Chapter 4: How Brand Communication Works Part 2 Principle: Be True to Thy Brand – and Thy Consumer Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Questions to Explore How does brand communication work both as a form of mass communication and interactive communication? What is the Facets Model of Advertising Effects, and how does it explain how advertising works? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The mass communication model Referring to Figure 4.1B, discusses: The source The message The media mix External noise Internal noise The receiver Feedback Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Adding interaction to brand communication Mass communication is traditionally a one-way process with the message moving from sender to receiver. Interactive communication is two-way—a dialogue— and is where marketing communication is headed. The source and receiver change positions as the message bounces back and forth between them. Mass communication is traditionally a one-way process with the message moving from sender to receiver. Interactive communication is two-way—a dialogue—and is where marketing communication is headed. The source and receiver change positions as the message bounces back and forth between them. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Adding interaction to marketing communication The move toward interactivity Interest in buzz marketing indicates that marketing communication is moving beyond two-way communication. Consumers can now: react to messages with comments, phone calls, e- mail inquiries. Initiate communication as well as receive it. Interest in buzz marketing indicates that marketing communication is moving beyond two-way communication. Consumers can now react to messages with comments, phone calls, e-mail inquiries; initiate communication as well as receive it. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Effective Communication? At its most basic, brand communication is a message to a consumer about a brand. It is purposeful in that it seeks to create some kind of response. Effective advertising gets results. Brand communication is purposeful in that it seeks to create some kind of response: an inquiry a sale a visit to a website a test drive As a class think of examples in which brand communication created one of the above responses for you. Explain. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

What are the Facets of Impact (Types of Responses)? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Facets Model of Effects Does a more complete job of explaining how advertising creates consumer responses. It is useful in both setting objectives and evaluating advertising effectiveness. The Facets Model of Effects does a more complete job of explaining how advertising creates consumer responses. It is useful in both setting objectives and evaluating advertising effectiveness. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Facets Model of Effects Effective advertising creates six types of consumer responses: : See/Hear: the Perception Facet Feel: the Affective or Emotional Facet Think/understand: the Cognitive Facet Connect: the Association Facet Believe: the Persuasion Facet Act/Do: the Behavior Facet Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear Perception: The process by which we receive information through our five senses and assign meaning to it. Selective perception: Consumers select messages to which they pay attention. For an advertisement to be effective, it first must be noticed or at least register on some minimal level on our senses. Perception is the process by which we receive information through our five senses and assign meaning to it. Selective perception occurs when c Consumers select messages to which they pay attention. For an advertisement to be effective, it first must be noticed or at least register on some minimal level on our senses. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear Factors driving the perception response Exposure Media planners want consumers to see or hear the message. Selection and attention Selective attention: consumers choose to attend to the message. Interest Receiver mentally engages with the ad or product. “Stickiness” Exposure: media planners want consumers to see or hear the message. Selection and attention: selective attention: consumers choose to attend to the message. Interest : receiver mentally engages with the ad or product. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear Factors driving the perception response Drivers of interest: Relevance Message connects on some personal level. Curiosity Results from questioning, wanting to know more. With relevance, the message connects on some personal level. Curiosity results from questioning, wanting to know more. With awareness, the ad makes an impression; registers with consumer. With recognition, people remember the ad. Recall means they remember what it said. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear Messages that are relevant speak to a consumer’s special interests. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear Measures of perception response Awareness Ad makes an impression; registers with consumer. Recognition People remember the ad. Recall (unaided/aided) means they remember what it said. With relevance, the message connects on some personal level. Curiosity results from questioning, wanting to know more. With awareness, the ad makes an impression; registers with consumer. With recognition, people remember the ad. Recall means they remember what it said. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear The synergy requirement Using an IMC approach, marketers coordinate all marketing communication messages to create synergy. This means individual messages have more impact working jointly than they would on their own. Using an IMC approach, marketers coordinate all marketing communication messages to create synergy. This means individual messages have more impact working jointly than they would on their own. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear The subliminal issue Subliminal effects are message cues given below the threshold of perception. Subliminal messages are designed to get past your perceptual filters by talking directly to your subconscious. As a class: For more on this issue, see “A Matter of Principle: Ice Cubes, Breasts, and Subliminal Ads.” Subliminal effects are message cues given below the threshold of perception. Subliminal messages are designed to get past your perceptual filters by talking directly to your subconscious. As a class: For more on this issue, let’s look at “A Matter of Principle: Ice Cubes, Breasts, and Subliminal Ads.” Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet: See/Hear The subliminal issue A liquor advertising campaign showed ice cubes with shapes in them and deliberately called attention to these supposedly “subliminal” messages. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Emotional or Affective Facet: Feel Affective responses mirror our feelings about something. “Affective” describes something that stimulates wants, touches the emotions, and elicits feelings. Can be positive or negative. Affective responses mirror our feelings about something. “Affective” describes something that stimulates wants, touches the emotions, and elicits feelings. Brand messages can arouse a range of different emotions. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Emotional or Affective Facet: Feel Factors that drive the affective response Feelings Emotional appeals based on humor, love, or fear. Liking If you like the ad, those positive feelings transfer to the brand. Halo effect. Resonance A feeling that the message rings true. Feelings draw on emotional appeals based on humor, love, or fear. Liking means that if you like the ad, those positive feelings transfer to the brand. With resonance, you get a feeling that the message rings true. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Cognition Facet: Think/Understand Cognition refers to how customers: search for and respond to information learn and understand something. It’s a rational, “left-brain” approach. Cognition refers to how customers search for and respond to information, learn and understand something. It’s a rational, “left-brain” approach. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Cognition Facet: Think/Understand Factors that drive the cognitive response Need Need information to make a decision. Cognitive learning Presenting facts, information, and explanations leads to understanding. Comprehension The process by which we understand, make sense of things, or acquire knowledge. With need, ad messages describe something missing in the consumer’s life. Cognitive learning means that presenting facts, information, and explanations leads to understanding. Comprehension is the process by which we understand, make sense of things, or acquire knowledge. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Cognition Facet: Think/Understand Factors that drive the cognitive response Differentiation The consumer’s ability to separate one brand from another, based on an understanding of a competitive advantage. Recall A measure of learning or understanding. One remembers the ad, the brand and copy points. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Association Facet: Connect Association means making symbolic connections between a brand & desirable characteristics: People, situations, lifestyles that cue the brand’s image and personality. Association means using symbols to communicate. It is the primary tool used in brand communication. Brand linkage reflects the degree to which the associations presented in the message and the consumer's interest are connected to the brand. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Association Facet: Connect Factors that drive the association response Symbolism A brand takes on a symbolic meaning. It stands for certain, usually abstract, qualities. Conditioned learning Pairing. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Association Facet: Connect This vending machine dispenses free cans of Coca Cola after you literally give it a hug. Part of the Open Happiness campaign in Singapore, it links Coke with the warm feeling of a hug in an effort to encourage public displays of affection, which are rare in that country. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Persuasion Facet: Believe Persuasion: creating/changing attitudes and creating conviction Attitude is an inclination to react in a given way. Positive or negative. Based on beliefs. Conviction Consumers achieve a state of certainty or belief about a brand. Persuasion: influencing or motivating the receiver of a message to believe or do something. Attitude is an inclination to react in a given way. Attitudes are expressed as beliefs when people are convinced. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Persuasion Facet: Believe Factors that influence persuasion Influence Opinion leaders may influence others’ attitudes. Word of mouth is created by strategies that engage influencers. Involvement Message: The degree to which one attends to messages Product or purchase: how they make product decisions. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Persuasion Facet: Believe Factors that drive the persuasion response Believability and credibility Believability: refers to credibility of the message. Credibility: trustworthiness of the source. Source credibility: the person delivering the message is respected, trusted, and believable. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Persuasion Facet: Believe Factors that drive the persuasion response Loyalty Brand loyalty involves attitude, emotion, action. It’s built on customer satisfaction. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Behavior Facet: Act/Do Behavior is the action response. It can involve a number of actions including: Trying or buying the brand Visiting a store Returning an inquiry card Calling a toll-free number Clicking on a Web site A question for you: What is the difference between direct action and indirect action? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Behavior Facet: Act/Do Factors that drive the behavioral response Contacting Consumers respond by contacting the advertiser. Advocating and Referrals Advocacy: speaking out on a brand’s behalf. Referral: a satisfied customer recommends a favorite brand. Prevention Presenting negative messages about an unwanted behavior and creating incentives to stimulate the desired behavior. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The Power of Brand Communication Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Interaction and impact Reviewing the Facets of Effects Model When its six factors work together, they can create a coherent brand perception. However, we must remember that: The effects are interdependent. They are not all equal for all marketing communication situations. When its six factors work together, they can create a coherent brand perception. However, we must remember that the effects are interdependent, and that they are not all equal for all marketing communication situations. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall