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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
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Advertising as Communication
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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 4-9
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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 4-11
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Perception
Emotion/Affective
Feel
want/desire, feelings, liking, resonance need, cognitive learning, differentiation, recall symbolism, conditioned learning, transformation motivation, influence, involvement, conviction, believability/
Cognition
Understand
Association
Connect
Persuasion
Behavior
Act trial, buying, contacting, advocating, referral, prevention/ avoidance Prentice Hall, 2009 4-14
See/Hear:
Key Factors Driving Perception
Exposure
Media planners want consumers to see or hear the message.
Awareness
An ad makes an impression; it registers with the consumer
Recognition
Recognition: people remember the ad. Recall: people remember what the ad said.
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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
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.
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Understand:
Factors Driving Cognitive Response
Need
Something you think about Ad messages describe something missing in consumers 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 consumers 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 4-20
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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 4-22
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 4-24
Believe:
Factors Driving Persuasion
Conviction
Consumers agree with a message and achieve a state of certaintya beliefabout a brand.
Loyalty
Brand loyalty is both attitude (liking, respect, preference) and action (repeat purchases). Its built on customer satisfaction.
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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.
Prevent
Presenting negative messages about an unwanted behavior and creating incentives to stimulate the desired behavior.
Prentice Hall, 2009 4-27
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Discussion Questions
Discussion Question 1
What is breakthrough advertising? What is engaging advertising? Look through this textbook, find an example of each, and explain how they work. Prepare to explain in class why you evaluated the two ads as you did.
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Discussion Question 2
This chapter identifies six major categories of effects or consumer responses. Find an ad in this book that you think is effective overall and explain how it works, analyzing the way it cultivates responses in these six categories.
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Discussion Question 3
Uma Proctor is a planner in an agency that handles a liquid detergent brand that competes with Levers Wisk. Uma is reviewing a history of the Wisk theme, Ring around the Collar. In its day, it was one of the longest-running themes on television, and Wisks sales share indicated that it was successful. What is confusing Uma is that the Wisk history includes numerous consumer surveys that show consumers find ring around the collar to be a boring, silly, and irritating advertising theme. Can you explain why Wisk is such a popular brand even though its advertising campaign has been so disliked?
Prentice Hall, 2009 4-33
Discussion Question 4
Three-minute debate: You have been asked to participate in a debate in your office about three different views on advertising effects. A copywriter says informing consumers about the products features is most important in creating effective advertising. An art director argues that creating an emotional bond with consumers in more important. One of the account managers says that the only advertising performance that counts is sales. Organize into small teams with each team taking one of the three sides. In class, set up a series of five-minute debates in which each side has half that time to argue its position. Every team of debaters must present new points not covered in the previous teams presentations until there are no arguments left to present. Then the class votes as a group on the winning point of view.
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
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