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How Advertising Works. Part 2: Planning and Strategy Chapter 4. Key Points. Demonstrate why communication is a key factor in advertising effectiveness Explain the Facets Model of Advertising Effects to show how brand advertising works

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how advertising works

How Advertising Works

Part 2: Planning and Strategy

Chapter 4

ADVERTISING Principles and Effective IMC Practice

key points
Key Points
  • Demonstrate why communication is a key factor in advertising effectiveness
  • Explain the Facets Model of Advertising Effects to show how brand advertising works
  • List the six key effects that govern consumer response to advertising messages

ADVERTISING Principles and Effective IMC Practice

communication models
Communication Models

ADVERTISING Principles and Effective IMC Practice

how advertising works as communication
The communication model

Adding interaction to advertising

Mass communication is generally a one-way process

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

Two-way communication

How Advertising Works as Communication

ADVERTISING Principles and Effective IMC Practice

advertising communication model
Advertising Communication Model

ADVERTISING Principles and Effective IMC Practice

effective communication
Effective Communication
  • The following assignment grading will be subject to the creative criteria. The due date is on next week.

VS

  • I will grade your next assignment according to the creativity level. You have to submit next week.

ADVERTISING Principles and Effective IMC Practice

the facets model of effective advertising
The Facets Model of Effective Advertising

ADVERTISING Principles and Effective IMC Practice

perception
The process by which we receive information through our five senses and assign meaning to itPerception

ADVERTISING Principles and Effective IMC Practice

perception1
Perception
  • Exposure
  • Being seen or heard
  • Media planners try to find the best way to expose the target audience to the message
  • IMC planners consider all contacts a consumer has with a company or brand
  • Making contact

ADVERTISING Principles and Effective IMC Practice

perception2
Selection and Attention

The ability to draw attention, to bring visibility

One of advertising’s greatest strengths

Creating stopping power

Interest and Relevance

Interest

The receiver of the message has become mentally engaged with the ad and the product

Relevance

The message connects on some personal level

Creating pulling power

Perception

ADVERTISING Principles and Effective IMC Practice

perception3
Awareness

Results when an ad initially makes an impression

Most evaluations of advertising effectiveness include a measure of awareness as an indicator of perception

Making an impression

Recognition

Memory

Recognition: remember seeing the ad

Recall:

remember of what the ad said

Perception

ADVERTISING Principles and Effective IMC Practice

perception4
Perception
  • 1.Perception (seeing): message gets noticed?

ADVERTISING Principles and Effective IMC Practice

cognition
How consumers respond to information, learn, and understand somethingCognition

ADVERTISING Principles and Effective IMC Practice

cognition1
Cognition
  • Needs
  • The cognitive impact of an advertising message
  • A cognitive ad explains how a product works and what it can do for the consumer
  • Matching product features to consumer needs

ADVERTISING Principles and Effective IMC Practice

cognition2
Information

Facts about product performance and features

Particularly important for products that are complex, have a high price, or are high risk

Fact about products and their features

Cognitive Learning

When a presentation of facts, information, and explanations leads to understanding

Used by consumers who want to learn everything about a product before they buy it

Creating understanding

Cognition

ADVERTISING Principles and Effective IMC Practice

cognition3
Differentiation

Occurs when consumers understand the explanation of a competitive advantage

A consumer has to understand the features of a brand and be able to compare competing products

Understanding the differences between competitive products

Memory Recall

When the consumer remembers seeing the advertisements and remembers the copy points

Ads use jingles, slogans, catchy headlines, intriguing visuals, and key visuals

Locking info. in memory

Cognition

ADVERTISING Principles and Effective IMC Practice

cognition4
Cognition
  • 2.Cognition (understand): learn info. presented?

