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4-1Prentice Hall, © 2009
How Advertising Works
Part 2: Principle: Strategy is Creative, Too
Chapter 4
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?
CHAPTER KEY POINTS
4-3Prentice Hall, © 2009
The Communication ModelThe Communication Model
HOW ADVERTISING WORKS
• 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.
• 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.
4-4Prentice Hall, © 2009
Adding Interaction to AdvertisingAdding Interaction to Advertising
HOW ADVERTISING WORKS
• 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.
4-5Prentice Hall, © 2009
Traditional ApproachesTraditional Approaches
THE EFFECTS BEHIND ADVERTISING EFFECTIVENESS
• 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 Traditional Approaches– They presume a predictable set of steps. – Some effects are missing—brand linkage and motivation.– Brand communication is the most important.
4-6Prentice Hall, © 2009
The Facets Model of EffectsThe Facets Model of Effects
NEW APPROACH: 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.– See/Hear: the Perception Facet– Feel: the Affective or Emotional Facet– Understand: the Cognitive Facet– Connect: the Association Facet– Believe: the Persuasion Facet – Act: the Behavior Facet
4-7Prentice Hall, © 2009
See/Hear: Perception FacetSee/Hear: Perception Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
• 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 has to get noticed or at least register on some minimal level on our senses.
4-8Prentice Hall, © 2009
See/Hear: Perception FacetSee/Hear: Perception Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
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: 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.
4-9Prentice Hall, © 2009
Feel: Affective or Emotional FacetFeel: Affective or Emotional Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
• 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.
4-10Prentice Hall, © 2009
Feel: Affective or Emotional FacetFeel: Affective or Emotional Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
Factors 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.
4-11Prentice Hall, © 2009
Understand: Cognitive FacetUnderstand: Cognitive Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
• 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.
4-12Prentice Hall, © 2009
Understand: Cognitive FacetUnderstand: Cognitive Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
Factors 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.
4-13Prentice Hall, © 2009
Connect: Association FacetConnect: Association Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
• 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.
4-14Prentice Hall, © 2009
Connect: Association FacetConnect: Association Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
Factors 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..
4-15Prentice Hall, © 2009
Believe: Persuasion FacetBelieve: Persuasion Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
• 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.
4-16Prentice Hall, © 2009
Believe: Persuasion FacetBelieve: Persuasion Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
Factors 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.
4-17Prentice Hall, © 2009
Believe: Persuasion FacetBelieve: Persuasion Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
Factors Driving Persuasion (cont.)• 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.
4-18Prentice Hall, © 2009
Act: Behavior FacetAct: Behavior Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
• Behavior: the action response.• Involves a number of actions including:
– Try or buy the product– Visit a store– Return an inquiry card– Call a toll-free number– Click on a Web site
• Direct action vs. indirect action
4-19Prentice Hall, © 2009
Act: Behavior FacetAct: Behavior Facet
NEW APPROACH: THE FACETS MODEL OF EFFECTS
Factors 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
4-20Prentice Hall, © 2009
How the Facets Create a How the Facets Create a Coherent Brand PerceptionCoherent Brand Perception
THE POWER OF BRAND COMMUNICATION
• 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.
• Delayed Effects – A consumer may see or hear an advertisement but not act
on that message until later when in a store.
4-21Prentice Hall, © 2009
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Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall