Ch.4 - Ch.4 How Advertising Works The Communication Model...

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Ch.4 How Advertising Works The Communication Model- Source- a sender who encodes a message o The advertiser assisted by its agency-together they determine the objectives Channels of communication o Media mediums-newspaper, radio, tv Receiver- reader, viewer, listener o Consumer audience Feedback-obtained by monitoring the response of the receiver to the message o Obtained through research or customer-initiated contact with the company Noise o things that interrupt the sending and receiving of the message, such as a bad connection or words with unclear meanings o External noise - socioeconomic trends that affect the reception of the message Ex. Health trends often harm the reception of fast food messages o Clutter - multitude of messages all competing to get the consumer’s attention Ex: all the ads in a magazine o Internal noise - personal factors that affect the reception of an advertisement, such as receiver’s needs, purchase history, information-processing abilities Ex: fatigue or disinterest creates noise that hinders the reception of the message. Distraction from competing brands can be a source of noise Interactive communication- two-way communication Impact- how consumers respond to the message Traditional Approaches AIDA- Attention, Interest, Desire, and Action- referred to hierarchy of effects Think feel do- FCB model “set of steps” ***advertisers now realize that people don’t always respond in such a predictable fashion
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Domains-Moriartys Domain Model-based on the idea that messages have impact on consumer responses, not in steps but simultaneously. . o The three key effects are 1. Perception 2. Learning 3. Persuasion o The idea is that a message can engage consumers’ perceptions (attention, interest), educate them (think, learn) and persuade them (change attitude and behavior) all at same time. o EX. Better Bricks Ad “Your client gets burned” The traditional approaches to defining the effects of advertising pose two problems: o The presumption of a set of steps as a predictable pattern of response o Missing effects (brand communication) A six factor model is useful for setting objectives and evaluating the effectiveness of advertising. Effective advertising creates six types of consumer responses…. o 1. See/hear (perception)-exposure, selection, attention, interest/relevance, awareness, recognition o 2. Feel (emotion)-want/desire, feelings, liking, resonance o 3.think/understand (cognition)-need, cognitive learning, differentiation, recall o 4. Believe (persuasion)- motivation, influence, involvement, conviction, believability/credibility, preference and intention, loyalty o 5. Connect (association)-symbolism, conditioned learning, transformation o 6. Act/do (behavior)- trial, buying, contacting, advocating, referral, prevention/avoidance See/Hear: Perception Facet Perception- process by which we receive information through our five senses and assign meeting to it. Selective perception-
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This note was uploaded on 02/24/2011 for the course ADV 3008 taught by Professor Weigold during the Spring '08 term at University of Florida.

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Ch.4 - Ch.4 How Advertising Works The Communication Model...

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