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Wells, Moriarty, Burnett & Lwin - Xth Edition

ADVERTISING Principles and Effective IMC Practice1

How Advertising Works

Part 2: Planning and StrategyChapter 4

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2

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


Communication Models


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


Advertising Communication Model


Effective Communication

The following assignment grading will be subject to the creative criteria. The due date is on next week.

VSI will grade your next assignment

according to the creativity level. You have to submit next week.


The Facets Model of Effective Advertising


Perception

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


Perception

ExposureBeing seen or heardMedia 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


Perception

Selection and Attention

The ability to draw attention, to bring visibility

One of advertising’s greatest strengths

Creating stopping power

Interest and Relevance

InterestThe receiver of the

message has become mentally engaged with the ad and the product

RelevanceThe message

connects on some personal level

Creating pulling power


Perception

AwarenessResults 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

RecognitionMemoryRecognition:

remember seeing the ad

Recall: remember of what the

ad said


Perception

1.Perception (seeing): message gets noticed?


Cognition

How consumers respond to information, learn, and understand something


NeedsThe cognitive impact of an

advertising messageA cognitive ad explains how a

product works and what it can do for the consumer

Matching product features to consumer needs

Cognition


Cognition

InformationFacts 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 LearningWhen 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

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

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


The Affective or Emotional Response

Mirrors a person’s feelings about somethingStimulates wantsTouches the

emotionsCreates feelings


Affective or Emotional Response

WantsInfluenced more by emotion or desireDesire is based on wishes, longings, and

cravingsCreating DesireEmotionsAgitates passions or feelingsAffecting feelings


The Affective or Emotional Response

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


Affective Response

3. Affective (feeling): stimulate want?


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

Brand TransformationA 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

4.Association: brand image, brand personality?


Persuasion

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

AttitudesMental readiness to

react to a situation in a given way

ArgumentsUses logic, reasons,

and proofs to make a point and build conviction

Reason, proof


Persuasion

MotivationWhen something

prompts a person to act in a certain way

Marketing communications uses incentives to encourage response

Incentive to respond

Conviction/PreferenceConviction

Consumers believe something to be true

PreferenceAn intention to try or

buy a product

Source credibility e.g. Colgate uses the dentist


Persuasion

LoyaltyMeasured 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

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


Behavior

The action response

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

Try and Buy Initiating action

through trialTrial is important

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

Try the product


Behavior

ContactMaking 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

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


Exercise

Analyze the response(s) expected from the ads show

- Dentiste- Ray Ban


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

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