Advertising effectiveness and brand communication.docVIP

 PAGE \* MERGEFORMAT 8 Advertising effectiveness and brand communication Advertising is one of the leading brand communication, it spread to consumers through a variety of media, brand information, telling the brand emotion, build brand personality, and thus the formation of a strong consumer brand psychological influence. Psychological theory from an advertising perspective, advertising in the establishment of consumer brand awareness, develop brand intention and brand attitude change has an important role. Advertising to consumers has six kinds of major influence are: 1 to attract attention. With novel and unique way of advertising to consumers to a certain degree of shock and attract attention. 2 dissemination of information. Dissemination of advertising to consumers of goods and brand information to form pairs of goods, especially brand awareness and image. 3 emotional appeal. Ads telling ways to reach consumers emotional psychological, emotional and emotional resonance, in the goodwill arising on the basis of further product or brand trust. 4 of persuasion. Advertising in the dissemination of product information, often elicit an emotional reaction, and gradually affect consumer attitudes and to persuade consumers to change their original attitude, encourage consumers to increasingly prefer to buy goods and commodities. 5 guide to buy. Advertising can be a powerful rendering consumption or purchase of goods after the wonderful effects, to the consumer a clear example to guide people’s consumption and buying behavior. 6 create a popular and fashionable. Advertising often exactly the same way, repeated the same to consumers the content and demands, using the mass popular social psychological mechanism to create a sensational effect, to stimulate more consumers involved in the purchase. Further research showed that: ads in the brand communication in addition to advertising in general influence on consumers, the ads in the brand communication to consum