Transcript moriarty8e_overheads_04

Advertising Principles
and Practices
How Advertising
Works
The Communication Model
• Mass communication is a one-way process.
• Interactive communication is two-way—a dialogue.
Prentice Hall, © 2009
4-2
Advertising as Communication
Prentice Hall, © 2009
4-3
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
4-4
Adding Interaction to Advertising
• Advertisers must learn to receive (listen)
and send information not overcome the
impersonal nature of mass communication.
– 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
4-5
Traditional Approaches
• AIDA (Attention, Interest,
Desire, Action)
• Think-Feel-Do
• Domains
– Messages have various impacts
on consumers simultaneously
(perception, learning, and
persuasion).
• Problems
– They presume a predictable set
of steps.
– Some effects are missing—
brand linkage and motivation.
– Brand communication is the
most important.
Prentice Hall, © 2009
4-6
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.
Prentice Hall, © 2009
4-7
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
4-8
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
4-9
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.
• Subliminal effects are
message cues given
below the threshold of
perception.
Prentice Hall, © 2009
4-10
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
4-11
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
4-12
Understand:
Factors Driving the 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
4-13
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
4-14
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
4-15
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
4-16
Believe:
Factors Driving Persuasion
• Motivation
– Something (e.g., hunger) prompts one to act in a certain way.
• Influence
– Opinion leaders, bandwagon appeals, and word of mouth.
• Involvement
– High involvement vs. low involvement.
• Conviction
– Consumers achieve a state of certainty (belief) about a brand.
• Loyalty
– Brand loyalty is both attitude and action.
• Believability and Credibility
– Believability, credibility, source credibility.
Prentice Hall, © 2009
4-17
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
Click on a Web site
• Direct action vs.
indirect action
Prentice Hall, © 2009
4-18
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
4-19
Do anti-drug ads lead to
increased drug usage?
Prentice Hall, © 2009
4-20
The Power of
Brand Communication
• 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
4-21
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Prentice Hall, © 2009
4-22