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    Chapter 04

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    Seth Rollins
    The document discusses models of how advertising works to influence consumers. It begins by explaining basic communication models involving a sender, message, channel, receiver, and feedback. It then explains the traditional AIDA model of getting Attention, Interest, Desire and Action from consumers. However, this is criticized for being too linear. A new Facets Model is proposed with five facets: Perception, Emotion, Cognition, Association, and Persuasion that ultimately lead to Behavior change. Each facet is then defined in more detail.

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    Chapter 04

    Uploaded by

    Seth Rollins
    4 views26 pages
    The document discusses models of how advertising works to influence consumers. It begins by explaining basic communication models involving a sender, message, channel, receiver, and feedback. It then explains the traditional AIDA model of getting Attention, Interest, Desire and Action from consumers. However, this is criticized for being too linear. A new Facets Model is proposed with five facets: Perception, Emotion, Cognition, Association, and Persuasion that ultimately lead to Behavior change. Each facet is then defined in more detail.

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    The document discusses models of how advertising works to influence consumers. It begins by explaining basic communication models involving a sender, message, channel, receiver, and feedback. It then explains the traditional AIDA model of getting Attention, Interest, Desire and Action from consumers. However, this is criticized for being too linear. A new Facets Model is proposed with five facets: Perception, Emotion, Cognition, Association, and Persuasion that ultimately lead to Behavior change. Each facet is then defined in more detail.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    4 views26 pages

    Chapter 04

    Uploaded by

    Seth Rollins
    The document discusses models of how advertising works to influence consumers. It begins by explaining basic communication models involving a sender, message, channel, receiver, and feedback. It then explains the traditional AIDA model of getting Attention, Interest, Desire and Action from consumers. However, this is criticized for being too linear. A new Facets Model is proposed with five facets: Perception, Emotion, Cognition, Association, and Persuasion that ultimately lead to Behavior change. Each facet is then defined in more detail.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 26

    How Advertising Works

    Basic Communication Model

    Noise

    Source/ Coded Decoded


    Sender Message Channel Message Receiver

    Feedback
    Interactive Communication Model

    Source/ Coded Decoded


    Sender Message Channel Message Receiver

    Receiver Decoded Channel Encoded Source


    Message Message
    The Effects behind Advertising Effectiveness
    AIDA Model

    A Attention

    I Interest
    D Desire

    A Action
    Criticism

    Absence of Post Purchase Behavior

    Linear in Nature

    Does not consider different point of sales


    10

    New Approach: Facets Model of Effects

    See/ Hear

    Perception

    Feel Think
    Emotion Cognition

    Facet
    Model
    Connect Association Persuasion
    Believe

    Behavior

    Act
    The Perception Facet (See/ Hear)

    Exposure

    Selective Attention

    Interest and Relevance

    Awareness

    Recognition
    The Affective or Emotional Facet (Feel)

    Wants

    Feelings

    Liking

    Resonate

    https://www.youtube.com/watch?v=ZFb01yTR9bA
    The Cognitive Facet (Understand)

    Needs

    Cognitive Learning

    Differentiation

    Recall
    https://www.youtube.com/watch?v=AO0FnDqqb1Y
    https://www.youtube.com/watch?v=fma7sDc2HSE
    The Association Facet: Connect

    Symbolism

    Transformation
    https://www.youtube.com/watch?v=uRD1se7ZQjY
    The Persuasion Facet (Believe)

    Motivation

    Influence

    Involvement

    Conviction
    https://www.youtube.com/watch?v=3bdm4NBYxII
    The Behavior Facet (Act)

    Try

    Buy

    Contact

    Advocate

    Prevent

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