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How Advertising Works
Part 2: Planning and Strategy
Chapter 4
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Key Points
Demonstrate why communication is a key
factor in advertising effectiveness
Explain the Facets Model of Advertising
Effects to show how brand advertising
works
List the six key effects that govern
consumer response to advertising
messages
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Communication Models
Wells, Moriarty, Burnett & Lwin - Xth Edition
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How Advertising Works as
Communication
 The communication
model
 Adding interaction
to advertising
Wells, Moriarty, Burnett & Lwin - Xth Edition
 Mass communication
is generally a oneway process
 Feedback is obtained
by monitoring the
response of the
receiver to the
message
 Two-way
communication
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Advertising Communication Model
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Effective Communication
The following assignment grading will be
subject to the creative criteria. The due
date is on next week.
VS
I will grade your next assignment
according to the creativity level. You have
to submit next week.
Wells, Moriarty, Burnett & Lwin - Xth Edition
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The Facets Model of Effective Advertising
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Perception
The process by which we receive
information through our five senses and
assign meaning to it
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Perception
Exposure
Being seen or heard
Media planners try to find the best way to
expose the target audience to the
message
IMC planners consider all contacts a
consumer has with a company or brand
Making contact
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Perception
Selection and
Attention
 The ability to draw
attention, to bring
visibility
 One of advertising’s
greatest strengths
Creating stopping
power
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
Creating pulling power
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Perception
Awareness
Recognition
 Results when an ad
 Memory
initially makes an
 Recognition:
impression
remember seeing the
 Most evaluations of
ad
advertising
 Recall:
effectiveness include
remember of what the
a measure of
ad said
awareness as an
indicator of perception
Making an impression
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Perception
1.Perception (seeing): message gets noticed?
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Cognition
 How consumers
respond to
information, learn,
and understand
something
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Cognition
Needs
The cognitive impact of an advertising
message
A cognitive ad explains how a product
works and what it can do for the
consumer
Matching product features to
consumer needs
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Cognition
Information
 Facts about product
performance and
features
 Particularly important
for products that are
complex, have a high
price, or are high risk
Fact about products and
their features
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
Creating understanding
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Cognition
Differentiation
 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
Understanding the
differences between
competitive products
Wells, Moriarty, Burnett & Lwin - Xth Edition
Memory Recall
 When the consumer
remembers seeing the
advertisements and
remembers the copy points
 Ads use jingles, slogans,
catchy headlines, intriguing
visuals, and key visuals
Locking info. in memory
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Cognition
2.Cognition (understand): learn info.
presented?
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The Affective or Emotional Response
 Mirrors a person’s
feelings about
something
Stimulates wants
Touches the
emotions
Creates feelings
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Affective or Emotional Response
Wants
Influenced more by emotion or desire
Desire is based on wishes, longings, and
cravings
Creating Desire
Emotions
Agitates passions or feelings
Affecting feelings
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The Affective or Emotional Response
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
Create positive feelings for
the ad and the brand
Wells, Moriarty, Burnett & Lwin - Xth Edition
Resonance
 Help the consumer
identify with the brand on
a personal level
 Stronger than liking
because it involves an
element of selfidentification e.g.
associate the concern of
the target group
Appeal to self-interest
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Affective Response
3. Affective (feeling): stimulate want?
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Association
 The process of making
symbolic connections
between a brand and
characteristics that
represent the brand’s
image and personality
(connection between the
brand and desired
quality)
Wells, Moriarty, Burnett & Lwin - Xth Edition
Symbolism
 The brand stands for a
certain quality
 A bond or relationship is
created based on these
meanings e.g. Rolex
Sth stands for sth
Conditioned Learning
 The way association
implants an idea in a
consumer’s mind
e.g. Beer always use sporting
events, parties, young
women
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Association
Brand 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
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Association
4.Association: brand image, brand
personality?
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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
Wells, Moriarty, Burnett & Lwin - Xth Edition
Attitudes
 Mental readiness to
react to a situation in a
given way
Arguments
 Uses logic, reasons,
and proofs to make a
point and build
conviction
Reason, proof
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Persuasion
Motivation
 When something
prompts a person to
act in a certain way
 Marketing
communications uses
incentives to
encourage response
Incentive to respond
Wells, Moriarty, Burnett & Lwin - Xth Edition
Conviction/Preference
 Conviction
 Consumers believe
something to be true
 Preference
 An intention to try or
buy a product
 Source credibility e.g.
Colgate uses the
dentist
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Persuasion
Loyalty
 Measured both as an
attitude and by repeat
purchases
 Built on customer
satisfaction
(Both attitude and
action)
Wells, Moriarty, Burnett & Lwin - Xth Edition
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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Persuasion
5. Believe: believe in the message and
do something?
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Behavior
The action
response
Effectiveness is
measured in
terms of its ability
to motivate
people to do
something
Wells, Moriarty, Burnett & Lwin - Xth Edition
Try and Buy
 Initiating action
through trial
 Trial is important
because it lets a
customer use the
product without
investing in its
purchase
Try the product
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Behavior
Contact
 Making contact with
the advertiser can be
an important sign of
effectiveness
Respond by visiting,
calling, sending back
a card, clicking on
website, etc.
Wells, Moriarty, Burnett & Lwin - Xth Edition
Prevention
 Involves counterarguing by presenting
negative messages
about an unwanted
behavior
Discourage unwanted
behavior
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Behavior
6. Act: want to try the product, buy one?
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Exercise
Analyze the response(s) expected from
the ads show
- Dentiste
- Ray Ban
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Summary
All the SIX responses seem to be
combined in one ad
However, the proportion of the response
depends on the ad OBJECTIVE
Behavioral response is the highest level
and what most ads want to ACHIVEVE
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