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1、How Advertising Works,Advertising Principles and Practices,Part Two: Planning and Strategy,Focuses on how advertising works Examines the consumer audience and how targeting works Looks at the important role of research Discusses how strategy is shaped into an advertising plan,(Insert new book cover)
2、,4-2,Prentice Hall, 2009,4-3,Questions Well Answer,Why is communication a key factor in advertising effectiveness? How did the idea of advertising effects develop, and what are the problems in traditional approaches to advertising effects? What is the Facets Model of Advertising Effects, and how can
3、 you use it to explain how advertising works?,Chick-fil-A Builds Brand with Renegade Cows,Theyre outnumbered 15 to 1 in store count and outspent 60 to 1 in media by the big fast food chains. So how did they build their brand?,4-4,Visit the Site,Prentice Hall, 2009,4-5,How does advertising work as co
4、mmunication?,Effective advertising is a message to a consumer about a brand. It gets attention, provides information, and sometimes entertains. It seeks to create a response, such as an inquiry, a sale, or Web site visit.,4-6,The Communication Model,Mass communication is generally a one-way process
5、with the message moving from sender to receiver. Feedback is obtained by monitoring the receivers response to the message.,4-7,The Communication Model,Interactive communication is two-waya dialogueand this is where marketing communication is headed. The source and receiver change positions as the me
6、ssage bounces back and forth between them.,Advertising as Communication,4-8,Prentice Hall, 2009,4-9,Adding Interaction to Advertising,If advertisers want to overcome the impersonal nature of mass communication, they need to learn to receive (listen) as well as send information. The Internet has crea
7、ted opportunities for Web sites, chat rooms, email, and blogs to interact Two-way interaction is an objective of Integrated Marketing Communications Now, feedback is occurring in real time. Through personal selling, customer service, online marketing, response devices, toll-free numbers, and email.,
8、4-10,The Effects Behind Advertising Effectiveness,Good advertisingand marketing communicationis effective when it generates the advertisers desired response.,Principle: The intended consumer response is the messages objective, and the message is effective to the degree that it achieves this desired
9、response.,4-11,Traditional Approaches,AIDA (Attention, Interest, Desire, Action) Assumes a predictable set of steps Think-Feel-Do Think about the message, feel something about the brand, then do something like try it Domains Messages have various impacts on consumers simultaneously (perception, lear
10、ning, and persuasion),4-12,Problems with Traditional Approaches,They presume a predictable set of steps. Some effects are missingbrand linkage and motivation. Brand communication is the most important. The foundation of Ogilvy & Mathers 360 Brand Stewardship philosophy,Visit the Site,The Facets Mode
11、l of Effects,Does a more complete job of explaining how advertising creates consumer responses. Useful in both setting objectives and evaluating advertising effectiveness The six facets come together to make up a unique customer response to an advertising message.,4-14,Prentice Hall, 2009,4-14,Commu
12、nication Consumer Objective Response Drivers Perception See/Hear exposure, selection, attention, interest/relevance, awareness, recognition Emotion/Affective Feel want/desire, feelings, liking, resonance Cognition Understand need, cognitive learning, differentiation, recall Association Connect symbo
13、lism, conditioned learning, transformation Persuasion Believe motivation, influence, involvement, conviction, believability/ credibility, preference and intention, loyalty Behavior Act trial, buying, contacting, advocating, referral, prevention/ avoidance,Marketing Communication Effects,4-15,See/Hea
14、r: the Perception Facet,Perception: the process by which we receive information through our five senses and assign meaning to it. Selective perception: Consumers select messages to which they pay attention.,Principle: For an advertisement to be effective, it first has to get noticed or at least regi
15、ster on some minimal level on our senses.,4-16,See/Hear: Key Factors Driving Perception,Exposure Media planners want consumers to see or hear the message. Selection and attention Selective attention: consumers choose to attend to the message. Interest and relevance Interest: receiver mentally engage
16、s with the ad or product. Relevance: message connects on some personal level. Awareness An ad makes an impression; it registers with the consumer Recognition Recognition: people remember the ad. Recall: people remember what the ad said.,4-17,Feel: the Affective or Emotional Facet,Affective responses mirror our feelings about something. “Affective” describes something that stimulates wants, touches the
