Leonard T. Pineda I, MEdABMC Department

How do we decide if an advertisement – or other marketing communication message – is effective?

What are these messages designed to accomplish and how do they work to create an impact?

Who’s this girl?

I am a part of that school, which believes, that a good advertisement is the one that sells the products without attracting the attention to oneself. It should attract the attention of the reader to the product. Instead of saying “what a smart advertisement”, the reader should say “I didn’t know this before. I must try this product.”

David Ogilvy

NOISE

(S)Source(The

Advertiser)

(M)Coded

Message(The

Agency)

(C)Channel

(The Media)

(M)Decoded Message

(Interpretation)

(R)Receiver(Target

Audience)

FEEDBACK

I always pretend that I’m sitting beside a woman at a dinner party, and she asks me for advice about which product she should buy. So then I write down what I would say to her. I give her the facts, facts, facts. I try to make it interesting, fascinating, if possible, personal – I don’t write to the crowd. And I try not to bore the poor woman to death and I try to make it as real and personal as possible.

David Ogilvy

(S)Source

(M)Coded

Message(The

Agency)(C)

Channel

(M)Decoded Message

(R)Receiver

(R)Receiver

(R)Receiver

(M)Decoded Message

(M)Decoded Message

(M)Coded

Message

(M)Coded

Message

(S)Source

(S)Source

Noise: ExternalPublic Opinion

Marketing StrategyCompetitionOther Noise

Noise: ExternalPublic Opinion

Marketing StrategyCompetitionOther Noise

Source:Advertiser

(Objectives)

Source:Advertiser

(Objectives)

Receiver:Message

Perception &Response(Objectives)

PerceptionLearning

PersuasionAction

Receiver:Message

Perception &Response(Objectives)

PerceptionLearning

PersuasionAction

Media Mix:Channels

(one-way and two-way)

Media Mix:Channels

(one-way and two-way)

Message:Encoding

(Strategy and Tactics)

By Agency

Message:Encoding

(Strategy and Tactics)

By Agency

Noise: InternalPerceived Needs

Information ProcessingAttitudes and Opinions

Other Noise

Noise: InternalPerceived Needs

Information ProcessingAttitudes and Opinions

Other Noise

FeedbackFeedback

Source: THE ADVERTISER

Advertiser and agency determine the objectives

-In terms of the effects they want the message to have on consumers – focused on receiver’s response

- It is through the response if the objective was met and was effective.

Source: THE ADVERTISER

Objectives -Performance (evaluating impact of advertising

- to increase sales (important behavioral objective)

-Represent what the advertisers hope to accomplish stated in terms of effects on the consumer

objective

Source: THE ADVERTISER

Source Credibility-Important principle in persuasion

- word-of-mouth is even more persuasive than a mass media story

- all about trust

NOISE: INTERNAL and EXTERNAL

Any factor that interferes with or distorts the delivery of the advertising message to the target audience.

Noise

External Environment

-General consumer trends (interest and preferences)

- Marketing strategy (any failure in the 4Ps

- Competition

Noise

External Environment

Clutter – most common and serious type of external noise

-The audience sees an excessive number of commercial messages

(3000 advertisements a day increasingly see in odd places)

Noise

Internal FactorsPersonal factors that affect the reception of advertising

- Perceived need- Customer’s history and attitude- Information processing- Avoidance

MESSAGE RECEPTION AND RESPONSE

The success of an advertisement depends on the target audience receiving and processing it as accurately and completely as the advertiser intended.

PERCEPTION: BREAKING THROUGH

One of the biggest challenges for advertisers is to get consumers to notice their messages.

exposure – attention – awareness – interest

LEARNING: MAKING IT CLEAR

-Perception leads to learning

-It is often an unconscious activity.

- If advertisers understand how consumers learn, they can design ads that make it simple for consumers to learn

PERSUASION: CHANGING ATTITUDES

-Encourage people to believe or feel something

- a persuasive message tries to establish, reinforce or change an attitude, touch an emotion or anchor a conviction

ACTION: MOTIVATING BEHAVIOR

- Advertisers hope that their advertising will lead to some behavior

- trying- sampling- buying- repurchasing

ACTIVITY:

In magazines, newspapers, web, television --- identify three advertisements that have high exceptionally stopping power and three that have exceptionally locking power.

Which of these advertisements are mainly emotional and which are mainly informational? How do they differ in their design?

REFERENCES

Arrens, William, David Schaefer. (2007). Essentials of Contemporary Advertising. Mc Graw Hill International.

Wells, William, John Burnett, Sandra Moriarty. (2004). Advertising Principles and Practice. Prentice Hall: Pearson Education.