1. Chapter 4: How Brand Communication Works
Part 2 Principle: Be True to Thy Brand – and Thy Consumer
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2. Questions to Explore
How does brand communication work both as a form of mass communication and interactive communication?
How did the idea of advertising effects develop, and what are the problems in traditional approaches to advertising effects?
What is the Facets Model of Advertising Effects, and how does it explain how advertising works?
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3. How does brand communication work?
At its most basic, brand communication is a message to a consumer about a brand.
It gets attention and provides information, sometimes even entertainment.
It is purposeful in that it seeks to create some kind of response:
an inquiry
a sale
a visit to a website
a test drive
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.
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4. The mass communication foundation
Mass communication is a process. Consider:
The SMCR Model:
Source
Sender
Message
Channels of communication
Receiver
Feedback is obtained by monitoring the response of the receiver to the message.
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5. The mass communication foundation
Referring to Figure 4.1B, discusses:
The source
The message
The media mix
External noise
Internal noise
The receiver
Feedback
Can you identify each of these elements in the Chrysler campaign at the beginning of this chapter?
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6. 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.
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7. 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, inquiries; initiate communication as well as receive it.
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8. Adding interaction to marketing communication
The move toward interactivity
Advertisers must learn to receive (listen) as well as send information.
Word of mouth, buzz marketing and online social media are indicators of the need for message integration.
Advertisers must learn to receive (listen) as well as send information.
Feedback is now occurring in real time through personal selling, customer service, online marketing, toll-free numbers and .
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9. Adding interaction to marketing communication
Interactive communication is the building block of the customer-brand experience.
It can determine the likelihood of repeat business and brand loyalty.
As a class: check out the “Inside Story” on Office Depot.
Hear Manning and Bodine talk about customer service and the cases in the book at:
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10. Other aspects of communication
Nonverbal communication can be just as powerful as word-based forms.
Many commercials rely on the impact of compelling visuals.
Brand signals include slogans, but they are dominated by logos, imagery, and color.
Cues and signals are used in commercial communication to help structure a consumer’s meaning-making process.
The Internet has radically changed the advertising conversation. Consider the effects of texting, Twitter and hashtags.
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11. Logos use cues to help identify a familiar brand, and these visual elements also signal brand personality. What do you think these logos are saying about their brands?
Logos use cues to help identify a familiar brand, and these visual elements also signal brand personality. What do you think these logos are saying about their brands?
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12. What are the effects behind effectiveness?
Traditional views on impact
AIDA:
Attention
Interest
Desire
Action
Think/Feel/Do:
Think about the message, feel something about the brand, then do something, such as try it.
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13. What are the effects behind effectiveness?
Problems with traditional approaches
They presume a predictable set of steps.
Some effects are missing—brand linkage and motivation.
Ultimately, brand communication is the most important consideration.
There are problems with traditional approaches.
They presume a predictable set of steps. Also, some effects are missing—brand linkage and motivation. Ultimately, brand communication is the most important consideration.
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14. A key principle
Not all purchases begin with a search for information. Some purchases are made out of habit or on impulse.
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15. What are the Facets of Impact?
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16. 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.
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17. 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
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18. 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.
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19. 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.
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.
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20. The Perception Facet: See/Hear
Factors driving the perception response
Relevance Message connects on some personal level.
Curiosity Results from questioning, wanting to know more.
Awareness Ad makes an impression; registers with consumer.
Recognition
People remember the ad. Recall 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.
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21. The Perception Facet: See/Hear
Messages that are relevant speak to a consumer’s special interests.
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22. 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.
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23. 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.”
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24. 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.
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25. 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.
Brand messages can arouse a range of different emotions.
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.
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26. The Emotional or Affective Facet: Feel
Factors that drive the affective response
Wants and desires
Driven by emotions; based on wishes, longings, cravings.
Excitement Our emotions and passions are aroused.
This poster from the “Nightlife Navigators” campaign works to create a negative feeling about the financial impact of a DUI ticket.
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27. 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.
