Discuss and how customers should respond or react to

Discuss
how the Facets Model of Effects can be used to set advertising objectives.
Illustrate with relevant examples.

According
to Well & Moriarty (2011), the Facets Model of Effects helps in explaining
why and how customers should respond or react to advertisements. In its
functional structure, the model presents that an advert should communicate
objectives which are critical in driving separate consumer responses. Through
the same principle, the Facet Model of Effects can aid in the creation of more
effective content and advertising objectives. For example, in every business,
the core advertisement objectives include: informing clients, persuading
potential consumers and reminding them of specific brand benefits (Well &
Moriarty, 2011). However, there are other more specific objectives, such as
driving revenue, developing favorable client attitudes, increasing brand,
overcoming brand’s or company’s negative publicity and increasing the company’s
sale volume (Jurca & Madlberger, 2015 p. 51). Therefore, the first part of
the paper will explore how the Facets Model of Effects can be utilized to set
advertising objectives.

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Perception
Facet

Customers
have a natural selective perceptive. This means that they only pay attention to
the advertisement or content that they want to. Therefore, the first objective
is capturing their attention and reeling them into the content and ideas
presented in the advert. Adverts should always pique consumer’s curiosity with
new things that they might get them surprised to see or hear (De Mooij &
Hofstede, 2010 p. 87). As a result, they may achieve their advertising
objective of encouraging product trials and usage. For example, in the year
2016, there was a McDonald’s advert that asked clients’ “Tasteless or
Brilliant?” The core aim of this advert was to get the perceptions of clients
as well as get them to test their new products.

Emotions
Facet

This
facet is determined in creating desires, feelings, wants and excitement in the
consumer’s life. This facet works in generating a stronger emotional connection
between the service or product offered and the client. In so doing, the company
has an opportunity to fulfill its advertisement objective of expanding customer
base or overcoming any negative publicity in the marketplace (Kapferer, 2012 p.
56). For example, with the increased love for emojis in the year 2017, Toyota
Corporation adopted emoji advertisement for it Camry brand. The core aim was to
inform the potential clients that Camry is a thrilling sports sedan that every
person should strive to drive.

Cognition
Facet

Good
presentation and explanation of facts, ideas, and information result in better
understanding of products. When creating an advertising objective, this facet
helps in generating a distinctive and comprehensive content that demonstrates
the value of the brand or product presented. Due to the uniqueness of every
product, this facet works best in creating effective content for fulfilling
brand awareness advertisement objective. For example, while informing its
clients on the extended storage breadth, Dropbox introduced a 500MB free space
for any customer referral. This is a creative strategy that not only creates
awareness of their new products but also increases the customer base through
referral.

Association
Facet

In
the advertisement industry, a firm’s connection between the customers and a
brand is achieved any time the brand creates a symbolic meaning. This is
attained once a group of feelings and thoughts are attached to the brand
through a repeated message inside the advert. The facet assists the brand in
creating a motto, message, mission or promise to the consumers hence achieving
the advertisement object of increasing more favorable attitude towards the
brand (Melewar, 2008 p. 16). For example, in 2017, there was a Fanta advert
that said: “Fanta make senses.” In entirety, the advert tries to show that
those who take Fanta are more likely to make sense out of what they are doing.

                                                                 Persuasion
Facet

Persuading
clients is a prominent advertising objective of companies in any competitive
market. The persuasion message works in informing the client why the brand is
more elite than others in the same market. In this case, the company utilizes
the product’s unique features, cutting-edge technology, environmental
friendliness or low costs (Well & Moriarty, 2011 p. 22). For example, after
Sony introduced Sony Experia M2 Aqua, it majored on the cutting edge technology
where a user could take under water selfie. The core boost in this advert was
to persuade the clients that Sony brands are the best.

Behavior
Facet

The
ultimate goal of an advertisement drive is to influence consumers to take the
next step. This facet explores the behavioral nature of clients such as buying
patterns, need for trial and referrals in creating advertisement content that
motivates consumers in doing something towards the brand (Halkias &
Kokkinaki, 2011, p. 8). For example, Grammarly Corporation introduced an
actionable feature in their online advert where they required a client to
invite his or her friends and get a 7-day premium access to their services. The
same premium features were given to the client for free. The key goal of this
advertising campaign was to increase brand awareness, increase customer base
and eventually inform and persuade potential clients in subscribing to their
premium service once the one-week premium offer lapses. Therefore, by studying
consumer behavior, this facet is critical in ensuring that companies understand
their clients’ behaviors, hence creating actionable adverts that prompt them to
act and help the firm in advancing its brand and developmental goals.

Question Four

Outline
the difference between print and Broadcast Media. Discuss how television and
Magazines have evolved as media options for advertisers.

The
primary broadcast media outlets include television and radio. On the other
hand, magazines and newspapers hold the position as core print media channels
(Brodmerkel & Carah, 2016 p. 33). Despite their identical objective of
informing consumers on various issues, brands, and products, print and
broadcast media have varying breadths and abilities.

According
to Brodmerkel & Carah (2016), print media is static in nature as it offers
an opportunity for indefinite exposures to consumers. For example, if one is
reading a fashion magazine advertisement or reading through stock exchange
bonuses and tariffs, the same client can leave it for some time and come back
to have more of the content. With this, print media presents a repeated
exposure from one static placement. Additionally, print media have an audience
selectivity option. That is, newspapers and magazines are of different types
and characteristics depending on the target audience. For example, fashion
magazines are focused on the fashion lovers, while newspapers can be read by
anyone as they carry with them local news of diverse breadth (Brodmerkel &
Carah, 2016 p. 27). Furthermore, print media have advertisements placed on a
given day depending on the events happening in the region. For example, a
national holiday such as Industrial Week may have a full page advert. Finally,
print media have more detailed content that offers potential client and
extended time to read and understand the benefits of the product they are
interested in.

On
the contrary, broadcast media has very shot messages that last for about 30 to
60 seconds. The ability of a client learning from the advert is dependent on
their ability to see and capture the sounds. 
That is, the listener’s subconscious retention of sounds and images is
key to capturing the advert. Due to this vice, companies tend to run their
adverts over and over again so that they can create memorable impact in the potential
client’s minds. As opposed to print media, the broadcast media have a
multi-sensory appeal that keeps the brand’s dialogue and sounds running in the
background (Melewar, 2008 p. 22). Through this, high influential emotional
appeals are created in broadcast media. For example, the Toyota Double Cab
advert run on most automotive adverts have an emotional appeal to vehicle
lovers. Finally, broadcast media adverts are not differentiated as seen in
print media. All people can access these adverts and select which one suits
them more. Its wide reach ensures that the message reaches people of all status
and abilities. For example, an H advert on latest fashion trend will
reach both fashion lovers and non-fashion lovers.

Technology
advancement has opened a channel where television media and magazines in have
completely evolved as media options for both local and international
advertisers. People in the current world are more into quality and features as
opposed to prices. Therefore, due to their advance reach to unique clients both
offline and online, television and magazines have appeared as the most suitable
channels for advertisers (Halkias & Kokkinaki, 2011, p. 8). Additionally,
their ability to increase the frequency of information carried in them have
provided advertisers an opportunity to have a repeated schedule of
advertisements that helps the company in informing, persuading and reminding
their clients on the products benefits, features, and capabilities (Brodmerkel
& Carah, 2016 p. 39). Finally, the exploration has proved that markets
shifts favor those companies that are aggressively committed to innovative
communication approaches in broadcasting their products and brands to clients.
Therefore, companies must choose the most efficient and wide reach outlets that
empower, educate and inform their clients on various developments in their
brands.