The document outlines the key components of advertising communications, including introducing the topic and defining communication and advertising communications. It then discusses various communication effects like category need, brand awareness, brand attitude, brand purchase intention, and purchase facilitation that advertising aims to achieve. Examples are provided to illustrate each communication effect.

1. ASSIGNMENT 1
Prepared by:
Shermyneshadzwa Bahrin
012012110148
Prepared for:
Miss Syahida Mohd Nazri
School of Hospitality & Creative Arts
Deadline:
31st
March 2014
DMK 3043
ADVERTISING AND PROMOTION
“ADVERTISING COMMUNICATIONS”

3. 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.

4. Communication Model

5. Shifting of Advertising
1980’s-2009

6. Advertising Communications
Examples:
General Advertising : Posters

7. Advertising Communications
Examples:
Corporate Identity Program

8. Advertising Communications
Examples:
Corporate Image Advertising

9. INTRODUCTION

10. Communication Effects
Purchase
Facilitation
Category Need
Brand
Awareness
BrandAttitude
Brand Purchase
Intention
The FiveThe Five
EffectsEffects

11. 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.

12. 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!

13. 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)

14. Communication Effects
Brand Attitude

15. 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.

16. 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.

17. 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.

18. References
John R. Rossiter, Larry Percy (1996), Advertising Communications &
Promotion Management, McGraw-Hill