Marketing340 Advertising-Lecture 4 - How Advertising Works

ADVERTISING
MKT340
[LECTURE CONTENT: 04]
HOW ADVERTISING WORKS

HOW ADVERTISING WORKS AS
COMMUNICATION
Advertising, and certainly all forms of

marketing communication, are first of all a
form of communication. In a sense, effective
advertising is a message to a consumer
about a brand. It gets attention and provides
information, sometimes even a bit of
entertainment.
2
Md Azzajur Rahman_Email: azzajur@iub.edu.bd
A BASIC COMMUNICATION MODEL AND
AN INTERACTIVE COMMUNICATION MODEL
3
ADVERTISING AS COMMUNICATION
• Clutter: It’s the magnitude
of messages all
competing to get your
attention.
• Viral Marketing: Which
relies on consumers to
pass messages about
products among
themselves—typically
through online platforms.
• Adding interaction to ad:
To overcome impersonal
nature of mass media
4
EFFECTS BEHIND ADVERTISING EFFECTIVENESS
The intended consumer response is the message's

objective, and the message is effective to the degree
that it achieves this desired response.
AIDA Model
or
Hierarchy
of Effect
Model
5
EFFECTS BEHIND ADVERTISING EFFECTIVENESS:
Think-Feel-Do Model:
The idea is that advertising motivates people to
think about the message, feel something about
the brand, and then do something, such as try
it or buy it.
6
Think-Feel-Do Model:
7
Facet Model of Advertising:
8
Perception is the process by which we receive information
through our five senses and assign meaning to it.
• Exposure: how many times an ad message is seen or heard?
• Selective attention: the process by which a receiver of a message
chooses to attend to a message
• Interest: mentally engaged with the ad and the product
• Relevance: ads connect on some personal level with receiver
• Awareness: do customers know about the brands?
• Recognition: people remember seeing the ad. It could be both
aided and unaided recognition
• Recall: People remember what the ad said
• Subliminal effects: message given below the threshold of
perception
9
Cognition refers to how consumers search for,
respond to information, learn and understand
something.
• Needs: matching product features to customer needs
• Information: facts about products and their features
• Learning: creating understanding; it could be both
cognitive (facts, information and explanation) and
conditioned learning (links one thing with another)
• Differentiation: understanding difference between
competitive products
• Recall: locking information in memory; delayed effect
10
Affective responses mirror our feelings about
something
• Wants: “I want something” implies desire. Wants are
driven by emotions and based on wishes, longings, and
cravings.
• Emotions: Affecting feeling (humor, love , fear etc).
• Liking: Creating positive feelings for the ad and the
brand
• Resonance: Appeal to self-interest; message “rings
true”
11
Association: It is the process of learning to make
symbolic connections between a brand and
characteristics, qualities, situations, and lifestyles that
represent the brand’s image and personality.
• Symbolism: something that stands for something else, such as a
quality or value
• Conditioned learning: creating links and bonds through repetition
• Brand transformation: creating brand meaning
• Network of associations: What do you think when you think of →
12
Persuasion is the conscious intent on the part of the source to
influence or motivate the receiver of a message to believe or do
something.
• Attitude: A state of mind, tendency, propensity, position, inclination
(can be positive, negative and neutral; marketing communication
helps to establish, change and reinforce attitude)
• Argument: Reasons, proof (advocacy ad)
• Involvement: Engagement, intensifies brand relationships (high &
low)
• Motivation: Incentives or reason to respond (gift, prizes)
• Influence: External people or event that shape attitude and
behavior
• Conviction and preference: Creating agreement and consideration
(intent to try or buy); KFC: Colonel Sanders
• Loyalty: Repeat purchase, satisfaction, advocate (frequent flyer,
club card & evangelism)
13
Behavior: Behavior can involve
different types of action in
addition to trying or buying the
product. The goal is to get people
to act in various ways.
• Try: Initiating action through trial
• Buy: Making it easy to buy
• Contact: Responding by visiting,
return an inquiry card, call a toll-free
number, or click on a Web site
• Prevention: Discouraging unwanted
behavior
14
Components of Brand Communication
Perceive Brand identity Brand identification marker

(Perception)
Understand Brand position What the brand is all about
(Cognition) relative to its category and other
competitive offerings
Feel Brand personality Human traits attributed on brands
(Affective)
Connect Brand image Mental impression consumers
(Association) construct for a product (creating
association)
Believe Brand promise Familiarity, consistency and
(Persuasion) predictability
Act Brand loyalty Brand relationship (brand loyalty)
(Behavior)
15

Marketing340 Advertising-Lecture 4 - How Advertising Works

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing340 Advertising-Lecture 4 - How Advertising Works

Uploaded by

Copyright:

Available Formats

ADVERTISING

HOW ADVERTISING WORKS

Advertising, and certainly all forms of

The intended consumer response is the message's

Facet Model of Advertising:

Perceive Brand identity Brand identification marker

You might also like