Advertising and Promotion 1
Lecture 9
WORKING OF ADVERTISING AND RESPONSE HIERARCHY MODELS
WORKING OF ADVERTISING
LECTURE OVERVIEW
Continuing with the subject advertising this lecture will cover its working, illustrate various
communication models, message and media mix factors. .
WORKING OF ADVERTISING
• Advertisement should raise awareness and change brand attitudes.
• Advertising should provide strong reasons “Why” a specific brand is superior.
12 Steps to develop effective campaign
1. Identifying target market & positioning
2. Deciding advertising objectives.
3. Kind of communication effects needed.
4. How consumers respond to advertising.
5. Decide the theme.
6. Develop the campaign.
7. Decide the advertising appeal.
8. Develop copy plat form.
9. Formulate message strategy.
10. Media Mix.
11. Schedule, frequency & pattern of ads release
12. Evaluation of campaign.
BASIC COMMUNICATION MODEL
NOISE
S
M
sender
coded
source
(advertiser)
C
R
decoded
message
channel
(agency)
(media)
FEED BACK
1
M
message
(ad.)
receiver
(target)
Advertising and Promotion 1
TWO WAY COMMUNICATION MODEL
source
sender
(S)
coded
coded
message
message
(M)
channel
(C)
(M)
receiver
receiver
decoded
message
(R)
(R)
(M)
receiver
(R)
source
sender
(S)
An Interactive (2 ways) communication model
ADVERTISING COMMUNICATION MODEL
NOISE: External
• Public opinion
• Marketing strategy
SOURCE:
MESSAGE:
MEDIA MIX:
Advertiser
(objectives)
Encoding
Strategy &
Tactics
(by agency)
Channels
(one - way &
Two way)
NOISE: Internal
Perceived needs,
Information process
attitudes, opinions and
others
FEED BACK
2
RECEIVER:
Message
reception
& response:
. Perception
. Learning
. Persuasion.
. Action
Advertising and Promotion 1
SOURCE or THE ADVERTISER
•
•
Advertiser and Advertising agency are the sources.
They decide objectives for campaign in terms of impact from the message.
Effects are
PERCEPTION – LEARNING-PERSUASION & BEHAVIOUR ( SALES )
(Message effectiveness factors chart)
Key Message Effects
Perception
Learning
Surrogate Measures
Exposure
Attention
Interest
Memory: recognition/recall
Understanding
Image and association
Brand links
Persuasion
Behavior
Attitudes: form or change
Preference / intention
Emotions and involvement
Conviction, belief,
commitment
Trial
Purchase
Repeat purchase, use more
3
Communication Tools
Advertising ;Public relations(PR)
Advertising ; sales promotion
Advertising ; sales promotion; PR
Advertising ; sales promotion; PR
Public relations; personal selling
Direct marketing ; advertising
Advertising ; PR., point of purchase
Ads etc.
Public relations :personal selling
Sales promotion
Advertising :Public relations
Personal selling
Personal selling & direct marketing
Personal selling; direct marketing
Sales promotion; personal selling
Direct marketing
Sales promotion; personal selling,
Direct marketing
Advertising and Promotion 1
Noise is any factor that hinders or distorts the delivery of advertising message to the target
audience.
EXTERNAL FACTORS
Marketing strategy
General Pattern of consumer trends
Competitors marketing communication
Public opinion.
INTERNAL FACTORS
Target Audience need purchase history
Information process ability.
Level of avoidance of advertising.
MESSAGE & MEDIA MIX FACTORS
Message Key Factors.
• Analysis of marketing & advertising strategy
• Target Audience.
•
Media Mix Key Factors.
•
•
•
•
A Message reaching a target audience.
Effectiveness of media plan
Best chance of delivering the message.
Different media mix required to reach different target audience
THE RECEIVER:
Message Reception and Response
THINK
FEEL
Learning
Persuasion
Behavior
ADVERTISING RESPONSE HIERARCHY MODELS
ADVERTISING REPONSE HIERARCHY MODELS
4 response hierarchy models:
1. The AIDA model.
2. Hierarchy of effects model.
3. Innovation-adoption model.
4
DO
Advertising and Promotion 1
4. Information processing model.
The AIDA model Developed by E. K. Strong
Basically means draw / attract attention
Be interesting - Create desire - Initiate action
A I D A stands for :
A
I
D
A
for
for
for
for
Attention
Interest
Desire
Action
AIDA MODEL
Stimuli
(Advertisement or
Other marketing
Activities)
5
Attention Interest
Desire
Action
Cognitive
Affective
Behavior
Stage
(Thinking / Learning)
Stage
(Feeling)
Stage
(acting / doing)
Advertising and Promotion 1
HIERACHY OF EFFECTS MODEL
Awareness
Understanding
Knowledge
Cognitive Stage
Linking
Preference
Affective Stage
Purchase
Behavior Stage
6
Conviction
Advertising and Promotion 1
INNOVATION – ADOPTION MODEL
Awareness
Cognitive Stage
Interest
Evaluation
Affective Stage
Trial
Adoption
Behavior
7
Stage
Advertising and Promotion 1
INFORMATION PROCESSING MODEL
Presentation
Attention
Comprehension
Cognitive Stage
Yielding
Retention
Affective Stage
Behavior
Behavior Stage
Low involvement learning model
ALL 4 MODELS start with cognitive stage
LEARN
Cognitive
(Thinking)
FEEL affective
(Liking)
Do
Cognitive
Behavior or
action
DECIDING THE THEME
Advertising theme is the core advertising message about the brand that will place it in a better
position Vis a vis competitor brands.
PROCESS REQUIRED TO GET BIG IDEA
A. Fact finding
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Advertising and Promotion 1
i) Problem definition: Picking out & pointing out the problem.
ii) Preparation: Gathering & analyzing the pertinent data.
B. Idea finding
i)
Idea production: thinking up tentative ideas as possible leads.
ii)
Idea development: from resultant ideas, adding others & reprocessing by means of
modification, etc.
STEPS FOR A GOOD THEME
• Creating idea. (Idea generation)
• Generation of written copy. (copywriting)
• Art work of various kinds? (illustrations)
• A preliminary & comprehensive vision of ad (Layout)
DEVELOPING ADVERTISING CAMPAIGN
Three Essential Elements:
1. Targeting the audience whom are
you trying to reach?
2. Message strategy
What do you say to them?
3. Media strategy
When & where will you reach them?
According to Dunn and Barban
In their book – Advertising: its role in modern marketing.
“An advertising campaign includes a series of ads, placed in various media that are designed to
meet objectives & are based on analysis of marketing & communication situations.”
•
•
•
•
•
•
•
•
•
Advertising Problem & opportunities
Identifying target audience
Deciding advertising objectives.
Deciding advertising budgets
Product positioning.
Finding advertising theme
Developing campaign.
Creative strategy.
Media strategy.
Other tools
Sales promotion
Personal selling
Public relations
9
Packaging
direct marketing
Sponsorship