how advertising works advertising principles and practices

How Advertising Works

Advertising Principles and Practices

Part Two: Planning and StrategyPart Two: Planning and Strategy

• 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

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4-2Prentice Hall, © 2009


Questions We’ll AnswerQuestions 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?

Chick-fil-A Builds Brand with Chick-fil-A Builds Brand with Renegade CowsRenegade Cows

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• 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?

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http://www.chick-fil-a.com/?


How does advertising work How does advertising work as communication?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 ModelThe Communication Model

• Mass communication is generally a one-way process with the message moving from sender to receiver.– Feedback is obtained by monitoring the

receiver’s response to the message.


The Communication ModelThe 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.

Advertising as CommunicationAdvertising as Communication



Adding Interaction to AdvertisingAdding 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.


The Effects Behind The Effects Behind Advertising EffectivenessAdvertising 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.


Traditional ApproachesTraditional 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)


Problems with Problems with Traditional ApproachesTraditional 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

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The Facets Model of EffectsThe 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.



Communication ConsumerObjective Response Drivers

Perception See/Hear 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 trial, buying, contacting, advocating, referral, prevention/

avoidance

Marketing Communication Effects


See/Hear: the Perception FacetSee/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.


See/Hear: See/Hear: Key Factors Driving PerceptionKey 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.


Feel: Feel: the Affective or Emotional Facetthe 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.


Feel: Feel: Factors Driving the Affective ResponseFactors 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.


Understand: the Cognitive FacetUnderstand: 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.


Understand:Understand:Factors Driving Cognitive ResponseFactors 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.


Connect: the Association FacetConnect: 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.


Connect: Connect: Factors Driving AssociationFactors 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.


Believe: the Persuasion FacetBelieve: 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.


Believe: Believe: Factors Driving PersuasionFactors 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.


Believe: Believe: Factors Driving PersuasionFactors 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.


Act: the Behavior FacetAct: 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– Click on a Web site

• Direct action vs. indirect action

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Act: Act: Factors Driving the Behavioral ResponseFactors 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.

Do anti-drug ads lead to Do anti-drug ads lead to increased drug usage?increased drug usage?



The Power of The Power of Brand CommunicationBrand 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 messageuntil later when in a store.

Discussion Questions


Discussion Question 1Discussion 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.



• 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.



• 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?



• 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.


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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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

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