Part 2
Principle:
Be True to Thy Brand – and Thy Consumer
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1. How does brand communication work both as a
form of mass communication and interactive
communication?
2. How did the idea of advertising effects develop,
and what are the problems in traditional
approaches to advertising effects?
3. What is the Facets Model of Advertising Effects,
and how does it explain how advertising works?
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Surprisingly, many experts are not sure how
advertising works, or even if it works well.
This is even more of a problem for the new
digital media and other forms of marketing
communication.
The problem: poorly executed advertising
doesn’t communicate well to its intended
audience or have the impact its creators
desired.
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“I know half my advertising is wasted,
but I don’t know which half.”
John Wanamaker, department store baron
For more quotes on the impact of advertising,
visit:
[Link]/members
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. Noise
Coded Channel Decoded
Sender Receiver
Message Message
Source
The
Feed back
advertiser
Mass communication is a one way process in which the
message moves from the source to the receiver
Mass communication is a process. Consider:
The SMCR Model:
1. Source
2. Sender
3. Message
4. Channels of communication
5. Receiver
Feedback is obtained by monitoring the response of
the receiver to the message.
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Noise :External
Public opinion
Receiver :
Marketing strategy
Consumer Perception
Competition-clutter
and response
Other Noise
Perceive
.Source Message Understand
Advertiser Encoding Media Mix Feel
objectives By agency Channel Connect
Believe
Act
Noise :Internal
Perceived needs
Information processing
Attitudes and opinions
Other noise
Feed
Back
Referring to Figure 4.1B, discuss:
[Link]
[Link]
[Link] noise
[Link] noise
[Link]
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.
Coded
Sender Message Decoded
Channel Receiver
Receiver Decoded Message
Source
Message Coded
Message
Interactive communication is a conversation or a dialogue and
the source and receiver change positions as the massage
bounces back and forth between them. Example Hallmark
cards
Mass communication is traditionally a one-way
process with the message moving from sender to
receiver.
Interactive communication is two-way—a dialogue—
and is where marketing communication is headed.
◦ The source and receiver change positions as the
message bounces back and forth between them.
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The move toward interactivity
Interest in buzz marketing indicates that marketing
communication is moving beyond two-way
communication.
Consumers can now:
◦ react to messages with comments, phone calls, e-
mail inquiries.
◦ Initiate communication as well as receive it.
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The move toward interactivity
Advertisers must learn to receive (listen) as well as
send information.
Feedback is now occurring in real time through:
◦ personal selling
◦ customer service
◦ online marketing
◦ toll-free numbers
◦ E-mail
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Permission marketing defined:
“A practice that invites consumers to sign up for
messages or self-select themselves into a brand’s
target market.”
This trend mirrors the shift from one-way to two-way
communication.
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The Internet has radically
changed our conversation.
Consider the effects of:
◦ Texting
◦ Twitter
◦ Hashtags
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Hallmark allows consumers to personalize
their cards and sends them cards back to
thank them for their choices.
Nonverbal communication can be just as powerful as
word-based forms.
Many commercials rely on the impact of compelling
visuals.
Brand signals include slogans, but they are dominated by
logos, imagery, and color.
Cues and signals are used in commercial communication
to help structure a consumer’s meaning-making process.
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AIDA (attention, Facets models of
interest, desire, effective advertising
action) The facets come
Hierarchy of Effects together to make up
(think, feel, do)
the unique consumer
Key Advertising
response to an
Effects
advertising message
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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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.
Exposure
The process Being seen or heard
by which we Media planners try to
find the best way to
receive expose the target
information audience to the
message
through our IMC planners
five senses consider all contacts
a consumer has with
and assign a company or brand
meaning to it
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.
