Moriarty App9 Inppt 04

Chapter 4:
How Marketing
Communication Works
Part 2
Principle: Be True to Thy Brand
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-1

Questions to Explore
1. How does marketing communication work both as
a form of mass communication and interactive
communication?
2. How did the idea of advertising effects develop,

and what are the problems in traditional
approaches to advertising effects?
3. What is the Facets Model of Advertising Effects,

and how does it explain how advertising works?

Does advertising work?
Surprisingly, many experts are not sure how advertising
works, or even if it works well.
This is even more of a problem for the new digital

media and other forms of marketing communication.
The problem: poorly executed advertising doesn’t

communicate well to its intended audience or have
the impact its creators desired.

Does advertising work?
“I know half my advertising is wasted, but I

don’t know which half.”
John Wanamaker, department store baron
For more quotes on the impact of advertising, visit:

www.advertisinghalloffame.org/members

How Does Communication
Work in Marketing?

The mass communication approach
Mass communication is a process. Consider:
The SMCR Model:

1. Source
2. Sender
3. Message
4. Channels of communication
5. Receiver
Feedback is obtained by monitoring the response of

the receiver to the message.

Advertising as mass communication
Referring to Figure 4.1B, discuss:
1. Message
2. Medium
3. External noise
4. Internal noise
5. Feedback
Can you identify each of these elements in the Ford

SYNC example from this chapter?
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

4-7
Adding interaction to
marketing communication
 Mass communication is traditionally a one-way
process with the message moving from sender to
receiver.
 Interactive communication is two-way—a dialogue—

and is where marketing communication is headed.
◦ The source and receiver change positions as the

message bounces back and forth between them.

4-8
The move toward interactivity
 Interest in buzz marketing indicates that marketing

communication is moving beyond two-way
communication.
 Consumers can now:

◦ react to messages with comments, phone calls, e-
mail inquiries.
◦ Initiate communication as well as receive it.

4-9
The move toward interactivity
 Advertisers must learn to receive (listen) as well as
send information.
 Feedback is now occurring in real time through:

◦ personal selling
◦ customer service
◦ online marketing
◦ toll-free numbers
◦ E-mail

4-10
Permission marketing defined:
“A practice that invites consumers to sign up for

messages or self-select themselves into a brand’s
target market.”
This trend mirrors the shift from one-way to two-way

communication.

 The Internet has radically
changed our conversation.
 Consider the effects of:

◦ Texting
◦ Twitter
◦ Hashtags

What are the Effects
Behind Effectiveness?

Traditional approaches
AIDA
 Attention
 Interest
 Desire
 Action
Think/Feel/Do
Think about the message, feel something about the
brand, then do something, such as try it.

4-14
Traditional approaches
Domains
Messages have various impacts on consumers
simultaneously in:
1. Perception
2. Learning
3. Persuasion

4-15
What effects are critical?
According to advertising pioneer David Ogilvy:
 Information processing is key for certain types of

ads.
 Emotion, is equally important informing attitudes.
 Persuasion is a key function as well.

4-16
What effects are critical?
Problems with traditional approaches
1. They presume a predictable set of steps.
2. Some effects are missing—brand linkage and

motivation.
Ultimately, brand communication is the most

important consideration.
Copyright © 2012 Pearson Education, Inc.

publishing as Prentice Hall 4-17
“Waking Up Canadian”
In this YouTube ad, An unsuspecting but newly recognized

Canadian citizen wakes up to find his bedroom has become a center of
Canadian symbols. How is information processing used here?

4-18
What are the
Facets of Impact?

4-19
The Facets Model of Effects
 Does a more complete
job of explaining how
advertising creates
consumer responses.
 It is useful in both
setting objectives and
evaluating advertising
effectiveness.

The Facets Model of Effects
Effective advertising creates six types of consumer
responses:
1. See/Hear: the Perception Facet

2. Feel: the Affective or Emotional Facet
3. Think/understand: the Cognitive Facet
4. Connect: the Association Facet
5. Believe: the Persuasion Facet
6. Act/Do: the Behavior Facet

The Perception Facet: See/Hear
 Perception: The process by which we receive
information through our five senses and assign
meaning to it.
 Selective perception: Consumers select messages

to which they pay attention.
 For an advertisement to be effective, it first must

be noticed or at least register on some minimal
level on our senses.

