Types of consumer responses
- Perception
- Cognition
- Affective/ emotion response
- Association
- Persuasion
- Behaviour
Function of consumer response
- To understand audience and asses advertising effects
- Provides a framework for advertisers to define appropriate communication objectives
- Develop creative ideas so as to achieve different dimensions of advertising effects
Consumer response: function of perception
To get the consumer aware , notice and feel interested in an advertisement
Consumer response: Cognition
- Advertising provides information about products
2. The audience can understand and recall the brand information and tell how it differs from other brands
Consumer response: Affective/ Emotional response
Advertising stimulates wants, touches the emotions and create feelings
Consumer response: association
Advertising can connect brands to characteristics, qualities , or lifestyle that represent the brand ‘s image and personality
e.g. Adidas originals “ your future is not mine”
Consumer response:persuasion
Advertising attempts to develop and change attitude and behaviour through rational arguments or by touching emotions
Consumer response: Behavior
Advertising attempts to trigger immediate actions
e.g. Purchase , trial , contact
24 McDonald delivery
Dimensions of communication objectives
- Cognitive (Thinking)
- > Ads provide information and facts
- > To raise consumer’s knowledge, interest and awareness on the bran
e. g. Slogans, teaser , announcements - Affective (Feeling)
- >Ads change attitudes and feelings
- > create favourable attitude and image
- > buying luxury goods
e. g. Competitive ADs (抽水廣告), status appeal - Behavioural (Conation 意欲）
- > Ads stimulate or direct desires
e. g. Purchase intention-> buying promotion products, retail store ADs, “last chance” offer
Characteristics of communication objectives
- Target audience
- > specifying whom you are talking to
- > In which group you want to see your advertising effects - Concrete, measurable tasks
- > quantifying the intended effects with numbers/ percentage
e. g. To enhance the awareness of ( specific target) towards ( the promotion product) by 70% in 6 months
e.g. To create awareness among 90% of female aged between 25-40 in six months -> cognitive
To create positive feelings about the brand among 40% of working teenager aged between 18-25 in six months -> Affective
To obtain trial among 20% of the while collar in working in central district in 1 year -> behavioural
Function of creative brief
- Providing direction
e. g. Client analysis ( What is the client’s problem) , customer analysis ( who are we talking to) - Generating inspirations
e. g. Proposition (what are we saying) ,style , appeal (how are we saying)
Structure of creative brief
- Customers analysis
- Client Analysis
- Proposition and support
- Tone
- Mandatory & Requirement
Structure of creative brief: customer analysis
- Target segmentation
- Expected customers responses towards the brand ( CAB dimension)
- Media -based research
Structure of creative brief: Client Analysis
- Product characteristics
- Competitor Analysis
e. g. Perceptual map & product positioning - Analysing previous promotions of both the client & competitors
Structure of creative brief: Proposition and support
Proposition:
The most important thing you want to communicate through the campaign
-> try to keep it simple & single minded
Support:
Provide with fact and evidence that support why you think the proposition is appealing to the audience
Structure of creative brief: Tone
- Feel and mood of campaign
- Try not to use more than 2 words for tone in the brief
e. g. Warm and love , energetic and positive
Structure of creative brief: mandatory and requirement
Mandatory:
Elements that the campaign must include or thugs that has to be avoided
e.g. Logo, corporate colour, etc
Requirement:
Specify what format the campaign need to take
e.g. Specific celebrity, specific medium