The process of Symbolism
making The brand stands
symbolic for a certain quality
connections A bond or
between a brand relationship is
and created based on
characteristics these meanings
that represent Conditioned Learning
the brand’s The way association
image and implants an idea in
personality a consumer’s mind
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Brand Transformation Brand
A brand takes on
Communication
meaning when it is
1. Brand identity
transformed from a
product into 2. Brand position
something special 3. Brand personality
Differentiated from 4. Brand image
other products in the 5. Brand promise
category by virtue of 6. Brand loyalty
its image and identity
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.
The conscious Motivation
intent on the • When something
part of the prompts a person
source to to act in a certain
way
influence the
• Marketing
receiver of a communications
message to uses incentives to
believe or do encourage response
something
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According to advertising pioneer David Ogilvy:
Information processing is key for certain types of
ads.
Emotion, is equally important informing attitudes.
Persuasion is a key function as well.
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Problems with traditional approaches
1. They presume a predictable set of steps.
2. Some effects are missing—brand linkage and
motivation.
Ultimately, brand communication is the most
important consideration.
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Oglivy and Mather says on its website:
“We believe our job is to help clients build
enduring brands that live as part of
consumers’ lives and command their loyalty
and confidence”
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In this YouTube ad, An unsuspecting but newly recognized
Canadian citizen wakes up to find his bedroom has become a center
of Canadian symbols. How is information processing used here?
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Identify the target audience
Set the communications
objectives
◦ Establish need for category
◦ Build brand awareness
◦ Build brand attitude
◦ Influence brand purchase intention
Design the Communications
Message strategy
Creative strategy
Message source
Informational appeals
◦ One-sided vs. two-sided arguments
Transformational appeals
◦ Negative/fear vs. positive appeals
Messages delivered by attractive or popular
sources can achieve higher attention and
recall
Select the communications channels
◦ Personal communications
◦ Nonpersonal channels
Affordable method
Percentage-of-sales
method
Competitive-parity
method
Objective-and-task
method
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Feel
Emotion
.
See/ Hear Believe
Perception Persuasion
Act
Think Behavior
Cognition
Connect
Association
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Does a more complete job of
explaining how advertising creates
consumer responses.
It goes beyond cognitive processing of
advertising.
It is useful in both setting objectives
and evaluating advertising
effectiveness.
The facets come together to make up a
unique consumer response to an
advertising message.
Effects vary in importance with some
advertising campaigns more focused
on one or several of the facets.
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The perceptual dimension : attention,
awareness and exposure
Persuasion : explains how attitudes are
created or changed and conviction is
established.
Association: it explains how brand
communication works and how images are
created.
Effective advertising creates six types of consumer
responses:
1. See/Hear: the Perception Facet
2. Feel: the Affective or Emotional Facet
3. Think/understand: the Cognitive Facet
4. Connect: the Association Facet
5. Believe: the Persuasion Facet
6. Act/Do: the Behavior Facet
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Perception: The process by which we receive
information through our five senses and assign
meaning to it.
Selective perception: Consumers select messages
to which they pay attention.
For an advertisement to be effective, it first must
be noticed or at least register on some minimal
level on our senses.
Breakthrough advertising : breaks through the
perceptual filters and makes an impression on the
audience.
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Factors driving the perception response
Exposure
Media planners want consumers to see or hear the
message.
Selection and attention
Selective attention: consumers choose to attend to
the message. Tv commercials are intrusive, they
intrude on people’s perception to grab attention.
Interest
Receiver mentally engages with the ad or product.
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Factors driving the perception response
Relevance
Message connects on some personal level.
Curiosity
Results from questioning, wanting to know more.
Awareness
Ad makes an impression; registers with consumer.
Recognition
People remember the ad( a measure of perception).
Recall means they remember what it said ( a
measure of understanding).
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Peace corps is a
volunteer driven
organization launched a
recruiting campaign
called lifethat
Messages is calling how
are relevant
far will
speak to you go? To
a consumer’s
address more relevant
special interests.
personal issues for
volunteers and to tell
them how volunteer
experience would
enrich their lives .
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The synergy requirement
Using an IMC approach, marketers
coordinate all marketing communication
messages to create synergy.
