How Advertising Works

Basic Communication Model

Noise

Source/ Coded Decoded

Channel Receiver
Sender Message Message

Feedback
 Interactive Communication Model

Source/ Coded Decoded

Channel Receiver
Sender Message Message
Decoded Encoded
Receiver Channel Source
Message Message
The Effects behind Advertising Effectiveness
AIDA Model

A Attention

I Interest
D Desire
A Action
 Criticism

Absence of Post Purchase Behavior

Linear in Nature

Does not consider different point of sales

 Other Approaches

Think/Fee/Do

Domains (Perception/ Learning/ Persuade)

 11

New Approach: Facets Model of Effects

See/ Hear

Perception

Feel Think
Emotion Cognition

Facet Model

Connect Association Persuasion

Believe

Behavior

Act
 The Perception Facet (See/ Hear)

Exposure

Selection and Attention

Interest and Relevance

Awareness

Recognition
 The Affective or Emotional Facet (Feel)

Wants

Feelings

Liking

Resonate

https://www.youtube.com/watch?v=ZFb01yTR9bA
 The Cognitive Facet (Understand)

Needs

Cognitive Learning

Differentiation

Recall
https://www.youtube.com/watch?v=AO0FnDqqb1Y
https://www.youtube.com/watch?v=fma7sDc2HSE
 The Association Facet: Connect

Symbolism

Transformation
https://www.youtube.com/watch?v=uRD1se7ZQjY
 The Persuasion Facet (Believe)

Motivation

Influence

Involvement

Conviction

Loyalty
https://www.youtube.com/watch?v=3bdm4NBYxII
 The Behavior Facet (Act)

Try

Buy

Contact

Advocate

Prevent