Advertising & IMC: Principles & Practice

Eleventh Edition

Chapter 5
How Brand Communication
Works

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Part 1
Principle: All Communications One Voice

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Key Objectives
1. Explain how communication works as a form of both
mass communication and interactive communication.
2. Discuss how the idea of advertising effects developed
and what problems exist in traditional approaches to
advertising effects.
3. Describe the Facets Model of Effects, how it explains
how brand communication works, and the key facets of
brand communication effectiveness.

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Chapter Opener: Putting the four ‘Ps’ of
Marketing to Work

The “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.

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It All Begins with Communication

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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 inquiry
– a sale
– a visit to a website
– a test drive

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The Mass Communication Foundation (1 of 2)
Mass communication is a process. Consider:
The SMCR Model:
1. Source
2. Message
3. Channels of communication
4. Receiver
Feedback is obtained by monitoring the response of the
receiver to the message.

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Figure 5.1: A Basic Mass Communication
Model

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Figure 5.2: A Brand Communication Model

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The Mass Communication Foundation (2 of 2)
The Brand Communication model in Figure 5.2 shows:
1. The source
2. The message
3. The media mix
4. Internal noise
5. External noise
6. The receiver
7. Feedback

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Driving Home the Impact of a DUI

The “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 University of
Florida.

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Adding Interaction to Brand Communication
(1 of 4)

• Mass communication is traditionally a one-way process

with the message moving from sender to receiver.
• Interactive communication is two-way—a dialogue—and
is where brand communication is headed.
• The source and receiver change positions as the message
bounces back and forth between them.

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Figure 5.3: An Interactive Communication
Model

The basic communication model is modified here to show how

interactive communication works as a conversation or dialogue, including
shared communication. Notice how the source and receiver change
positions as the message bounces back and forth between them.

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Adding Interaction to Brand Communication
(2 of 4)

The move toward interactivity:

• Interest in buzz marketing indicates that marketing
communication is moving beyond two-way communication.
• Consumers can now:
– react to messages with comments, phone calls, e-mail
inquiries.
– Initiate communication as well as receive it.

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Adding Interaction to Brand Communication
(3 of 4)

The move toward interactivity:

• Advertisers must learn to receive (listen to) as well as send
messages to customers.
• Word of mouth, buzz marketing and social media are
indicators of the need for message integration.

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Adding Interaction to Brand Communication
(4 of 4)

• Interactive communication is the building block of the

customer-brand experience.
• It can determine the likelihood of repeat business and
brand loyalty.
• As a class: check out the “Inside Story” on Office Depot.
What did go wrong at Office Depot?

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Other Aspects of Communication
• Nonverbal communication can be just as powerful as
word-based forms.
• Many commercials rely on the impact of compelling
visuals.
• Brand signals include slogans, but are dominated by logos,
imagery, and color.
• Cues and signals are used in commercial communication
to help structure a consumer’s meaning-making process.

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The Effects Behind Effectiveness (1 of 2)
• Above all, brand communication must be purposeful.
• It must have some effect on the people who read or see it.
This impact is known as effects.
• The desired impact is formally stated as a set of
objectives, or statements of measurable goals/results.
• What impact did the communication have on receivers of
the message?

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Effectiveness Leads to Desired Impact

Chrysler and its agency Wieden + Kennedy (the source) sought to

convince American car buyers, particularly those who buy imports (the
receivers), that they no longer have to cross oceans to get what they can
have from these shores.
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The Effects Behind Effectiveness (2 of 2)
Two traditional approaches to describe impact:
AIDA:
• Attention
• Interest
• Desire
• Action
Think/Feel/Do:
Think about the message, feel something about the brand,
then do something, such as try it or buy it.
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The Effects Behind Effectiveness
Problems with traditional approaches:
• They presume a predictable process for consumers.
• Some effects are missing, such as habit or impulse.
• Ultimately, brand communication is the most important
consideration.

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The Challenge: Cutting through the Clutter

As you can see from this landscape photo of Times Square, ad clutter is
a major hurdle to gaining audience attention.

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The Facets of Impact

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The Facets Model of Effects (1 of 3)
• Does a more complete job of explaining how advertising
creates consumer responses.
• Consumers are loyal to brands that say something about
them as human beings.
• The Facets Model of Effects is useful both in setting
objectives and evaluating advertising effectiveness.

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The Facets Model of Effects (2 of 3)
Effective advertising creates six types of consumer
responses:
1. Awareness: the Perception Facet
2. Feel: the Affective or Emotional Facet
3. Think/understand: the Cognitive Facet
4. Connect: the Association Facet
5. Believe: the Persuasion Facet
6. Act/Do: the Behavior Facet

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 The Facets Model of Effects (3 of 3)

Think of these six effects as facets

that come together to make up a
unique consumer response to a
brand message.
The effects are holistic in the
sense that they lead to an
impression, or “integrated
perception.”

