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Chapter 6
How Advertising Works
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Learning Objectives
Review consumer behavior
Understand the basic human communication process.
Learn about what advertising can do to influence consumers at various stages of the process.
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Your Experiences
Have you done something primarily because of the ad you saw( e.g., bought the offering, talked about it, encouraged or discouraged friends to use it, etc.)?
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The Human Communication Process
SourcesSources
EncodingEncoding
MessageMessage
ChannelChannel
DecodingDecoding
ReceiverReceiverFeedback
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A general Model of the Communication Process for Promotions
Feedback
Source Message Transmission Receiver ActionModel of the communication process
• Manufacturer• Promotion manager• Ad agency• Salesperson• Spokesperson
• Advertisements
• Sales promotions
• Personal selling
• Publicity
• Media: TV, magazines• Direct mail: in-store• In-home; telephone• Newspaper articles
• Consumer • Consumer
Manage promotion
Strategy
Encode promotion
communication
Transmit promotion
communication
Decode Promotion
communication
Take action
• Analyze consumer/
product relationship• Determine promotion
objectives and budget• Design and implement
promotion strategy• Evaluate promotion
strategy
• Design promotion
to communicate
appreciate
meanings
• Select media or
distribution method
to expose promotion
message to
appropriate
audience
• Attend to message
• Interpret promotion
• Integrate meanings
to form Aact and
behavioral intention
• Purchase product• Store contact• Word-mouth
communication
Relevant
Agents and
stimuli
Key actions
Or decision
Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3rd ed.
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Noise is Any Factor That Interferes Withthe Correct Delivery of the Ad Message.
Noise is Any Factor That Interferes Withthe Correct Delivery of the Ad Message.
Target Audience’s Attention Depends on: Their Perceived Needs,
Information Processing, and Avoidance.
Target Audience’s Attention Depends on: Their Perceived Needs,
Information Processing, and Avoidance.
Media Plan Produces the Best Set of MediaTo Reach the Target Audience at the
Best Time and Place.
Media Plan Produces the Best Set of MediaTo Reach the Target Audience at the
Best Time and Place.
The Creative Strategy Outlines What Type of Message Needs to be Developed.
The Creative Strategy Outlines What Type of Message Needs to be Developed.
Internal Environment of the Advertising Process (Fig. 6.2)
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The Message Reception Process (Fig. 6.3)
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Marketing Communications Spectrum (DAGMAR)
- Advertising- Promotion
- Personal selling- Publicity
-User recommendation- Product design
- Availability- Display- Price
- Packaging-Exhibits
MKTG FORCES
- Competition from other brands within
the product category- Memory lapse
- Sales resistance
- Market attrition
- Competition from otherproduct categories
- Other environmentalfactors
COUNTERVAILING FORCES
UNAWARENESS
AWARENESS
COMPREHENSION
CONVICTION
ACTION
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Alternative Response Hierarchies: Three-Orders Model
Perceived Product
Differentiation
High
Low
(Learning model)
Cognitive
Affective
Conative
(Dissonance attribution model)
Conactive
Affective
Cognitive
(Low Involvement model)
Cognitive
Conative
Affective
High Low
Topical Involvement
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Communication Effects Models
Traditional Response Hierarchy Models AIDA Hierarchy of effects Innovation adoption Information processing Two assumptions: high topical involvement and a
high level of brand differentiation Standard learning model (cognitive-->affective-->
conative)
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Communication Effects Models
Alternative Response Hierarchy Models Dissonance/Attribution model
high topical involvement, but low brand differentiation conative--> affective--> cognitive reducing dissonance as a primary role of adv.
Low involvement model “learning without involvement” (Herbert Krugman) cognitive->conative->affective
simple cues in advertising triggers a brand choice developing such cues as a primary role of advertising
Hierarchy of effects Innovation adoption Information processing Two assumptions: high topical involvement and a high level of brand
differentiation Variations of standard learning model
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Implications of effects models
Which model best represents consumer responses related to the product/service being promoted?
