Chapter 2:
How Brand
Communication Works
Part 2
Principle:
Be True to Thy Brand and Thy Consumer
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Hall
4-1
Questions to Explore
1.
How does marketing 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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4-2
Daily Dose of Fun
YouTube
Rough Language.
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Education, Inc. publishing as
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How does brand communication
work?
At its most basic, brand communication is a
message to a consumer about a brand.
It gets attention and provides information,
sometimes even entertainment.
It is purposeful in that it seeks to create some kind
of response:
an inquiry
a sale
a visit to a website
a test drive
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The mass communication
foundation
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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Basic Communication
Model
Noise
Source
Coded
Message
Channel
Decoded
Message
Receiver
Feedback
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The mass communication
foundation
Contains the following elements:
1.
2.
3.
4.
5.
6.
7.
The source
The message
The media mix
External noise
Internal noise
The receiver
Feedback
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Advertising Communication
Model
Noise: External
Source:
Advertiser
Message:
Encoding
Media
Mix:
Channels
Receiver:
Consumer
Reception
and
Response
Noise: Internal
Feedback
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Education, Inc. publishing as
Prentice Hall
Example
One Place
Can you identify all of the elements?
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Education, Inc. publishing as
Prentice Hall
Adding interaction to
brand communication
Mass communication is traditionally a one-way
process with the message moving from sender to
receiver.
Interactive communication is two-waya
dialogueand 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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Interactive Model
Source
Coded
Message
Channel
Decode
Message
Receiver
Receiver
Decoded
Message
Channel
Coded
Message
Source
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Adding interaction to
marketing communication
The move toward interactivity
Interest in buzz marketing indicates that
marketing communication is moving beyond twoway communication.
Consumers can now:
react to messages with comments, phone calls, email inquiries.
Initiate communication as well as receive it.
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Adding interaction to
marketing communication
The move toward interactivity
Advertisers must learn to receive (listen) as
well as send information.
Word of mouth, buzz marketing and online
social media are indicators of the need for
message integration.
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Adding interaction to
marketing communication
Interactive communication is the building block of
the customer-brand experience.
It can determine the likelihood of repeat business
and brand loyalty.
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Other aspects of
communication
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 consumers meaning-making process.
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Logos use cues to help identify a familiar brand, and these
visual elements also signal brand personality.
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What are the effects
behind effectiveness?
Traditional views on impact
AIDA:
Attention
Interest
Desire
Action
Think/Feel/Do:
Think about the message, feel something about the
brand, then do something, such as try it.
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What are the effects
behind effectiveness?
Problems with traditional approaches
1.
They presume a predictable set of steps.
2.
Some effects are missingbrand linkage and
motivation.
Ultimately, brand communication is the most
important consideration.
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A key principle
Not all purchases begin with a search for
information. Some purchases are made
out of habit or on impulse.
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What are the
Facets of Impact?
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The Facets Model of Effects
Does a more complete
job of explaining how
advertising creates
consumer responses.
It is useful in both
setting objectives and
evaluating advertising
effectiveness.
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The Facets Model of Effects
Effective advertising creates six types of consumer
responses: :
1.
2.
3.
4.
5.
6.
See/Hear: the Perception Facet
Feel: the Affective or Emotional Facet
Think/understand: the Cognitive Facet
Connect: the Association Facet
Believe: the Persuasion Facet
Act/Do: the Behavior Facet
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The Perception Facet:
See/Hear
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.
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The Perception Facet:
See/Hear
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.
Interest
Receiver mentally engages with the ad or
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product.
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The Perception Facet:
See/Hear
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. Recall means they
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remember what it said.
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The Perception Facet:
See/Hear
Messages that are
relevant speak to a
consumers special
interests.
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The Perception Facet:
See/Hear
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 Perception Facet:
See/Hear
The subliminal issue
Subliminal effects are message cues given
below the threshold of perception.
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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The Perception Facet:
See/Hear
The subliminal
issue
A liquor advertising
campaign showed ice cubes
with shapes in them and
deliberately called attention
to these supposedly
subliminal messages.
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The Emotional or Affective Facet:
Feel
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.
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The Emotional or Affective Facet:
Feel
Factors that drive
the affective
response
Wants and desires
Driven by emotions;
based on wishes,
longings, cravings.
Excitement
Our emotions and
passions are aroused.
This poster from the Nightlife
Navigators campaign works to
create a negative feeling about
the financial impact of a DUI
ticket.
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The Emotional or Affective Facet:
Feel
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.
Resonance
A feeling that the message rings true.
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The Cognition Facet:
Think/Understand
Cognition refers to how customers:
search for and respond to information
learn and understand something.
Its a rational, left-brain approach.
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As a class:
How did American
Airlines use the leftbrain/right brain
approach in an ad to
creatively communicate
its new seating in coach?
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The Cognition Facet:
Think/Understand
Factors that drive the cognitive
response
Need
Ad messages here describe something missing in
the consumers life.
Cognitive learning
Presenting facts, information, and explanations
leads to understanding.
Comprehension
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The process by which
we understand,
make
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The Cognition Facet:
Think/Understand
Factors that drive the cognitive
response
Differentiation
The consumers 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.
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The Association Facet:
Connect
Association means using symbols to
communicate. It is the primary tool used in brand
communication.
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 Association Facet:
Connect
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.
Transformation
A product takes on meaning and is transformed
into something special.
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The Association Facet:
Connect
This vending machine
dispenses free cans of Coca
Cola after you literally give it a
hug. Part of the Open
Happiness campaign in
Singapore, it links Coke with
the warm feeling of a hug in an
effort to encourage public
displays of affection, which are
rare in that country.
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The Persuasion Facet:
Believe
Persuasion: 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.
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The Persuasion Facet:
Believe
Factors that drive persuasion
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.
Involvement
The degree to which one attends to messages
and how they make product decisions.
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The Persuasion Facet:
Believe
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.
Preference and intention
Here, consumers are motivated by conviction.
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The Persuasion Facet:
Believe
Factors that drive the persuasion
response
Loyalty
Brand loyalty involves attitude, emotion, action.
Its 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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Waking Up Canadian
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?
Check it out at [Link]/watch?v=eDeDQpIQFD0
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The Behavior Facet: Act/Do
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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The Behavior Facet: Act/Do
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.
Designed to inspire action, this ad
was used during World War I to
convince young people to join the
military.
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The Behavior Facet: Act/Do
Factors that drive the behavioral
response
Contacting
Consumers respond by contacting the advertiser.
Advocating and Referrals
Advocacy: speaking out on a brands behalf.
Referral: a satisfied customer recommends a
favorite brand.
Prevention
Presenting negative messages about an
unwanted behavior and creating incentives to
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stimulate the desired
behavior.
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The Power of
Brand Communication
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Interaction and impact
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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Strong and Weak Effects
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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Where Were Headed Next
In Chapter 5, we will:
Explore the cultural, social, psychological,
and behavioral influences that affect
consumer responses to advertising.
Discuss how groups of consumers are
segmented and targeted.
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Its a Wrap
Finding Chryslers 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 Chryslers Imported from Detroit campaign.
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