Communication Effects

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