Advertising 2

• (S) Source/sender [The Advertiser]=Sends Noise to Reciever
• -
• (M) Coded Message [The Agency]
• -
• (C) Channel [Media]
• -
• (M) Decoded Message [interpretation]
• -
• (R) Reciever [Target Audience]= Sends feedback to Source

• (S) Source/sender [The Advertiser] to reciever and vice versa
• -
• (M) Coded Message [The Agency]
• -
• (C) Channel [Media]
• -
• (M) Decoded Message [interpretation]
• -
• (R) Reciever [Target Audience] to source and vice versa

• Source: Advertiser (objectives) ->
• Message: Encoding (by Agency) ->
• =Noise: External
• Public Opinion
• Market Strategy
• Competition
• Other Noise
• =Noise: Internal
• Percieved needs
• Information processing
• Attitudes and opinions
• Other Noise
• Media Mix: Channels ->
• Reciever: Consumer Reception and Response ->
• =Perceive
• Understand
• Feel
• Connect
• Believe
• Act
• Feedback -> Source

examples: newspaper, radio, or TV

A sender who encodes a message

a reader, viewer, or listener

obtained by monitoring the response of the receiver to the message

a two-way communication such as Ogilvy's

How the reveivers respond to the message

• Attention
• Interest
• Desire
• Action

first came around in the 1900 by St. Elmo Lewis

• Developed in 1970's;
• The advertising motivates people to think about the message, feel something about th ebrand and then do something, such as try it or buyt it

• Moriarty's Domains Model
• 1. Perception
• 2. Learning
• 3. Persuasion

Perception -- See/Hear -- exposure, selection, attetion, interest/relevance, awarness recognition

Emotion/Affective -- Feel -- want/desire, feelings, liking, resonance

Cognition -- Understand -- need cognitive learning, differentiation, recall

Association -- Connect -- symbolism, conditioned learning, transformation

Persuasion -- Believe -- motivation, influence, involvement, conviction, believeablity/credibility, preference and intention, loyalty

Behavior -- Act -- trial, buying, contacting, advocating, referral, prevention/avoidance

Best way to reach consumers with a message

a reciever of a message chooses to attend a message

intrude on people's perception in order to grab attention

Interest-the reciever has become mentally engaged in someway with the ad

Relevance-the message connects on a personal level

when an advertisement makes an impression--something registers

people remember seeing the ad and RECALL the ad

message cues given below the threshold of perception

mirror our feelings about something

describes how individuals or groups select, purchase, use, or dispose of products as well as needs and wants that motivate these behaviors

people who buy or use products or adopt ideas that satisfy their needs and wants

Are specific types of consumers. Brand loyalists

boundaries each culture establishes for "proper" behavior

particularly cutural vaules which represent our underlying belief systems

• 1. Sense of belonging
• 2. Excitment
• 3. Fun and Enjoyment
• 4. Warm relationships
• 5. Self-Fulfillment
• 6. Respect from others
• 7. A sense of accomplishment
• 8. Security
• 9. Self-respect

defined by geographic regions or by shared human characterisitics like (age, values, language, or traditions and ethnic background)

water, food, air, shelter, and sex

needs we learn in response to our culture and enviornment

determined by income, wealth, education, occupation, family prestige, value of home, and neighborhood

Family- consists of two or more people who are related by blood, marriage, or adoption and live in the same household

Household- consists of all those who occupy a dwelling whether they are related or not

reflects family situation, values, and income

• Self-Acutalization: self-fulfillment enriching experiences
• Ego Needs: Prestige, status, accomplishments
• Blongingness: Love, Friendship, Acceptance by others
• Safety: security, shelter, protection
• Physiological: water, sleep, food

only one possible response to a brand message or brand experience

we tend to justify or rationalize the discrepancies between what we thought we would recieve and what we actually recieved.

internal force that stimulates you to behave in a particular manner.

lifestyle and psychological factors with other personal consumer characteristices that causes a person to make brand decisions.

tracking consumer valuses and lifestyles since 1971

dividing the market into groups of people who have similar characteristics in a certain key product-related areas.

means identifying the group that might be the most profitable audience and the most likely to respond to marketign communication

compiles info about the product, product category, competitors, and other details of the market environment that will affect the development of ad strategy

identifies people who are in the market for the product in terms of their attitudes, interests, and motivations.

critical info that becomes the basis for strategic planning on both marketing and marketing communication levels

background research that uses available published info about a topic

info that is collected for the first time from original sources

provides insight into the underlying reasons for how consumers behave and why.

delivers numerical data such as number of users and purchases, their attitudes and knowledge, exposure to ads, and other market related info.

formal research used by the marketing department for strategiv planning

know the people they are trying to reach

planners will begin an assignment by collecting every possible piece of advertising and other forms of marketing communication by the brand as well as competitors

slogans, appeals, and images used most often OR more formal and systematic of competitiors

a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

research methods part of the purchase itself

line of products or all the offerings under a single brand name.

measurement that shows whether, in general, the costs of conductin the business - the investment- are more than matched by the revenue produced in return.

developed for a brand or product line and evaluated annually

Selecti Marketing Objectives -> Idenitfy Threats & Opportunities -> Select Target Markets -> Develop Marketing Strategies -> Design Action Plans - Execute Plans -> [Measure Results/ Take Action] :goes back to all others too

measurements refrring to the percentage of the category purchases that are made by the brands customers.

tightly focused on solving a particular marketing communication problem in the specified time

Strengths. Weakness. Oppturtunities. Threats.

usinga comparable effort to predict a logicial goal.

a place in the consumers' minds where the product or brand stands in comparrison to its ompetitors.

the product's tangible features (such as size, color, and ease of use) and other intangible attriubutes (such as quality, status, value, fashion, and safety) to identify the relevent dimensions of the product that make it different.

• 1. the product has a strong feature
• 2. in an area that is important to the target
• 3. the competitor is weaker

a strategy designed to focus attention on product defferences that distinguish the company's product form all others in the eyes of consumers.

plots all the competitors on a matrix based on the two most important consumer decision factors.

• Consumer Response--------Advertiser's Objective
• Percieve Create brand identity
• Feel Cue Brand personality
• Think Cue brand positioning
• Associate Cue brand image
• Believe Create brand promise & brand preference
• Do Inspire brand loyalty

emotional connection that links a customer to a brand