Download Chapter 1: Introduction to Advertising: History and Roles

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Chapter 2:
How Advertising works
Dr. Nguyen Thi Gam
Joint program with
Daegu Cyber University- 2010
I. How advertising works
as communication
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Advertising is a form of communication. It is a
message to a consumer about product. It gets
attention, provides information and sometimes a
little bit of entertainment, and tries to create some
kind of response, such as sales.
In reality, advertising is not a conversation. Most
advertising is not as personal or as interactive as
a conversation, because it relies on mass
communication, which is indirect and complex.
Although other forms of marketing communication
(personal selling and telemarketing) can deliver
the personal contact of a conversation
I. How advertising works as
communication
1. The Communication Model
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I. How advertising works as
communication
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1. The Communication Model
The Communication Model begins with a source
(S), a sender who encodes a message (M) – put it
in words and pictures. The model explains who
communication works: the message is presented
through channels of communication (C), such as
newspaper, radio, or TV. The message is decoded,
or interpreted, by the receiver (R), who is the
reader, viewer, or listener. Feedback is obtained
by monitoring the response of the receiver the
message. And the entire process is complicated
by what we refer to as noise, things that interrupt
the sending as well as the receiving of the
message, such as bad connection.
I. How advertising works as
communication
Sender
Coding
Channel
Receiver
Response
Feedback
Noise
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I. How advertising works as
communication
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1. The Communication Model

Mass communication id generally one-way process with
message depicted as moving from the sender to receiver.
 Interactive communication is a form of two-way
communication, a dialogue.
 The difference between one-way and two-way
communication is that the later communication process is
interactive and the sender and receiver change position as
the message bounces back and forth between them.
The interactive communication model
I. How advertising works
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as communication
Mass communication id generally one-way
process with message depicted as
moving from the sender to receiver.
Interactive communication is a form of
two-way communication, a dialogue.
The difference between one-way and twoway communication is that the later
communication process is interactive and
the sender and receiver change position
as the message bounces back and forth
between them.
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2. Advertising as communication
Noise: external
Public opinions
Marketing strategy
Competition
Other noise
Source
Advertiser
(objectives)
Message:
encoding
(by agency)
Media mix:
channels
Noise: internal
Perceived needs
Infor processing
Attitudes and opinions
Other noise
Feedback
Advertising
Commun. model
Perceiver: Consumer
Perception &response
Perceive
Understand
Feel
Connect
Believe
Act
I. How advertising works as
communication
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2. Advertising as communication
Effective advertising is evaluated in terms of
the impact it has on the consumer response
to the message.
The advertiser’s objectives are focused on
the receiver’s response, they predicts the
impact the message will have on the target
audience. The impact is what we measure to
determine whether the message met is
objectives and as effective
I. How advertising works
as communication
2. Advertising as communication
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In advertising, noise hinders the consumer’s
reception of the message.
Internal noise
• Internal noise includes personal factors that
affect the reception of an advertisement, such as
the target audience’s needs, purchase history,
information-processing abilities, and level of
avoidance of advertising in general.
• If you are to tired to listen or your attention is
focused elsewhere, then your fatigue creates
noise that hiders your reception of the message.
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External noise:
Macro level: consumer trends (health trends
harm the reception of fast-food message) and
problems with product’s marketing strategy
(product design, price, distribution and
marketing communication
Micro level: external noise could be as simple
as bad radio or TV reception, but more important
factor is cluster, which is the multitude of
message all competing to get consumer’s
attention (difficult to get attention)
=> Avoid cluster and information overload
II. The effects behind advertisingLOGO
effectiveness
1.
a.
-
-
-
The simple answers
AIDA model
AIDA (attention, interest, desire and action) is
considered as the most common and long-standing
explanation of advertising effect.
The ad gets attention, then it creates interest, then
desire and finally stimulates action. The model identifies
four effects and makes a prediction about how they are
related in a hierarchy steps. Because AIDA assumes
that consumers start with attention and wind up with a
decision (referring to as a hierarchy - of - effects model)
Limitation: AIDA model is not adequate as model of the
various types of effect advertising can create
II. The effects behind advertisingLOGO
effectiveness
1. The simple answer
b. Think-feel-do model: is a simple model
that answer to how advertising works.
The idea is that advertising motivates
people to think about the message, feel
something about the product, and do
something, such as try it or buy it. This
model has been used to identify various
patterns of response depending on the
type of product and buying situation.
II. The effects behind
advertising effectiveness
Path
Goal
Think-feel-do Learning, interest
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Example
Advertising’s
objective
Computer
game, CD, DVD
Provide infor.,
emotion
Think-do-feel
Learning,
understanding
College,
computer
Provide infor.,
arguments
Feel-think-do
Needs
New suit,
motorcycle
Create desire
Feel-do-think
Wants
Cosmetics,
fashion
Establish a
psychological
appeal
Do-feel-think
Impulse
A candy bar, a
soft drink
Create brand
familiarity
Do-think-feel
Habit
Cereal,
shampoo
Remind of
satisfaction
II. The effects behind
advertising effectiveness
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 2. Facets model of effective advertising
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The objectives is to develop a model of
advertising effect that does a better job of
explaining how advertising creates various
types of consumer responses.
The facets model includes 6 effects (6 types of
consumer response)
1. Perceive (reception)
2. Understand (cognition)
4. Connect (association)
5. Believe (persuasion)
3. Feel (affective/ emotion) 6. Act (behavior)
II. The effects behind
advertising effectiveness
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III. Perception
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The impact of the model can be created in a
number of different ways.
