Transcript moriarty8e_media_04

Advertising Principles
and Practices
How Advertising
Works
Part Two: 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
Prentice Hall, © 2009
4-2
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?
Prentice Hall, © 2009
4-3
Chick-fil-A Builds Brand with
Renegade Cows
• They’re outnumbered 15 to 1 in store count and
outspent 60 to 1 in media by the big fast food chains.
• So how\ did they build their brand?
Visit the
Site
Prentice Hall, © 2009
4-4
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
4-5
The Communication Model
• Mass communication is generally a oneway process with the message moving from
sender to receiver.
– Feedback is obtained by monitoring the
receiver’s response to the message.
Prentice Hall, © 2009
4-6
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
4-7
Advertising as Communication
Prentice Hall, © 2009
4-8
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
4-9
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
4-10
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
4-11
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.
• The foundation of Ogilvy & Mather’s 360° Brand
Stewardship philosophy
Visit the
Site
Prentice Hall, © 2009
4-12
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
4-14
Marketing Communication Effects
Communication
Objective
Consumer
Response
Perception
See/Hear
Drivers
exposure, selection, attention,
interest/relevance,
awareness,
recognition
Emotion/Affective
Feel
want/desire, feelings, liking,
resonance
Cognition
Understand
need, cognitive learning,
differentiation, recall
Association
Connect
symbolism, conditioned learning,
transformation
Persuasion
Believe
motivation, influence, involvement,
conviction, believability/
credibility, preference
and intention, loyalty
Behavior
Act
referral, prevention/
avoidance
Prentice Hall, © 2009
trial, buying, contacting, advocating,
4-14
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
4-15
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
4-16
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
4-17
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
4-18
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
4-19
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
4-20
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
4-21
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
4-22
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
4-23
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
4-24
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
4-25
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
Site
Click on a Web site
• Direct action vs.
indirect action
Prentice Hall, © 2009
4-26
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
4-27
Do anti-drug ads lead to
increased drug usage?
Prentice Hall, © 2009
4-29
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
4-29
Discussion Questions
Discussion Question 1
• What is breakthrough advertising?
• What is engaging advertising?
• Look through this textbook, find an example
of each, and explain how they work. Prepare
to explain in class why you evaluated the
two ads as you did.
Prentice Hall, © 2009
4-31
Discussion Question 2
• This chapter identifies six major categories of
effects or consumer responses.
• Find an ad in this book that you think is
effective overall and explain how it works,
analyzing the way it cultivates responses in
these six categories.
Prentice Hall, © 2009
4-32
Discussion Question 3
• Uma Proctor is a planner in an agency that handles a
liquid detergent brand that competes with Lever’s
Wisk.
• Uma is reviewing a history of the Wisk theme, “Ring
around the Collar.” In its day, it was one of the
longest-running themes on television, and Wisk’s
sales share indicated that it was successful. What is
confusing Uma is that the Wisk history includes
numerous consumer surveys that show consumers
find “ring around the collar” to be a boring, silly, and
irritating advertising theme.
• Can you explain why Wisk is such a popular brand
even though its advertising campaign has been so
disliked?
Prentice Hall, © 2009
4-33
Discussion Question 4
• Three-minute debate: You have been asked to participate in a
debate in your office about three different views on advertising
effects.
• A copywriter says informing consumers about the product’s
features is most important in creating effective advertising.
• An art director argues that creating an emotional bond with
consumers in more important.
• One of the account managers says that the only advertising
performance that counts is sales.
• Organize into small teams with each team taking one of the
three sides. In class, set up a series of five-minute debates in
which each side has half that time to argue its position. Every
team of debaters must present new points not covered in the
previous teams’ presentations until there are no arguments left
to present. Then the class votes as a group on the winning
point of view.
Prentice Hall, © 2009
4-34
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
4-35