Muhammad Waqas Recap Discuss the shape-versus-mirror debate Analyze the legal topics that guide...
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Transcript of Muhammad Waqas Recap Discuss the shape-versus-mirror debate Analyze the legal topics that guide...
![Page 1: Muhammad Waqas Recap Discuss the shape-versus-mirror debate Analyze the legal topics that guide advertising practice List the key regulatory agencies and.](https://reader036.fdocuments.us/reader036/viewer/2022082417/56649e5f5503460f94b59f8f/html5/thumbnails/1.jpg)
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Recap
• Discuss the shape-versus-mirror debate• Analyze the legal topics that guide advertising
practice• List the key regulatory agencies and their
responsibilities• Critique the key ethical issues that challenge the
practice of advertising• Outline three ways to determine if an advertising
decision is ethical
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How Advertising Works
Lecture 5
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4-3
Chapter Outline
I. 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 key factor in advertising effectiveness
• Explain the Facets Model of Advertising Effects to show how brand advertising works
• List the six key effects that govern consumer response to advertising messages
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4-5
How Advertising Works as Communication
• The communication model• Advertising as communication• Adding interaction to advertising
• Mass communication is generally a one-way process
• Feedback is obtained by monitoring the response of the receiver to the message
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How Advertising Works as Communication
• The communication model• Advertising as communication• Adding interaction to advertising
• The advertiser and the agency determine message objectives
• Objectives predict the impact the message will have on the consumer
• Noise hinders the consumer’s reception of the message
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4-7
How Advertising Works as Communication
• The communication model• Advertising as communication• Adding interaction to advertising
• Feedback occurs in an environment of give-and-take communication
• Achieved by using more interactive forms of marketing communication
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Play…
1. The Force Volkswagen Commercial2. Audi 2012 Game Day Commercial -
Vampire Party
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The Effects Behind Advertising
Effectiveness
AIDA (attention, interest, desire, action)
- Works for rational decisions- What about emotional or
impulse purchases?
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The Effects Behind Advertising
EffectivenessThink-feel-do Model
- Can take any form e.g.
Think-feel-do: For products such as computer games, CD and DVD.
Feel-think-do: For needs such as a new suite, a bike, etc.Feel-do-think: For wants such as cosmetics and fashion,
etc.Do-feel-think: For impulse buying such as candy bars
and soft drink.Do-think-feel: For habitual purchases such as cereal and
shampoo.
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Play…
1. Pepsi World Cup 2011 Ad2. Coca Cola Super Bowl Ad 2011
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Facets Model of Effective Advertising
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Perception
• The process by which we receive information through our five senses and assign meaning to it
Exposure• Being seen or heard• Media planners try to find the best way to
expose the target audience to the message• IMC planners consider all contacts a consumer
has with a company or brand
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Perception
Selection and Attention• The ability to draw attention, to bring visibility• One of advertising’s greatest strengths
Interest and Relevance• Interest– The receiver of the message has become mentally
engaged with the ad and the product• Relevance– The message connects on some personal level
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Perception
Awareness• Results when an ad initially makes an
impression• Most evaluations of advertising effectiveness
include a measure of awareness as an indicator of perception
Recognition• Memory• Recognition• Recall
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Play…
1. Best Gift Ever by Chevrolet Camaro
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The Subliminal Issue
• Subliminal effects are message cues given below the threshold of perception
• Critics claim that advertising can manipulate people subconsciously and cause them to buy things they don’t want or need
• Professionals and educators believe there is no real support for subliminal advertising
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Summary
I. Chapter Key PointsII. How Advertising Works as
CommunicationIII. The Effects Behind Advertising
EffectivenessIV. Perception