Advertising Principles

and Practices

How Advertising
Works
Part Two: Planning and Strategy
(Insert new book cover) • Focuses on how
advertising works
• Examines the consumer
audience and how
targeting works
• Looks at the important
role of research
• Discusses how strategy
is shaped into an
advertising plan
Prentice Hall, © 2009 4-2
 Questions We’ll Answer
• Why is communication a key factor in
advertising effectiveness?
• How did the idea of advertising effects
develop, and what are the problems in
traditional approaches to advertising
effects?
• What is the Facets Model of Advertising
Effects, and how can you use it to explain
how advertising works?

Prentice Hall, © 2009 4-3

 How does advertising work
as communication?
• Effective advertising is a message to a
consumer about a brand.
• It gets attention, provides information, and
sometimes entertains.
• It seeks to create a response, such as an
inquiry, a sale, or Web site visit.

Prentice Hall, © 2009 4-4

 The Communication Model
• Mass communication is generally a one-
way process with the message moving from
sender to receiver.
– Feedback is obtained by monitoring the
receiver’s response to the message.

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 The Communication Model
• Interactive communication is two-way—a
dialogue—and this 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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Advertising as Communication

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Adding Interaction to Advertising
• If advertisers want to overcome the
impersonal nature of mass communication,
they need to learn to receive (listen) as well
as send information.
– The Internet has created opportunities for Web
sites, chat rooms, email, and blogs to interact
• Two-way interaction is an objective of
Integrated Marketing Communications
• Now, feedback is occurring in real time.
– Through personal selling, customer service,
online marketing, response devices, toll-free
numbers, and email.
Prentice Hall, © 2009 4-8
 The Effects Behind
Advertising Effectiveness
• Good advertising—and marketing
communication—is effective when it
generates the advertiser’s desired response.

Principle:
The intended consumer response is
the message’s objective, and the message is
effective to the degree that it achieves
this desired response.

Prentice Hall, © 2009 4-9

 Traditional Approaches
• AIDA (Attention, Interest,
Desire, Action)
– Assumes a predictable set
of steps
• Think-Feel-Do
– Think about the message,
feel something about the
brand, then do something
like try it
• Domains
– Messages have various
impacts on consumers
simultaneously
(perception, learning, and
persuasion) Prentice Hall, © 2009 4-10
 Problems with
Traditional Approaches
• They presume a predictable set of steps.
• Some effects are missing—brand linkage and
motivation.
• Brand communication is the most important.
• The foundation of Ogilvy & Mather’s 360° Brand
Stewardship philosophy

Visit the
Site

Prentice Hall, © 2009 4-11

The Facets Model of Effects
• Does a more complete job
of explaining how
advertising creates
consumer responses.
• Useful in both setting
objectives and evaluating
advertising effectiveness
• The six facets come
together to make up a
unique customer response
to an advertising message.

Prentice Hall, © 2009 4-14

See/Hear: the Perception Facet

• 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.

Principle:
For an advertisement to be effective, it
first has to get noticed or at least
register on some minimal level on our
senses.

Prentice Hall, © 2009 4-13

 See/Hear:
Key Factors Driving Perception

• Exposure
– Media planners want consumers to see or hear the message.
• Selection and attention
– Selective attention: consumers choose to attend to the message.
• Interest and relevance
– Interest: receiver mentally engages with the ad or product.
– Relevance: message connects on some personal level.
• Awareness
– An ad makes an impression; it registers with the consumer
• Recognition
– Recognition: people remember the ad.
– Recall: people remember what the ad said.

Prentice Hall, © 2009 4-14

 Feel:
the Affective or Emotional Facet
• Affective responses
mirror our feelings about
something.
• “Affective” describes
something that stimulates
wants, touches the
emotions, and elicits
feelings.
• Subliminal effects are
message cues given
below the threshold of
perception.
Prentice Hall, © 2009 4-15
 Feel:
Factors Driving the Affective Response
• Wants
– Driven by emotions; based on desires, wishes, longings, cravings
• Feelings
– Emotional appeals based on humor, love, or fear
• Liking (the brand and the ad)
– If you like the ad, those positive feelings transfer to the brand.
• Resonate
– A feeling that the message rings true
– Consumer identifies with the brand on a personal level

Principle:
A positive response to an ad is important because advertisers
hope that liking the ad will increase liking the brand.

