Wells04_Basic 英文版《广告学：原理与 及实务》课件.ppt

* * How Advertising Works Part 2: Planning and Strategy Chapter 4 Chapter Outline Chapter Key Points How Advertising Works as Communication The Effects Behind Advertising Effectiveness Perception Cognition The Affective or Emotional Response Association Persuasion Behavior Key Points Demonstrate why communication is a key factor in advertising effectiveness Explain the Facets Model of Advertising Effects to show how brand advertising works List the six key effects that govern consumer response to advertising messages How Advertising Works as Communication The communication model Advertising as communication Adding interaction to advertising Mass communication is generally a one-way process Feedback is obtained by monitoring the response of the receiver to the message How Advertising Works as Communication The communication model Advertising as communication Adding interaction to advertising The advertiser and the agency determine message objectives Objectives predict the impact the message will have on the consumer Noise hinders the consumer’s reception of the message 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 Perception 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 Perception 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 The Subliminal Issue Subliminal effects are message cues given below the threshold of perception Critics claim t