This means individual messages have more
impact working jointly than they would on
their own.
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The subliminal issue
Subliminal effects are message cues given below
the threshold of perception. They are too brief
to see or disguised.
Subliminal messages are designed to get past
your perceptual filters by talking directly to your
subconscious.
As a class:
For more on this issue, see “A Matter of Principle:
Ice Cubes, Breasts, and Subliminal Ads.”
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Critics of subliminal
persuasion often
focus on ambiguous
shapes in drinks that
supposedly spell out
words as evidence for
the use of this
technique. This Pepsi
ad, while hardly
subliminal, gently
borrows this message
format.
Affective responses mirror our feelings about
something.
“Affective” describes something that stimulates
wants, touches the emotions, and elicits
feelings.
Brand messages can arouse a range of different
emotions.
Emotional responses determine whether we pay
attention or not .They drive memory too.
The key task of an ad is to evoke emotions.
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Factors that drive the
affective response
Wants and desires
Driven by emotions;
based on wishes,
longings, cravings.
Axe for men.
Excitement
Our emotions and This poster from the “Nightlife
passions are aroused. Navigators” campaign works to
create a negative feeling about the
financial impact of a DUI ticket.
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Factors that drive the affective response
Feelings
Emotional appeals based on humor, love, or fear.
Liking
If you like the ad, those positive feelings transfer
to the brand.
If you like the ad , then the positive feelings will
transfer to the brand.
Aversion : people will not buy the brand because
they do not like the ad.
Resonance
A feeling that the message rings true .It reflects a
sense of identification .
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.
Cognition refers to how customers:
◦ search for and respond to information
◦ learn and understand something.
It’s a rational, “left-brain” approach.
Consumers value and seek out information about
product performance and features, size, price, design ,
etc.
Informative advertising is especially important for
complex product or products that are of high risk or
high price.
As a class:
Discuss how American Airlines used the left-brain/right
brain approach in an ad to creatively communicate its
new seating in coach.
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Factors that drive the cognitive response
Need
Ad messages here describe something missing in
the consumer’s life.
Cognitive learning
Presenting facts, information, and explanations
leads to understanding. Consumers also need to
understand how new products work
Comprehension
The process by which we understand, make sense
of things, or acquire knowledge.
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Factors that drive the cognitive response
Differentiation
The consumer’s ability to separate one brand from
another, based on an understanding of a
competitive advantage.
Recall
A measure of learning or understanding. One
remembers the ad, the brand and copy points.
Commercials are stored in memory as bits and
pieces of the commercial’s message including the
feelings elicited by the message.
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.
.
Association means using symbols to communicate.
It is the primary tool used in brand communication.
It is the process of learning to make symbolic
connections between a brand and desirable
characteristics and qualities, people, situations and
lifestyles that cue the brand’s image and
personality.
Brand linkage reflects the degree to which:
1. the associations presented in the message
2. the consumer's interest
are connected to the brand.
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The brand (1)relates to
(2) a quality that
(3) The consumer values
The goal of association is to use symbolic
connections to define the brand and make it
distinctive .
Factors that drive the association response
Symbolism
A brand takes on a symbolic meaning. It stands for
certain, usually abstract, qualities.
Conditioned learning
Thoughts and feelings linked to the brand through
repetition of the message.
Social learning : people learn by watching others.
Transformation
A product takes on meaning and is transformed into
something special. It is differentiated by its brand
personality.
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Marketers have been
Able to create an image
For Marlboro .
Whenever the Cowboy
Appears, Marlboro will
Come to your mind.
Associative Networks:
◦ Contains many bits of related information
organized according to some set of relationships
◦ Knowledge structures: Complex “spider webs” filled
with pieces of data
Figure 3.6
Persuasion: is the conscious
intent on the part of the source
influencing or motivating the
receiver of a message to believe
or do something.
Attitude is an inclination to
react in a given way.
