Outline

• The impact of advertising• How advertising communication

works• Message reception and response• How brands work

Chapter 6

How Advertising Works

Chapter 6: How Advertising Works

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• SMRC model of communication• Interactive models stress two-way

communications in which source and receiver change positions

How Communication Works

Chapter 6: How Advertising Works

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How Advertising Communication Works

• Source: the advertiser– Objectives– Source credibility

• Noise: external and internal– External environment– Internal factors

• Message and media mix factors

Chapter 6: How Advertising Works

4

Message Reception and Response

• Perception: breaking through– Exposure: making contact

– Attention: creating stopping power

– Awareness: making an impression

Chapter 6: How Advertising Works

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Message Reception and Response

• Learning: making it clear– Cognitive learning: creating understanding

– Conditioned learning: creating associations

– Memorability: creating locking power

Chapter 6: How Advertising Works

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Message Reception and Response

• Persuasion: changing attitudes– Attitudes and opinions: affecting beliefs

– Emotions: affecting feelings

– Involvement: creating engagement

– Conviction: creating certainty

• Action: motivating behavior

Chapter 6: How Advertising Works

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• Brand personalities • Branding• Trust• Brand image• Brand relationships• Brand equity

How Brands Work