How Advertising Works
Basic Communication Model
Advertising Communication Model
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
Models of Advertising Effects
AIDA Model
• Attention• Interest • Desire• Action
Think-Feel-Do Model
• Think-Do-Feel• Feel-Do-Think
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Facets Model of Advertising Effectiveness
• Perception
• Cognition
• Affective/Emotions
• Association
• Persuasion
• Behavior
Perception
• The process by which we receive information through our 5 senses & assign meaning to it
– Exposure– Selection & Attention– Interest & Relevance– Awareness– Recognition
Perception
Exposure
• Making contact
• Goal of media planners– Measure of effectiveness
• Challenge Manage/Maximize ALL contact points
Selection & Attention
• Drawing attention or visibility to a product
• Creating stopping power– Examples
Perception
Interest
• Receiver is mentally engaged with ad & product
• Pulling power
Relevance
• Receiver connects with the message on a personal level– Examples
Awareness
• Results when an ad initially makes an impression
• Weak response
Perception
Recognition
• Memory• Measure of
perception• Recognition
– Aided– Unaided
Cognition
• How consumers respond to information, learn & understand something
– Needs– Information– Learning– Differentiation– Recall
Cognition
Needs
• Something you think about
• Cognitive ad matches product features to consumer needs
Information
• Facts about product performance & features
• Important in complex, high risk and high price products
Cognition
Cognitive Learning
• Creating understanding through a presentation of facts, information & explanation of competitive advantage– Examples
Differentiation
• Brand-differentiating messages create greater cognitive impact
Cognition
Recall
• Measure of learning & understanding
• Consumers remembers seeing the ad and the information provided about the product
• Audio / Visual aids– Example
Affective / Emotional Responses
• Mirrors our feelings about something
– Wants – Emotions – Liking – Resonance
Affective Response
Wants
• Influenced by emotions / feelings
• Examples– Impulse buying– Ad example
Emotions
• Agitate our passions or feelings
• Emotional appeals in ads– Fear, love, humor– Example
Affective Response
Liking
• Positive feeling generated by the ad
• Liking ad Liking brand– Example
• Brand Liking determined by all consumer-brand interaction
Resonance
• Stronger response than liking
• Identify with brand on personal level
• Resonating messages strong brand relationship– Example
Association
• Linking a brand with characteristics, qualities & lifestyles that represent it’s personality
– Symbolism– Conditioned Learning– Brand Transformation
Association
Symbolism
• Making the brand stand for something else – Dettol – McDonald’s – Dawlance – Levi’s example
Conditioned Learning
• Repetition
• How an idea gets implanted in a consumer’s mind– Examples
Association
Brand Transformation
• A perceptual shift in the consumer’s mind– Product becomes a
brand
Brand Communication
1. Brand identity
2. Brand position
3. Brand personality
4. Brand image
5. Brand promise
6. Brand loyalty
Persuasion
• The conscious intent on the part of the source to influence or motivate the receiver of the message to believe or do something
– Attitudes– Argument– Motivation– Involvement – Conviction & Preference– Loyalty
Persuasion
Attitudes
• State of mind / inclination
• Mental readiness to react in a situation in a given way– Positive / Negative /
Neutral
Argument
• Use logic, reasons & proofs to make a point & build conviction
• Advertising uses problem/solution strategy
Persuasion
Motivation
• When something prompts a person to act in a certain way
• Marketers motivate through incentives– Examples
Involvement
• Degree to which you are engrossed in attending to an ad or making a product decisions
– High involvement– Low involvement
Persuasion
Loyalty
• Measured as an attitude (preference) & by repeat purchases
• Built through customer satisfaction– Loyalty programs
Conviction & Preference
• Conviction: Believing something to be true
• Preference: Intent to buy
• Credibility:– PR– Data– Source credibility– Example
Behavior
• The action response
• A lot of advertising is designed to create action
– Try– Buy– Contact– Prevention
Behavior
Try & Buy
• Initiating action through trial or purchase
• Sales promos are used to motivate people to act
• Best measure of advertising effectiveness
Contact
• Responding by visiting, calling, clicking, etc.
Prevention
• The opposite of action
• Discouraging unwanted behavior
Summary
• Perception– Exposure & selection / attention– Personal factors Interest & relevance– Awareness & Memory (recognition)
• Cognition– Consumer needs for product & information & how it is
learned– Sense of differentiation which is recalled later
• Affective response– Feelings – wants & like & resonation with emotions
Summary
• Association– Sets up a network of symbols– Conditioned learning– Transformation into brand with personality & image
• Persuasion– Attitude change– Arguments, motivations & level of involvement– Conviction & preference
• Behavior– Try, buy, contact, avoid
Sofia Bank
Orbit Gum
Omore’s Roundabout Mockups
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Relevance
Relevance
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Information
Brand Differentiating Message
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Comment
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Association
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Emotional Appeal
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Olper’s
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Association / Conditioned Learning
Association / Conditioned Learning
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Ad Liking Pug
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Wants
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