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Wells,Moriarty,Burnett&Lwin-XthEdition ADVERTISINGPrinciplesandEffectiveIMCPractice

1
How Advertising Works
Part2:PlanningandStrategy
Chapter4
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2
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 ADVERTISING Principles and Effective IMC Practice 1-3
Communication Models
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-4
How Advertising Works as
Communication
The communication
model





Adding interaction
to advertising








Mass communication
is generally a one-
way process
Feedback is obtained
by monitoring the
response of the
receiver to the
message
Two-way
communication

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-5
Advertising Communication Model
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-6
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 ADVERTISING Principles and Effective IMC Practice 1-7
The Facets Model of Effective Advertising
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-8
Perception
The process by which we receive
information through our five senses and
assign meaning to it
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-9
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 ADVERTISING Principles and Effective IMC Practice 1-10
Perception
Selection and
Attention
The ability to draw
attention, to bring
visibility
One of advertisings
greatest strengths
Creating stopping
power
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
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-11
Perception
Awareness
Results when an ad
initially makes an
impression
Most evaluations of
advertising
effectiveness include
a measure of
awareness as an
indicator of perception
Making an impression
Recognition
Memory
Recognition:
remember seeing the
ad
Recall:
remember of what the
ad said
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-12
Perception


1.Perception (seeing): message gets noticed?
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-13
Cognition
How consumers
respond to
information, learn,
and understand
something
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-14
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
Cognition
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-15
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
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
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-16
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
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
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-17
Cognition
2.Cognition (understand): learn info.
presented?

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-18
The Affective or Emotional Response
Mirrors a persons
feelings about
something
Stimulates wants
Touches the
emotions
Creates feelings
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-19
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
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-20
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
Resonance
Help the consumer
identify with the brand on
a personal level
Stronger than liking
because it involves an
element of self-
identification 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 brands
image and personality
(connection between the
brand and desired
quality)
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
consumers mind
e.g. Beer always use sporting
events, parties, young
women
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-23
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
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-24
Association
4.Association: brand image, brand
personality?

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-25
Persuasion
The conscious
intent on the part of
the source to
influence the
receiver of a
message to believe
or do something
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
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-26
Persuasion
Motivation
When something
prompts a person to
act in a certain way
Marketing
communications uses
incentives to
encourage response
Incentive to respond
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

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-27
Persuasion
Loyalty
Measured both as an
attitude and by repeat
purchases
Built on customer
satisfaction
(Both attitude and
action)
Involvements Role
The degree to which
a consumer is
engrossed in
attending to an ad or
making a product
decision
High involvement
Low involvement

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-28
Persuasion
5. Believe: believe in the message and
do something?

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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
Try the product
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-30
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.
Prevention
Involves counter-
arguing by presenting
negative messages
about an unwanted
behavior
Discourage unwanted
behavior
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-31
Behavior
6. Act: want to try the product, buy
one?
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-32
Exercise
Analyze the response(s) expected from
the ads show
- Dentiste
- Ray Ban


Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-33
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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