Advertising Principles and Practices How Advertising Works 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 Prentice Hall 2009 4 2 The Communication Model The Communication Model Mass communication is generally a one way process with the message moving from source to reciever Feedback is obtained by monitoring the receiver s response to the message Prentice Hall 2009 4 3 The Communication Model The 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 Two way communication is interactive and the source and receiver change positions as the message bounces back and forth between them Prentice Hall 2009 4 4 Advertising as Communication Advertising as Communication Prentice Hall 2009 4 8 Adding Interaction to Advertising Adding 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 How 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 How Through personal selling customer service online marketing response devices toll free numbers and email Prentice Hall 2009 4 6 The Effects Behind The Effects Behind Advertising Effectiveness Advertising 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 Prentice Hall 2009 4 7 Traditional Approaches Traditional Approaches AIDA Attention Interest Desire Action Assumes a predictable set of steps assumes the first steps are easier than the last set of steps Called Hierarchy of Effects Model People don t always buy things in this order Think Feel Do Think about the message feel something about the brand then do something like try it Prentice Hall 2009 4 8 Problems with Problems with Traditional Approaches Traditional Approaches 1 They presume a predictable set of steps 2 Some effects are missing brand linkage and motivation Prentice Hall 2009 4 9 The Facets Model of Effects The Facets Model of Effects Does a more complete job of explaining how advertising brands consumer responses Useful in both setting objectives and evaluating advertising effectiveness The six facets come together to make up a unique consumer response to an advertising message First step is perception after that it doesn t matter the order Prentice Hall 2009 4 14 See Hear the Perception Facet See 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 Prentice Hall 2009 4 11 See Hear See Hear Key Factors Driving Perception Key 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 The message such as the Peace Corps example connects on some personal level Awareness Recognition An ad makes an impression it registers with the consumer Recognition people remember the ad Relies on visuals such as logos colors jungles and sounds characters and slogans Recall People remember what the ad said Prentice Hall 2009 4 12 Feel Feel the Affective or Emotional Facet the Affective or Emotional Facet Affective Emotional Responses mirror our feelings about something Affective describes something that stimulates wants touches the emotions creates liking and elicits feelings Subliminal effects are message cues given below the threshold of perception Prentice Hall 2009 4 13 Feel Feel Factors Driving the Affective Response Factors Driving the Affective Response Wants Driven by emotions based on desires wishes longings cravings Ex Impulse buying Feelings Liking Resonate Emotional appeals based on humor love or fear Emotional Appeals Arousing feelings If you like the ad those positive feelings transfer to the brand Aversion People avoid buying a brand because they don t like it A feeling that the message rings true Consumer identifies with the brand on a personal level Builds brand relationships Principle A positive response to an ad is important because advertisers hope that liking the ad will increase liking the brand Prentice Hall 2009 4 14 Understand the Cognitive Facet Understand the Cognitive Facet Cognition how consumers search for and respond to information learn and understand something It s a rational response to a message left brain approach Prentice Hall 2009 4 15 Understand Understand Factors Driving Cognitive Response Factors Driving Cognitive Response Needs Something you think about Ad messages describe something missing in consumer s lives Cognitive Learning Presenting facts information and explanations leads to understanding Ex Large purchases cars computers and major appliances 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 Prentice Hall 2009 4 16 Connect the Association Facet Connect the Association Facet Association using symbolism 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 Prentice Hall 2009 4 17 Connect Connect Factors Driving Association Factors Driving Association Symbolism A brand takes on a symbolic meaning It stands for certain usually abstract qualities Conditional Learning Thoughts and feelings