Download presentation
Presentation is loading. Please wait.
Published byAmira Alwan Modified over 6 years ago
1
How Advertising Works Amira Alia Alwan
2
Key Points Demonstrate why communication is a key factor in ad effectiveness Explain the Facets Model of Advertising Effects to show how Brand Advertising works List 6 key effects that govern consumer response to advertising messages
3
How Advertising Works as Communication
6
The Effects Behind Advertising Effectiveness AIDA (attention, interest, desire, action) - 1900, St. Elmo Lewis, AKA Hierarchy of Effects Think, Feel, Do – 1970s, AKA FCB model, think about the message, feel something about the brand, and do something about, such as try or buy it. Domain – AKA Moriarty's Domain Model, based on messages have impact on the consumer responses, not in steps, but simultaneously. Perception Learning Persuasion
8
Perception The process by which we receive information through our five senses and assign meaning to it
9
Drivers of Perception Being seen or heard Media planners try to find the best way to expose the target audience to the message IMC planners consider all contacts a consumer has with a company or brand Exposure
10
Drivers of Perception
12
Emotion/ Affective Something that stimulates Wants, touches the emotion, creates liking, and elicits feelings. Emphasizes the emotion side Drivers: Wants/ Desire Feelings Liking Resonance
13
Cognition How consumers respond to information, learn, and understand something. It is a rational response to message.
14
Components/ Key Drivers of a Consumer's Cognitive Response
16
Drivers of Association
18
Persuasion Drivers: Motivation Influence Involvement Conviction Believability/ Credibility Preference and Intention Loyalty
19
Behavior Drivers: Trial Buying Contacting Advocating Refferal Prevention/ Avoidance
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.