REVIEW QUESTIONS
4-4. What are the key components of a communication model and how do they
relate to brand communication?
Mass communication is usually thought of as a process that begins with a source, a
sender who encodes a message and puts it in words and pictures. The message is
presented through channels of communication, such as a newspaper, radio, or TV.
To translate the communication model to advertising, consider that the source
typically is the advertiser assisted by its agency. Together they determine the
The advertiser’s objectives in advertising are focused on the receiver’s response; they
In advertising, noise hinders the consumer’s reception of the message. On a macro
level noise includes consumer trends and problems with the product’s marketing mix.
4-5. Why is it important to add interaction to the traditional communication model?
Mass communication is traditionally seen as a one-way process with the message
depicted as moving from the source to the receiver. However, interactive
communication is two-way communication, and marketing communication is moving
The interest in buzz marketing is an indication of an important trend in marketing
communication strategy that is moving beyond the two-way communication model.
“We are living through the largest expansion of expressive capability in the history of
the human race,” according to one telecommunications expert. Permission
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The Internet has changed our conversation in other ways, also. For example, texting
uses a shorthand code with an entirely new set of spelling rules and Twitter has
limited conversation to 140 characters, thus making brevity cool. Also, the use of
In summary, the shift from one-way to two-way communication is a way to build a
respectful relationship with a customer. Interaction, or two-way communication, is
4-6. What are the six categories of effects identified in the Facets Model? What does
each one represent in terms of a consumer’s response to an advertising message?
See/Hear (perception)
Feel (affective/emotion)
4-7. Explain the difference between recall and recognition. What facets does each
represent?
Advertisers are interested in two types of memory: recognition, which means
people remember seeing the ad and recall, which means they remember what the
ad said. Recognition is a measure of perception and is used to determine
Recall is a measure of learning or understanding, hence cognition. When you
recall a brand message, you not only remember seeing the ad and hopefully the
brand, you also remember the copy points, which is the information provided
4-8. Explain the difference between brand responses that involve thinking and
feeling.
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Affective responses mirror our feelings about something. The term affective describes
something that stimulates wants, touches the emotions, creates liking, and elicits
feelings. Feelings and emotions can be positive or negative. Generally, marketing
On the other hand, cognition refers to how consumers search for and respond to
information, as well as learn and understand something. It’s a rational response to a
message. Some call this a left-brain approach, based on the left-right brain ways of
thinking that evolved from brain hemisphere research. Right-brain thinking is
DISCUSSION QUESTIONS
4-9. This chapter identifies six major categories of effects or consumer responses.
Find an ad in this book that you think is effectiveand explain how it works, analyzing
the way it cultivates responses in these six categories.
When answering this question, students should make sure that the each of the
following categories is analyzed:
4–10. Eva Proctor is a planner in an agency that handles a liquid detergent brand that
competes with Lever’s Wisk. Eva is reviewing a history of the Wisk theme“Ring
around the Collar.” In its day, it is one of the longest-running themes on television,
and Wisk’s sales share indicates that it has been successful. What is confusing Eva is
that the Wisk history includes numerous consumer surveys that show consumers find
“Ring around the Collar” to be boring, silly, and irritating advertising theme. Discuss
why Wisk is such a popular brand even though its advertising campaign was so
disliked?
Wisk’s consumer surveys that seemingly contradict the long-running success of the
“ring around the collar” theme demonstrate the significance of advertising relevance
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—isolating a point that resonates with consumers. Wisk solved and continues to solve
a distinctive problem for consumers. The taunting chant of “ring around the collar,
4–11. You have been asked to participate in a debate in your office about three
different views on advertising effects. Your office has the assignment to introduce a
new electric car. A copywriter says informing consumers about the product’s features
is most important in creating effective advertising. An art director argues that creating
an emotional bond with consumers in more important. One of the account managers
says that the only advertising performance that counts is sales. Your client wants to be
single-minded and tells you to pick one of these viewpoints to guide the new
marketing communication. Develop a position on one side or the other and discuss
yourpoint of view.
These three professionals are arguing about what makes brand communication
The art director will probably argue that the stronger the emotional hook, the
stronger the ad’s impact and the more likely it is that the consumer will remember the
The copywriter believes that the most effective advertising is cognition based. In
other words, information processing – thinking things through – leads to a cognitive
response such as understanding. The information is then filed in memory and can be
The account manager embraces a sales oriented philosophy toward adverting effects,
which suggests that advertising can move the masses to action. He believes that sales
are the only true indication of message effectiveness and the power of advertising is
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4–12. Your small agency has been invited to work on a new product called Wikicells,
which are shell like packaging systems that can be eaten. Milk for example, could be
packaged in a strawberry or chocolate flavored pouch that you could wash and eat,
like the skin of an apple. Even if you decide to toss, it is biodegradable. The first
product to be introduced using this new packaging system will be yogurt and ice
cream. Your assignment is to come up with a brand name and write a one page brief
on how to launch these new items. Consider the relevant facets in preparing your
proposal. (This is from a list of new products published by the New York Times under
the headline “Innovations That Will Change Your Tomorrow.” It ran June 1, 2012.
See www.nytimes.com)
Students might consider such issues as the nature of the product, how the product is
used, risk associated with the product, complexity of the product, and visibility of the
TAKE-HOME PROJECTS
4-13.Portfolio Project: From current magazines, identify five advertisements that
have exceptionally high stopping power (attention), five that have exceptionally high
pulling power (interest), and five that have exceptionally high locking power
(memory). Make photocopies of these ads to turn in. Which of these advertisements
are mainly information and which are mainly emotional and focused on feelings?