Where do consumers perceive us to be located in the hierarchy?==>Then, where do we plan to move
consumers to in the hierarchy?
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Exposure
Messages Have To be Placed in a Medium
that the TargetAudience
Sees, Reads,Watches, or Listens to.
Exposure
Messages Have To be Placed in a Medium
that the TargetAudience
Sees, Reads,Watches, or Listens to.
Attention
The Mind is Engaged; it isFocusing onSomething.
Attention isAroused by a
Trigger.
Attention
The Mind is Engaged; it isFocusing onSomething.
Attention isAroused by a
Trigger.
Stopping Power
Ads that StopThe Scanning
are UsuallyHigh in
Intrusiveness& Originality.
Stopping Power
Ads that StopThe Scanning
are UsuallyHigh in
Intrusiveness& Originality.
Perception: Creating Stopping Power
One of the Biggest Challenges for Advertisers is Simply to Get Consumers to Notice Their Messages.
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AttentionAttention
- Relevance - Relevance
- Interest - Interest
InvolvementInvolvement
Awareness: Making an Impression
Attention is a Message Design Problem and is Obtained by Providing:
Ads That Speak to Our Personal Interest are Noticed More Often.
Interest is Usually Created by Personal Involvement or Curiosity.
Intensity of the Consumer’s Interest in a Product, Medium or Message.
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Understanding is a Conscious Effort to
Make Sense of the Information Being
Presented and May Involve:
Understanding is a Conscious Effort to
Make Sense of the Information Being
Presented and May Involve:
AssociationAssociationTeaching, Learning, Knowing
Teaching, Learning, Knowing
Clear Relevant ExplanationsClear Relevant Explanations
Understanding: Making It Clear
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OpinionsEmotions
Conviction Leads to Trail
Attitudes
Arguments Likability
Retrial
Persuasion: Attitude Change and Trial
Appeals
Persuasive Ads Try to Establish, Reinforce, or
Change an Attitude, Build an Argument,
Touch an Emotion, or Anchor a Conviction
Based on:
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Persuasion: Attitude Change and Trial
Appeals Something that makes the product particularly attractive
or interesting to the consumer. i.e. security, esteem.
Attitudes and Opinions Establish a new opinion where none has existed before, Reinforce an existing opinion, Change an existing opinion.
Likability How people respond to a product or a message. i.e.
use of entertainment
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Persuasion: Attitude Change and Trial
Arguments A line of reasoning in which one point follows from
another, leading to a logical conclusion. i.e Jeep ad
Emotions How someone feels about the product, etc. may be just
as important as what that person knows about it.
Conviction Leads to Trial Strong belief about a product’s benefits that leads to
trial. i.e. good for us, make us look better
Retrial Goal is to build strong brand loyalty though repurchases.
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MemorabilityLocking Messages Into Consumer’s Minds Through
Recognition and Recall
MemorabilityLocking Messages Into Consumer’s Minds Through
Recognition and Recall
- Key VisualsVivid Image That Helps a Consumer
Remember a Product or Message
- Key VisualsVivid Image That Helps a Consumer
Remember a Product or Message
- RepetitionJingles, Slogans, and Taglines are
Key Repetition Tools
- RepetitionJingles, Slogans, and Taglines are
Key Repetition Tools
***Vampire CreativityPeople Remember a Commercial,
But Not the Product
***Vampire CreativityPeople Remember a Commercial,
But Not the Product
Memorability: Locking Power
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Brand Image:Consumers’ Mental Image of a Brand Based On:
Brand Image:Consumers’ Mental Image of a Brand Based On:
Product PersonalityProduct Personality
Builds Brand EquityBuilds Brand Equity
Psychological DimensionPsychological Dimension
PromisePromise
How Brands Work
Physical Dimension
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Review
Review consumer behavior
Understand the basic human communication process.
Learn about what advertising can do to influence consumers at various stages of the process.