Factors driving the perception response
 Exposure
Media planners want consumers to see or hear the
message.
 Selection and attention
Selective attention: consumers choose to attend to
the message.
 Interest
Receiver mentally engages with the ad or product.

Factors driving the perception response
 Relevance
Message connects on some personal level.
 Curiosity
Results from questioning, wanting to know more.
 Awareness
Ad makes an impression; registers with consumer.
 Recognition
People remember the ad. Recall means they
remember what it said.

Messages that are relevant

speak to a consumer’s
special interests.

The synergy requirement
 Using an IMC approach, marketers

coordinate all marketing communication
messages to create synergy.
 This means individual messages have more

impact working jointly than they would on
their own.

The subliminal issue

 Subliminal effects are message cues given below
the threshold of perception.
 Subliminal messages are designed to get past
your perceptual filters by talking directly to your
subconscious.
As a class:
For more on this issue, see “A Matter of Principle:
Ice Cubes, Breasts, and Subliminal Ads.”

A liquor advertising campaign

showed ice cubes with shapes in
them and deliberately called
attention to these supposedly
“subliminal” messages.

The Emotional or Affective Facet: Feel
 Affective responses mirror our feelings
about something.
 “Affective” describes something that

stimulates wants, touches the emotions,
and elicits feelings.
 Brand messages can arouse a range of

different emotions.

Factors that drive the
affective response
 Wants and desires
Driven by emotions;
based on wishes,
longings, cravings.
 Excitement
Our emotions and This poster from the “Nightlife
passions are aroused. Navigators” campaign works to
create a negative feeling about the
financial impact of a DUI ticket.

4-31
Factors that drive the affective response
 Feelings
Emotional appeals based on humor, love, or fear.
 Liking
If you like the ad, those positive feelings transfer to
the brand.
 Resonance
A feeling that the message rings true.

4-32
The Cognition Facet:
Think/Understand
 Cognition refers to how customers:
◦ search for and respond to information
◦ learn and understand something.
 It’s a rational, “left-brain” approach.
 As a class:
Discuss how American Airlines used the left-
brain/right brain approach in an ad to creatively
communicate its new seating in coach.

4-33
Think/Understand
Factors that drive the cognitive response
 Need
Ad messages here describe something missing in
the consumer’s life.
 Cognitive learning
Presenting facts, information, and explanations
leads to understanding.
 Comprehension
The process by which we understand, make sense
of things, or acquire knowledge.

4-34
Think/Understand
Factors that drive the cognitive response
 Differentiation
The consumer’s ability to separate one brand from
another, based on an understanding of a
competitive advantage.
 Recall
A measure of learning or understanding. One
remembers the ad, the brand and copy points.

4-35
The Association Facet: Connect
 Association means using symbols to communicate.
It is the primary tool used in brand communication.
 Brand linkage reflects the degree to which:
1. the associations presented in the message

2. the consumer's interest
are connected to the brand.

4-36
The Association Facet: Connect
Factors that drive the association response
 Symbolism
A brand takes on a symbolic meaning. It stands for
certain, usually abstract, qualities.
 Conditioned learning
Thoughts and feelings linked to the brand.
 Transformation
A product takes on meaning and is transformed
into something special.

The Persuasion Facet: Believe
 Persuasion: influencing
or motivating the
receiver of a message to
believe or do
something.
 Attitude is an inclination
to react in a given way.
 Attitudes are expressed

as beliefs when people A dramatic photo of Mount McKinley
are convinced. associates drinking Coke with an
enduring and majestic mountaintop.

4-38
Factors that drive the persuasion response
 Motivation
Something prompts one to act in a certain way.
 Influence
◦ Opinion leaders may influence others’ attitudes.
◦ Word of mouth is created by strategies that
engage influencers.
 Involvement
◦ The degree to which one attends to messages
and how they make product decisions.
4-39
 Engagement
The consumer is “turned on.”
 Conviction
Consumers agree with a message and achieve a
state of certainty or belief about a brand.
 Preference and intention

Here, consumers are motivated by conviction.

