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

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 The Effects Behind Advertising
Effectiveness
•
• AIDA (attention, Facets models of effective advertising. Facets
model shows the effectiveness of ads that means
the how the market gets attracted and makes
interest, desire, action) general opinion about them. It consists of six
components that are Perception, Cognitive,
• Hierarchy of Effects affective and Emotions, Association, Persuasion
and Behavior.
(think, feel, do)
The facets come together to
• Key Advertising Effects make up the unique
consumer response to an
advertising message

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 Three Models of Advertising Effect
Hierarchy of AIDA Model Key Advertising
Effects Model Effects Model
Perception

Attention

Think Cognition Association

Interest
Affective Response

Feel Desire Persuasion

Do Action Behavior

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 Perception
• The process by Exposure
which we receive • Being seen or heard
• Media planners try to
information
find the best way to
through our five expose the target
senses and assign audience to the message
meaning to it • planners consider all
contacts a consumer has
with a company or
brand
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 Perception - Measures
Selection and Attention Interest and Relevance
• The ability to draw • Interest
attention, to bring – The receiver of the
visibility message has become
mentally engaged with
• One of advertising’s
the ad and the product
greatest strengths
• Relevance
– The message connects on
some personal level

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 Perception - Measures
Awareness Recognition
• Results when an ad • Memory
initially makes an
• Recognition
impression
• Most evaluations of • Recall
advertising
effectiveness include a
measure of awareness as
an indicator of
perception

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 Cognition
• How consumers Cognitive Learning
• When a presentation of
respond to facts, information, and
information, explanations leads to
learn, and understanding
understand • Used by consumers who
want to learn everything
something
about a product before
they buy it

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 Cognition - Objectives
Information Needs
• Facts about product • The cognitive impact of
performance and an advertising message
features • A cognitive ad explains
• Particularly important how a product works
for products that are and what it can do for
complex, have a high the consumer
price, or are high risk

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 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
• A consumer has to points
understand the features • Ads use jingles, slogans,
of a brand and be able to catchy headlines,
compare competing intriguing visuals, and
products key visuals

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 Association
• The process of Symbolism
making symbolic • The brand stands for a
certain quality
connections
• A bond or relationship
between a brand is created based on
and characteristics these meanings
that represent the Conditioned Learning
brand’s image and • The way association
implants an idea in a
personality
consumer’s mind
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 Association - Measures
Brand Transformation Brand Communication
• A brand takes on 1. Brand identity
meaning when it is 2. Brand position
transformed from a
3. Brand personality
product into something
special 4. Brand image
• Differentiated from 5. Brand promise
other products in the 6. Brand loyalty
category by virtue of its
image and identity
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 The Affective or Emotional
Response
• Mirrors a Wants
person’s feelings • Influenced more by
emotion or desire
about something
• Desire is based on
– Stimulates wants wishes, longings, and
– Touches the cravings
emotions Emotions
– Creates feelings • Agitate passions or
feelings

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 The Affective or Emotional
Response - Measures
Liking Resonance
• Liking a brand or ad is • Help the consumer
one of the best identify with the brand
predictors of consumer on a personal level
behavior • Stronger than liking
• If a consumer likes the because it involves an
ad, the positive feeling element of self-
will transfer to the identification
brand

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 Persuasion
• The conscious Motivation
intent on the part • When something
prompts a person to act
of the source to in a certain way
influence the • Marketing
receiver of a communications uses
message to incentives to encourage
response
believe or do
something
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 Persuasion - Objectives
Arguments Conviction/Preference
• Uses logic, reasons, and • Conviction
proofs to make a point – Consumers believe
and build conviction something to be true
• Preference
– An intention to try or
buy a product
• Source credibility

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 Persuasion - Measures
Loyalty Involvement’s Role
• Measured both as an • The degree to which
attitude and by repeat a consumer is
purchases engrossed in
• Built on customer attending to an ad or
satisfaction making a product
Attitudes decision
– High involvement
• Mental readiness to
– Low involvement
react to a situation in a
given way
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 Behavior
• The action Try and Buy
response • Initiating action through
trial
• Effectiveness is • Trial is important
measured in because it lets a
terms of its customer use the
product without
ability to
investing in its purchase
motivate people
to do something
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 Behavior
Contact Prevention
• Making contact with the • Involves counter-
advertiser can be an arguing by presenting
important sign of negative messages about
effectiveness an unwanted behavior

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 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
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 Assignment

• Q.01:-What is Traditional and online

advertising? Select the Ad of any organization
of your own choice and compare its
Traditional and Online Advertising.
• Q.02:-You are required to select a Television
Commercial of a product and critically analyze
the Advertising execution of it.
•  ===========================

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 THANKS

ALL THE BEST

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