Prentice Hall, © 2009 4-16

Understand: the Cognitive Facet

• Cognition: how consumers

search for and respond to
information; learn and
understand something..
• It’s a rational, “left-brain”
approach.
• To creatively communicate
its new seating in coach,
American Airlines used the
left-brain/right brain
approach in this ad.

Prentice Hall, © 2009 4-17

 Understand:
Factors Driving Cognitive Response
• Need
– Something you think about
– Ad messages describe something missing in consumer’s lives.
• Cognitive Learning
– Presenting facts, information, and explanations leads to
understanding.
– Comprehension: process by which we understand, make sense
of things, or acquire knowledge.
• 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
– You remember the ad, the brand, and the copy points.

Prentice Hall, © 2009 4-18

Connect: the Association Facet

• Association: using symbols

to communicate.
• The primary tool used in
brand communication.
• Brand linkage reflects the
degree to which the
associations presented in
the message, as well as the
consumer's interest, are
connected to the brand.

Prentice Hall, © 2009 4-19

 Connect:
Factors Driving Association
• Symbolism
– A brand takes on a symbolic meaning.
– It stands for certain, usually abstract, qualities.
• Conditional Learning
– Thoughts and feelings associated with the brand.
– Beer is about sporting events, beach parties, and pretty women.
• Transformation
– A product is transformed into something special, differentiated
by its brand image symbolism and personality..

Principle:
Advertising creates brand meaning through symbolism and
association. These meanings transform a generic product into a
specific brand with a distinctive image and personality.

Prentice Hall, © 2009 4-20

Believe: the Persuasion Facet
• Persuasion: influencing or
motivating the receiver of a
message to believe or do
something
• Attitude: an inclination to
react in a given way
• Attitudes become beliefs
when people are convinced.
Principle:
Advertising employs both
rational arguments and
compelling emotions to create
persuasive messages.
Prentice Hall, © 2009 4-21
 Believe:
Factors Driving Persuasion
• Motivation
– Something (e.g., hunger) prompts one to act in a certain way.
• Influence
– Opinion leaders may influence other peoples’ attitudes.
– Bandwagon appeals: messages say “everyone is doing it.”
– Word of mouth is created by strategies that engage
influencers.
• Involvement
– How engaged you are in paying attention.
– The process you go through in responding to a message and
making a product decision.
– High involvement vs. low involvement.

Prentice Hall, © 2009 4-22

 Believe:
Factors Driving Persuasion
• Conviction
– Consumers agree with a message and achieve a state of
certainty—a belief—about a brand.
• Loyalty
– Brand loyalty is both attitude (liking, respect, preference)
and action (repeat purchases).
– It’s built on customer satisfaction.
• Believability and Credibility
– Believability: the credibility of the arguments in a message.
– Credibility: indication of the trustworthiness of the source.
– Source credibility: the person delivering the message is
respected, trusted, and believable.
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 Act: the Behavior Facet
• Behavior: the action
response.
• Involves a number of
actions including:
– Trying or buying the product
– Visit a store
– Return an inquiry card
– Call a toll-free number Visit the
Site
– Click on a Web site
• Direct action vs.
indirect action

Prentice Hall, © 2009 4-24

 Act:
Factors Driving the Behavioral Response
• Try
– Important for new or expensive products.
• Buy
– Advertising stimulates sales by the a call-to-action.
• Contact
– Consumers respond by contacting the advertiser.
• Advocate and Refer
– Advocacy: speaking out on a brand’s behalf.
– Referral: a satisfied customer recommends a favorite brand.
• Prevent
– Presenting negative messages about an unwanted behavior
and creating incentives to stimulate the desired behavior.

Prentice Hall, © 2009 4-25

 The Power of
Brand Communication
How the Facets Create a Coherent Brand Perception
• Interaction and Impact
– The effects are interdependent.
– They are not all equally effective in all situations.
• Strong and Weak Effects
– Strong Theory: advertising can persuade people who had
never bought a brand to buy it once, and then repeatedly.
– Weak Theory: advertising has a very limited impact on
consumers and is best used to reinforce existing brand
perceptions, rather than change attitudes.

Principle:
Advertising has delayed effects in that a consumer may see
or hear an advertisement but not act on that message
until later when in a store.
Prentice Hall, © 2009 4-26