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At the end of this chapter, students should be able to:

 Demonstrate why communication is key factor in advertising effectiveness.

 Explain how a basic communication model differs from interactive communication
 Explain the Facets Models of Advertising Effects to snow how brand advertising works


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3.1.1 Definition review
3.1.2 The STP process

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3.2.1 The creative pyramid : AIDA model

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3.3.1 How advertising works as a communication
3.3.2 The Basic Communication Model
3.3.3 An Interactive Communication Model
3.3.4 Advertising Communication Model

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3.4.1 External noise
3.4.2 Internal noise


 

 




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This chapter will discuss on how advertising works in a form of communication and how it delivers the
message to a consumer about a product. It gets attention, provides information and sometimes a little bit of
entertainment, and tries to create some kind of response, such as sale. Advertising is not a conversation and it
is not as personal or as interactive as a conversation because it relies on mass communication, which is
indirect and complex.

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!"#$#%#&$!'#!(
As we have discussed in previous chapter, marketing communications are messages and related
media used to communicate with a market. It is a management process through which an organization
seeks to engage with its various audiences. To accomplish this, the organization develops, presents
and evaluates a series of messages, which it sends to and receives from its different audiences.

Marketing communications uses important tools to generate beneficial relationships and reach the
target audiences. The tools are )'!%#*#$+, -!*&$. *!..#$+, *.!* -&&%#&$, -/.#0 !.%#&$*,
)#!0% 1!%#$+, #$%!0%#'!2#$%!$!% 1!%#$+, *-&$*&*3#-, -&#$%4&"4-03*!, !53#/#%#&$2
%)!"#*

3!-&0!**

Before one can devise a set of marketing strategies, he must first understand the concepts of
*!+!$%#$+, %+!%#$+, and -&*#%#&$#$+67 The commercial landscape is full of diverse consumers
and it is important for a marketer to divide the market into different segments and choose which of them
matches its product or service well.

 !+!$%%#&$ ±dividing a market into smaller groups of buyers, with distinct needs,
characteristics, or behaviours that might require separate products or marketing mixes.
It consist of :
i. Geographic segmentation : dividing market into different geographical units such as
nations, states, regions, counties, cities or neighbourhoods.
ii. Demographic segmentation : based on variables like age, gender, family size, family
life cycle, income, occupation, education, religion, race, generation and nationality.
iii. Gender segmentation : dividing market based on gender. Eg; automobiles,
deodorants, facial wash etc.
iv. Income segmentation : dividing market into different income groups
v. Psychographic segmentation : dividing a market into different groups based on social
class, lifestyle or personality characteristics.

 +!%#$+± evaluating each market segment¶s attractiveness and selecting one or more of the
market segments to enter. Our choice should generally depend on several factors:
i. how well are existing segments served by other manufacturers? It will be more difficult
to appeal to a segment that is already well served than to one whose needs are not
currently being served well.
ii. Secondly, how large is the segment, and how can we expect it to grow.
iii. Thirdly, do we have strengths as a company that will help us appeal particularly to one
group of consumers?

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 &*#%#&$#$+± setting the competitive positioning for the product and creating a detailed
marketing mix.
i. Positioning refers to the image your target audience has regarding your product or
service as compared to your competitors.
ii. It is all the more essential in today's setup, where literally no sector is devoid of an
oligopolistic setup.
iii. Primary, and in most cases, the ONLY objective : To highlight your product's
USP(features that differentiate your product from competitive products) in the most
striking manner.

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&)!.
  The creative pyramid is a model that can help the creative team convert the advertising strategy
and the big idea into the actual physical or commercial. For a frequently purchased product, the
advertiser simply has to remind people of the solution close to the purchase occasion. The advertiser¶s
first job is to get the prospect¶s ATTENTION. The second step is to stimulate the prospect¶s INTEREST
± in either message or the product itself. Then the ad can focus on generating DESIRE and finally on
stimulating ACTION. This form into AIDA Model ± Attention, Interest, Desire, Action.