Figure 5.4: The Facets of Impact Model

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The Perception Facet: Awareness (1 of 6)
• Perception: The process by which we receive information
through our five senses and assign meaning to it.
• For an advertisement to be effective, it first must be
noticed or at least register on some minimal level on our
senses.
• Awareness results when a brand message makes an
impression—when something registers.

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The Perception Facet: Awareness (2 of 6)
Factors that drive perception:
• Consumers select messages to which they pay attention
by using selective perception.
• Exposure: media planners want consumers to see or hear
the message.
• Selection and attention: by using selective attention,
consumers choose to attend to the message.
• Interest: the receiver is mentally engaged with the ad or
product. Also known as “stickiness.”

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The Perception Facet: Awareness (3 of 6)
Factors that drive perception:
• Relevance: the message connects on some personal
level.
• Curiosity: Results from questioning, wanting to know
more.
• Recognition: People remember seeing the ad. Recall
means they remember what the ad said.

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The Peace Corps Gets Creative

This ad for the Peace Corps

connects on some personal level.
The Peace Corps launched a
national recruiting campaign with
the theme “See yourself in
someone else.”
It was designed to address more
relevant personal issues for
potential volunteers and tell them
how the volunteer experience
would enrich their lives.

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The Perception Facet: Awareness (4 of 6)
The synergy requirement:
• Using an IMC approach, marketers coordinate all
marketing communication messages to create synergy.
• This means individual messages have more impact
working jointly than they would on their own.

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The Perception Facet: Awareness (5 of 6)
The subliminal issue:
• Subliminal effects are message cues given below the
threshold of perception.
• Subliminal messages are designed to get past your
perceptual filters by talking directly to your subconscious.
• Critics who believe in subliminal advertising consider it to
be unfair manipulation of unaware viewers.

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The Perception Facet: Awareness (6 of 6)

A liquor advertising campaign

showed ice cubes with
shapes in them and
deliberately called attention to
these supposedly “subliminal”
messages.

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The Emotion Facet: Feel (1 of 3)
• Affective responses mirror our feelings about something:
anger, love, fear, hate.
• Affective describes something that stimulates wants,
touches the emotions, and elicits feelings.
• Brand messages can arouse a range of positive and
negative emotions.

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The Emotion Facet: Feel (2 of 3)
Factors that drive emotion:
• Wants and desires are driven by emotions and based on
wishes, longings, and cravings.
• Excitement is a step above interest in terms of intensity of
response. Our emotions or passions are aroused.
• Feelings are addressed with emotional appeals based
on humor, love, or fear.

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The Emotion Facet: Feel (3 of 3)
Factors that drive emotion:
• Liking: If you like the ad, those positive feelings transfer to
the brand.
• Resonance: A feeling that the message rings true.

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The Cognitive Facet: Think/Understand (1 of 3)

• Cognition refers to how consumers search for and make

sense of information, and learn and understand something.
• It is a rational response to a message that comes from
thinking something through.
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The Cognitive Facet: Think/Understand (2 of 3)
Factors that drive cognitiion:
• Need: Ad messages describe something missing in the
consumer’s life.
• Cognitive learning: Presenting facts, information, and
explanations leads to understanding.
• Comprehension: The process by which we understand,
make sense of things, or acquire knowledge.

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McDonalds: Building Needs or Wants?

Needs are basic biological motivations, but they may also be something
you think about. Wants tend to be based more on feelings and desires.

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The Cognitive Facet: Think/Understand (3 of 3)
Factors that drive cognition:
• Differentiation: The consumer’s ability to distinguish
between competing brands based on understanding a
competitive advantage.
• Recall: A measure of learning or understanding. One
remembers the ad, the brand and copy points.
• Thinking and Feeling: Notice that these two factors work
together.

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The Association Facet: Connect (1 of 2)
Association means using symbols to communicate. It is the
primary tool used in brand communication.
Factors that drive association
• Brand linkage reflects the degree to which associations in
the message and consumer interest connect to the brand.
• Symbolism: A brand takes on a symbolic meaning. It
stands for certain, usually abstract, qualities.

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Coke Puts Symbolism
to Work in Japan

Symbolism is used on the

front of Coke’s “Hug Me”
vending machine in Japan.

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The Association Facet: Connect (2 of 2)
Factors that drive association:
• Conditioned learning: Thoughts and feelings become
linked to the brand through repetition of the message.
• Transformation: A product takes on meaning and is
transformed into something special.

