Wells04_Basic - How Advertising Works Part 2: Planning and...

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Unformatted text preview: How Advertising Works Part 2: Planning and Strategy Chapter 4 4-2 Chapter Outline I. Chapter Key Points II. How Advertising Works as Communication III. The Effects Behind Advertising Effectiveness IV. Perception V. Cognition VI. The Affective or Emotional Response VII. Association VIII. Persuasion IX. Behavior 4-3 Key Points Demonstrate why communication is a key factor in advertising effectiveness Explain the Facets Model of Advertising Effects to show how brand advertising works List the six key effects that govern consumer response to advertising messages 4-4 How Advertising Works as Communication The communication model Advertising as communication Adding interaction to advertising Mass communication is generally a one-way process Feedback is obtained by monitoring the response of the receiver to the message 4-5 How Advertising Works as Communication The communication model Advertising as communication Adding interaction to advertising The advertiser and the agency determine message objectives Objectives predict the impact the message will have on the consumer Noise hinders the consumers reception of the message 4-6 How Advertising Works as Communication The communication model Advertising as communication Adding interaction to advertising Feedback occurs in an environment of give- and-take communication Achieved by using more interactive forms of marketing communication 4-7 The Effects Behind Advertising Effectiveness AIDA (attention, interest, desire, action) Think-Feel-Do Facets model of effective advertising The facets come together to make up the unique consumer response to an advertising message 4-8...
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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Wells04_Basic - How Advertising Works Part 2: Planning and...

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