Ch.4 How Marketing
Communication Works
US Advertising Spending in
2013
$171.7 Billion
Does Advertising Work?
Yes, it works to get attention,
provide information, and
sometimes offer a little bit of
entertainment.
Key Takeaways
Q. How does marketing communication work?
Q. How do we define the idea of advertising effects?
Q. What is the Facets Model of Effects, and how does it
explain how marketing communication works?
How Does Communication Work in
Marketing (basic model)?
The SMCR model begins with a source, a sender who encodes a message and puts
it in words and pictures. The message is presented through channels of communication,
such as a newspaper or TV. The message is then decoded or interpreted by the
receiver. Feedback is obtained by monitoring the response of the receiver to the
message. The entire process is complicated by what we refer to as noise, things that
interrupt the sending as well as the receiving of the message. How Does Communication
Work in Marketing?
Adding Interactivity to
Marketing Communication
Interactivity is important because, in addition to making a purchase, today’s
consumers can react to marketing communication in many other ways, such as
responding with comments, phone calls, and e-mail inquiries. Consumers now can
initiate communication as well as receive it. “We are living through the largest expansion
of expressive capability in the history of the
human race”. The interest in buzz marketing is an
indication of an important trend in
marketing communication strategy that
is moving beyond the two-way
communication model. Permission marketing
reflects this desire for more
interactive and sensitive
communication. The idea
behind permission marketing
is that you ask people if it is
alright to contact them or
you rely upon them to
contact you first.
What Are the Effects Behind
Advertising Effectiveness?
Advertising and marketing
communication is effective only when it
generates the advertiser’s intended
response. The intended response is the
message’s objective and the message
is effective to the degree that it
achieves this desired response. Traditional Approaches
Because AIDA assumes
a predictable set of
steps, it is also referred
to as a hierarchy of
effects model. Think-Feel-Do
FCB model
The idea is that
advertising
motivates people to
think about the
message, feel
something about
the brand, and then
do something, such
as try it or buy it. AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Kotler & Armstrong’s
Six BuyerReadiness Stage
Model
Once the target audience has been defined, the marke4ng communicator must decide what response is sought. The marke4ng communicator needs to know where the target audience now stands and to what stage it needs to be moved. The target audience may be in any of six buyer-­‐readiness stages, the stages consumers normally pass through on their way to making a purchase. Any difference? AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
McKinsey’s Consumer
Decision Journey
Facets Model of Effects See/Hear (Percep:on) Think (Cogni:on) Feel (Emo:on) Connect (Associa:on) Believe (Persuasion) Act (Behavior) The effects are
holistic, leading to
an impression, or
an “integrated
perception.”
The effects can
also vary in
importance,
especially in those
advertising
campaigns whose
specific focus is
on only one or a
handful of the
facets. Perception (see/hear) is the
process by which we receive information through our five
senses and assign meaning to it. Factors That Drive Perception are:
exposure, selection and attention, interest,
relevance, awareness, and recognition
Relevance, which means the message connects
on some personal level (e.g., relation to the matter
at hand)
Recognition, which means people remember
seeing the ad. Recall, which means they remember
what the ad said. Recognition is a measure of
perception and is used to determine awareness.
Recall is a measure of understanding. Emotion (feel) mirrors our feelings about
something. The affective aspect of consciousness; a state of
feeling.
Factors That Drive the Emotional/Affective Response: wants and desires,
feelings, liking, and resonance. Emotion causes us to “feel” something. Emo4on Feelings. Our passions
and feelings are
addressed in a number
of ways in advertising,
such as humor, love, or
fear. Ads that rely on
arousing feelings are
referred to as emotional
appeals.
Resonance
Effective ads sometimes
create resonance where
the message “rings true.”
Like relevance, messages
that resonate help the
consumer identify with
the brand on a personal
level. These sympathetic
vibes amplify the
emotional impact by
engaging a personal
connection with a brand. Emo4on Cognition
(think) refers to
how consumers search for
and respond to information,
as well as learn and
understand something. It’s a
rational response to a
message.
Factors That Drive the Cognitive Response: Needs, cognitive learning,
comprehension, differentiation, recall
Association (connect) is the technique of
communicating through symbolism and it is the primary tool used in brand
communication.
It is the process of
making symbolic
connections between a
brand and desirable
characteristics and
qualities, as well as
people, situations, and
lifestyles that cue the
brand’s image and
personality. Persuasion
(believe) is the
conscious intent on the part
of the source to influence or
motivate the receiver of a
message to believe or do
something. Persuasive
communication are
important goals of most
marketing communication. Factors That Drive the Persuasion Response: mo4va4on, influence, involvement, engagement, convic4on, preference, loyalty Behavior (act/do) involves different types of
action in addition to trying or buying the product. The goal is to get
people to act, such as try or buy the brand, visit a store, return an inquiry
card, call a toll-free number, join an organization, donate to a good cause,
or click on a website. Factors That Drive the Persuasion Response: mental rehearsal, trial, buying, contact, advoca4ng and referrals Does Advertising Work?
“I know half my advertising is wasted, but I don’t know which half.”
John Wanamaker
“A good basic selling idea, involvement and relevancy, of course, are as
important as ever, but in the advertising din of today, unless you make
yourself noticed and believed, you ain't got nothin’.” Leo Burnett
“I do not regard advertising as entertainment or an art form, but as a
medium of information.” David Ogilvy
“Transforming a brand into a socially responsible leader doesn't
happen overnight by simply writing new marketing and advertising
strategies. It takes effort to identify a vision that your customers will
find credible and aligned with their values.” Simon Mainwaring