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.or Web site visit.

The Communication Model

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

receiver’s response to the message.

2

The Communication Model

• Interactive communication is two-way—a dialogue—and this is where marketing g gcommunication is headed.– The source and receiver change positions as the

message bounces back and forth between them.

Advertising as Communication

3

Adding Interaction to Advertising• If advertisers want to overcome the impersonal

nature of mass communication, they need to learn i (li ) ll d i f ito 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 Advertising Effectiveness

• Good advertising—and marketing g gcommunication—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.

4

Simple Answer/ Traditional 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• Domains– Messages have various

impacts on consumers simultaneously (perception, learning, and persuasion)

The Facets Model of Effects

• Does a more complete job of explaining howof 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.

5

The Perception Facet

• Perception: the process by hi h i i f tiwhich 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.

Key Factors Driving Perception

• Exposure (being seen or heard)– Media planners want consumers to see or hear the message.– Media planners try to find the best way to expose the target audience to

the messagethe message

• Selection and attention– Selective attention: consumers choose to attend to the message.– One way to evaluate the effectiveness of advertising is to measuring the

attention level produced by the advertising

• Interest and relevance– Interest: receiver mentally engages with the ad or product.– Relevance: message connects on some personal level. When it appeals to

your self- interest, then the message is said to be relevant.

• Awareness– you are aware of something after having seen it or heard if before.

Awareness results when an advertisement initially makes an impression

• Recognition– Recognition: people remember the ad.– Recall: people remember what the ad said.

6

The Affective or Emotional Facet

• Affective responsesffective esponsesmirror our feelings about something.

• “Affective” describes something that stimulates wants, touches the

ti d li itemotions, and elicits feelings.

Factors Driving the Emotional Response

• Wants – Driven by emotions; based on desires, wishes, longings, cravings– Eg: you see a display of candy bars, you may want one, but that doesn’t

mean you think about whether or not you need it

• Feelings– Emotional appeals based on humor, love, or fear– Ads that rely on arousing these feelings are referred as emotional appeals.

• 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– Consumer identifies with the brand on a personal level– 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.

7

The Cognitive Facet

• Cognition: refers to how consumers respond toconsumers respond to information, learn and understand something

• It’s a rational, “left-brain” approach.

Factors Driving Cognitive Response

• Need– Something you think about– Ad messages describe something missing in consumer’s lives. – consumer need a virus computer protection , need explanation of how

the program work

• Learning– Consumers learn about products and brand

– 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 product category

• Recall– A measure of learning or understanding– You remember the ad, the brand, and the copy points.

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– A brand takes on a symbolic meaning.– It stands for certain usually abstract qualitiesIt stands for certain, usually abstract, qualities.– Eg, Rolex watch represent quality, luxury and status.

• Conditional Learning– Thoughts and feelings associated with the brand.– Eg: Beer is about sporting events, beach parties, and pretty

women.

• Transformation– A product is transformed into something special, differentiated p g p ,

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.

9

The Persuasion Facet• Persuasion: influencing or

motivating the receiver of a message to believe or do something

Principle:Advertising employs both

rational arguments and compelling emotions to create

ipersuasive messages.

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.

Factors Driving PersuasionFactors Driving Persuasion

• 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.

Factors 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.

10

The Behavior Facet

• Behavior: the action responseresponse.

• 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

Components of Behavior

• Try and buy: objective of most mrktg program is sales, the consumers view of that is purchase.p

• Contact: trying and buying are what the marketer desires, but other actions are more important measure of ad’s effectiveness.

• Prevention: there are social-action situations where advertising message are designed to deter behavior, such as limitation of car use due to clean –air campaign and anti-smoking and anti-druguse due to clean –air campaign and anti-smoking and anti-drug campaign for teens