Documente Academic
Documente Profesional
Documente Cultură
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?
Principle:
The intended consumer response is
the message’s objective, and the message is
effective to the degree that it achieves
this desired response.
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Principle:
For an advertisement to be effective, it
first has to get noticed or at least
register on some minimal level on our
senses.
• 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.
Principle:
A positive response to an ad is important because advertisers
hope that liking the ad will increase liking the brand.
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.
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