Chapter 6 How Advertising Works

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Chapter 6How Advertising Works
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How AdvertisingCommunication Works

• Source the advertiser
• Objectives
• Source credibility
• Noise external and internal
• External environment
• Internal factors

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Message Reception and Response

• Perception breaking through
• Exposure making contact
• Attention creating stopping power
• Awareness making an impression
• Interest and Relevance creating pulling power

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Message Reception and Response

• Learning making it clear
• Cognitive learning creating understanding
• Conditioned learning creating associations
• Memorability creating locking power

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Message Reception and Response

• Persuasion changing attitudes
• Attitudes and opinions affecting beliefs
• Emotions affecting feelings
• Involvement creating engagement
• Conviction creating certainty
• Action motivating behavior
• Feedback

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InvolvementPersonal Importance or Interest

• Low Levels of Involvement

• Simple Processing
• Peripheral Cues Music, Color, or Celebrities
• Attitudes are Weak and may be Easily Changed
• Message Integration with Previous Knowledge
• Message Arguments and Product Attributes
• Strongly Held Attitude Change

• High Levels of Involvement

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The Elaboration Likelihood Model (ELM)
Central route to persuasion
Higher involvement
Exposure to persuasive communication (ad)
Peripheral route to persuasion
Lower involvement
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How Brands Work

• Brand personalities
• Branding
• Trust
• Brand image
• Brand relationships
• Brand equity