1. Chapter 4: How Brand Communication Works
Part 2 Principle: Be True to Thy Brand – and Thy Consumer
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2. Questions to Explore
How does brand communication work both as a form of mass communication and interactive communication?
What is the Facets Model of Advertising Effects, and how does it explain how advertising works?
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3. The mass communication model
Referring to Figure 4.1B, discusses:
The source
The message
The media mix
External noise
Internal noise
The receiver
Feedback
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4. Adding interaction to brand communication
Mass communication is traditionally a one-way process with the message moving from sender to receiver.
Interactive communication is two-way—a dialogue— and is where marketing communication is headed.
The source and receiver change positions as the message bounces back and forth between them.
Mass communication is traditionally a one-way process with the message moving from sender to receiver. Interactive communication is two-way—a dialogue—and is where marketing communication is headed. The source and receiver change positions as the message bounces back and forth between them.
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5. Adding interaction to marketing communication
The move toward interactivity
Interest in buzz marketing indicates that marketing communication is moving beyond two-way communication.
Consumers can now:
react to messages with comments, phone calls, e- mail inquiries.
Initiate communication as well as receive it.
Interest in buzz marketing indicates that marketing communication is moving beyond two-way communication. Consumers can now react to messages with comments, phone calls, inquiries; initiate communication as well as receive it.
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6. Effective Communication?
At its most basic, brand communication is a message to a consumer about a brand.
It is purposeful in that it seeks to create some kind of response.
Effective advertising gets results.
Brand communication is purposeful in that it seeks to create some kind of response:
an inquiry
a sale
a visit to a website
a test drive
As a class think of examples in which brand communication created one of the above responses for you. Explain.
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7. What are the Facets of Impact (Types of Responses)?
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8. The Facets Model of Effects
Does a more complete job of explaining how advertising creates consumer responses.
It is useful in both setting objectives and evaluating advertising effectiveness.
The Facets Model of Effects does a more complete job of explaining how advertising creates consumer responses. It is useful in both setting objectives and evaluating advertising effectiveness.
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9. The Facets Model of Effects
Effective advertising creates six types of consumer responses: :
See/Hear: the Perception Facet
Feel: the Affective or Emotional Facet
Think/understand: the Cognitive Facet
Connect: the Association Facet
Believe: the Persuasion Facet
Act/Do: the Behavior Facet
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10. The Perception Facet: See/Hear
Perception: The process by which we receive information through our five senses and assign meaning to it.
Selective perception: Consumers select messages to which they pay attention.
For an advertisement to be effective, it first must be noticed or at least register on some minimal level on our senses.
Perception is the process by which we receive information through our five senses and assign meaning to it.
Selective perception occurs when c Consumers select messages to which they pay attention. For an advertisement to be effective, it first must be noticed or at least register on some minimal level on our senses.
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11. The Perception Facet: See/Hear
Factors driving the perception response
Exposure
Media planners want consumers to see or hear the message.
Selection and attention
Selective attention: consumers choose to attend to the message.
Interest
Receiver mentally engages with the ad or product.
“Stickiness”
Exposure: media planners want consumers to see or hear the message. Selection and attention: selective attention: consumers choose to attend to the message. Interest : receiver mentally engages with the ad or product.
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12. The Perception Facet: See/Hear
Factors driving the perception response
Drivers of interest:
Relevance Message connects on some personal level.
Curiosity Results from questioning, wanting to know more.
With relevance, the message connects on some personal level. Curiosity results from questioning, wanting to know more.
With awareness, the ad makes an impression; registers with consumer. With recognition, people remember the ad. Recall means they remember what it said.
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13. The Perception Facet: See/Hear
Messages that are relevant speak to a consumer’s special interests.
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14. The Perception Facet: See/Hear
Measures of perception response
Awareness Ad makes an impression; registers with consumer.
Recognition
People remember the ad.
Recall (unaided/aided) means they remember what it said.
With relevance, the message connects on some personal level. Curiosity results from questioning, wanting to know more.
With awareness, the ad makes an impression; registers with consumer. With recognition, people remember the ad. Recall means they remember what it said.
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15. The Perception Facet: See/Hear
The synergy requirement
Using an IMC approach, marketers coordinate all marketing communication messages to create synergy.
This means individual messages have more impact working jointly than they would on their own.
Using an IMC approach, marketers coordinate all marketing communication messages to create synergy. This means individual messages have more impact working jointly than they would on their own.
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16. The Perception Facet: See/Hear
The subliminal issue
Subliminal effects are message cues given below the threshold of perception.
Subliminal messages are designed to get past your perceptual filters by talking directly to your subconscious.
As a class:
For more on this issue, see “A Matter of Principle: Ice Cubes, Breasts, and Subliminal Ads.”
Subliminal effects are message cues given below the threshold of perception. Subliminal messages are designed to get past your perceptual filters by talking directly to your subconscious.
