How Advertising Works Part 2: Planning and Strategy Chapter 4

How Advertising Works
Part 2: Planning and Strategy
Chapter 4
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
4-2
The Effects Behind Advertising
Effectiveness
• AIDA (attention,
interest, desire, action)
• Hierarchy of Effects
(think, feel, do)
• Key Advertising Effects
• Facets models of
effective advertising
• The facets come
together to make up the
unique consumer
response to an
advertising message
See Handout
4-3
Three Models of Advertising Effect
Hierarchy of
Effects Model
Perception
Key Advertising
Effects Model
Cognition
Association
AIDA Model
Attention
Think
Interest
Affective Response
Feel
Desire
Persuasion
Do
Action
Behavior
4-4
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
• IMC planners consider
all contacts a consumer
has with a company or
brand
4-5
Perception - Measures
Selection 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
4-6
Perception - Measures
Awareness
Recognition
• Results when an ad
• Memory
initially makes an
• Recognition
impression
• Recall
• Most evaluations of
advertising
effectiveness include a
measure of awareness as
an indicator of
perception
4-7
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
4-8
Cognition - Objectives
Information
• 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
4-9
Cognition - Measures
Differentiation
Recall
• Occurs when consumers • When the consumer
understand the
remembers seeing the
explanation of a
advertisements and
competitive advantage
remembers the copy
points
• A consumer has to
understand the features
• Ads use jingles, slogans,
of a brand and be able to
catchy headlines,
compare competing
intriguing visuals, and
products
key visuals
4-10
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
4-11
Association - Measures
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
Brand Communication
1. Brand identity
2. Brand position
3. Brand personality
4. Brand image
5. Brand promise
6. Brand loyalty
4-12
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
• Agitates passions or
feelings
4-13
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 selfidentification
4-14
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
4-15
Persuasion - Objectives
Arguments
• Uses logic, reasons, and
proofs to make a point
and build conviction
Conviction/Preference
• Conviction
– Consumers believe
something to be true
• Preference
– An intention to try or
buy a product
• Source credibility
4-16
Persuasion - Measures
Loyalty
• 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
4-17
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
4-18
Behavior
Contact
• Making contact with the
advertiser can be an
important sign of
effectiveness
Prevention
• Involves counterarguing by presenting
negative messages about
an unwanted behavior
4-19
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
4-20