Discusshow the Facets Model of Effects can be used to set advertising objectives.Illustrate with relevant examples.Accordingto Well & Moriarty (2011), the Facets Model of Effects helps in explainingwhy and how customers should respond or react to advertisements. In itsfunctional structure, the model presents that an advert should communicateobjectives which are critical in driving separate consumer responses. Throughthe same principle, the Facet Model of Effects can aid in the creation of moreeffective content and advertising objectives.
For example, in every business,the core advertisement objectives include: informing clients, persuadingpotential consumers and reminding them of specific brand benefits (Well &Moriarty, 2011). However, there are other more specific objectives, such asdriving revenue, developing favorable client attitudes, increasing brand,overcoming brand’s or company’s negative publicity and increasing the company’ssale volume (Jurca & Madlberger, 2015 p. 51). Therefore, the first part ofthe paper will explore how the Facets Model of Effects can be utilized to setadvertising objectives. PerceptionFacetCustomershave a natural selective perceptive. This means that they only pay attention tothe advertisement or content that they want to.
Therefore, the first objectiveis capturing their attention and reeling them into the content and ideaspresented in the advert. Adverts should always pique consumer’s curiosity withnew things that they might get them surprised to see or hear (De Mooij &Hofstede, 2010 p. 87). As a result, they may achieve their advertisingobjective of encouraging product trials and usage. For example, in the year2016, there was a McDonald’s advert that asked clients’ “Tasteless orBrilliant?” The core aim of this advert was to get the perceptions of clientsas well as get them to test their new products.EmotionsFacetThisfacet is determined in creating desires, feelings, wants and excitement in theconsumer’s life.
This facet works in generating a stronger emotional connectionbetween the service or product offered and the client. In so doing, the companyhas an opportunity to fulfill its advertisement objective of expanding customerbase or overcoming any negative publicity in the marketplace (Kapferer, 2012 p.56). For example, with the increased love for emojis in the year 2017, ToyotaCorporation adopted emoji advertisement for it Camry brand.
The core aim was toinform the potential clients that Camry is a thrilling sports sedan that everyperson should strive to drive. CognitionFacetGoodpresentation and explanation of facts, ideas, and information result in betterunderstanding of products. When creating an advertising objective, this facethelps in generating a distinctive and comprehensive content that demonstratesthe value of the brand or product presented. Due to the uniqueness of everyproduct, this facet works best in creating effective content for fulfillingbrand awareness advertisement objective. For example, while informing itsclients on the extended storage breadth, Dropbox introduced a 500MB free spacefor any customer referral.
This is a creative strategy that not only createsawareness of their new products but also increases the customer base throughreferral.AssociationFacetInthe advertisement industry, a firm’s connection between the customers and abrand is achieved any time the brand creates a symbolic meaning. This isattained once a group of feelings and thoughts are attached to the brandthrough a repeated message inside the advert.
The facet assists the brand increating a motto, message, mission or promise to the consumers hence achievingthe advertisement object of increasing more favorable attitude towards thebrand (Melewar, 2008 p. 16). For example, in 2017, there was a Fanta advertthat said: “Fanta make senses.” In entirety, the advert tries to show thatthose who take Fanta are more likely to make sense out of what they are doing.
PersuasionFacetPersuadingclients is a prominent advertising objective of companies in any competitivemarket. The persuasion message works in informing the client why the brand ismore elite than others in the same market. In this case, the company utilizesthe product’s unique features, cutting-edge technology, environmentalfriendliness or low costs (Well & Moriarty, 2011 p. 22). For example, afterSony introduced Sony Experia M2 Aqua, it majored on the cutting edge technologywhere a user could take under water selfie. The core boost in this advert wasto persuade the clients that Sony brands are the best.
BehaviorFacetTheultimate goal of an advertisement drive is to influence consumers to take thenext step. This facet explores the behavioral nature of clients such as buyingpatterns, need for trial and referrals in creating advertisement content thatmotivates consumers in doing something towards the brand (Halkias , 2011, p. 8). For example, Grammarly Corporation introduced anactionable feature in their online advert where they required a client toinvite his or her friends and get a 7-day premium access to their services. Thesame premium features were given to the client for free.
The key goal of thisadvertising campaign was to increase brand awareness, increase customer baseand eventually inform and persuade potential clients in subscribing to theirpremium service once the one-week premium offer lapses. Therefore, by studyingconsumer behavior, this facet is critical in ensuring that companies understandtheir clients’ behaviors, hence creating actionable adverts that prompt them toact and help the firm in advancing its brand and developmental goals.Question FourOutlinethe difference between print and Broadcast Media. Discuss how television andMagazines have evolved as media options for advertisers.
Theprimary broadcast media outlets include television and radio. On the otherhand, magazines and newspapers hold the position as core print media channels(Brodmerkel & Carah, 2016 p. 33). Despite their identical objective ofinforming consumers on various issues, brands, and products, print andbroadcast media have varying breadths and abilities.
Accordingto Brodmerkel & Carah (2016), print media is static in nature as it offersan opportunity for indefinite exposures to consumers. For example, if one isreading a fashion magazine advertisement or reading through stock exchangebonuses and tariffs, the same client can leave it for some time and come backto have more of the content. With this, print media presents a repeatedexposure from one static placement. Additionally, print media have an audienceselectivity option.
That is, newspapers and magazines are of different typesand characteristics depending on the target audience. For example, fashionmagazines are focused on the fashion lovers, while newspapers can be read byanyone as they carry with them local news of diverse breadth (Brodmerkel &Carah, 2016 p. 27). Furthermore, print media have advertisements placed on agiven day depending on the events happening in the region. For example, anational holiday such as Industrial Week may have a full page advert.
Finally,print media have more detailed content that offers potential client andextended time to read and understand the benefits of the product they areinterested in.Onthe contrary, broadcast media has very shot messages that last for about 30 to60 seconds. The ability of a client learning from the advert is dependent ontheir ability to see and capture the sounds. That is, the listener’s subconscious retention of sounds and images iskey to capturing the advert.
Due to this vice, companies tend to run theiradverts over and over again so that they can create memorable impact in the potentialclient’s minds. As opposed to print media, the broadcast media have amulti-sensory appeal that keeps the brand’s dialogue and sounds running in thebackground (Melewar, 2008 p. 22).
Through this, high influential emotionalappeals are created in broadcast media. For example, the Toyota Double Cabadvert run on most automotive adverts have an emotional appeal to vehiclelovers. Finally, broadcast media adverts are not differentiated as seen inprint media.
All people can access these adverts and select which one suitsthem more. Its wide reach ensures that the message reaches people of all statusand abilities. For example, an H advert on latest fashion trend willreach both fashion lovers and non-fashion lovers.
Technologyadvancement has opened a channel where television media and magazines in havecompletely evolved as media options for both local and internationaladvertisers. People in the current world are more into quality and features asopposed to prices. Therefore, due to their advance reach to unique clients bothoffline and online, television and magazines have appeared as the most suitablechannels for advertisers (Halkias & Kokkinaki, 2011, p.
8). Additionally,their ability to increase the frequency of information carried in them haveprovided advertisers an opportunity to have a repeated schedule ofadvertisements that helps the company in informing, persuading and remindingtheir clients on the products benefits, features, and capabilities (Brodmerkel& Carah, 2016 p. 39). Finally, the exploration has proved that marketsshifts favor those companies that are aggressively committed to innovativecommunication approaches in broadcasting their products and brands to clients.
Therefore, companies must choose the most efficient and wide reach outlets thatempower, educate and inform their clients on various developments in theirbrands.