How Advertising Works广告如何运作.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 Acti