1. Chapter 6
How Advertising Works

2. Learning Objectives Review consumer behavior
Understand the basic human communication process.
Learn about what advertising can do to influence consumers at various stages of the process.

3. Your Experiences
Have you done something primarily because of the ad you saw( e.g., bought the offering, talked about it, encouraged or discouraged friends to use it, etc.)?

4. The Human Communication Process
Sources
Encoding
Message
Channel
Decoding
Receiver
Feedback

5. A general Model of the Communication Process for Promotions
Feedback
Model of the communication process
Source
Message
Transmission
Receiver
Action
Manufacturer
Promotion manager
Ad agency
Salesperson
Spokesperson
Advertisements
Sales promotions
Personal selling
Publicity
Media: TV, magazines
Direct mail: in-store
In-home; telephone
Newspaper articles
Consumer
Consumer
Relevant
Agents and
stimuli
Key actions
Or decision
Manage promotion
Strategy
Encode promotion
communication
Transmit promotion
communication
Decode Promotion
communication
Take action
Analyze consumer/
product relationship
Determine promotion
objectives and budget
Design and implement
promotion strategy
Evaluate promotion
strategy
Design promotion
to communicate
appreciate
meanings
Select media or
distribution method
to expose promotion
message to
appropriate
audience
Attend to message
Interpret promotion
Integrate meanings
to form Aact and
behavioral intention
Purchase product
Store contact
Word-mouth
communication
Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action, 3rd ed.

6. Internal Environment of the Advertising Process (Fig. 6.2)
Noise is Any Factor That Interferes With
the Correct Delivery of the Ad Message.
Target Audience’s Attention Depends on:
Their Perceived Needs,
Information Processing, and Avoidance.
Media Plan Produces the Best Set of Media
To Reach the Target Audience at the
Best Time and Place.
The Creative Strategy Outlines What Type
of Message Needs to be Developed.

7. The Message Reception Process (Fig. 6.3)

8. Marketing Communications Spectrum (DAGMAR)
- Advertising
- Promotion
- Personal selling
- Publicity
-User recommendation
- Product design
- Availability
- Display
- Price
- Packaging
Exhibits
MKTG FORCES
- Competition from
other brands within
the product category
- Memory lapse
- Sales resistance
- Market attrition
- Competition from other
product categories
- Other environmental
factors
COUNTERVAILING
FORCES
UNAWARENESS
AWARENESS
COMPREHENSION
CONVICTION
ACTION

9. Alternative Response Hierarchies: Three-Orders Model
Topical Involvement
High Low
Perceived Product
Differentiation
High
Low
(Learning model)
Cognitive
Affective
Conative
(Dissonance attribution model)
Conactive
(Low Involvement model)
Cognitive
Conative
Affective

10. Communication Effects Models
Traditional Response Hierarchy Models
AIDA
Hierarchy of effects
Innovation adoption
Information processing
Two assumptions: high topical involvement and a high level of brand differentiation
Standard learning model (cognitive-->affective--> conative)

11. Communication Effects Models
Alternative Response Hierarchy Models
Dissonance/Attribution model
high topical involvement, but low brand differentiation
conative--> affective--> cognitive
reducing dissonance as a primary role of adv.
Low involvement model
“learning without involvement” (Herbert Krugman)
cognitive->conative->affective
simple cues in advertising triggers a brand choice
developing such cues as a primary role of advertising
Hierarchy of effects
Innovation adoption
Information processing
Two assumptions: high topical involvement and a high level of brand differentiation
Variations of standard learning model

12. Implications of effects models
Which model best represents consumer responses related to the product/service being promoted?
Where do consumers perceive us to be located in the hierarchy?
==>Then, where do we plan to move consumers to in the hierarchy?

13. Perception: Creating Stopping Power
One of the Biggest Challenges for Advertisers is Simply to Get Consumers to Notice Their Messages.
Exposure
Messages Have
To be Placed
in a Medium
that the Target
Audience
Sees, Reads,
Watches, or
Listens to.
Attention
The Mind is
Engaged; it is
Focusing on
Something.
Attention is
Aroused by a
Trigger.
Stopping
Power
Ads that Stop
The Scanning
are Usually
High in
Intrusiveness
& Originality.

14. Awareness: Making an Impression
Attention
- Relevance
Attention is a Message Design Problem and is Obtained by Providing:
Ads That Speak to Our Personal Interest are Noticed More Often.
Interest is Usually Created by Personal Involvement or Curiosity.
Intensity of the Consumer’s Interest in a Product, Medium or Message.
- Interest
Involvement

15. Understanding: Making It Clear
Understanding is a Conscious Effort to
Make Sense of the Information Being
Presented and May Involve:
Teaching, Learning, Knowing
Association
Clear Relevant Explanations

16. Persuasion: Attitude Change and Trial
Retrial
Appeals
Attitudes
Persuasive Ads Try to Establish, Reinforce, or Change an Attitude, Build an Argument, Touch an Emotion, or Anchor a Conviction Based on:
Conviction
Leads to Trail
Opinions
Emotions
Arguments
Likability

17. Persuasion: Attitude Change and Trial
Appeals
Something that makes the product particularly attractive or interesting to the consumer. i.e. security, esteem.
Attitudes and Opinions
Establish a new opinion where none has existed before,
Reinforce an existing opinion,
Change an existing opinion.
Likability
How people respond to a product or a message. i.e. use of entertainment

18. Persuasion: Attitude Change and Trial
Arguments
A line of reasoning in which one point follows from another, leading to a logical conclusion. i.e Jeep ad
Emotions
How someone feels about the product, etc. may be just as important as what that person knows about it.
Conviction Leads to Trial
Strong belief about a product’s benefits that leads to trial. i.e. good for us, make us look better
Retrial
Goal is to build strong brand loyalty though repurchases.

19. Memorability: Locking Power
Locking Messages Into Consumer’s Minds Through
Recognition and Recall
Memorability: Locking Power
- Key Visuals
Vivid Image That Helps a Consumer
Remember a Product or Message
- Repetition
Jingles, Slogans, and Taglines are
Key Repetition Tools
***Vampire Creativity
People Remember a Commercial,
But Not the Product

20. Consumers’ Mental Image of a Brand Based On: Psychological Dimension
Brand Image:
Consumers’ Mental Image of a Brand Based On:
Product Personality
How Brands Work
Psychological Dimension
Promise
Builds Brand Equity
Physical Dimension

21. Review Review consumer behavior
Understand the basic human communication process.
Learn about what advertising can do to influence consumers at various stages of the process.