Transcript Chapter Four: How Advertising Works

How Advertising Works
Part 2: Planning and Strategy
Chapter 4
Chapter Outline
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
Chapter Key Points
How Advertising Works as Communication
The Effects Behind Advertising Effectiveness
Perception
Cognition
The Affective or Emotional Response
Association
Persuasion
Behavior
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Key Points
• Demonstrate why communication is a key
factor in advertising effectiveness
• Explain the Facets Model of Advertising
Effects to show how brand advertising works
• List the six key effects that govern consumer
response to advertising messages
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How Advertising Works as
Communication
• Mass communication is
• The
generally a one-way
communication
process
model
• Feedback is obtained by
monitoring the response
• Advertising as
of the receiver to the
message
communication
• Adding
interaction to
advertising
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How Advertising Works as
Communication
• The advertiser and the
• The
agency determine
communication
message objectives
model
• Objectives predict the
impact the message will
• Advertising as
have on the consumer
communication • Noise hinders the
consumer’s reception of
• Adding
the message
interaction to
advertising
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How Advertising Works as
Communication
• Feedback occurs in an
• The
environment of givecommunication
and-take
communication
model
• Achieved by using more
• Advertising as
interactive forms of
marketing
communication
communication
• Adding
interaction to
advertising
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The Effects Behind Advertising
Effectiveness
• AIDA (attention,
interest, desire, action)
• Think-Feel-Do
• Facets model of
effective advertising
• The facets come
together to make up the
unique consumer
response to an
advertising message
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Perception
• The process by
which we receive
information
through our five
senses and assign
meaning to it
Exposure
• Being seen or heard
• Media planners try to
find the best way to
expose the target
audience to the message
• IMC planners consider
all contacts a consumer
has with a company or
brand
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Perception
Selection and Attention
• The ability to draw
attention, to bring
visibility
• One of advertising’s
greatest strengths
Interest and Relevance
• Interest
– The receiver of the
message has become
mentally engaged with
the ad and the product
• Relevance
– The message connects on
some personal level
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Perception
Awareness
Recognition
• Results when an ad
• Memory
initially makes an
• Recognition
impression
• Recall
• Most evaluations of
advertising
effectiveness include a
measure of awareness as
an indicator of
perception
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The Subliminal Issue
• Subliminal effects are message cues given
below the threshold of perception
• Critics claim that advertising can manipulate
people subconsciously and cause them to buy
things they don’t want or need
• Professionals and educators believe there is no
real support for subliminal advertising
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Cognition
• How consumers
respond to
information,
learn, and
understand
something
Needs
• The cognitive impact of
an advertising message
• A cognitive ad explains
how a product works
and what it can do for
the consumer
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Cognition
Information
• Facts about product
performance and
features
• Particularly important
for products that are
complex, have a high
price, or are high risk
Cognitive Learning
• When a presentation of
facts, information, and
explanations leads to
understanding
• Used by consumers who
want to learn everything
about a product before
they buy it
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Cognition
Differentiation
Recall
• Occurs when consumers • When the consumer
understand the
remembers seeing the
explanation of a
advertisements and
competitive advantage
remembers the copy
points
• A consumer has to
understand the features
• Ads use jingles, slogans,
of a brand and be able to
catchy headlines,
compare competing
intriguing visuals, and
products
key visuals
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The Affective or Emotional Response
• Mirrors a
person’s feelings
about something
– Stimulates wants
– Touches the
emotions
– Creates feelings
Wants
• Influenced more by
emotion or desire
• Desire is based on
wishes, longings, and
cravings
Emotions
• Agitates passions or
feelings
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The Affective or Emotional Response
Liking
• Liking a brand or ad is
one of the best
predictors of consumer
behavior
• If a consumer likes the
ad, the positive feeling
will transfer to the
brand
Resonance
• Help the consumer
identify with the brand
on a personal level
• Stronger than liking
because it involves an
element of selfidentification
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Association
• The process of
making symbolic
connections
between a brand
and characteristics
that represent the
brand’s image and
personality
Symbolism
• The brand stands for a
certain quality
• A bond or relationship
is created based on
these meanings
Conditioned Learning
• The way association
implants an idea in a
consumer’s mind
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Association
Brand Transformation
• A brand takes on
meaning when it is
transformed from a
product into something
special
• Differentiated from
other products in the
category by virtue of its
image and identity
Brand Communication
1. Brand identity
2. Brand position
3. Brand personality
4. Brand image
5. Brand promise
6. Brand loyalty
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Persuasion
• The conscious
intent on the part
of the source to
influence the
receiver of a
message to
believe or do
something
Attitudes
• Mental readiness to
react to a situation in a
given way
Arguments
• Uses logic, reasons, and
proofs to make a point
and build conviction
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Persuasion
Motivation
• When something
prompts a person to act
in a certain way
• Marketing
communications uses
incentives to encourage
response
Conviction/Preference
• Conviction
– Consumers believe
something to be true
• Preference
– An intention to try or
buy a product
• Source credibility
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Persuasion
Loyalty
• Measured both as an
attitude and by repeat
purchases
• Built on customer
satisfaction
Involvement’s Role
• The degree to which
a consumer is
engrossed in
attending to an ad or
making a product
decision
–
–
High involvement
Low involvement
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Behavior
• The action
response
• Effectiveness is
measured in
terms of its
ability to
motivate people
to do something
Try and Buy
• Initiating action through
trial
• Trial is important
because it lets a
customer use the
product without
investing in its purchase
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Behavior
Contact
• Making contact with the
advertiser can be an
important sign of
effectiveness
Prevention
• Involves counterarguing by presenting
negative messages about
an unwanted behavior
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