 Loyalty
Brand loyalty involves attitude, emotion, action.
It’s built on customer satisfaction.
 Believability and credibility

◦ Believability: refers to credibility of the message.
◦ Credibility: trustworthiness of the source.
◦ Source credibility: the person delivering the message is
respected, trusted, and believable.

4-41
The Behavior Facet: Act/Do
 Behavior is the action response.
 It can involve a number of actions including:

◦ Trying or buying the brand
◦ Visiting a store
◦ Returning an inquiry card
◦ Calling a toll-free number
◦ Clicking on a Web site
A question for you:
What is the difference between direct action and

indirect action?
Factors that drive the
behavioral response
 Mental rehearsal
Advertising attempts to
create virtual memories.
 Trial
This is important for new or
expensive products.
 Buying
Advertising sometimes
stimulates sales by the
call to action.
Designed to inspire action, this ad was
used during World War I to convince
young people to join the military.

4-43
Factors that drive the behavioral response
 Contacting
Consumers respond by contacting the advertiser.
 Advocating and Referrals
◦ Advocacy: speaking out on a brand’s behalf.
◦ Referral: a satisfied customer recommends a
favorite brand.
 Prevention
Presenting negative messages about an unwanted
behavior and creating incentives to stimulate the
desired behavior.

4-44
The Power of
Brand Communication

Interaction and impact
Reviewing the Facets of Effects Model
When its six factors work together, they can create a
coherent brand perception.
However, we must remember that:
1. The effects are interdependent.

2. They are not all equal for all marketing
communication situations.

4-46
Strong and Weak Effects
 The “Strong” Theory
Advertising can persuade people who had never
bought a brand to buy it once, and then repeatedly.
 The “Weak” Theory
Advertising has a limited impact on consumers;
best used to reinforce existing brand perceptions.
Delayed Effects
A consumer may see or hear an advertisement but
not act on that message until a later date.

4-47
Where We’re Headed Next
In Chapter 5, we will:
 Explore the cultural, social, psychological,

and behavioral influences that affect
consumer responses to advertising.
 Discuss how groups of consumers are

segmented and targeted.

4-48
It’s a Wrap
“Perfect Pitch: Ford’s in Sync with Singer/Songwriter”
 In this campaign targeted to Hispanic consumers, Ford

built brand awareness of the new SYNC technology
through experiential activities.
 About 100,000 consumers visited SYNC Zones at

concerts by the Juanes.

4-49
It’s a Wrap
“Perfect Pitch: Ford’s in SYNC with Singer/Songwriter”
 This campaign generated many test-drive leads, with a
conversion rate of almost 30 percent.
Key lessons:
 Ford paired SYNC technology with its cars in a way that
appealed to Hispanic consumers.
 As a class: What others can you think of?

4-50

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Chapter 4:

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-1

2. How did the idea of advertising effects develop,

3. What is the Facets Model of Advertising Effects,

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-2

This is even more of a problem for the new digital

The problem: poorly executed advertising doesn’t

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-3

“I know half my advertising is wasted, but I

John Wanamaker, department store baron

For more quotes on the impact of advertising, visit:

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-4

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-5

The SMCR Model:

Feedback is obtained by monitoring the response of

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-6

Can you identify each of these elements in the Ford

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

 Interactive communication is two-way—a dialogue—

◦ The source and receiver change positions as the

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

 Interest in buzz marketing indicates that marketing

 Consumers can now:

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

 Feedback is now occurring in real time through:

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

“A practice that invites consumers to sign up for

This trend mirrors the shift from one-way to two-way

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-11

 Consider the effects of:

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-12

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-13

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

 Information processing is key for certain types of

 Emotion, is equally important informing attitudes.

 Persuasion is a key function as well.

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

1. They presume a predictable set of steps.

2. Some effects are missing—brand linkage and

Ultimately, brand communication is the most

Copyright © 2012 Pearson Education, Inc.

In this YouTube ad, An unsuspecting but newly recognized

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-20

1. See/Hear: the Perception Facet

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-21

 Selective perception: Consumers select messages

 For an advertisement to be effective, it first must

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-22

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-23

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-24

Messages that are relevant

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-25

 Using an IMC approach, marketers

 This means individual messages have more

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-26

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-27

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-28

A liquor advertising campaign

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 4-29

 “Affective” describes something that

 Brand messages can arouse a range of