PART TWO
PLANNING AND STRATEGY
Chapter 4
Wells, Moriarty,
Burnett & Lwin
ADVERTISING Principles and Effective
IMC Practice
Revised by Chutinun K, 2014.
HOW ADVERTISING
WORKS
Chapter Outline
• Demonstrate why communication is a key factor in
advertising effectiveness
• Explain the Facets Model of Advertising Effects
that govern consumer response to advertising
messages to show how brand advertising works
Communication Models
Advertising Communication Model
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
The
Facets Model
of Effective
Advertising
Perception
The process by which we
receive information
through our five senses
and assign meaning to it
•
•
•
•
•
Exposure
Selection and Attention
Interest and Relevance
Awareness
Recognition
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
Perception
Selection and Attention
• The ability to draw
attention, to bring
visibility
• 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
Perception
Awareness
• Results when an ad
initially makes an
impression
• Most evaluations of
advertising effectiveness
include 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
Cognition
How consumers respond
to information, learn, and
understand something
•
•
•
•
•
Need
Information
Cognitive Learning
Differentiation
Memory Recall
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
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
Cognition
Differentiation
Memory Recall
• 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
• 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
The Affective
or Emotional Response
Mirrors a person’s feelings
about something
– Stimulates wants
– Touches the emotions
– Creates feelings
•
•
•
Wants
Liking
Resonance
Affective or Emotional Response
Wants
Influenced more by emotion or desire
Desire
• Desire is based on wishes, longings, and
cravings
Emotions
• Agitates passions or feelings
• Affecting feelings
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 selfidentification e.g.
associate the concern of
the target group
Appeal to self-interest
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
Conditioned Learning
Brand Transformation
Association
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
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
Persuasion
The conscious intent
on the part of the
source to influence the
receiver of a message
to believe or do
something
•
•
•
•
•
•
Attitude
Argument
Motivation
Conviction/Preference
Loyalty
Involvement Level
Persuasion
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
Motivation
• When something
prompts a person to
act in a certain way
• Marketing
communications uses
incentives to
encourage response
• Incentive to respond
Persuasion
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
Loyalty
• Measured both as an
attitude and action repeat purchases
• Built on customer
satisfaction
Persuasion
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
Behavior
• The action response
• Effectiveness is
measured in terms of
its ability to motivate
people to do something
•
•
•
Try and Buy
Contact
Prevention
Behavior
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
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.
Behavior
Prevention
• Involves counter-arguing by presenting
negative messages about an unwanted
behavior
Discourage unwanted behavior
Exercise
Analyze the response(s) expected
from the ads
SUMMARY
• All the SIX responses seem to be
combined in one ad
• Behavioral response is the highest level
and what most ads want to ACHIVEVE
• However, the proportion of the response
depends on the ad OBJECTIVE