planning & strategy - advertising
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planning & AdvertisingTRANSCRIPT
How Advertising Works
Part 2: Planning and StrategyChapter 4
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Key Points• Explain three Models of Advertising Effects to
show how brand advertising works• List the six key effects that govern consumer
response to advertising messages
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The Effects Behind Advertising Effectiveness
• AIDA (attention, interest, desire, action)
• Hierarchy of Effects (think, feel, do)
• Key Advertising Effects
• Facets models of effective advertising. Facets model shows the effectiveness of ads that means the how the market gets attracted and makes general opinion about them. It consists of six components that are Perception, Cognitive, affective and Emotions, Association, Persuasion and Behavior.
The facets come together to make up the unique consumer response to an advertising message
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AIDA Model
Attention
Interest
Desire
Action
Hierarchy of Effects Model
Think
Feel
Do
Key Advertising Effects ModelPerception
Cognition Association
Affective Response
Persuasion
Behavior
Three Models of Advertising Effect
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Perception• The process by
which we receive information through our five senses and assign meaning to it
Exposure• Being seen or heard• Media planners try to
find the best way to expose the target audience to the message
• planners consider all contacts a consumer has with a company or brand
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Perception - MeasuresSelection and Attention
• The ability to draw attention, to bring visibility
• One of advertising’s greatest strengths
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
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Perception - MeasuresAwareness
• Results when an ad initially makes an impression
• Most evaluations of advertising effectiveness include a measure of awareness as an indicator of perception
Recognition• Memory• Recognition• Recall
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Cognition• How consumers
respond to information, learn, and understand something
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
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Cognition - ObjectivesInformation
• Facts about product performance and features
• Particularly important for products that are complex, have a high price, or are high risk
Needs• The cognitive impact of
an advertising message• A cognitive ad explains
how a product works and what it can do for the consumer
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Cognition - MeasuresDifferentiation
• 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
Recall• When the consumer
remembers seeing the advertisements and remembers the copy points
• Ads use jingles, slogans, catchy headlines, intriguing visuals, and key visuals
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Association• The process of
making symbolic connections between a brand and characteristics that represent the brand’s image and personality
Symbolism• The brand stands for a
certain quality• A bond or relationship
is created based on these meanings
Conditioned Learning• The way association
implants an idea in a consumer’s mind
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Association - MeasuresBrand 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
Brand Communication1. Brand identity2. Brand position3. Brand personality4. Brand image5. Brand promise6. Brand loyalty
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The Affective or Emotional Response
• Mirrors a person’s feelings about something– Stimulates wants– Touches the
emotions– Creates feelings
Wants• Influenced more by
emotion or desire• Desire is based on
wishes, longings, and cravings
Emotions• Agitate passions or
feelings
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The Affective or Emotional Response - Measures
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
Resonance• Help the consumer
identify with the brand on a personal level
• Stronger than liking because it involves an element of self-identification
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Persuasion• The conscious
intent on the part of the source to influence the receiver of a message to believe or do something
Motivation• When something
prompts a person to act in a certain way
• Marketing communications uses incentives to encourage response
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Persuasion - ObjectivesConviction/Preference
• Conviction– Consumers believe
something to be true• Preference
– An intention to try or buy a product
• Source credibility
Arguments• Uses logic, reasons, and
proofs to make a point and build conviction
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Persuasion - MeasuresLoyalty
• Measured both as an attitude and by repeat purchases
• Built on customer satisfaction
Attitudes• Mental readiness to
react to a situation in a given way
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
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Behavior• The action
response• Effectiveness is
measured in terms of its ability to motivate people to do something
Try and Buy• Initiating action through
trial• Trial is important
because it lets a customer use the product without investing in its purchase
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BehaviorContact
• Making contact with the advertiser can be an important sign of effectiveness
Prevention• Involves counter-
arguing by presenting negative messages about an unwanted behavior
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Typical Communication Objectives• Attitude toward the Ad/Brand (encompasses all three
components of the HOE Model)– Brand Image/Positioning– Ad/Brand liking– Brand learning
• Ad/Brand Cognitions– Purchase Intention
• Awareness– Ad Recall– Ad Recognition
• Involvement
Assignment
• Q.01:-What is Traditional and online advertising? Select the Ad of any organization of your own choice and compare its Traditional and Online Advertising.
• Q.02:-You are required to select a Television Commercial of a product and critically analyze the Advertising execution of it.
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THANKS
ALL THE BEST
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