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How does Advertising Communication Work?
1. 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.
The Communication Model
⢠Mass communication is generally a one-
way process with the message moving
yp g g
from sender to receiver.
â Feedback is obtained by monitoring the
receiverâs response to the message.
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2. The Communication Model
⢠Interactive communication is two-wayâa
dialogueâand this is where marketing
g g
communication is headed.
â The source and receiver change positions as the
message bounces back and forth between them.
Advertising as Communication
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3. Adding Interaction to Advertising
⢠If advertisers want to overcome the impersonal
nature of mass communication, they need to learn
to receive (li
i (listen) as well as send i f
) ll d information.
i
â 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.
â Through personal selling, customer service,
online marketing, response devices, toll-free
numbers, and email.
The Effects Behind
Advertising Effectiveness
⢠Good advertisingâand marketing
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communicationâis effective when it
generates the advertiserâs desired
response.
Principle:
The intended consumer response is
the messageâs objective, and the message is
effective to the degree that it achieves
this desired response.
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4. Simple Answer/ Traditional
Approaches
⢠AIDA (Attention, Interest,
Desire, Action)
â Assumes a predictable set
of steps
⢠Think-Feel-Do
â Think about the message,
feel something about the
brand, then do something
like try it
⢠Domains
â Messages have various
impacts on consumers
simultaneously
(perception, learning, and
persuasion)
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.
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5. The Perception Facet
⢠Perception: the process by
which we receive information
hi h i i f ti
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.
Key Factors Driving Perception
⢠Exposure (being seen or heard)
â Media planners want consumers to see or hear the message.
â Media planners try to find the best way to expose the target audience to
the message
⢠Selection and attention
â Selective attention: consumers choose to attend to the message.
â One way to evaluate the effectiveness of advertising is to measuring the
attention level produced by the advertising
⢠Interest and relevance
â Interest: receiver mentally engages with the ad or product.
â Relevance: message connects on some personal level. When it appeals to
your self- interest, then the message is said to be relevant.
⢠Awareness
â you are aware of something after having seen it or heard if before.
Awareness results when an advertisement initially makes an
impression
⢠Recognition
â Recognition: people remember the ad.
â Recall: people remember what the ad said.
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6. The Affective or Emotional Facet
⢠Affective responses
ffective esponses
mirror our feelings about
something.
⢠âAffectiveâ describes
something that stimulates
wants, touches the
emotions, and elicits
ti d li it
feelings.
Factors Driving the Emotional Response
⢠Wants
â Driven by emotions; based on desires, wishes, longings, cravings
â Eg: you see a display of candy bars, you may want one, but that doesnât
mean you think about whether or not you need it
⢠Feelings
â Emotional appeals based on humor, love, or fear
â Ads that rely on arousing these feelings are referred as emotional appeals.
⢠Liking (the brand and the ad)
â If you like the ad, those positive feelings transfer to the brand.
⢠Resonate
â A feeling that the message rings true
â Consumer identifies with the brand on a personal level
â Eg., Breast cancer awareness ad If women identifies with this message, it
is said to resonate for her
Principle:
A positive response to an ad is important because advertisers
hope that liking the ad will increase liking the brand.
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7. The Cognitive Facet
⢠Cognition: refers to how
consumers respond to
information, learn and
understand something
⢠Itâs a rational, âleft-brainâ
approach.
Factors Driving Cognitive Response
⢠Need
â Something you think about
â Ad messages describe something missing in consumerâs lives.
â consumer need a virus computer protection , need explanation of how
the program work
⢠Learning
â Consumers learn about products and brand
â Presenting facts, information, and explanations leads to
understanding.
â Comprehension: process by which we understand, make sense
of things, or acquire knowledge.
⢠Differentiation
â The consumerâs ability to separate one brand from another,
based on an understanding of a product category
⢠Recall
â A measure of learning or understanding
â You remember the ad, the brand, and the copy points.
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8. The Association Facet
⢠Association: communication
through symbolism
⢠Eg, ads of Nike, Viagra, Thing that
come to your mind, athlete, old
men,
⢠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.
Factors Driving Association
⢠Symbolism
â A brand takes on a symbolic meaning.
â It stands for certain, usually abstract, qualities.
certain abstract qualities
â Eg, Rolex watch represent quality, luxury and status.
⢠Conditional Learning
â Thoughts and feelings associated with the brand.
â Eg: Beer is about sporting events, beach parties, and pretty
women.
⢠Transformation
â A product is transformed into something special, differentiated
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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.
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9. The Persuasion Facet
⢠Persuasion: influencing or Principle:
motivating the receiver of a Advertising employs both
message to believe or do rational arguments and
something compelling emotions to create
persuasive messages.
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Factors Driving Persuasion
Attitude (positive, neutral, negative):
-is mental readiness to react to a situation in a given way
⢠Motivation
-Something (e.g., hunger) prompts one to act in a certain way.
⢠Influence
â Opinion leaders may influence other peoplesâ attitudes.
â Bandwagon appeals: messages say âeveryone is doing it.â
â Word of mouth is created by strategies that engage influencers.
⢠Involvement
â How engaged you are in paying attention.
â The process you go through in responding to a message and making a product
decision.
â High involvement vs. low involvement.
Factors Driving Persuasion
⢠Conviction
â Consumers agree with a message and achieve a state of
certaintyâa beliefâabout a brand.
⢠Loyalty
â Brand loyalty is both attitude (liking, respect, preference)
and action (repeat purchases).
â Itâs built on customer satisfaction.
⢠Believability and Credibility
â Believability: the credibility of the arguments in a message.
â Credibility: indication of the trustworthiness of the source.
â Source credibility: the person delivering the message is
respected, trusted, and believable.
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10. The Behavior Facet
⢠Behavior: the action
response.
response
⢠Involves a number of
actions including:
â Trying or buying the product
â Visit a store
â Return an inquiry card
â Call a toll-free number
â Click on a Web site
Components of Behavior
⢠Try and buy: objective of most mrktg program is sales, the
consumers view of that is purchase.
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⢠Contact: trying and buying are what the marketer desires, but
other actions are more important measure of adâs effectiveness.
⢠Prevention: there are social-action situations where advertising
message are designed to deter behavior, such as limitation of car
use due to clean âair campaign and anti-smoking and anti-drug
campaign for teens
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