Busıness Communıcatıon (ENG) — Ünite 8 Soru-Cevap

Advertisement is a way of non-personal communication, which has a definite source and for which charge is paid; and it is prepared to convince purchasers to perform some acts now or in the future.

Advertisements are divided into types from the following perspectives:

1)the perspectives of advertisers

2)the perspective of the target market.

3) from the perspective of demand

4) from the perspective of message

5) from the perspective of message grounds

6. from the perspective of clarity

7. from the perspective of payment

8. from geographical perspective.

1. informing

2. affecting

3. reminding and increasing significance

4. supporting other company efforts

Informing function announces the trademark so the consumers become aware of the benefits of the  trademark to create a positive trademark image.

Affecting function aims to encourage the customers to try the advertised product and service. Affecting function brings up the demand. There are two types of demand. Primary demand creates a demand for the entire product category. Secondary demand creates a deman for a company trademark.

Reminding and increasing significance function

There are three ways of adding value to the products and services offered. Innovation, quality development, changing consumer perceptions.

There are three advertisement targets: perception, training, convincing

Consumers become aware of the advertisements as the result of the previous perceptions and advertisement experience. 

The AIDA Model focuses on the effort a sales representative in the sales process.

The Hierarchy of Effects Model indicates that a consumer processes an advertisement in consecutive series of stages. Therefore, this processing is a process. This process of processing starts with the stage of becoming aware of the product and continues with becoming a purchaser. 

According to this model, consumers reach the purchase stage passing through 6 consecutive stages.

These consecutive stages are;

awareness

knowledge

liking 

preference

conviction

purchase 

This model focuses on the measurement of the effect of advertisement on the awareness and cognition of the consumers with the tests to be performed before and after the advertisement.

6 consecutive stages of this model are grouped under three main headings.

1. Learning hierarchy: related to the consumer's learning through repetition of a certain product. the more the consumer hears/sees a product, the more interested he becomes in this product. the hierarchy is learning feeling and application. 

2. Feeling: these feelings are appreciation and preference. Hierarchy is expressed as application, feeling and learning. The hierarchy is expressed as application, feeling and learning. 

3. Behavior : includes trying and purchasing. The process starts with learning then continues with application and feeling. Advertising creates trademark awareness first and then preference through messages even if the consumer does not have a preference. 

In this model, there are properties which affect the cognitive reaction probability of the purchaser.Among these, two of them, the ability of the purchaser to use the knowledge and the affinity of the purchaser have attracted attention. 

They define the way the advertisement operates, the perceptions of the consumers for the existing or potential products, the classification of consumer perceptions, pointing out the most important aspects while performing advertising, organization of communication activities in accordance with the classified type of perception.

There are two Advertisement Grids: FCB Planning Grid and RossiterPercy Grit.

FCB Planning Grid examines the consumer attitudes towards the products or services in Affinity and Thinking-Feeling dimension.

Rossiter Percy Grid examines the consumer attitudes towards the products in affinity and motivation type dimension.

There are four categories, which consist of information, emotion, habit and satisfaction. These are also attitudes and they are named to express the strategies that must be applied in cases of high and low affinity.

There are 4 strategies.

1. Meeting the information need. It is related to the idea that consumer's reaching the information on product properties, price, payment and warranty conditions.

2. Stimulating the feelings: this strategy is related to formulation of purchase behaviour through Feeling. 

3. Creating habit: This is applied in cases requiring thinking. It depends on the repetition of the same experience by the consumer.It is based on the process Do-learn-feel.

4. Creating satisfaction: Consumer's satisfaction is important.Satisfaction is ensured by sharing the experience, the consumer experiences before living the experience and learning occurs.