Ex) a brand message may get attention, explain
new information, and convince consumers to try
the brand (it created impact in the perception,
cognitive, persuasive and behavioral areas of
effects)
 Ex) Another message might create awareness,
stir up an emotion, and link a product lifestyle (it
creates perception, affective and association
effects)
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III. Perception
1 Definition
Perception is the process by which we receive
information through our five senses and assign
meaning to its.
2. Components of perception
Exposure
Exposure (being seen or heard) is an important
goal of media planners who try to find the best
way to expose the target audience to the
message
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III. Perception
Selection and attention
- The ability to draw attention, and to bring to, to a product
is one of advertising’s greatest strengths.
- One way to evaluate the effectiveness of advertising is to
measuring the attention level produced by the
advertising
Interest and relevance
- Receiver of the message has become mentally engaged
in some way with the ad and the product
- Relevance: the message connects on some personal
level. When it appeals to your self- interest, then the
message is said to be relevant.
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III. Perception
Awareness: you are aware of something after
having seen it or heard if before. Awareness
results when an advertisement initially makes
an impression
Memory- recognition: memory refers to
the way people file information in their
mind
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IV. Cognition
1. Definition:
Cognition refers to how consumers
respond to information, learn and
understand something
2. Components of cognition
Needs: are something you think about
Wants: are based on feelings and desires
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IV. Cognition
Information: advertising often provides
information about products (facts about product
performance and features- size, price, design, …
Learning: consumers learn about products and
brand through 2 primary ways: cognitive learning
and conditional learning
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IV. Cognition
Differentiation: key function of advertising is
differentiation of one brand from another.
Consumers understand the features of a brand
and be able to compare them with the features
of competing products
Memory-recall: recognition is a measure of
perception and recall is a measure of learning or
understanding
V. The affective or
emotional response
1. Definition
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Emotional responses reflects our feelings about
something. Emotion describes st that
stimulates wants, touches emotions, and
creates feelings.
2. Components of emotional response
.
Wants:
needs are seen as being more cognitive,
and wants are described as influenced more by
emotion and desire. Ex) you see a display of
candy bars, you may want one, but that doesn’t
mean you think about whether or not you need it
V. The affective or
emotional response
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Emotions: which stir up our passions or feelings,
appear in a number of forms in advertising
(humor, love, fear). Ads that rely on arousing
these feelings are referred as emotional appeals.
Liking: Liking a brand (or ad) was the best
predictor of consumer’s behavior. Liking is
measured in terms of two responses: liking the
ad or liking the brand. You like the ad, then
positive feelings will transfer to the brand.
V. The affective or
emotional response
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Resonance: Advertisements that create
resonance (tieng vang) (ring true) help the
consumers identify with the brand on a personal
level (self-identification). The women’s campaign
of Nike does a good job of speaking to women in
a way that address their concerns. If women
identifies with this message, it is said to resonate
for her. Messages that resonate provide the
foundation for an enduring brand relationship
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VI. Association
1.
Definition:
Association is communication through symbolism
(process making symbolic connection between a brand
and characteristics, qualities or lifestyles that represent
the brand’s image and personality.
2. Components of association
- Association uses symbolism and conditional learning to
make connection in a consumer’s mind between brand
and certain desired qualities that define brand and
make it distinctive
Symbolism: means the brand stand for a certain
quality – a Rolex watch means quality
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VI. Association
Conditional learning: explains much of the impact of
advertising. People learn about a product or brand in a
largely noncognitive, even nonrational way. Beer
advertising directed at a young male audience often
uses image of sporting events, beach parties, and
good-looking women, and those image are repeated
Brand transformation: means a brand takes on
meaning when it is transformed from a mere product
into something special, st that is differentiated from
other products in the category by virtue of its brand
image and image.
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VII. Persuasion
1. Definition:
Persuasion is the conscious intent on the part
of the source to influence or motivate receiver
of a message to believe or do something.
2. Components of persuasion
Persuasion is designed to change attitudes and
behavior or build beliefs.
Attitude (positive, neutral, negative): is mental
readiness to react to a situation in a given way
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VII. Persuasion
Argument: uses logic, reasons and proofs to make a
point (giai thich de xuat) and build conviction. This
complex process demands the audience “follow
through” the reasoning to understand the point and
reach conclusion. Because advertising deals with
problems and their solutions often relies on arguments
Motivation: something (hunger, desire to be beautiful,
rich) prompts a person to act in a certain way. In order
to identify consumer’s level of motivation, advertising
and other mrktg communication (sales promotion- gifts,
prizes) to encourage people to respond
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VII. Persuasion
Conviction and preference: effective persuasion
results in conviction, which means consumers believe
something to be true. In terms of advertising effects,
belief is indicated when consumers develop a
preference for, or an intention to try or buy a product.
Brand loyalty: is measured both attitude (preference)
and by repeat purchases, is an important response that
crosses over between thinking, feeling, and doing. This
response is built on customer satisfaction. If you try a
product, like it, you will be more likely to buy it again.
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VIII. Behavior
1. Definition:
Behavior is the action response and it
can involve a number of types of action in
addition to trying or buy the products
2. Components of behavior
Try and buy: objective of most mrktg program is
sales, the consumers view of that is purchase. In
customer-focused program, the goal is to motivate
people to try a product or buy it (for nonprofit, not
selling goods, but volunteer or donation )
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VIII. Behavior
Contact: trying and buying are what the marketer
desires, but other actions are more important
measure of ad’s effectiveness. Responding by
making contact with the advertiser can be
important sign of effectiveness (through fee toll)
Prevention: there are social-action situations
where advertising message are designed to deter
behavior, such as limitation of car use due to clean
–air campaign and anti-smoking and anti-drug
campaign for teens
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Questions
1. What are the key components of a
communication model?
2. Explain how the facets model of
advertising effects to show how brand
advertising works?
3. List the 6 effects that govern consumer
response to advertising message.