communication effects
TRANSCRIPT
ASSIGNMENT 1Prepared by:
Shermyneshadzwa Bahrin012012110148Prepared for:
Miss Syahida Mohd NazriSchool of Hospitality & Creative Arts
Deadline: 31st March 2014
DMK 3043ADVERTISING AND PROMOTION
“ADVERTISING COMMUNICATIONS”
Introduction“Successful Advertising appeals both to the head and to the heart,
to reason and to emotions” Beatson,1986
Communication
A process of information is exchanged between individuals through a common system of symbols, signs, or behavior. (advertisement)
Advertising Communications
To communicate with the buyer or consumer about their products or services to persuade an audience (viewers, readers or listeners) to purchase upon products or services.
Communication Model
Shifting of Advertising1980’s-2009
Advertising CommunicationsExamples:
General Advertising : Posters
Advertising CommunicationsExamples:
Corporate Identity Program
Advertising CommunicationsExamples:
Corporate Image Advertising
INTRODUCTION
Communication Effects
Pu
rchase
Facilitatio
n
Category Need
Brand Awareness
Bra
nd
Att
itu
de
Brand Purchase Intention
The Five The Five EffectsEffects
Communication Effects
Category Need
Buyer’s perception of requiring something (product or service) to remove or satisfy perceived dissimilarity between the current motivational state and desired motivational state.
Example: Coca-Cola probably does not have to address the cola category need in advertising Coke; whereas in advertising for Diet Coke, the category need for diet cola may require reminding, or selling, the other two options in the checklist.
Communication Effects
Brand Awareness
Buyer’s ability to identify (recognize or recall) the brand within the category in sufficient detail to make a purchase
Example: You see the Fab package and remember that you need detergent!
Communication Effects
Brand Attitude
Buyer’s overall evaluation of the brand with respect to its ability to meet a currently relevant motivation (emotional or logical)
Communication EffectsBrand Attitude
Communication Effects
Brand Purchase Intention
Buyer’s self instruction to purchase the brand or to take purchase-related action when the need arises.
Example: For vacation packages like Air Asia, they usually shows the lowest price of flight to try to stimulate immediate intentions.
Communication Effects
Purchase Facilitation
Buyer’s perception of other marketing factors (4P’s) that stimulate the purchases.
Example: Tamper-proof containers (high price problem) execute easy payment terms of a high quality appeal by using word “not available everywhere” or home delivery.
Conclusion• Advertising has only one goal: to communicate. What it communicates
wins or loses the battle for the consumer's mind.
• Advertising does not build floor traffic, sell merchandise, or increase sales. Remember, advertising only communicates. What it communicates determines the success of an ad campaign.
• The advertising communication process illustrates the need for consistent advertising pressure on the consumer's mind.
• You must identify your strengths and differences and communicate more consistently and effectively.
References
John R. Rossiter, Larry Percy (1996), Advertising Communications & Promotion Management, McGraw-Hill