Chapter no : 4How Advertising work• How advertising works as communication?• Advertising first of all , a form of

communication.• In a sense , it is a message to a consumer

about a product .• It gets attention, provides information and

sometimes a little bit of entertainment, and tries to create some kind of response, such as sale.

Conti….• In reality , however, advertising is not a

conversation.• Most advertising is not as personal or as

interactive as a conversation because it relies on mass communication, which is indirect and complex. Although other forms of marketing communication such as personal selling and telemarketing can deliver the personal contact of a conversation.

Advertising as a Communication:• The advertiser’s objectives are focused on the

receiver’s response; they predict the impact the message will have on the target audience .

• The impact is what we measure to determine whether the message met its objectives and was effective .

• It makes good sense to use this yardstick in customer focused marketing , where all communication is evaluated in terms of consumer response .

Conti…..• In advertising, as in communication in

general, noise hinders the consumer’s reception of the message . External noise on a macro level includes consumer trend health trends harm the reception of fast food messages and problems with the products marketing mix ( product design , price, distribution, marketing communication). Marta stewart’s trial, for example, created negative noise for her company .

CONTI…….• Internal noise includes personal factors that

effect the reception of an advertisement, such as the target audience’s needs, purchase history, information processing abilities, and level of avoidance advertising in general.

• In customer focused marketing and advertising, understanding what motivates the audience is critical to creating effective advertising .

• The sign boy character was designed to golfers of all levels of skill .

CONTI……He also appeared in association with various

golf pros and they became part of footjoy’s message reaching golfers who were interested in improving their game.

The facets model of effective advertisingOur objective is to develop a model of

advertising effects that effects that does a better job of explaining how advertising creates various types of consumer responses.

Our answer of the question of how advertising works, then is to say that effective advertising creates six types of consumer responses.

Conti……1. Perceive (perception)2. Understand (cognition)3. Feel (affective / emotion)4. Connect (association)5. Believe (persuasion)6. Act (behavior)

CONTI………..These are facets, polished surfaces like those

of a diamond, that come together to make up the unique consumer response to an advertising message.

CONTI…….An effective message, then, has a diamond

like quality that represents.How the message effects work together to

create the desired consumer response.

The components of perception :Advertising creates visibility for a product or

brand through exposure.Consumer respond by selecting messages to

which they pay attention, a process called selective perception.

The key components of perception and their roles in effectiveness are :

Conti……1. Exposure 2. Selection and attention 3. Interest 4. Awareness 5. Recognition (1): Exposure Which mean seen or heard, is an

important goal of media planners who try to find the best way to expose the target audience to the message .

(2) : Selection and attentionThe ability to draw attention, to bring

visibility, to a product is one of advertising’s greatest strengths.

One way to evaluate the effectiveness of advertising , then, is to measure the attention level produced by the advertising.

(3) : Interest • Another factor in perception is interest, which

means the receiver of the message has become mentally engaged in some way with the ad and the product.

• Ad messages are designed not only to get but also to hold the audience’s interest.

• A critical factor in interest is relevance, which means the message connects on some personal level. when it appeals to your self-interest, then a message is said to be relevant.

(4) : Awareness• When you are aware of something, you know

that you have seen it or heard it before .• In other word, awareness results when an

advertisement initially makes an impression.• After the ad is run, do consumer know about

the brand? You may not be able to remember much about the product or what the ad said, but you are aware of having seen the ad or heard of the product.

(5) : Recognition• Another factor in perception is memory,

which refers to the way people file information away in their minds.

• Advertisers are interested in two memory factors:

• Recognition :• Which means people remember seeing the

ad, and recall, which means they remember what the ad said.

Component of cognition/memoryFollowings are the components of cognition1.Needs2.information3.Learning4.Differentiation5.Memory Recall

Conti…..(1).Needs: .Advertising talk a lot about consumer needs

and wants.By and large, needs are something you think

about and wants are based on feelings and desires. So when we refer to needs .

A cognitive ad will explain how a product works and what it can do for the user, which is the advertisers address consumer needs .

(2):Information Advertising often provides information about

products, usually facts about product performance and features, such as size, price, construction, design , and so forth.

The informative nature of advertising is particularly important for products that are complex (appliances, cars, insurance, computer, software) or that involve a high price or high risk(motorboats, vacations, medical procedures).

(3) : Cognitive learningConsumer learn about products and brand

through two primary two primary routes:Cognitive learning and conditioned learning .Cognitive learning occurs when a

presentation of facts, information and explanations leads to understanding.

Conditioned learning , however, takes place when the learner links one thing with another.

(4) : DifferentiationA key function of advertising is differentiation

of one brand from another, which is what happens when consumers understand the explanation of a competitive advantage.

In order for that to happen, a consumer has to understand the features of a brand and be able to compare them with the features of competing products.

(5) : Recall memory We mentioned that recognition is a measure

of perception and recall is a measure of learning or understanding. What that means is that the memory trace goes deeper with a cognitive response to an advertisement.

When you remember the ad message, not only do you remember seeing the ad, you remember the copy points, which is the information provided about the product.

WHAT IS MEANT BY STRATEGIC RESEARCHADVERTISING RESEARCH : Advertising research focuses on

all the element of advertising.Including message development research,

media-planning research, and evolution, as well as information about competitors advertising.

Conti……STRATEGIC RESEARCH :Strategic research uncovers critical

information that becomes the basis for strategic planning decisions.

In advertising it covers all the factors and step lead to the creation of (1) message strategic and (2) media plans.

TYPES OF RESEACH:New advertising assignments always

begin with some kind of informal or formal background research into the marketing situation.

This is secondary research .

SECONDARY RESEARCH :.

1.SECONDARY RESEARCH :. Background research that uses available

publish information about a topic is called secondary research. When advertising people get new accounts or new assignments, they start by reading everything they can find on the product, company, industry, and competition :

Sales reports, annual reports, complaint letters , and trade articles about the industry .

(2): PRIMARY RESEARCH :Information that is collected for the first time

original sources is called primary research.Companies do their own tracking and

monitoring of their customers behavior and they also hire research firms to do this research .

Firms that specialize in interviewing , observing , recording , and analyze the behavior of those who purchase or influence the purchase of a particular good or service or called primary research suppliers .

QUANTITATIVE AND QUALITATIVE RESEARCH:Primary research can be both quantitative

and qualitative .QUALITATIVE RESEARCH :Qualitative research provides insight into the

underlying reason for how consumers behave and why.

Common qualitative research methods include such tools as observation , ethnographic studies , in depth interviews , and case studies .

Conti………..1. what type of features do consumers want ?2. What are the motivations that lead to the

purchase of a product ?3. What do our customers think about our

advertising?4. How to consumers relate to the brand ?

What are their emotional links to the brand ?

QUANTITATIVE RESEARCH :Quantitative research delivers numerical data

such as number of user and purchases , their attitudes and knowledge , their exposure to ads , and other market related information.

its also provides information on reaction to advertising and motivation to purchase.