1. Chapter 6 How Advertising Works

2. How Advertising Communication Works
Source: the advertiser
Objectives
Source credibility
Noise: external and internal
External environment
Internal factors

3. Message Reception and Response
Perception: breaking through
Exposure: making contact
Attention: creating stopping power
Awareness: making an impression
Interest and Relevance: creating pulling power

4. Message Reception and Response
Learning: making it clear
Cognitive learning: creating understanding
Conditioned learning: creating associations
Memorability: creating locking power

5. Message Reception and Response
Persuasion: changing attitudes
Attitudes and opinions: affecting beliefs
Emotions: affecting feelings
Involvement: creating engagement
Conviction: creating certainty
Action: motivating behavior
Feedback

6. Involvement: Personal Importance or Interest
Low Levels of Involvement
Simple Processing
Peripheral Cues: Music, Color, or Celebrities
Attitudes are Weak and may be Easily Changed
Message Integration with Previous Knowledge
Message Arguments and Product Attributes
Strongly Held Attitude Change
High Levels of Involvement

7. The Elaboration Likelihood Model (ELM)
Central route to persuasion
Persuasion
Product beliefs
Brand attitude
Purchase intention
Comprehension
Deeper thoughts
More elaboration
Attention
product-related information
Higher involvement
Exposure to persuasive
communication (ad)
Peripheral route to persuasion
Persuasion
Nonproduct beliefs
Attitude toward ad
Comprehension
Shallow thoughts
Low elaboration
Attention
“peripheral”
nonproduct
information
Lower
involvement

8. How Brands Work
Brand personalities
Branding
Trust
Brand image
Brand relationships
Brand equity