1. How Advertising Works Amira Alia Alwan

2. Key Points  Demonstrate why communication is a key factor in ad effectiveness  Explain the Facets Model of Advertising Effects to show how Brand Advertising works  List 6 key effects that govern consumer response to advertising messages

3. How Advertising Works as Communication

6. The Effects Behind Advertising Effectiveness  AIDA (attention, interest, desire, action) - 1900, St. Elmo Lewis, AKA Hierarchy of Effects  Think, Feel, Do – 1970s, AKA FCB model, think about the message, feel something about the brand, and do something about, such as try or buy it.  Domain – AKA Moriarty's Domain Model, based on messages have impact on the consumer responses, not in steps, but simultaneously.  Perception  Learning  Persuasion

8. Perception  The process by which we receive information through our five senses and assign meaning to it

9. Drivers of Perception  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 Exposure

10. Drivers of Perception

12. Emotion/ Affective  Something that stimulates Wants, touches the emotion, creates liking, and elicits feelings.  Emphasizes the emotion side Drivers: Wants/ Desire Feelings Liking Resonance

13. Cognition  How consumers respond to information, learn, and understand something.  It is a rational response to message.

14. Components/ Key Drivers of a Consumer's Cognitive Response

16. Drivers of Association

18. Persuasion Drivers: Motivation Influence Involvement Conviction Believability/ Credibility Preference and Intention Loyalty

19. Behavior Drivers:  Trial  Buying  Contacting  Advocating  Refferal  Prevention/ Avoidance