Which are focused on building a brand or creating associations? Do any of them do a
great job of creating action? Choose what you believe to be the most effective ad in
the collection. Why did you choose this one, and what can you learn from it about
effective advertising?
4.14. Mini-Case Analysis:We discussed some aspects of the “Imported from Detroit”
campaign for the Chrysler turnaround in the chapter. Briefly summarize the key
decisions behind this campaign. Now apply the Facets Model of Effects to analyze
how the campaign worked and explain your conclusions about what did or didn’t
make this an effective campaign. Write a short analysis (no more than two
double-spaced pages) that explains your thinking.
Key decisions included the goals, objectives, the big idea, and message strategy, each
of which is identified in the case study at the beginning of this chapter. The campaign
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As stated in the case study, this campaign was designed first and foremost to build a
strong emotional connection with consumers by grabbing people’s emotions and heart.
The nationalcampaign was augmented with regional advertising that made a more
TRACE NORTH AMERICA CASE
Multicultural Communication Effectiveness
Read the Trace case in the Appendix before coming to class.
4-15. Explain how brand communication works in the case of the “Hard to Explain,
Easy to Experience” campaign.
4-16. How could you strengthen the target audience’s participation in the campaign?
4-17.Analyze the campaign in terms of the Facets Model of Effects. Based on the
model, what might be done to strengthen the campaign’s desired effect?
ADDITIONAL MATERIAL
WEB REVIEW QUESTIONS
1. How does the interactive communication model differ from the basic
communication model? What advantages does it offer advertisers?
The basic communicationmodel is based on a one-way model of mass communication
with the source (advertiser) sending a message to a receiver, the targeted audience. In
more interactive marketing communication, these roles switch back and forth. When
2. Discuss the major problems with the traditional approaches to defining the
effects of advertising.
There are two problems with the traditional approaches: 1) the presumption of a set of
steps as a predictable pattern of response and 2) missing effects. Because we know
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3. How is the concept of selective perception important in understanding the mind
of the consumer? Provide a specific example.
Consumers select messages to which they pay attention. Some ads for some product
categories—personal hygiene products, for example—have a battle getting attention
because people don’t choose to watch them. However, if the message is selected and
4. Describe the significance of the affective or emotional facet in motivating
consumers to pay attention to brand communication.
Affective or emotional facets of advertising can stimulate wants, touch the emotions,
create liking, and elicit feelings. The Facets of Effects model places perceive and feel
side-by-side at the top of the model. Emotion is also a driving factor because it is
5. What is subliminal advertising and what are the issues that surround it?
Subliminal effects are message cues given below the threshold of perception. In other
words, they don’t register. They are designed to get past your perceptual filters by
talking to your subconscious. People who believe in subliminal advertising presume
such messages to be intense enough to influence behavior and they consider it to be
6. What is the role of brand loyalty as a factor in driving persuasion?
Brand loyalty is both an attitude (liking, respect, preference) and an action (repeat
purchases). It is a response to brand communication that crosses over between
thinking, feeling, and doing—a response that is built on customersatisfaction. If you
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7. Explain the behavior facet of persuasion. Is a direct action the only way for a
consumer to act on an advertising message, or can indirect actions also be useful
to advertisers?
Behavior is the action response and it can involve a number of types of action in
Direct actionrepresents an immediate response (cut out the order form and send it
back by return mail). Indirectactionis a delayed response to advertising (recall the
8. How does the six-factor Facets of Effects Model explain the power and impact of
advertising messages?
The six factors interact to create a coherent brand perception.In terms of effects
interaction, both cognitive and emotional responses work together. Consider that
memory is a function of both attention (the perception facet) and emotion (the
9. Describe the “Strong Theory” approach to explaining advertising affects.
Some people believe that sales are the only true indication of message effectiveness.
The power of advertising, in other words, is determined by its ability to motivate
consumers to buy a brand. According to those who believe in the “Strong Theory” of
ASSIGNMENTS
Individual Assignments
1. Have students prepare a brief PowerPoint presentation explaining the role of “feel” or
the affective/emotional facet of advertising effects. How important are emotional
responses in determining whether or not we pay attention to an advertisement?
2. Have students find an example of a negative ad in the press. Instruct each to give a
ten-minute presentation to the class that describes how both rational arguments and
compelling emotions are being evoked by the ad to create a persuasive message.
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Think-Pair-Share
1. Send students to the computer lab for some quick research on neuroscience and the
role of the left brain and the right brain. What does each side represent, and how do
2. Pair up students and have them review the “strong effects” and “weak effects”
arguments in explaining advertising effects. In a two-minute debate format, have each
OUTSIDE EXAMPLES
1. Locate a consumer activist and interview them on the subject of advertising effects on
consumers. The interview could be done either in person or on the phone. Discuss the
Facets of Effects Model with them. Is it healthy for advertisers to know this much
about how we think, feel and act? How can this knowledge be used for good or for
ill? What are the limitations of the model?
2. Kevin Roberts, CEO of Saatchi & Saatchi, describes the passion that loyal customers
feel for their favorite brands with the term “lovemarks.”Visit
www.lovemarks.comand watch several of the website videos on which consumers
describe their relationships with their favorite brands. Describe how these consumers
are illustrating some the concepts introduced and discussed in this chapter, as well as
previous chapters.
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