How Marketing Communication Works CHAPTER KEY POINTS 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 Effects, and how does it explain how marketing communication works?

Does Advertising Work?

How Does Communication Work in Marketing? Mass communication is a process which outlines the important players and steps.

Adding Interaction to Marketing Communication The interest in buzz marketing is an indication of an important trend in marketing communication strategy that is moving beyond two-way communication. In social marketing there are multiple conversations occurring in the network.

What Are the Effects Behind Effectiveness? The intended consumer response is the message’s objective, and the message is effective to the degree that it achieves this desired response.

Traditional Approaches AIDA Think/Feel/Do Domains When we ask how it works, we are talking about the impact communication has on receivers of the message—that is, how they respond to the message. Over the years, professionals have used several models to outline what they believe is the impact of an advertisement on its audience.

AIDA The most commonly used explanation of how advertising works is referred to as AIDA, which stands for attention, interest, desire, and action.

Think/Feel/Do Advertising motivates people to think about the message, feel something about the brand, and then do something, such as try it or buy it

Domains The three key effects, or domains, identified in this approach are (1) perception, (2) learning, and (3) persuasion.

Facets of Impact Perception Emotion Thinking Association Persuasion Behavior

Perception is the process by which we receive information through our five senses and assign meaning to it. Perception

Affective responses mirror our feelings about something. Emotion

Cognition. refers to how consumers search for and respond to information, as well as how they learn and understand something. Thinking

Association is the technique of communicating through symbolism.

Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something. Persuasion

Behavior

THE POWER OF BRAND COMMUNICATION Interaction and Impact Strong & Weak Effects Emotion

Interaction and Impact

Strong & Weak Effects Communication effects include a wide range of consumer responses to a message—responses that may be just as important as sales because they lead to the creation of such things as liking and a long-term brand relationship. This power is analyzed in terms of “strong” and “weak” effects.