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1、How Advertising Works,Advertising Principles and Practices,Part Two:Planning and Strategy,Focuses on how advertising worksExamines the consumer audience and how targeting worksLooks at the important role of researchDiscusses how strategy is shaped into an advertising plan,(Insert new book cover),4-2
2、,Prentice Hall,2009,4-3,Questions Well Answer,Why is communication a key factor in advertising effectiveness?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 can you use
3、it to explain how advertising works?,Chick-fil-A Builds Brand with Renegade Cows,Theyre outnumbered 15 to 1 in store count and outspent 60 to 1 in media by the big fast food chains.So how did they build their brand?,4-4,Visit the Site,Prentice Hall,2009,4-5,How does advertising work as communication
4、?,Effective advertising is a message to a consumer about a brand.It gets attention,provides information,and sometimes entertains.It seeks to create a response,such as an inquiry,a sale,or Web site visit.,4-6,The Communication Model,Mass communication is generally a one-way process with the message m
5、oving from sender to receiver.Feedback is obtained by monitoring the receivers response to the message.,4-7,The Communication Model,Interactive communication is two-waya dialogueand this is where marketing communication is headed.The source and receiver change positions as the message bounces back a
6、nd forth between them.,Advertising as Communication,4-8,Prentice Hall,2009,4-9,Adding Interaction to Advertising,If advertisers want to overcome the impersonal nature of mass communication,they need to learn to receive(listen)as well as send information.The Internet has created opportunities for Web
7、 sites,chat rooms,email,and blogs to interactTwo-way interaction is an objective of Integrated Marketing CommunicationsNow,feedback is occurring in real time.Through personal selling,customer service,online marketing,response devices,toll-free numbers,and email.,4-10,The Effects Behind Advertising E
8、ffectiveness,Good advertisingand marketing communicationis effective when it generates the advertisers desired response.,Principle:The intended consumer response is the messages objective,and the message is effective to the degree that it achieves this desired response.,4-11,Traditional Approaches,A
9、IDA(Attention,Interest,Desire,Action)Assumes a predictable set of stepsThink-Feel-DoThink about the message,feel something about the brand,then do something like try itDomainsMessages have various impacts on consumers simultaneously(perception,learning,and persuasion),4-12,Problems with Traditional
10、Approaches,They presume a predictable set of steps.Some effects are missingbrand linkage and motivation.Brand communication is the most important.The foundation of Ogilvy&Mathers 360 Brand Stewardship philosophy,Visit the Site,The Facets Model of Effects,Does a more complete job of explaining how ad
11、vertising creates consumer responses.Useful in both setting objectives and evaluating advertising effectivenessThe six facets come together to make up a unique customer response to an advertising message.,4-14,Prentice Hall,2009,4-14,CommunicationConsumerObjectiveResponse DriversPerceptionSee/Hearex
12、posure,selection,attention,interest/relevance,awareness,recognitionEmotion/AffectiveFeelwant/desire,feelings,liking,resonanceCognitionUnderstandneed,cognitive learning,differentiation,recallAssociationConnectsymbolism,conditioned learning,transformationPersuasionBelievemotivation,influence,involveme
13、nt,conviction,believability/credibility,preference and intention,loyaltyBehaviorActtrial,buying,contacting,advocating,referral,prevention/avoidance,Marketing Communication Effects,4-15,See/Hear:the Perception Facet,Perception:the process by which we receive information through our five senses and as
14、sign meaning to it.Selective perception:Consumers select messages to which they pay attention.,Principle:For an advertisement to be effective,it first has to get noticed or at least register on some minimal level on our senses.,4-16,See/Hear:Key Factors Driving Perception,Exposure Media planners wan
15、t consumers to see or hear the message.Selection and attentionSelective attention:consumers choose to attend to the message.Interest and relevanceInterest:receiver mentally engages with the ad or product.Relevance:message connects on some personal level.AwarenessAn ad makes an impression;it register
16、s with the consumerRecognitionRecognition:people remember the ad.Recall:people remember what the ad said.,4-17,Feel:the Affective or Emotional Facet,Affective responses mirror our feelings about something.“Affective”describes something that stimulates wants,touches the emotions,and elicits feelings.
