Part 2: Planning and Strategy Chapter 4 How Advertising Works Part 2: Planning and Strategy Chapter 4 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

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

Advertising Communication Model Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

ADVERTISING Principles and Effective IMC Practice Perception The process by which we receive information through our five senses and assign meaning to it Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

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

ADVERTISING Principles and Effective IMC Practice Perception 1.Perception (seeing): message gets noticed? Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Cognition How consumers respond to information, learn, and understand something Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

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

ADVERTISING Principles and Effective IMC Practice Cognition 2.Cognition (understand): learn info. presented? Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

The Affective or Emotional Response Mirrors a person’s feelings about something Stimulates wants Touches the emotions Creates feelings Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

ADVERTISING Principles and Effective IMC Practice Affective Response 3. Affective (feeling): stimulate want? Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

ADVERTISING Principles and Effective IMC Practice Association 4.Association: brand image, brand personality? Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

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

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

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

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

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

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

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

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

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