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A critical factor in interest is relevance, which means the message connects on some personal level.
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The hierarchy–of–effects models adequately explain how advertising works.
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Relevance results when an advertisement initially makes an impression.
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The most common and long–standing explanation of advertising effects is one referred to as AIDA,
which stands for attitude, interest, decision, and action.
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Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a
message to believe or do something.
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Advertisements that create resonance where the message “rings true” help the consumer identify
with the brand on a personal level.
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The Facets model posits that effective advertising can create six types of consumer responses:
perception, cognition, affective/emotion, association, persuasion, and behavior.
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The components of the behavioral response are try, buy, contact, and prevention.
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The advertiser’s objectives are focused on the message.
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Recognition means people remember seeing the ad, and recall means they remember what the ad
said.
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The components of association are symbolism, conditioned learning, and brand transformation.
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Advertising creates visibility for a product or brand through exposure, and consumers respond by
selecting messages to which they pay attention, a process called selective perception.
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Association is the process of making symbolic connections between a brand and characteristics,
qualities, or lifestyles that represent the brand’s image and personality.
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Advertising creates brand meaning through symbolism and association.
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Mass communication is a conversation or dialogue, and the source and receiver change positions as
the message bounces back and forth between them.
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Interest and relevance create stopping power.
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Cognition is the process by which we receive information through our five senses and assign
meaning to it.
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An argument uses logic, reasons, and proof to make a point and build conviction.
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Advertising is, first of all, a form of communication.
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The components of the affective response are needs, wants, emotion, liking, and resonance.
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The product becomes differentiated by virtue of its brand image symbolism and personality cues.
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Conviction refers to the degree to which you are engrossed in attending to an ad or making a
product decision.
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Preference is measured both as an attitude and by repeat purchases.
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Cognitive learning occurs when the learner links one thing with another.
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Behavior refers to how consumers respond to information, learn, and understand something.
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The effects of advertising on consumer responses can be outlined using the six effects presented in
the Facets model.
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Source credibility means that the person delivering the message, such as a doctor, is respected and
believed.
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The affective/emotion consumer response refers to understanding.
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There are some situations where advertising messages are designed to deter behaviors.
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Symbolism means a brand takes on meaning when it is transformed from a mere product into
something special, something that is differentiated from other products in the category by virtue of
its brand identity and image.
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Conviction means an intention to try or buy a product.
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Wants are something you think about and needs are based on feelings and desires.
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Feedback interrupts the sending as well as the receiving of the message.
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ESSAY. Write your answer in the space provided or on a separate sheet of paper.
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Describe the basic communication model, and compare and contrast that model with the interactive
communication model.
147)
Briefly describe the purpose of Facets Model of Effective Advertising and the six types of consumer responses
the model posits.
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Name and describe the most common hierarchy–of–effects model that has been used to explain advertising
effects as well as the problems with these types of models.
149)
Compare and contrast the Cognition and the Affective (or Emotional) Responses in the Facets Model.
150)
Name and describe the components of persuasion and how they work in advertising.
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