    • Now, feedback is occurring in real time.
    – Through personal selling, customer service, online
    marketing, response devices, toll-free numbers, and
    email.

    Prentice Hall, © 2009 4-8


    The Effects Behind
    Advertising Effectiveness
    • Good advertising—and marketing
    communication—is effective when it generates the
    advertiser’s desired response.

    Principle:
    The intended consumer response is
    the message’s objective, and the message is
    effective to the degree that it achieves
    this desired response.
    Prentice Hall, © 2009 4-9
    Traditional Approaches
    • AIDA (Attention, Interest, Desire,
    Action)
    – Assumes a predictable set of steps
    • Think-Feel-Do
    – Think about the message, feel
    something about the brand, then do
    something like try it
    • Domains
    – Messages have various impacts on
    consumers simultaneously
    (perception, learning, and
    persuasion)

    Prentice Hall, © 2009


    Problems with
    Traditional Approaches
    • They presume a predictable set of steps.
    • Some effects are missing—brand linkage and
    motivation.
    • Brand communication is the most important.

    Prentice Hall, © 2009 4-11


    The Facets Model of Effects
    • Does a more complete job
    of explaining how
    advertising creates
    consumer responses.
    • Useful in both setting
    objectives and evaluating
    advertising effectiveness
    • The six facets come
    together to make up a
    unique customer response
    to an advertising message.
    See/Hear: the Perception Facet
    • Perception: the process by
    which we receive information
    through our five senses and
    assign meaning to it.
    • Selective perception:
    Consumers select messages
    to which they pay attention.

    Principle:
    For an advertisement to be effective, it
    first has to get noticed or at least
    register on some minimal level on our
    senses.

    Prentice Hall, © 2009


    See/Hear:
    Key Factors Driving Perception

    • Exposure
    – Media planners want consumers to see or hear the message.
    • Selection and attention
    – Selective attention: consumers choose to attend to the message.
    • Interest and relevance
    – Interest: receiver mentally engages with the ad or product.
    – Relevance: message connects on some personal level.
    • Awareness
    – An ad makes an impression; it registers with the consumer
    • Recognition
    – Recognition: people remember the ad.
    – Recall: people remember what the ad said.

    Prentice Hall, © 2009 4-14


    Feel:
    the Affective or Emotional Facet
    • Affective responses mirror
    our feelings about
    something.
    • “Affective” describes
    something that stimulates
    wants, touches the emotions,
    and elicits feelings.

    Prentice Hall, © 2009 4-15


    Feel:
    Factors Driving the Affective Response
    • Wants
    – Driven by emotions; based on desires, wishes, longings, cravings
    • Feelings
    – Emotional appeals based on humor, love, or fear
    • Liking (the brand and the ad)
    – If you like the ad, those positive feelings transfer to the brand.
    • Resonate
    – A feeling that the message rings true
    – Consumer identifies with the brand on a personal level

    Principle:
    A positive response to an ad is important because advertisers
    hope that liking the ad will increase liking the brand.

    Prentice Hall, © 2009


    Understand: the Cognitive Facet
    • Cognition: how consumers
    search for and respond to
    information; learn and
    understand something..
    • It’s a rational, “left-brain”
    approach.
    • To creatively communicate its
    new seating in coach, American
    Airlines used the left-
    brain/right brain approach in
    this ad.

    Prentice Hall, © 2009 4-17


    Understand:
    Factors Driving Cognitive Response
    • Need
    – Something you think about
    – Ad messages describe something missing in consumer’s lives.
    • Cognitive Learning
    – Presenting facts, information, and explanations leads to understanding.
    – Comprehension: process by which we understand, make sense of
    things, or acquire knowledge.
    • Differentiation
    – The consumer’s ability to separate one brand from another, based on an
    understanding of a competitive advantage.
    • Recall
    – A measure of learning or understanding
    – You remember the ad, the brand, and the copy points.