ADVERTISING Principles and Effective IMC Practice

the affective or emotional response
Mirrors a person’s feelings about something

Stimulates wants

Touches the emotions

Creates feelings

The Affective or Emotional Response

ADVERTISING Principles and Effective IMC Practice

affective or emotional response
Affective or Emotional Response
  • Wants
  • Influenced more by emotion or desire
  • Desire is based on wishes, longings, and cravings
  • Creating Desire
  • Emotions
  • Agitates passions or feelings
  • Affecting feelings

ADVERTISING Principles and Effective IMC Practice

the affective or emotional response1
Liking

Liking a brand or ad is one of the best predictors of consumer behavior

If a consumer likes the ad, the positive feeling will transfer to the brand

Create positive feelings for the ad and the brand

Resonance

Help the consumer identify with the brand on a personal level

Stronger than liking because it involves an element of self-identification e.g. associate the concern of the target group

Appeal to self-interest

The Affective or Emotional Response

ADVERTISING Principles and Effective IMC Practice

affective response
Affective Response

3. Affective (feeling): stimulate want?

ADVERTISING Principles and Effective IMC Practice

association
The process of making symbolic connections between a brand and characteristics that represent the brand’s image and personality

(connection between the brand and desired quality)

Symbolism

The brand stands for a certain quality

A bond or relationship is created based on these meanings e.g. Rolex

Sth stands for sth

Conditioned Learning

The way association implants an idea in a consumer’s mind

e.g. Beer always use sporting events, parties, young women

Association

ADVERTISING Principles and Effective IMC Practice

association1
Brand Transformation

A brand takes on meaning when it is transformed from a product into something special

Differentiated from other products in the category by virtue of its image and identity

Association

ADVERTISING Principles and Effective IMC Practice

association2
Association
  • 4.Association: brand image, brand personality?

ADVERTISING Principles and Effective IMC Practice

persuasion
The conscious intent on the part of the source to influence the receiver of a message to believe or do something

Attitudes

Mental readiness to react to a situation in a given way

Arguments

Uses logic, reasons, and proofs to make a point and build conviction

Reason, proof

Persuasion

ADVERTISING Principles and Effective IMC Practice

persuasion1
Motivation

When something prompts a person to act in a certain way

Marketing communications uses incentives to encourage response

Incentive to respond

Conviction/Preference

Conviction

Consumers believe something to be true

Preference

An intention to try or buy a product

Source credibility e.g. Colgate uses the dentist

Persuasion

ADVERTISING Principles and Effective IMC Practice

persuasion2
Loyalty

Measured both as an attitude and by repeat purchases

Built on customer satisfaction

(Both attitude and action)

Involvement’s Role

The degree to which a consumer is engrossed in attending to an ad or making a product decision

High involvement

Low involvement

Persuasion

ADVERTISING Principles and Effective IMC Practice

persuasion3
Persuasion
  • 5. Believe: believe in the message and do something?

ADVERTISING Principles and Effective IMC Practice

behavior
The action response

Effectiveness is measured in terms of its ability to motivate people to do something

Try and Buy

Initiating action through trial

Trial is important because it lets a customer use the product without investing in its purchase

Try the product

Behavior

ADVERTISING Principles and Effective IMC Practice

behavior1
Contact

Making contact with the advertiser can be an important sign of effectiveness

Respond by visiting, calling, sending back a card, clicking on website, etc.

Prevention

Involves counter-arguing by presenting negative messages about an unwanted behavior

Discourage unwanted behavior

Behavior

ADVERTISING Principles and Effective IMC Practice

behavior2
Behavior
  • 6. Act: want to try the product, buy one?

ADVERTISING Principles and Effective IMC Practice

exercise
Exercise
  • Analyze the response(s) expected from the ads show
  • Dentiste
  • Ray Ban

ADVERTISING Principles and Effective IMC Practice

summary
Summary
  • All the SIX responses seem to be combined in one ad
  • However, the proportion of the response depends on the ad OBJECTIVE
  • Behavioral response is the highest level and what most ads want to ACHIVEVE

ADVERTISING Principles and Effective IMC Practice

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