Part 2 Principle: Be True to Thy Brand Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-1

Chapter 4:How Marketing Communication Works

Part 2Principle: Be True to Thy Brand

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-1

1. How does marketing communication work both as a form of mass communication and interactive communication?

2. How did the idea of advertising effects develop, and what are the problems in traditional approaches to advertising effects?

3. What is the Facets Model of Advertising Effects, and how does it explain how advertising works?

Questions to Explore


Surprisingly, many experts are not sure how advertising works, or even if it works well.

This is even more of a problem for the new digital media and other forms of marketing communication.

The problem: poorly executed advertising doesn’t communicate well to its intended audience or have the impact its creators desired.

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Does advertising work?

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“I know half my advertising is wasted, but I don’t know which half.”

John Wanamaker, department store baron

For more quotes on the impact of advertising, visit: www.advertisinghalloffame.org/members


Does advertising work?

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http://www.advertisinghalloffame.org/members

How Does Communication Work in Marketing?


Mass communication is a process. Consider:

The SMCR Model: 1. Source2. Sender3. Message4. Channels of communication 5. Receiver

Feedback is obtained by monitoring the response of the receiver to the message.


The mass communication approach

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Referring to Figure 4.1B, discuss:

1. Message2. Medium3. External noise4. Internal noise5. Feedback

Can you identify each of these elements in the Ford SYNC example from this chapter?


Advertising as mass communication

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Mass communication is traditionally a one-way process with the message moving from sender to receiver.

Interactive communication is two-way—a dialogue—and is where marketing communication is headed.

◦ The source and receiver change positions as the message bounces back and forth between them.


Adding interaction to marketing communication

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The move toward interactivity

Interest in buzz marketing indicates that marketing communication is moving beyond two-way communication.

Consumers can now:◦ react to messages with comments, phone calls, e-

mail inquiries.◦ Initiate communication as well as receive it.



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The move toward interactivity Advertisers must learn to receive (listen) as well as

send information.

Feedback is now occurring in real time through:◦ personal selling◦ customer service◦ online marketing◦ toll-free numbers◦ E-mail



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Permission marketing defined:

“A practice that invites consumers to sign up for messages or self-select themselves into a brand’s target market.”

This trend mirrors the shift from one-way to two-way communication.



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The Internet has radically changed our conversation.

Consider the effects of:◦ Texting◦ Twitter◦ Hashtags



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What are the Effects Behind Effectiveness?

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AIDA Attention Interest Desire Action

Think/Feel/DoThink about the message, feel something about the

brand, then do something, such as try it.


Traditional approaches

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DomainsMessages have various impacts on consumers

simultaneously in:

1. Perception2. Learning3. Persuasion


Traditional approaches

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According to advertising pioneer David Ogilvy:

Information processing is key for certain types of ads.

Emotion, is equally important informing attitudes.

Persuasion is a key function as well.


What effects are critical?

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Problems with traditional approaches

1. They presume a predictable set of steps.

2. Some effects are missing—brand linkage and motivation.

Ultimately, brand communication is the most important consideration.


What effects are critical?

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“Waking Up Canadian”

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In this YouTube ad, An unsuspecting but newly recognizedCanadian citizen wakes up to find his bedroom has become a center of Canadian symbols. How is information processing used here?

What are the Facets of Impact?


Does a more complete job of explaining how advertising creates consumer responses.

It is useful in both setting objectives and evaluating advertising effectiveness.


The Facets Model of Effects

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Effective advertising creates six types of consumer responses:

1. See/Hear: the Perception Facet2. Feel: the Affective or Emotional Facet3. Think/understand: the Cognitive Facet4. Connect: the Association Facet5. Believe: the Persuasion Facet 6. Act/Do: the Behavior Facet


The Facets Model of Effects

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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.

For an advertisement to be effective, it first must be noticed or at least register on some minimal level on our senses.


The Perception Facet: See/Hear

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Factors driving the perception response

Exposure Media planners want consumers to see or hear

the message.

Selection and attentionSelective attention: consumers choose to attend

to the message.

Interest Receiver mentally engages with the ad or

product.



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Factors driving the perception response

RelevanceMessage connects on some personal level.

CuriosityResults from questioning, wanting to know more.

AwarenessAd makes an impression; registers with consumer.

RecognitionPeople remember the ad. Recall means they

remember what it said. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall


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Messages that are relevant speak to a consumer’s special interests.

The synergy requirement

Using an IMC approach, marketers coordinate all marketing communication messages to create synergy.

This means individual messages have more impact working jointly than they would on their own.



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The subliminal issue

Subliminal effects are message cues given below the threshold of perception.

Subliminal messages are designed to get past your perceptual filters by talking directly to your subconscious.

As a class: For more on this issue, see “A Matter of

Principle: Ice Cubes, Breasts, and Subliminal Ads.”



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The subliminal issue



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A liquor advertising campaign showed ice cubes with shapes in them and deliberately called attention to these supposedly “subliminal” messages.

Affective responses mirror our feelings about something.

“Affective” describes something that stimulates wants, touches the emotions, and elicits feelings.

Brand messages can arouse a range of different emotions.


The Emotional or Affective Facet: Feel

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Factors that drive the affective response

Wants and desires Driven by emotions;

based on wishes, longings, cravings.

ExcitementOur emotions and passions are aroused.



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This poster from the “Nightlife Navigators” campaign works to create a negative feeling about the financial impact of a DUI ticket.

Factors that drive the affective response

FeelingsEmotional appeals based on humor, love, or fear.

Liking If you like the ad, those positive feelings transfer

to the brand.

ResonanceA feeling that the message rings true.



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Cognition refers to how customers: ◦ search for and respond to information◦ learn and understand something.

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

As a class: Discuss how American Airlines used the left-brain/right brain approach in an ad to creatively communicate its new seating in coach.


The Cognition Facet: Think/Understand

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Factors that drive the cognitive response

NeedAd messages here describe something missing in

the consumer’s life.

Cognitive learningPresenting facts, information, and explanations

leads to understanding.

ComprehensionThe process by which we understand, make

sense of things, or acquire knowledge. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall


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Factors that drive the cognitive response

DifferentiationThe consumer’s ability to separate one brand

from another, based on an understanding of a competitive advantage.

RecallA measure of learning or understanding. One

remembers the ad, the brand and copy points.



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Association means using symbols to communicate. It is the primary tool used in brand communication.

Brand linkage reflects the degree to which:

1. the associations presented in the message 2. the consumer's interest

are connected to the brand.


The Association Facet: Connect

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Factors that drive the association response

SymbolismA brand takes on a symbolic meaning. It stands

for certain, usually abstract, qualities.

Conditioned learningThoughts and feelings linked to the brand.

TransformationA product takes on meaning and is transformed

into something special.


The Association Facet: Connect

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Persuasion: influencing or motivating the receiver of a message to believe or do something.

Attitude is an inclination to react in a given way.

Attitudes are expressed as beliefs when people are convinced.


The Persuasion Facet: Believe

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A dramatic photo of Mount McKinley associates drinking Coke with an enduring and majestic mountaintop.

Factors that drive the persuasion response

MotivationSomething prompts one to act in a certain way.

Influence◦ Opinion leaders may influence others’ attitudes.◦ Word of mouth is created by strategies that

engage influencers.

Involvement◦ The degree to which one attends to messages

and how they make product decisions. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall


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EngagementThe consumer is “turned on.”

ConvictionConsumers agree with a message and achieve a state of certainty or belief about a brand.

Preference and intentionHere, consumers are motivated by conviction.



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LoyaltyBrand loyalty involves attitude, emotion, action.

It’s built on customer satisfaction.

Believability and credibility ◦ Believability: refers to credibility of the message.◦ Credibility: trustworthiness of the source. ◦ Source credibility: the person delivering the message

is respected, trusted, and believable.



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Behavior is the action response.

It can involve a number of actions including:◦ Trying or buying the brand◦ Visiting a store◦ Returning an inquiry card◦ Calling a toll-free number◦ Clicking on a Web site

A question for you:

What is the difference between direct action and indirect action?


The Behavior Facet: Act/Do

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Factors that drive the behavioral response

Mental rehearsalAdvertising attempts to create virtual memories.

TrialThis is important for new or expensive products.

BuyingAdvertising sometimes

stimulates sales by the call to action.



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Designed to inspire action, this ad was used during World War I to convince young people to join the military.

Factors that drive the behavioral response

ContactingConsumers respond by contacting the advertiser.

Advocating and Referrals◦Advocacy: speaking out on a brand’s behalf.◦Referral: a satisfied customer recommends a

favorite brand.

PreventionPresenting negative messages about an

unwanted behavior and creating incentives to stimulate the desired behavior.



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The Power of Brand Communication


Reviewing the Facets of Effects ModelWhen its six factors work together, they can create

a coherent brand perception.

However, we must remember that:

1. The effects are interdependent. 2. They are not all equal for all marketing

communication situations.


Interaction and impact

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The “Strong” TheoryAdvertising can persuade people who had never bought a brand to buy it once, and then repeatedly.

The “Weak” TheoryAdvertising has a limited impact on consumers; best used to reinforce existing brand perceptions.

Delayed Effects A consumer may see or hear an advertisement

but not act on that message until a later date.


Strong and Weak Effects

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In Chapter 5, we will:

Explore the cultural, social, psychological, and behavioral influences that affect consumer responses to advertising.

Discuss how groups of consumers are segmented and targeted.


Where We’re Headed Next

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“Perfect Pitch: Ford’s in Sync with Singer/Songwriter”

In this campaign targeted to Hispanic consumers, Ford built brand awareness of the new SYNC technology through experiential activities.

About 100,000 consumers visited SYNC Zones at concerts by the Juanes.


It’s a Wrap

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“Perfect Pitch: Ford’s in SYNC with Singer/Songwriter”

This campaign generated many test-drive leads, with a conversion rate of almost 30 percent.

Key lessons: Ford paired SYNC technology with its cars in a way

that appealed to Hispanic consumers.

As a class: What others can you think of?


It’s a Wrap

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Documents

Part 2 Principle: Be True to Thy Brand Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-1