ppt课件-howadvertisingworks-welcometosiue.pptVIP

* * * * * * * * * * How Advertising Works Part 2: Planning and Strategy Chapter 4 4-* Key Points Explain three Models of Advertising Effects to show how brand advertising works List the six key effects that govern consumer response to advertising messages 4-* The Effects Behind Advertising Effectiveness AIDA (attention, interest, desire, action) Hierarchy of Effects (think, feel, do) Key Advertising Effects Facets models of effective advertising The facets come together to make up the unique consumer response to an advertising message See Handout 4-* AIDA Model Attention Interest Desire Action Hierarchy of Effects Model Think Feel Do Key Advertising Effects Model Perception Cognition Association Affective Response Persuasion Behavior Three Models of Advertising Effect 4-* Perception The process by which we receive information through our five senses and assign meaning to it Exposure Being seen or heard Media planners try to find the best way to expose the target audience to the message IMC planners consider all contacts a consumer has with a company or brand 4-* Perception - Measures Selection and Attention The ability to draw attention, to bring visibility One of advertising’s greatest strengths Interest and Relevance Interest The receiver of the message has become mentally engaged with the ad and the product Relevance The message connects on some personal level 4-* Perception - Measures Awareness Results when an ad initially makes an impression Most evaluations of advertising effectiveness include a measure of awareness as an indicator of perception Recognition Memory Recognition Recall 4-* Cognition How consumers respond to information, learn, and understand something Cognitive Learning When a presentation of facts, information, and explanations leads to understanding Used by consumers who want to learn everything about a product before they buy it 4-* Cognition - Objectives Information Facts about product performance and features Particularly imp