    Prentice Hall, © 2009 4-18


    Connect: the Association Facet
    • Association: using symbols to
    communicate.
    • The primary tool used in brand
    communication.
    • Brand linkage reflects the degree to
    which the associations presented in
    the message, as well as the
    consumer's interest, are connected to
    the brand.

    Prentice Hall, © 2009


    Connect:
    Factors Driving Association
    • Symbolism
    – A brand takes on a symbolic meaning.
    – It stands for certain, usually abstract, qualities.
    • Conditional Learning
    – Thoughts and feelings associated with the brand.
    – Beer is about sporting events, beach parties, and pretty women.
    • Transformation
    – A product is transformed into something special, differentiated by its
    brand image symbolism and personality..

    Principle:
    Advertising creates brand meaning through symbolism and
    association. These meanings transform a generic product into a
    specific brand with a distinctive image and personality.

    Prentice Hall, © 2009 4-20


    Believe: the Persuasion Facet
    • Persuasion: influencing or
    motivating the receiver of a
    message to believe or do
    something
    • Attitude: an inclination to react
    in a given way
    • Attitudes become beliefs when
    people are convinced.

    Principle:
    Advertising employs both
    rational arguments and
    compelling emotions to create
    persuasive messages.
    Prentice Hall, © 2009 4-21
    Believe:
    Factors Driving Persuasion
    • Motivation
    – Something (e.g., hunger) prompts one to act in a certain way.
    • Influence
    – Opinion leaders may influence other peoples’ attitudes.
    – Bandwagon appeals: messages say “everyone is doing it.”
    – Word of mouth is created by strategies that engage influencers.
    • Involvement
    – How engaged you are in paying attention.
    – The process you go through in responding to a message and
    making a product decision.
    – High involvement vs. low involvement.

    Prentice Hall, © 2009 4-22


    Believe:
    Factors Driving Persuasion
    • Conviction
    – Consumers agree with a message and achieve a state of
    certainty—a belief—about a brand.
    • Loyalty
    – Brand loyalty is both attitude (liking, respect, preference) and
    action (repeat purchases).
    – It’s built on customer satisfaction.
    • Believability and Credibility
    – Believability: the credibility of the arguments in a message.
    – Credibility: indication of the trustworthiness of the source.
    – Source credibility: the person delivering the message is respected,
    trusted, and believable.
    Prentice Hall, © 2009 4-23
    Act: the Behavior Facet
    • Behavior: the action
    response.
    • Involves a number of actions
    including:
    – Trying or buying the product
    – Visit a store
    – Return an inquiry card
    – Call a toll-free number Visit the
    – Click on a Web site Site

    • Direct action vs. indirect


    action

    Prentice Hall, © 2009 4-24


    Act:
    Factors Driving the Behavioral Response
    • Try
    – Important for new or expensive products.
    • Buy
    – Advertising stimulates sales by the a call-to-action.
    • Contact
    – Consumers respond by contacting the advertiser.
    • Advocate and Refer
    – Advocacy: speaking out on a brand’s behalf.
    – Referral: a satisfied customer recommends a favorite brand.
    • Prevent
    – Presenting negative messages about an unwanted behavior and
    creating incentives to stimulate the desired behavior.

    Prentice Hall, © 2009 4-25


    The Power of
    Brand Communication
    How the Facets Create a Coherent Brand Perception
    • Interaction and Impact
    – The effects are interdependent.
    – They are not all equally effective in all situations.
    • Strong and Weak Effects
    – Strong Theory: advertising can persuade people who had never
    bought a brand to buy it once, and then repeatedly.
    – Weak Theory: advertising has a very limited impact on consumers
    and is best used to reinforce existing brand perceptions, rather than
    change attitudes.

    Principle:
    Advertising has delayed effects in that a consumer may see
    or hear an advertisement but not act on that message
    until later when in a store.
    Prentice Hall, © 2009 4-26

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