How Advertising Works

Basic Communication Model

Advertising Communication Model

So How Does Advertising Work?

• How does the message impact receivers?

• Advertising Objective Intended response

• Advertising Effects Actual responses

Advertising works when

Actual Response => Intended Response

Models of Advertising Effects

AIDA Model

• Attention• Interest • Desire• Action

Think-Feel-Do Model

• Think-Do-Feel• Feel-Do-Think

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Facets Model of Advertising Effectiveness

• Perception

• Cognition

• Affective/Emotions

• Association

• Persuasion

• Behavior

Perception

• The process by which we receive information through our 5 senses & assign meaning to it

– Exposure– Selection & Attention– Interest & Relevance– Awareness– Recognition

Perception

Exposure

• Making contact

• Goal of media planners– Measure of effectiveness

• Challenge Manage/Maximize ALL contact points

Selection & Attention

• Drawing attention or visibility to a product

• Creating stopping power– Examples

Perception

Interest

• Receiver is mentally engaged with ad & product

• Pulling power

Relevance

• Receiver connects with the message on a personal level– Examples

Awareness

• Results when an ad initially makes an impression

• Weak response

Perception

Recognition

• Memory• Measure of

perception• Recognition

– Aided– Unaided

Cognition

• How consumers respond to information, learn & understand something

– Needs– Information– Learning– Differentiation– Recall

Cognition

Needs

• Something you think about

• Cognitive ad matches product features to consumer needs

Information

• Facts about product performance & features

• Important in complex, high risk and high price products

Cognition

Cognitive Learning

• Creating understanding through a presentation of facts, information & explanation of competitive advantage– Examples

Differentiation

• Brand-differentiating messages create greater cognitive impact

Cognition

Recall

• Measure of learning & understanding

• Consumers remembers seeing the ad and the information provided about the product

• Audio / Visual aids– Example

Affective / Emotional Responses

• Mirrors our feelings about something

– Wants – Emotions – Liking – Resonance

Affective Response

Wants

• Influenced by emotions / feelings

• Examples– Impulse buying– Ad example

Emotions

• Agitate our passions or feelings

• Emotional appeals in ads– Fear, love, humor– Example

Affective Response

Liking

• Positive feeling generated by the ad

• Liking ad Liking brand– Example

• Brand Liking determined by all consumer-brand interaction

Resonance

• Stronger response than liking

• Identify with brand on personal level

• Resonating messages strong brand relationship– Example

Association

• Linking a brand with characteristics, qualities & lifestyles that represent it’s personality

– Symbolism– Conditioned Learning– Brand Transformation

Association

Symbolism

• Making the brand stand for something else – Dettol – McDonald’s – Dawlance – Levi’s example

Conditioned Learning

• Repetition

• How an idea gets implanted in a consumer’s mind– Examples

Association

Brand Transformation

• A perceptual shift in the consumer’s mind– Product becomes a

brand

Brand Communication

1. Brand identity

2. Brand position

3. Brand personality

4. Brand image

5. Brand promise

6. Brand loyalty

Persuasion

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

– Attitudes– Argument– Motivation– Involvement – Conviction & Preference– Loyalty

Persuasion

Attitudes

• State of mind / inclination

• Mental readiness to react in a situation in a given way– Positive / Negative /

Neutral

Argument

• Use logic, reasons & proofs to make a point & build conviction

• Advertising uses problem/solution strategy

Persuasion

Motivation

• When something prompts a person to act in a certain way

• Marketers motivate through incentives– Examples

Involvement

• Degree to which you are engrossed in attending to an ad or making a product decisions

– High involvement– Low involvement

Persuasion

Loyalty

• Measured as an attitude (preference) & by repeat purchases

• Built through customer satisfaction– Loyalty programs

Conviction & Preference

• Conviction: Believing something to be true

• Preference: Intent to buy

• Credibility:– PR– Data– Source credibility– Example

Behavior

• The action response

• A lot of advertising is designed to create action

– Try– Buy– Contact– Prevention

Behavior

Try & Buy

• Initiating action through trial or purchase

• Sales promos are used to motivate people to act

• Best measure of advertising effectiveness

Contact

• Responding by visiting, calling, clicking, etc.

Prevention

• The opposite of action

• Discouraging unwanted behavior

Summary

• Perception– Exposure & selection / attention– Personal factors Interest & relevance– Awareness & Memory (recognition)

• Cognition– Consumer needs for product & information & how it is

learned– Sense of differentiation which is recalled later

• Affective response– Feelings – wants & like & resonation with emotions

Summary

• Association– Sets up a network of symbols– Conditioned learning– Transformation into brand with personality & image

• Persuasion– Attitude change– Arguments, motivations & level of involvement– Conviction & preference

• Behavior– Try, buy, contact, avoid

Sofia Bank

Orbit Gum

Omore’s Roundabout Mockups

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Relevance

Relevance

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Information

Brand Differentiating Message

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Comment

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Association

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Emotional Appeal

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Olper’s

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Association / Conditioned Learning

Association / Conditioned Learning

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Ad Liking Pug

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Wants

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