NAME: NURUL SALIHAH BINTI ABDULLAH

ID: 55213117016

THE FACET MODEL

Many traditional marketers have used the Facets Model of Effects to help answer such questions.
According to this model, ads can communicate six communication objectives which each drive a
separate consumer response:

Communication Objective Consumer Response

Perception See/Hear
Emotional/Affective Feel
Cognition Think/Understand
Association Connect
Persuasion Believe
Behavior Act/Do

These objectives can be equally important for content strategy. Understanding consumer
behavior will help you to craft content that drives your target personas to have the responses and
take the actions you want.

Perception: See/Hear

 Consumers all have selective perception, that is, they choose what they want to pay
attention to. With so many businesses turning to content marketing, consumers are
bombarded with words and information online, so you’ll need to catch their attention and
reel them in.
 To maximize interest and get people to not only view ad’s content, but read it all the way
through, tantalize their senses.
 For example, recently, Kmart has people tuning in to their “ship my pants” commercial
and this ad plays with people’s perceptions, and so it becomes memorable and shareable.

Emotional/Affective: Feel
  This facet is all about creating wants, desires, and excitement. If brand knows its
audience well, it’s in touch with their needs.
 Creating a strong emotional connection with product or service surpasses merely
providing a solution to that need.
 For example, Calvin Klein achieved their emotional objective very well because of their
immediate connection with the audience on an intangible idea of love and feelings.
 To be able to immediately recognize an emotion creates an instant attraction with the
audience and leads them to find out what could bring such love and togetherness.
 As a result, the emotional response creates a need instead of a want because they need to
feel happy and together with their loved ones. In other word, if brand can brighten
someone’s day, they’re likely to have a more favorable view of the brand.

Cognition: Think/Understand

 That’s about the presentation of facts, information, and explanation leads to

understanding. Brand wants people not to just read the content, but to find the truth,
relevance, and importance in what it has to say.
 The content is used as a way to differentiate by providing information that no other
brands can provide and demonstrate insight of advertising and the value of what the
brand has to offer.
 For example, Maybelline makeup shows a highly cognitive objective. First, it leads the
consumer through words that are general statements.
 Using this differentiation idea, the consumer begins to understand how affective the
product really can be on their skin.

Association
  A connection is formed between brand and people when brand takes on a symbolic
meaning. This happens when a group of thoughts and feelings becomes linked to the
brand through repetition of message inside the advertisment.
 So, think about brand promise, motto, and mission. Find ways to seamlessly work these
principles into content so that brand and its message become one and the same.
 For instance, The Onion – America’s Finest News Source, has done a great job at
transforming their product because it is not a source of fake news, but a place people go
to have a laugh.
 Because the brand has been consistent, it will continue to keep and grow its user base
until their content does not deliver the same results.

Persuasion: Believe

 People will only be persuaded to take action when they believe in the message of ad’s
content. This is illustrated, DiGiorno Pizza – Nestle, does a satisfactory job of persuading
the audience to buy, try, and consume their product.
 They are working off the popular desire to eat healthier. Influencing the audience by
showing three different plates of food (noodles, cheese, and bread) reinforces the
consumer’s desire keep pizza in their mind set when thinking of healthy meals.
 Those that are familiar with the brand already will have brand loyalty and continue to
have credibility with them. Therefore, DiGiorno is using its motivation techniques,
influences, and brand loyalty to make this ad a persuasive objective.

Behaviour: Act/Do

 Just as the ultimate goal of advertising is to lead people to take a next step, ad want to
write actionable content that motivates readers to do something.
 One of the simplest yet most important ways to get consumers to make a conversion is to
include a call to action. If making it easier for people to perform a given action, they are
more likely to follow through.
 In the Disney advertisement, there are several aspects that make it primarily a
behavioural objective. For instance, it instantly creates a call to action for the audience.
 “Get a Disney day” is motivation enough to read further into the advertisement, which
happens to initiate a way to contact them and learn more. The element of the Muppets
characters creates a theme to go along with action and relevance toward volunteering.
 From now on, we can realize that brand communication also help business communicate
promise, transfer brand image (brand identity), shape customer perception about brand in
the positive way, express brand persona.
THE DISCREPANCY MODEL

Another name of Discrepancy Theory is “Affect Theory” which is developed by Edwin A.

Locke in 1976 and is considered the most famous job satisfaction model.

 This theory suggests that a person’s job satisfaction comes from what they feel is
important rather than the fulfilment or unfulfillment of their needs.
 A person’s importance rating of a variable is referred to as “how much” of something
is wanted.
 Discrepancy theory suggests that dissatisfaction will occur when a person receives
less than what they want.