Attitudes are expressed as
beliefs when people are
convinced. Attitudes could be
positive, negative or neutral.
Persuasion works through
rational arguments and
touching emotions. A dramatic photo of Mount McKinley
Persuasion addresses both associates drinking Coke with an
HEAD and HEART. enduring and majestic mountaintop.
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Factors that drive the persuasion response
Motivation
Something prompts one to act in a certain way.
Influence
◦ Opinion leaders may influence others’ attitudes.
◦ Word of mouth is created by strategies that engage
influencers.
◦ Bandwagon appeals : Ads that stress that every body
is doing this.
Involvement
◦ The degree to which one attends and responds to
messages and how they make product decisions.
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Some products are high involvement products
like CARS
Others are low involvement like
TOOTHPASTE.
Some message strategies are more involving
than others (humor)
Some media are more involving (print) while
others are less involving (tv).
Factors that drive the persuasion response
Engagement
The consumer is “turned on.”
Conviction
Consumers agree with a message and achieve a state of
certainty or belief about a brand. Logical arguments are
usually used .
Preference and intention
Here, consumers are motivated by conviction. Example
HP promises to recycle its products . Consumers are
more loyal and more satisfied.
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Factors that drive the persuasion response
Loyalty
Brand loyalty involves attitude, emotion, action.
It’s built on customer satisfaction.
Believability and credibility
◦ Believability: refers to credibility of the message.
◦ Credibility: trustworthiness of the source.
◦ Source credibility: the person delivering the message is
respected, trusted, and believable.
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.
Behavior is the action response.
It can involve a number of actions including:
◦ Trying or buying the brand
◦ Visiting a store
◦ Returning an inquiry card
◦ Calling a toll-free number
◦ Clicking on a Web site
A question for you:
What is the difference between direct action and
indirect action?
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Factors that drive the
behavioral response
Mental rehearsal
Advertising attempts to create
virtual memories.
Trial
This is important for new or
expensive products.
Buying
Advertising sometimes
stimulates sales by the call to
action with information on
how to purchase the [Link] to inspire action, this ad was
used during World War I to convince
young people to join the military.
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. non profit
For
organizations, the
action might be to
volunteer or to
donate.
Factors that drive the behavioral response
Contacting
Consumers respond by contacting the advertiser.
Advocating and Referrals
◦ Advocacy: speaking out on a brand’s behalf.
◦ Referral: a satisfied customer recommends a
favorite brand.
Prevention
Presenting negative messages about an unwanted
behavior and creating incentives to stimulate the
desired behavior.
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Reviewing the Facets of Effects Model
When its six factors work together, they can create a
coherent brand perception.
However, we must remember that:
1. The effects are interdependent.
2. They are not all equal for all marketing
communication situations.
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Cognitive and emotional responses work
together.
The stronger the emotional hook , the more
likely we will attend to and remember the
message.
Different advertising strategies emphasize
different patterns of impact.
Some believe that sales is the only true
indication of advertising effectiveness.
The power of advertising lies in its ability to
motivate consumers to buy the brand .
Others say that communication effects
include a wide variety of consumer responses
to a message . These responses lead to
things such as liking and long term brand
relationship.
The “Strong” Theory
Advertising can persuade people who had never
bought a brand to buy it once, and then repeatedly.
The “Weak” Theory
Advertising has a limited impact on consumers;
best used to reinforce existing brand perceptions.
Delayed Effects
A consumer may see or hear an advertisement but
not act on that message until a later date.
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What is the target market for smart?
What is its positioning?
Which facet(s)does the ad reflect?
.
“Finding Chrysler’s Heart and Soul”
This campaign offers a key insight into effective brand
communication, as well as a truth about selling automobiles: It
must connect to consumers emotionally.
It won the Grand Effie award because it “sold the product, the
category, and the city.”
Another judge: “the campaign gave the brand its soul back.”
As a class: Discuss the Facets Model of Effects and describe how
is applies to Chrysler’s “Imported from Detroit” campaign.
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