How Advertising Works
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How Advertising Works as Communication
• The communication model
• Advertising as communication
• Adding interaction to advertising
• Mass communication is generally a one-way process
• Feedback is obtained by monitoring the response of the receiver to the message
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How Advertising Works as Communication
• The communication model
• Advertising as communication
• Adding interaction to advertising
• The advertiser and the agency determine message objectives
• Objectives predict the impact the message will have on the consumer
• Noise hinders the consumer’s reception of the message
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How Advertising Works as Communication
• The communication model
• Advertising as communication
• Adding interaction to advertising
• Feedback occurs in an environment of give-and-take communication
• Achieved by using more interactive forms of marketing communication
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Basic Communication Model
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Advertising Communication Model
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So How Does Advertising Work?
• How does the message impact receivers?
• Advertising Objective Intended response
• Advertising Effects Actual responses
Advertising works when
Actual Response => Intended Response
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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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Facets Model of Advertising Effectiveness
• Perception• Cognition• Affective/Emotions• Association• Persuasion• Behavior
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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• Results when an ad
initially makes an impression
• Most evaluations of advertising effectiveness include a measure of awareness as an indicator of perception
Recognition• Memory• Recognition• Recall
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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• Occurs when consumers
understand the explanation of a competitive advantage
• A consumer has to understand the features of a brand and be able to compare competing products
Recall• When the consumer
remembers seeing the advertisements and remembers the copy points
• Ads use jingles, slogans, catchy headlines, intriguing visuals, and 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 self-identification
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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 counter-
arguing by presenting negative messages about an unwanted behavior
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