1. Chapter no : 4 How 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.

2. 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.

3. 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 .

4. 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 .

5. 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 .

6. 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.

7. The facets model of effective advertising
Our 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.

8. Conti…… Perceive (perception) Understand (cognition)
Feel (affective / emotion)
Connect (association)
Believe (persuasion)
Act (behavior)

9. 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.

10. CONTI…….
An effective message, then, has a diamond like quality that represents.
How the message effects work together to create the desired consumer response.

11. 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 :

12. Conti…… Exposure Selection and attention Interest Awareness
Recognition
: 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 .

13. (2) : Selection and attention
The 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.

14. (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.

15. (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.

16. (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.

17. Component of cognition/memory
Followings are the components of cognition
1.Needs
2.information
3.Learning
4.Differentiation
5.Memory Recall

18. 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 .

19. (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).

20. (3) : Cognitive learning
Consumer 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.

21. (4) : Differentiation
A 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.

22. (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.

23. PREPARED BY: ASAD ULLAH SAROBI
THANK YOU
END OF CHAPTER
PREPARED BY: ASAD ULLAH SAROBI

24. PREPARED BY: ASSAD ULLAH KHAN SAROBI
CHAPTER NO : 05
STRATEGIC RESEARCH
PREPARED BY: ASSAD ULLAH KHAN SAROBI

25. WHAT IS MEANT BY STRATEGIC RESEARCH
ADVERTISING 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.

26. 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.

27. 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 .

28. SECONDARY RESEARCH :.
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 .

29. (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 .

30. 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 .

31. Conti……….. what type of features do consumers want ?
What are the motivations that lead to the purchase of a product ?
What do our customers think about our advertising?
How to consumers relate to the brand ? What are their emotional links to the brand ?

32. 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.