1. 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?

2. Does Advertising Work?

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

4. 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.

5. 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.

6. 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.

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

8. 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

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

10. Facets of Impact Perception Emotion Thinking Association Persuasion
Behavior

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

12. Affective responses mirror our feelings about something.
Emotion

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

14. Association is the technique of communicating through symbolism.

15. 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

16. Behavior

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

18. Interaction and Impact

19. 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.