how advertising works - fullerton · pdf filehow advertising works as communication ......
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How Advertising Works
Chapter 4
Part Two:Planning and Strategy
• Part 2 uncovers variousaspects and details ofconsumer behavior
• Looks at the importantrole of research
• Discusses developmentof an ad plan
Chapter OutlineI. Chapter Key PointsII. How Advertising Works as CommunicationIII. The Effects Behind Advertising
EffectivenessIV. PerceptionV. CognitionVI. The Affective or Emotional ResponseVII. AssociationVIII. PersuasionIX. Behavior
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Key Points
• Demonstrate why communication is a keyfactor in advertising effectiveness
• Explain the Facets Model of AdvertisingEffects to show how brand advertisingworks
• List the six key effects that governconsumer response to advertisingmessages
SignBoy is a Hole in One
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The Communication Model
• Mass communication is generally a one-wayprocess
• Feedback is obtained by monitoring theresponse of the receiver to the message
Figure 4.1a
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Advertising as Communication• Advertiser and agency determine message
objectives• Objectives predict message impact• Noise hinders consumer’s reception of message
Figure 4.2
Adding Interaction to Advertising
• Feedback occurs in an environment of give-and-take communication
• Achieved by using more interactive forms ofmarketing communication
Figure 4.1b
Effects Behind Ad Effectiveness• AIDA (attention, interest, desire, action)• Think-Feel-Do
remind of satisfactioncereal, shampoohabitdo-think-feel
create brandfamiliarity
a candy bar, a softdrink
impulsedo-feel-think
establish apsychological appeal
cosmetics, fashionwantsfeel-do-thinkcreate desirea new suit, motorcycleneedsfeel-think-do
provide information,arguments
college, a computer, avacation
learning,understanding
think-do-feel
provide information,emotion
computer game, CD,DVD
learning,interest
think-feel-do
Advertising’sObjective
ExampleGoalPathDifferent Paths to a Response
Table 4.1
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The Facets Model ofAdvertising Effects
Figure 4.3
OnStar GPS System:Creating a Desire for Safety
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Perception
• The process by which wereceive information throughour five senses and assignmeaning to it
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Perception
• Exposure• Selection and
attention• Interest and
relevance• Awareness• Recognition
Making an Impression with a Simple‘Thank You’
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The Subliminal Issue
• Subliminal effectsare message cuesgiven below thethreshold ofperception
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Cognition
• How consumers respond toinformation, learn, andunderstand something
Cognition
• Needs• Information• Learning
• Differentiation• Recall
Using Demonstration to Prove You’re‘Like Nothing Else’
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The Affective Response
• Mirrors a person’s feelingsabout something
The Affective Response
• Wants• Emotions• Liking• Resonance
Proactiv:The Emotional Way to Fight Acne
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Association
• The process of makingsymbolic connections betweena brand and characteristics thatrepresent the brand’s image andpersonality
Association
• Symbolism• Conditioned learning• Brand transformation
Association
Brand Communication1. Brand identity2. Brand position3. Brand personality4. Brand image5. Brand promise6. Brand loyalty
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Linking Mountain Dew to Teenage Fun
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Persuasion
• The conscious intent on thepart of the source to influencethe receiver of a message tobelieve or do something
Persuasion
• Attitudes• Arguments• Involvement• Motivation• Influence• Conviction and
preference• Loyalty
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The YMCA:Creating Conviction in America’s Youth
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Behavior
• The action response• Effectiveness is measured in
terms of its ability to motivatepeople to do something
Behavior
• Try• Buy• Contact• Prevention
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Stimulating a Response andCreating Soldiers
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Discussion Questions
Discussion Question 1
• What is breakthrough advertising?• Give an example and explain how it
works.• Find an example of an ad that you don’t
think is breakthrough advertising andexplain why you evaluate it that way.
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Discussion Question 2
• This chapter identifies six majorcategories of effects or consumerresponses.
• Find an ad that you think is effective andexplain how it works, analyzing the wayit cultivates responses in these sixcategories.
Discussion Question 3• Uma Proctor is a planner in an agency that
handles a liquid detergent brand that competeswith Lever’s Wisk.
• The Wisk theme, “ring around the collar” is oneof the longest-running themes on television, andit has been successful.
• The Wisk history includes numerous consumersurveys that show consumers find “ring aroundthe collar” to be a boring, silly, and altogetherirritating advertising theme.– Can you explain why Wisk is such a popular brand
even though its advertising campaign has been sodisliked?
Discussion Question 4
• You have been asked to participate in a debatein your office about two different approaches toadvertising.
• The question is: Which is most important increating effective advertising – informingconsumers about the product’s features orcreating an emotional bond with consumers?
• Take one side or the other and develop anargument in support of that view.