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How Advertising Works

Chapter 4

Part Two:Planning and Strategy

• Part 2 uncovers variousaspects and details ofconsumer behavior

• Looks at the importantrole of research

• Discusses developmentof an ad plan

Chapter OutlineI. Chapter Key PointsII. How Advertising Works as CommunicationIII. The Effects Behind Advertising

EffectivenessIV. PerceptionV. CognitionVI. The Affective or Emotional ResponseVII. AssociationVIII. PersuasionIX. Behavior

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Key Points

• Demonstrate why communication is a keyfactor in advertising effectiveness

• Explain the Facets Model of AdvertisingEffects to show how brand advertisingworks

• List the six key effects that governconsumer response to advertisingmessages

SignBoy is a Hole in One

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The Communication Model

• Mass communication is generally a one-wayprocess

• Feedback is obtained by monitoring theresponse of the receiver to the message

Figure 4.1a

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Advertising as Communication• Advertiser and agency determine message

objectives• Objectives predict message impact• Noise hinders consumer’s reception of message

Figure 4.2

Adding Interaction to Advertising

• Feedback occurs in an environment of give-and-take communication

• Achieved by using more interactive forms ofmarketing communication

Figure 4.1b

Effects Behind Ad Effectiveness• AIDA (attention, interest, desire, action)• Think-Feel-Do

remind of satisfactioncereal, shampoohabitdo-think-feel

create brandfamiliarity

a candy bar, a softdrink

impulsedo-feel-think

establish apsychological appeal

cosmetics, fashionwantsfeel-do-thinkcreate desirea new suit, motorcycleneedsfeel-think-do

provide information,arguments

college, a computer, avacation

learning,understanding

think-do-feel

provide information,emotion

computer game, CD,DVD

learning,interest

think-feel-do

Advertising’sObjective

ExampleGoalPathDifferent Paths to a Response

Table 4.1

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The Facets Model ofAdvertising Effects

Figure 4.3

OnStar GPS System:Creating a Desire for Safety

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Perception

• The process by which wereceive information throughour five senses and assignmeaning to it

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Perception

• Exposure• Selection and

attention• Interest and

relevance• Awareness• Recognition

Making an Impression with a Simple‘Thank You’

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The Subliminal Issue

• Subliminal effectsare message cuesgiven below thethreshold ofperception

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Cognition

• How consumers respond toinformation, learn, andunderstand something

Cognition

• Needs• Information• Learning

• Differentiation• Recall

Using Demonstration to Prove You’re‘Like Nothing Else’

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The Affective Response

• Mirrors a person’s feelingsabout something

The Affective Response

• Wants• Emotions• Liking• Resonance

Proactiv:The Emotional Way to Fight Acne

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Association

• The process of makingsymbolic connections betweena brand and characteristics thatrepresent the brand’s image andpersonality

Association

• Symbolism• Conditioned learning• Brand transformation

Association

Brand Communication1. Brand identity2. Brand position3. Brand personality4. Brand image5. Brand promise6. Brand loyalty

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Linking Mountain Dew to Teenage Fun

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Persuasion

• The conscious intent on thepart of the source to influencethe receiver of a message tobelieve or do something

Persuasion

• Attitudes• Arguments• Involvement• Motivation• Influence• Conviction and

preference• Loyalty

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The YMCA:Creating Conviction in America’s Youth

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Behavior

• The action response• Effectiveness is measured in

terms of its ability to motivatepeople to do something

Behavior

• Try• Buy• Contact• Prevention

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Stimulating a Response andCreating Soldiers

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Discussion Questions

Discussion Question 1

• What is breakthrough advertising?• Give an example and explain how it

works.• Find an example of an ad that you don’t

think is breakthrough advertising andexplain why you evaluate it that way.

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Discussion Question 2

• This chapter identifies six majorcategories of effects or consumerresponses.

• Find an ad that you think is effective andexplain how it works, analyzing the wayit cultivates responses in these sixcategories.

Discussion Question 3• Uma Proctor is a planner in an agency that

handles a liquid detergent brand that competeswith Lever’s Wisk.

• The Wisk theme, “ring around the collar” is oneof the longest-running themes on television, andit has been successful.

• The Wisk history includes numerous consumersurveys that show consumers find “ring aroundthe collar” to be a boring, silly, and altogetherirritating advertising theme.– Can you explain why Wisk is such a popular brand

even though its advertising campaign has been sodisliked?

Discussion Question 4

• You have been asked to participate in a debatein your office about two different approaches toadvertising.

• The question is: Which is most important increating effective advertising – informingconsumers about the product’s features orcreating an emotional bond with consumers?

• Take one side or the other and develop anargument in support of that view.