Advertising strategy - Assignment Example

[Supervisor’s Impact of Facets Model on Advertisement Strategy The paper attempts to discuss Facets Modeland provides information on how companies can measure the success of their advertisements through this model. Facets model is a technique that shows the effectiveness of an advertising strategy of a brand and reveals an impression on customers that are being produced by their advertisement strategy. The facets model also shows the working of brand advertisements. It is based on six components, which are described below:PerceptionIt is referred to as gaining of information through 5 senses and give meaning to particular information.

These are the concepts of advertisements that can draw attention and provides awareness to the viewer (Yeshin). These are the advertisements that can mentally engage a receiver in its product. For example, the advertisements of Cadbury Dairy Milk often apply the strategy of recall and testing the memory of its viewer by making the purple color recognition with the brand. Similarly, Coca-Cola often uses this strategy with the use of red color. Coca-Cola used this strategy in painting walls with red color.

CognitionThis is an advertising concept which helps in understanding how a consumer reacts to the information provided by companies through advertisements. It helps companies to learn features of a brand (Yeshin). For example, ‘Nutrisystem’ a weight loss program developed advertisements which only focused upon providing ample amount of information in its advertisements so that their customers can make informed decisions. The advertisement reflected upon answering various questions regarding weight loss which makes a user informed and they learn about a certain product.

AssociationAssociation refers to a concept that links a brand with characteristics and style of a particular personality (Yeshin). For example, Rolex advertisements reflect a certain type of class and prestige associated with its brand and not every person has the capability to afford the brand. Similarly, Apple product advertisements are targeting the similar audience and conveying a similar message.PersuasionThe concept focuses on developing intent of motivation and influences viewers to act something in return (Yeshin).

For example, DiGiorno is maintaining a perfect job in enticing people to purchase and try their product. DiGiorno provides frozen pizzas and other similar products to their customers and in their advertisements they are influencing customers by showing three different plates of meals and also define calories that each meal contains. Despite the information provided to the customer he prefers pizza from DiGiorno that have high calories. The idea reflects the intent of influential approach.EmotionalThe concept reflects a mirror image about customers’ feelings about a product (Yeshin).

For example, in fragrance advertisements of Calvin Klein, the idea of those particular advertisements are intangible and shows feeling of love and togetherness instead of portraying tangible characteristics. The brand focuses its advertisement strategy that appeals to the emotions and feelings of a person.BehaviorThe concept enables consumers to make purchase decision on spot and to take immediate action (Yeshin). For example, Disney uses the same strategy in developing behavioral objective. The statements often repeated in their advertisements are ‘Give it a day’ or Get a Disney day’ which entices consumers to make call for action immediately.

This model can help identifying a company to measure the success of its advertising strategy and provides information on where their advertisement strategy lies among six components. Works CitedYeshin, Tony. Integrated Marketing Communications. Oxford: Routledge, 2012.