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9
%%!$%#&$8to breakthrough consumers¶ physiological screens to create the kind of attention that
leads to perception and to trigger the ad¶s boom factor. Example for a print media; headline that
expresses the big idea with dynamism, include dynamic visuals, unusual layout, vibrant colour or
dominant ad size. Example for electronic media; include special effects, music, animation or unusual
visual techniques.

9
$%!!*%8the ad must keep the prospect excited or involved as the information becomes more
detailed. To do this, the copywriter may answer a question asked in the attention step or add facts that
relate to the headline. To maintain audience interest, the tone and language should be compatible with
the target market¶s attitude.

9!*#!8the writer encourages prospects to picture themselves enjoying the benefits of the product
or service. Essentially, they are invited to visualize. Example in printed media; phrases like µ¶Picture
yourself¶¶, µ¶Imagine¶¶ or µ¶Feel it¶¶. Example in the TV, the main character pulls a sparkling clean T-shirt
from the washer, smiles and says µ¶ Yeah, it works!¶¶ However, #$-#$% )'!%#*#$+,%3!)!*#!*%!-#*
 &$!&"%3!&*%)#""#0.%%&(#%!, which may be why some copywriters omit it.

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9
0%#&$8the purpose is to motivate people to do something ± send in a coupon, call the number on
the screen, visit the store, visit the website , or at least, to agree with the advertiser. The call to action
may be explicit ± µ¶Call for more information¶¶ ± or implicit: µ¶Fly the friendly skies¶¶.

Refer to the Pizza Hut ad below, look at how the ad applies the AIDA model :

 Attention :

Ê ͛A HEAVILY LOADED

MASTERPIECE͛͛
ÊÊ

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Action : Ê Ê

͛Find us on Facebook͛͛.

͞Check out the Pizza Hut
Malaysia page on 
Facebook.Ê 





Interest :

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Desire:  ÊÊ ÊÊ Ê
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͛Enjoy ten different layers

of juicy.................










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  &()'!%#*#$+(&1**0&$#0%#&$

Advertising is a form of communication and it is a message to a consumer about a product. It
gets attention, provides information and sometimes a little bit of entertainment, and tries to create
some kind of response, such as sale. Advertising is not a conversation and it is not as personal
or as interactive as a conversation because it relies on mass communication, which is indirect
and complex.

 3!*#0›&$#0%#&$&)!.



i. 3!*!$)!,&*&0!&"0&$#0%#&$8 the person or organization that has information
to share with another person or group of people. Process begins when the source selects
words, symbols, pictures. And the like, to represent the message that will be delivered to the
receiver
ii. $0&)#$+ 8 a process involved putting thoughts, ideas, or information into a symbolic form.
The sender¶s goal is to encode the message is such a way that it will be understood by the
receiver ± using words, signs or symbols that are familiar to the target audience.
iii. !**+!8may be verbal or nonverbal, oral or written, or symbolic. Messages must be put into
a transmit-table form that is appropriate for the channel of communication being used. ›3$$!.
is the method by which the communication travels from the source or sender to the receiver.
Channels of communication are of two types: personal and non-personal
iv. !0&)#$+: the process of transforming the sender¶s message back into thought. This process
is heavily influenced by the receiver¶s frame of reference or field of reference,which refers to
the experiences, perceptions, attitudes, and values he or she brings to the communication
situation. Effective communication occurs when the message decoding process of the receiver
must match the encoding of the sender: means the receiver understands and correctly
interprets what the source is trying to communicate

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v. &#*!8 Throughout the communication process, the message is subject to extraneous factors
that can distort or interfere with its reception ± unplanned distortion
vi. !*-&$*!2!!)/018 The receiver¶s set of reactions after seeing, hearing, or reading the
message is known as a response.
-Receiver¶s responses can range from non-observable actions such as storing
information in memory to immediate action such as dialing a toll-free number to order the
product advertised in television.
-Marketers are very interested in feedback. That part of the receiver¶s response that is
communicated back to the sender.

 
$
$%!0%#'!›&$#0%#&$&)!.


 It is a conversation or dialogue and the source and receiver change positions as the
message bounces back and forth between them.
 It is a two-way communication, a dialogue.


)'!%#*#$+›&$#0%#&$&)!.










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 Advertising translates the standard parts of a communication model into the advertising
context.
 It begins with the advertiser (source) and ends with consumer or target audience (receiver).
 The advertiser objectives are focused on the receiver¶s response; they predict the impact the
message will have on the target audience.
 Impact is what we measure to determine whether the message met its objectives and was
effective.
 Effectiveness of the massage is from the response of the consumer.

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 Communication barriers are aspects or conditions that interfere the effective exchange of messages,
ideas or thoughts. Communication barriers can be in a form of external noise and internal noise.

5%!$.$&#*!

External noise sometimes referred to as physical noise, interferes with a person¶s ability to
interpret the message received. External noise can be divided into two :

 5%!$.$&#*!60&!'!.7includes consumer trend: health trend harm the reception

of fast food messages-and problems with the product¶s marketing mix (product design,
price, distribution, marketing communication)
 5%!$.$&#*!6#0&!'!.7as bad radio or TV reception or clutter: it is the multitude of
messages all competing to get your attention. Many/massive ads get less attention from
the audience.


$%!$.$&#*!

 Includes personal factors that affect the reception of an advertisement, such as target
audience¶s needs, purchase history, information-processing abilities and level of avoidance of
advertising in general.


 

 


  There are two skills in advertising:

1. Creative Skill: Used to make press/print advertising larger than life, e.g. big type, slogans, size of
space, dramatic pictures. Successful advertiser will be the individual who can create a commercial
message that the consumer will remember.
2. Newspapers and magazines reach either mass or specialist readerships relatively and efficiently.
Reach means the percentage of different homes or people exposed to media vehicles at least once
during a specific period of time.

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i. Advertising helps to keep the consumers informed about whatever new products or services are
available in the market at their disposal. It helps to spread awareness about products or
services that are of some use to consumer and potential buyers.
ii. From a company perspective, the ads achieve the company¶s marketing objectives, usually related to growth and
sales and contributed to the success of the business.
iii. Advertising is of great importance in our world of competition. It is important for both seller and buyer. Even the
government cannot do without it. First, of all, advertising introduces new products to general public. For example,
the public come to know about useful new medicines for some diseases. We often learn about new machines for
agriculture and industry for ads.
iv. Advertising introduces different brands of same product. Advertisement tells about qualities of each brand and
we can easily select.
v. Government can very profitably advertise its schemes and policies. It can tell general public what it might do for
good of nation.

 

` In order to communicate effectively with the public, the advertiser/organization should set a marketing
strategies and understand the concepts of segmenting, targeting, and positioning (STP).

` Segmentation is dividing a market into smaller groups of buyers, with distinct needs, characteristics, or
behaviours that might require separate products or marketing mixes.
` Targeting is evaluating each market segment¶s attractiveness and selecting one or more of the market
segments to enter.
` Positioning is setting the competitive positioning for the product and creating a detailed marketing mix.

` To communicate effectively and efficiently, successful advertisers use the AIDA model ± Attention,
Interest, Desire and Action

` Advertising is form of communication and it is a message to a consumer about a product. It gets

attention, provides information and sometimes a little bit of entertainment, and tries to create some kind
of response, such as sale.

` Communication barriers are aspects or conditions that interfere the effective exchange of messages,
ideas or thoughts and it is divided to internal and external noises.

` Involving in the advertising industry must associated with creative skills and know the reach.

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George E. Belch, Michael A. Belch, 2007 dvertising & Promotion, n Integrated Marketing Communications
Perspective, 7th International Edition, McGraw-Hill Higher Education.

Úells, Moriarty & Burnett 2006, dvertising ± Principles and Practice, 7th edition, Pearson Prentice Hall
Education, New Jersey.

Úilliam F. Arens, 2006, Contemporary dvertising, Tenth International Edition, McGraw-Hill Higher Education.

Timothy A. Porchers, 2005, Persuasion in the Media ge, Second Edition, McGraw-Hill Higher Education.

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