莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_05.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 5How Brand Communication WorksCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key ObjectivesExplain how communication works as a form of both mass communication and interactive communication.Discuss how the idea of advertising effects developed and what problems exist in traditional approaches to advertising effects.Describe the Facets Model of Effects, how it explains how brand communication works, and the key facets of brand communication effectiveness. Chapter Opener: Putting the four ‘Ps’ of Marketing to WorkThe “Save a Life” campaign is an example of an award-winning product and promotional idea that attracts attention, builds awareness, explains a somewhat complicated process, and at the same time tells a story that engages emotions. It All Begins with Communication How does Brand Communication Work?At its most basic, brand communication is a message to a consumer about a brand.It gets attention and provides information, sometimes even entertainment.It is purposeful in that it seeks to create some kind of response:an inquirya salea visit to a websitea test drive The Mass Communication Foundation (1 of 2)Mass communication is a process. Consider:The SMCR Model:SourceMessageChannels of communicationReceiverFeedback is obtained by monitoring the response of the receiver to the message. Figure 5.1: A Basic Mass Communication Model Figure 5.2: A Brand Communication Model The Mass Communication Foundation (2 of 2)The Brand Communication model in Figure 5.2 shows:The sourceThe messageThe media mixInternal noiseExternal noiseThe receiverFeedback Driving Home the Impact of a DUIThe “expensive gas” poster from the Nightlife Navigators campaign intends to create a negative feeling about the financial impact of a DUI ticket.This poster is one of a series of ads about drinking and driving by the Adwerks student advertising agency at the U