17、Subliminal effects are message cues given below the threshold of perception.,4-18,Feel:Factors Driving the Affective Response,Wants Driven by emotions;based on desires,wishes,longings,cravingsFeelingsEmotional appeals based on humor,love,or fearLiking(the brand and the ad)If you like the ad,those po
18、sitive feelings transfer to the brand.ResonateA feeling that the message rings trueConsumer identifies with the brand on a personal level,Principle:A positive response to an ad is important because advertisers hope that liking the ad will increase liking the brand.,4-19,Understand:the Cognitive Face
19、t,Cognition:how consumers search for and respond to information;learn and understand something.Its a rational,“left-brain”approach.To creatively communicate its new seating in coach,American Airlines used the left-brain/right brain approach in this ad.,4-20,Understand:Factors Driving Cognitive Respo
20、nse,NeedSomething you think aboutAd messages describe something missing in consumers lives.Cognitive LearningPresenting facts,information,and explanations leads to understanding.Comprehension:process by which we understand,make sense of things,or acquire knowledge.DifferentiationThe consumers abilit
21、y to separate one brand from another,based on an understanding of a competitive advantage.RecallA measure of learning or understandingYou remember the ad,the brand,and the copy points.,4-21,Connect:the Association Facet,Association:using symbols to communicate.The primary tool used in brand communic
22、ation.Brand linkage reflects the degree to which the associations presented in the message,as well as the consumers interest,are connected to the brand.,4-22,Connect:Factors Driving Association,SymbolismA brand takes on a symbolic meaning.It stands for certain,usually abstract,qualities.Conditional
23、LearningThoughts and feelings associated with the brand.Beer is about sporting events,beach parties,and pretty women.TransformationA product is transformed into something special,differentiated by its brand image symbolism and personality.,Principle:Advertising creates brand meaning through symbolis
24、m and association.These meanings transform a generic product into a specific brand with a distinctive image and personality.,4-23,Believe:the Persuasion Facet,Persuasion:influencing or motivating the receiver of a message to believe or do somethingAttitude:an inclination to react in a given wayAttit
25、udes become beliefs when people are convinced.,Principle:Advertising employs both rational arguments and compelling emotions to create persuasive messages.,4-24,Believe:Factors Driving Persuasion,MotivationSomething(e.g.,hunger)prompts one to act in a certain way.InfluenceOpinion leaders may influen
26、ce other peoples attitudes.Bandwagon appeals:messages say“everyone is doing it.”Word of mouth is created by strategies that engage influencers.InvolvementHow engaged you are in paying attention.The process you go through in responding to a message and making a product decision.High involvement vs.lo
27、w involvement.,4-25,Believe:Factors Driving Persuasion,ConvictionConsumers agree with a message and achieve a state of certaintya beliefabout a brand.LoyaltyBrand loyalty is both attitude(liking,respect,preference)and action(repeat purchases).Its built on customer satisfaction.Believability and Cred
28、ibility Believability:the credibility of the arguments in a message.Credibility:indication of the trustworthiness of the source.Source credibility:the person delivering the message is respected,trusted,and believable.,4-26,Act:the Behavior Facet,Behavior:the action response.Involves a number of acti
29、ons including:Trying or buying the productVisit a storeReturn an inquiry cardCall a toll-free numberClick on a Web siteDirect action vs.indirect action,Visit the Site,4-27,Act:Factors Driving the Behavioral Response,TryImportant for new or expensive products.BuyAdvertising stimulates sales by the a
30、call-to-action.ContactConsumers respond by contacting the advertiser.Advocate and ReferAdvocacy:speaking out on a brands behalf.Referral:a satisfied customer recommends a favorite brand.PreventPresenting negative messages about an unwanted behavior and creating incentives to stimulate the desired be
31、havior.,Do anti-drug ads lead to increased drug usage?,4-29,Prentice Hall,2009,4-29,The Power of Brand Communication,How the Facets Create a Coherent Brand Perception Interaction and ImpactThe effects are interdependent.They are not all equally effective in all situations.Strong and Weak EffectsStro
32、ng Theory:advertising can persuade people who had never bought a brand to buy it once,and then repeatedly.Weak Theory:advertising has a very limited impact on consumers and is best used to reinforce existing brand perceptions,rather than change attitudes.,Principle:Advertising has delayed effects in
33、 that a consumer may seeor hear an advertisement but not act on that messageuntil later when in a store.,Discussion Questions,4-31,Discussion Question 1,What is breakthrough advertising?What is engaging advertising?Look through this textbook,find an example of each,and explain how they work.Prepare
34、to explain in class why you evaluated the two ads as you did.,4-32,Discussion Question 2,This chapter identifies six major categories of effects or consumer responses.Find an ad in this book that you think is effective overall and explain how it works,analyzing the way it cultivates responses in the
35、se six categories.,4-33,Discussion Question 3,Uma Proctor is a planner in an agency that handles a liquid detergent brand that competes with Levers Wisk.Uma is reviewing a history of the Wisk theme,“Ring around the Collar.”In its day,it was one of the longest-running themes on television,and Wisks s
36、ales share indicated that it was successful.What is confusing Uma is that the Wisk history includes numerous consumer surveys that show consumers find“ring around the collar”to be a boring,silly,and irritating advertising theme.Can you explain why Wisk is such a popular brand even though its adverti
37、sing campaign has been so disliked?,4-34,Discussion Question 4,Three-minute debate:You have been asked to participate in a debate in your office about three different views on advertising effects.A copywriter says informing consumers about the products features is most important in creating effectiv
38、e advertising.An art director argues that creating an emotional bond with consumers in more important.One of the account managers says that the only advertising performance that counts is sales.Organize into small teams with each team taking one of the three sides.In class,set up a series of five-mi
39、nute debates in which each side has half that time to argue its position.Every team of debaters must present new points not covered in the previous teams presentations until there are no arguments left to present.Then the class votes as a group on the winning point of view.,4-35,All rights reserved.
40、No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall,