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The Persuasion Facet: Believe (1 of 4)
• Persuasion: consciously influencing or motivating the
receiver of a message to believe or do something.
• Attitude is an inclination to react in a given way.
• When people are convinced of something, their attitudes
are expressed as beliefs.

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Canada Works to Motivate and Influence
Canada used ads on
YouTube titled “Waking
Up Canadian” to inform
former Canadians of the
Canadian government’s
Citizenship Act.

The act was designed to

restore citizenship to
thousands of
unsuspecting foreigners,
many of them Americans.

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The Persuasion Facet: Believe (2 of 4)
Factors that drive persuasion:
• Motivation: Something prompts one to act in a certain
way.
• Influence: Opinion leaders may influence others’ attitudes.
Word of mouth is created by strategies that engage
influencers.
• Involvement: The degree to which one attends to
messages and how they make product decisions.

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The Persuasion Facet: Believe (3 of 4)
Factors that drive persuasion:
• Engagement: The consumer is “turned on.”
• Conviction: Consumers agree with a message and
achieve a state of certainty or belief about a brand.
• Preference and intention: Here, consumers are
motivated by conviction.

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The Persuasion Facet: Believe (4 of 4)
Factors that drive persuasion:
• Loyalty
– Brand loyalty involves attitude, emotion, action. It’s
built on customer satisfaction.
• Believability and credibility
– Believability: Refers to credibility of the message.
– Credibility: Trustworthiness of the source.
– Source credibility: The person delivering the
message is respected, trusted, and believable.

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The Behavior Facet: Act/Do (1 of 4)
• Behavior is the action response.
• It can involve a number of actions including:
– Trying or buying the product
– Visiting a store
– Returning an inquiry card
– Calling a toll-free number
– Clicking on a Web site

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Billings Seeks to Influence
Consumer Behavior

The Billings “Trailhead” campaign used

weekly drawings, with the winners
receiving “Trailhead” caps and the grand
prize winner receiving dinner and two
nights at the Crowne Plaza Hotel.

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The Behavior Facet: Act/Do (2 of 4)
• Direct action represents an immediate response.
• Indirect action is a delayed response.
• Flash mobs demonstrate the power of the internet and
buzz to engage people and drive them into action.

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U.S. Government Propaganda During WWI

Designed to inspire action, this ad

was used during World War I to
convince young people to join the
military.

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The Behavior Facet: Act/Do (3 of 4)
Factors that drive the behavioral response:
• Mental rehearsal: Advertising attempts to create virtual
memories, things we can imagine ourselves doing.
• Trial: This is important for new or expensive products.
• Buying: Advertising can stimulate sales by the call to
action.

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The Behavior Facet: Act/Do (4 of 4)
Factors that drive the behavioral response:
• Contacting: Consumers respond by contacting the
advertiser.
• Advocating and referrals: Advocacy means speaking
out on a brand’s behalf. Referrals occur when a satisfied
customer recommends a favorite brand.
• Prevention: Negative messages about an unwanted
behavior with incentives to stimulate the desired behavior.

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The Power of Brand Communication

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Interaction and Impact
Reviewing the Facets of Effects Model:
When its six factors work together, they can create a
coherent brand perception.
However, we must remember that:
1. The effects are interdependent.
2. They are not all equal for all marketing communication
situations.

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Strong and Weak Effects
• The “strong” theory: Advertising can persuade people who
had never bought a brand to buy it once, and then
repeatedly.
• The “weak” theory: Advertising has a limited impact on
consumers; best used to reinforce existing brand
perceptions.
• Delayed effects: A consumer may see or hear an
advertisement but not act on that message until a later
date.

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Looking Ahead:
• This chapter focused on the effects of brand
communication. In other words, how does the consumer
relate to the brand and respond to the brand message?
• Chapter 6 addresses consumer insight and consumer
behavior, which leads to targeting and segmenting the
audience for a brand message.

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It’s a Wrap (1 of 2)
“Creating Ideas That Stick”
• Selling an idea is challenging enough.
• Convincing people to part with their blood defies
conventional behavior and makes the job seemingly
impossible.
• Graham Douglas convinced enough people to become
bone marrow donors to save 10,000 lives a year.

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It’s a Wrap (2 of 2)
“Creating Ideas That Stick”
• Douglas invented a product, found a pharmaceutical
company that would sell it, and created a bizarre online
video to market the bandages/donor combo kit.|
• CBS, ABC, and CNN picked up on the story and multiplied
its impact by adding stories about other people.
• The number of media impressions has surpassed 75
million and continues to grow.

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Copyright

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