1. Part 2: Planning and Strategy Chapter 4
How Advertising Works
Part 2: Planning and Strategy
Chapter 4
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ADVERTISING Principles and Effective IMC Practice

2. ADVERTISING Principles and Effective IMC Practice
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice

3. ADVERTISING Principles and Effective IMC Practice
Communication Models
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice

4. How Advertising Works as Communication
The communication model
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
Two-way communication
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ADVERTISING Principles and Effective IMC Practice

5. Advertising Communication Model
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ADVERTISING Principles and Effective IMC Practice

6. Effective Communication
The following assignment grading will be subject to the creative criteria. The due date is on next week. VS
I will grade your next assignment according to the creativity level. You have to submit next week.
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ADVERTISING Principles and Effective IMC Practice

7. The Facets Model of Effective Advertising
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice

8. ADVERTISING Principles and Effective IMC Practice
Perception
The process by which we receive information through our five senses and assign meaning to it
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ADVERTISING Principles and Effective IMC Practice

9. ADVERTISING Principles and Effective IMC Practice
Perception
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
Making contact
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ADVERTISING Principles and Effective IMC Practice

10. Selection and Attention Interest and Relevance
Perception
Selection and Attention
The ability to draw attention, to bring visibility
One of advertising’s greatest strengths
Creating stopping power
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
Creating pulling power
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ADVERTISING Principles and Effective IMC Practice

11. ADVERTISING Principles and Effective IMC Practice
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
Making an impression
Recognition
Memory
Recognition: remember seeing the ad
Recall:
remember of what the ad said
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ADVERTISING Principles and Effective IMC Practice

12. ADVERTISING Principles and Effective IMC Practice
Perception
1.Perception (seeing): message gets noticed?
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ADVERTISING Principles and Effective IMC Practice

13. ADVERTISING Principles and Effective IMC Practice
Cognition
How consumers respond to information, learn, and understand something
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ADVERTISING Principles and Effective IMC Practice

14. ADVERTISING Principles and Effective IMC Practice
Cognition
Needs
The cognitive impact of an advertising message
A cognitive ad explains how a product works and what it can do for the consumer
Matching product features to consumer needs
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ADVERTISING Principles and Effective IMC Practice

15. ADVERTISING Principles and Effective IMC Practice
Cognition
Information
Facts about product performance and features
Particularly important for products that are complex, have a high price, or are high risk
Fact about products and their features
Cognitive Learning
When a presentation of facts, information, and explanations leads to understanding
Used by consumers who want to learn everything about a product before they buy it
Creating understanding
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ADVERTISING Principles and Effective IMC Practice

16. ADVERTISING Principles and Effective IMC Practice
Cognition
Differentiation
Occurs when consumers understand the explanation of a competitive advantage
A consumer has to understand the features of a brand and be able to compare competing products
Understanding the differences between competitive products
Memory Recall
When the consumer remembers seeing the advertisements and remembers the copy points
Ads use jingles, slogans, catchy headlines, intriguing visuals, and key visuals
Locking info. in memory
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ADVERTISING Principles and Effective IMC Practice

17. ADVERTISING Principles and Effective IMC Practice
Cognition
2.Cognition (understand): learn info. presented?
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ADVERTISING Principles and Effective IMC Practice

18. The Affective or Emotional Response
Mirrors a person’s feelings about something
Stimulates wants
Touches the emotions
Creates feelings
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ADVERTISING Principles and Effective IMC Practice

19. Affective or Emotional Response
Wants
Influenced more by emotion or desire
Desire is based on wishes, longings, and cravings
Creating Desire
Emotions
Agitates passions or feelings
Affecting feelings
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ADVERTISING Principles and Effective IMC Practice

20. The Affective or Emotional Response
Liking
Liking a brand or ad is one of the best predictors of consumer behavior
If a consumer likes the ad, the positive feeling will transfer to the brand
Create positive feelings for the ad and the brand
Resonance
Help the consumer identify with the brand on a personal level
Stronger than liking because it involves an element of self-identification e.g. associate the concern of the target group
Appeal to self-interest
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ADVERTISING Principles and Effective IMC Practice

21. ADVERTISING Principles and Effective IMC Practice
Affective Response
3. Affective (feeling): stimulate want?
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ADVERTISING Principles and Effective IMC Practice

22. ADVERTISING Principles and Effective IMC Practice
Association
The process of making symbolic connections between a brand and characteristics that represent the brand’s image and personality
(connection between the brand and desired quality)
Symbolism
The brand stands for a certain quality
A bond or relationship is created based on these meanings e.g. Rolex
Sth stands for sth
Conditioned Learning
The way association implants an idea in a consumer’s mind
e.g. Beer always use sporting events, parties, young women
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ADVERTISING Principles and Effective IMC Practice

23. ADVERTISING Principles and Effective IMC Practice
Association
Brand Transformation
A brand takes on meaning when it is transformed from a product into something special
Differentiated from other products in the category by virtue of its image and identity
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ADVERTISING Principles and Effective IMC Practice

24. ADVERTISING Principles and Effective IMC Practice
Association
4.Association: brand image, brand personality?
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ADVERTISING Principles and Effective IMC Practice

25. ADVERTISING Principles and Effective IMC Practice
Persuasion
The conscious intent on the part of the source to influence the receiver of a message to believe or do something
Attitudes
Mental readiness to react to a situation in a given way
Arguments
Uses logic, reasons, and proofs to make a point and build conviction
Reason, proof
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ADVERTISING Principles and Effective IMC Practice

26. Conviction/Preference
Persuasion
Motivation
When something prompts a person to act in a certain way
Marketing communications uses incentives to encourage response
Incentive to respond
Conviction/Preference
Conviction
Consumers believe something to be true
Preference
An intention to try or buy a product
Source credibility e.g. Colgate uses the dentist
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ADVERTISING Principles and Effective IMC Practice

27. ADVERTISING Principles and Effective IMC Practice
Persuasion
Loyalty
Measured both as an attitude and by repeat purchases
Built on customer satisfaction
(Both attitude and action)
Involvement’s Role
The degree to which a consumer is engrossed in attending to an ad or making a product decision
High involvement
Low involvement
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ADVERTISING Principles and Effective IMC Practice

28. ADVERTISING Principles and Effective IMC Practice
Persuasion
5. Believe: believe in the message and do something?
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice

29. ADVERTISING Principles and Effective IMC Practice
Behavior
The action response
Effectiveness is measured in terms of its ability to motivate people to do something
Try and Buy
Initiating action through trial
Trial is important because it lets a customer use the product without investing in its purchase
Try the product
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ADVERTISING Principles and Effective IMC Practice

30. ADVERTISING Principles and Effective IMC Practice
Behavior
Contact
Making contact with the advertiser can be an important sign of effectiveness
Respond by visiting, calling, sending back a card, clicking on website, etc.
Prevention
Involves counter-arguing by presenting negative messages about an unwanted behavior
Discourage unwanted behavior
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ADVERTISING Principles and Effective IMC Practice

31. ADVERTISING Principles and Effective IMC Practice
Behavior
6. Act: want to try the product, buy one?
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice

32. ADVERTISING Principles and Effective IMC Practice
Exercise
Analyze the response(s) expected from the ads show
Dentiste
Ray Ban
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice

33. ADVERTISING Principles and Effective IMC Practice
Summary
All the SIX responses seem to be combined in one ad
However, the proportion of the response depends on the ad OBJECTIVE
Behavioral response is the highest level and what most ads want to ACHIVEVE
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice