how advertising works?

prof. adam grzegorczyk

warsaw university of promotion (poland)

advertising

• advertising is an apparent, payable, persuasive message placed in media.

aida

Attention

Interest

Desire

Action

• Attention is a selective part of the cognition process allowing the conscience to concentrate on the sensual perception of a stimulus.

complex cognitive model

Attention

Interest

Understanding

Conviction

Action

Satisfaction

interest

• interest is the measure of cognitive activation of the receiver. it comes from the general attitude towards the message subject and the features of the stimulus.

unique selling proposal

• a single reason to buy the product, original, convincing, adressed at a certain market segment.

• basic element of advertising persuasion.

lavidge and steiner model

Purchase

Conviction

Preference

Liking

Knowledge

Awareness Think

Feel

Do

what is advertising for?

• to sell products?

• to change attitudes!

• persuasion – any communication activity aiming at attitude changing.

attitude

• attitude is a relatively permanent valuation (positive or negative) of an idea, a person, an organisation, a product or a brand.

structure of the attitude

Behavioral

Cognitive components express the knowledge about the attitude object.

Affective components include feelings and

emotions towards the attitude object, its acceptance and

preference.

Behavioral components present the motivation,

involvement and readiness to act

towards the attitude object.

Affective

Cognitive

emotions

fcb grid• since the end of the 1970’s we know,

that there is not a single, universal advertising hierarchy of efects model.

• in 1980 r. vaughn presented the fcb grid, in which he proved that the consumers differ in parameters of their decision according to the product features.

fcb grid

fcb models

people differ - sex

people differ within one sex

different people have different perception of objects and

differently form their attitudes towards them. different people have different needs and use different products to satisfy

them.

advertising concentrates on satisfying the needs. it changes the attitudes towards the massage, its

hero, towards the fulfilling need and finally the product and its brand. the attitudes are changed with a proper level of activation both in the way of cognitive process and on the basis

of affect.

• thank you for your attention, interest, positive attitude, perception and reception.