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.
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28. 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.
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29. As a class: How did American Airlines use the left-brain/right brain approach in an ad to creatively communicate its new seating in coach?
Cognition refers to how customers search for and respond to information, learn and understand something. It’s a rational, “left-brain” approach.
As a class: Let’s discuss how American Airlines used the left-brain/right brain approach in an ad to creatively communicate its new seating in coach. What more can you find out about this campaign through some quick online research?
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30. The Cognition Facet: Think/Understand
Factors that drive the cognitive response
Need
Ad messages here describe something missing in the consumer’s life.
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.
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31. 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.
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32. The Association Facet: Connect
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
the consumer's interest
…are connected to the brand.
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.
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33. 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
Thoughts and feelings linked to the brand.
Transformation
A product takes on meaning and is transformed into something special.
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34. 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.
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35. The Persuasion Facet: Believe
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.
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.
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36. The Persuasion Facet: Believe
Factors that drive persuasion
Motivation
Something prompts one to act in a certain way.
Influence
Opinion leaders may influence others’ attitudes.
Word of mouth is created by strategies that engage influencers.
Involvement
The degree to which one attends to messages and how they make product decisions.
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37. The Persuasion Facet: Believe
Factors that drive the persuasion response
Engagement The consumer is “turned on.”
Conviction Consumers agree with a message and achieve a state of certainty or belief about a brand.
Preference and intention Here, consumers are motivated by conviction.
With engagement, the consumer is “turned on.” Conviction means that consumers agree with a message and achieve a state of certainty or belief about a brand. With preference and intention, consumers are motivated by conviction.
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38. The Persuasion Facet: Believe
Factors that drive the persuasion response
Loyalty
Brand loyalty involves attitude, emotion, action. It’s built on customer satisfaction.
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.
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39. “Waking Up Canadian”
In this YouTube ad, An unsuspecting but newly recognized Canadian citizen wakes up to find his bedroom has become a center of Canadian symbols. How is information processing used here?
Check it out at
Visit this website as a class and discuss how information processing is used in this YouTube ad.
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40. 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?
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41. The Behavior Facet: Act/Do
Factors that drive the behavioral response
Mental rehearsal Advertising attempts to create virtual memories.
Trial This is important for new or expensive products.
Buying
Advertising sometimes stimulates sales by the call to action.
In mental rehearsal, advertising attempts to create virtual memories. Trial is important for new or expensive products. With buying, advertising sometimes stimulates sales by the call to action.
Designed to inspire action, this ad was used during World War I to convince young people to join the military.
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42. 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.
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43. The Power of Brand Communication
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44. 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.
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45. Strong and Weak Effects
The “Strong” Theory Advertising can persuade people who had never bought a brand to buy it once, and then repeatedly.
The “Weak” Theory Advertising has a limited impact on consumers; best used to reinforce existing brand perceptions.
Delayed Effects
A consumer may see or hear an advertisement but not act on that message until a later date.
The “Strong” Theory holds that advertising can persuade people who had never bought a brand to buy it once, and then repeatedly.
The “Weak” Theory holds that advertising has a limited impact on consumers; best used to reinforce existing brand perceptions.
Delayed effects means that a consumer may see or hear an advertisement but not act on that message until a later date.
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46. Where We’re Headed Next
In Chapter 5, we will:
Explore the cultural, social, psychological, and behavioral influences that affect consumer responses to advertising.
Discuss how groups of consumers are segmented and targeted.
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47. It’s a Wrap “Finding Chrysler’s Heart and Soul”
This campaign offers a key insight into effective brand communication, as well as a truth about selling automobiles: It must connect to consumers emotionally.
It won the Grand Effie award because it “sold the product, the category, and the city.”
Another judge: “the campaign gave the brand its soul back.”
As a class: Discuss the Facets Model of Effects and describe how is applies to Chrysler’s “Imported from Detroit” campaign.
As a class: Discuss the Facets Model of Effects and describe how is applies to Chrysler’s “Imported from Detroit” campaign.
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