As a class:
For more on this issue, let’s look at “A Matter of Principle: Ice Cubes, Breasts, and Subliminal Ads.”
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17. The Perception Facet: See/Hear
The subliminal issue
A liquor advertising campaign showed ice cubes with shapes in them and deliberately called attention to these supposedly “subliminal” messages.
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18. The Emotional or Affective Facet: Feel
Affective responses mirror our feelings about something.
“Affective” describes something that stimulates wants, touches the emotions, and elicits feelings.
Can be positive or negative.
Affective responses mirror our feelings about something. “Affective” describes something that stimulates wants, touches the emotions, and elicits feelings. Brand messages can arouse a range of different emotions.
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19. The Emotional or Affective Facet: Feel
Factors that drive the affective response
Feelings
Emotional appeals based on humor, love, or fear.
Liking
If you like the ad, those positive feelings transfer to the brand. Halo effect.
Resonance
A feeling that the message rings true.
Feelings draw on emotional appeals based on humor, love, or fear. Liking means that if you like the ad, those positive feelings transfer to the brand. With resonance, you get a feeling that the message rings true.
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20. The Cognition Facet: Think/Understand
Cognition refers to how customers:
search for and respond to information
learn and understand something.
It’s a rational, “left-brain” approach.
Cognition refers to how customers search for and respond to information, learn and understand something. It’s a rational, “left-brain” approach.
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21. The Cognition Facet: Think/Understand
Factors that drive the cognitive response
Need
Need information to make a decision.
Cognitive learning
Presenting facts, information, and explanations leads to understanding.
Comprehension
The process by which we understand, make sense of things, or acquire knowledge.
With need, ad messages describe something missing in the consumer’s life. Cognitive learning means that presenting facts, information, and explanations leads to understanding. Comprehension is the process by which we understand, make sense of things, or acquire knowledge.
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22. The Cognition Facet: Think/Understand
Factors that drive the cognitive response
Differentiation
The consumer’s ability to separate one brand from another, based on an understanding of a competitive advantage.
Recall
A measure of learning or understanding. One remembers the ad, the brand and copy points.
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23. The Association Facet: Connect
Association means making symbolic connections between a brand & desirable characteristics:
People, situations, lifestyles that cue the brand’s image and personality.
Association means using symbols to communicate. It is the primary tool used in brand communication.
Brand linkage reflects the degree to which the associations presented in the message and the consumer's interest are connected to the brand.
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24. The Association Facet: Connect
Factors that drive the association response
Symbolism
A brand takes on a symbolic meaning. It stands for certain, usually abstract, qualities.
Conditioned learning
Pairing.
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25. The Association Facet: Connect
This vending machine dispenses free cans of Coca Cola after you literally give it a hug. Part of the Open Happiness campaign in Singapore, it links Coke with the warm feeling of a hug in an effort to encourage public displays of affection, which are rare in that country.
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26. The Persuasion Facet: Believe
Persuasion: creating/changing attitudes and creating conviction
Attitude is an inclination to react in a given way. Positive or negative.
Based on beliefs.
Conviction Consumers achieve a state of certainty or belief about a brand.
Persuasion: influencing or motivating the receiver of a message to believe or do something. Attitude is an inclination to react in a given way. Attitudes are expressed as beliefs when people are convinced.
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27. The Persuasion Facet: Believe
Factors that influence persuasion
Influence
Opinion leaders may influence others’ attitudes.
Word of mouth is created by strategies that engage influencers.
Involvement
Message: The degree to which one attends to messages
Product or purchase: how they make product decisions.
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28. The Persuasion Facet: Believe
Factors that drive the persuasion response
Believability and credibility
Believability: refers to credibility of the message.
Credibility: trustworthiness of the source.
Source credibility: the person delivering the message is respected, trusted, and believable.
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29. The Persuasion Facet: Believe
Factors that drive the persuasion response
Loyalty
Brand loyalty involves attitude, emotion, action. It’s built on customer satisfaction.
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30. The Behavior Facet: Act/Do
Behavior is the action response.
It can involve a number of actions including:
Trying or buying the brand
Visiting a store
Returning an inquiry card
Calling a toll-free number
Clicking on a Web site
A question for you:
What is the difference between direct action and indirect action?
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31. The Behavior Facet: Act/Do
Factors that drive the behavioral response
Contacting
Consumers respond by contacting the advertiser.
Advocating and Referrals
Advocacy: speaking out on a brand’s behalf.
Referral: a satisfied customer recommends a favorite brand.
Prevention
Presenting negative messages about an unwanted behavior and creating incentives to stimulate the desired behavior.
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32. The Power of Brand Communication
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33. Interaction and impact
Reviewing the Facets of Effects Model
When its six factors work together, they can create a coherent brand perception.
However, we must remember that:
The effects are interdependent.
They are not all equal for all marketing communication situations.
When its six factors work together, they can create a coherent brand perception.
However, we must remember that the effects are interdependent, and that they are not all equal for all marketing communication situations.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall