Advertising Chapter 2

Chapter 2:
How Brand
Communication Works
Part 2
Principle:
Be True to Thy Brand and Thy Consumer
Copyright 2015 Pearson Education, Inc. publishing as Prentice

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?
Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall
4-2
Daily Dose of Fun
YouTube
Rough Language.
Copyright 2015 Pearson

Education, Inc. publishing as
Prentice Hall
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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Example
One Place
Can you identify all of the elements?

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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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11
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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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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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.
Copyright 2015 Pearson Education,

Inc. publishing as Prentice Hall
4-18
A key principle
Not all purchases begin with a search for
information. Some purchases are made
out of habit or on impulse.
Copyright 2015 Pearson Education,

Inc. publishing as Prentice Hall
4-19
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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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
product.
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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
remember what it said.
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See/Hear
Messages that are
relevant speak to a
consumers special
interests.
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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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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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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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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.

Hall
4-31

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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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
Copyright
2015 Pearson Education, Inc. publishing
as Prentice Hall
The process by which
we understand,
make
4-35

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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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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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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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.
Hall
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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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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 www.youtube.com/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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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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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
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.

Hall
4-51
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.
4-52

Advertising Chapter 2

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Chapter 2:

Copyright 2015 Pearson Education, Inc. publishing as Prentice

How does marketing communication work both

How did the idea of advertising effects develop,

What is the Facets Model of Advertising Effects,

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Daily Dose of Fun

Copyright 2015 Pearson

How does brand communication

At its most basic, brand communication is a

It gets attention and provides information,

It is purposeful in that it seeks to create some kind

The mass communication

Copyright 2015 Pearson

The mass communication

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2015 Pearson

Can you identify all of the elements?

Copyright 2015 Pearson

Mass communication is traditionally a one-way

Interactive communication is two-waya

The source and receiver change positions as the

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2015 Pearson

Interest in buzz marketing indicates that

Consumers can now:

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Word of mouth, buzz marketing and online

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Interactive communication is the building block of

It can determine the likelihood of repeat business

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Nonverbal communication can be just as powerful as

Many commercials rely on the impact of compelling

Brand signals include slogans, but they are dominated

Cues and signals are used in commercial communication

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Logos use cues to help identify a familiar brand, and these

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

What are the effects

What are the effects

They presume a predictable set of steps.

Some effects are missingbrand linkage and

Copyright 2015 Pearson Education,

Copyright 2015 Pearson Education,

What are the

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

The Facets Model of Effects

Does a more complete

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

The Facets Model of Effects

See/Hear: the Perception Facet

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet:

Perception: The process by which we receive

Selective perception: Consumers select

For an advertisement to be effective, it first must

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

The Perception Facet:

Factors driving the perception

Selection and attention

The Perception Facet:

Factors driving the perception

The Perception Facet: