Week 2 Assignment – The Facets Model of Advertising Effects

Learning Objectives Covered

1. Define the Facets Model of Advertising Effects

Background

Brand Communication

Brand Communication is how a company sends a message to consumers
about their brand. During the 2016 Summer Olympics, Nike launched an
advertising campaign focusing on the unlimited potential of both
everyday and professional athletes. According to a study by Google,
Nike’s ads were the most remembered by consumers during the Olympic
games, beating out other companies like Coca Cola, Tide, and McDonald’s.
Take a look at this video from that campaign:

Nike: Unlimited You (2:58)

https://www.youtube.com/watch?v=IA7ULX_V4jk (Links to an external site.)

When you watched the video, what kinds of emotions did you feel? Did
it get you to think? Did it inspire you to do anything? As the campaign
title “Unlimited” implies, Nike did a great job with this campaign of
breaking through expectations and delivering thought-provoking material
that caught their audience’s attention and engaged their emotions. In
this particular video, for example, rather than sticking with familiar
motivational lines about average, or even less than average, athletes
eventually excelling at their chosen sports, they broke off from the
script and took defying expectations to a whole new level, really
driving home the idea of being unlimited.

So, what kinds of factors are important to consider when spreading
the word about your brand? We can determine advertising goals and
analyze the effectiveness of brand communication using a six-factor
model called the Facets Model of Effects.

Facets Model of Effects

The Facets Model of Effects focuses on the various aspects of a
consumer’s response to the brand message in order to determine what
strategies will engage their attention. This model focuses on what the
consumers see/hear, feel, think/understand, connect with, believe, and
act/do to determine how the consumer can be effectively reached by the
brand message. Depending on the type of impact desired, different facets
of the model may be focused on more heavily in any given campaign.

See/Hear – Perception
In order for an ad to be
successful, it needs to be noticed. Perception is the process by which
we receive information through our senses. Consumers are constantly
being bombarded by various sources of stimuli. Ads that stand out and
“break through” all of the other stimuli competing for the consumer’s
attention will leave a more lasting impression on the audience.

Feel – Emotion
This facet of the model focuses on
how the brand communication affects the consumer’s wants, emotions,
mood, and feelings. Emotional responses are powerful in the way that
they can push past disinterest. By creating a positive response to the
brand, the audience is drawn in. Alternatively, emotions can be used to
create negative feelings towards a problem the brand can solve.

Think/Understand – Cognition
Another strategy
that can be used for effective brand communication is creating material
that will make the consumer stop and think. Cognition refers to how the
consumer learns about and gains understanding of information.
Advertising can draw on a consumer’s thinking and understanding by
providing information about the product or sharing comparisons with
other products.

Connect – Association
Association often utilizes
symbolism to create a connection with the consumer, relating the brand
to some type of quality or characteristic that the intended audience
values. The result should be to transform the brand into something
unique or more special than other similar products. Products may be
advertised as something specially suited for athletes, teenagers,
traveling, or any variety of other options that may best reach the
targeted consumers.

Believe – Persuasion
Persuasion focuses on trying
to influence the audience to believe or do something. It can draw from
people’s motivations, outside influences, engagement with the brand, and
ultimately tries to produce conviction in the consumer. Trying to
create or change attitudes is crucial to brand communication.

Act/Do – Behavior
The act/do facet of the model
aims at trying to inspire action. This may be direct action, or an
immediate response, or more often it aims for indirect action, or a
delayed response. Creating a behavioral response from the consumer is
often the most important goal in brand communication because it drives
the consumer to invest in the brand whether that may be through sales,
advocating for the product, or engaging in social action causes.

Citations

Which TV Ads Made the Podium During the 2016 Olympics? (2016, August 23). Retrieved from com/2016/08/which-tv-ads-made-podium-during-2016.html” class=”external” target=”_blank” rel=”noreferrer noopener”>https://analytics.googleblog.com/2016/08/which-tv-ads-made-podium-during-2016.html (Links to an external site.)

Prompt

For this assignment, you will need to choose a brand and review one
of their recent advertising or marketing campaigns, then write a 600
word paper in proper IWG format discussing how the campaign utilized the
facets model of effects.

Please follow this outline for your paper:

I. Title Page
1. Your name
2. The Assignment name
3. The course name
3. The date

II. An overview of the facets model of effects
1. What are the facets model of effects?
2. How do they work?
3. What are size effects?
4. What is one sentence that will describe each effect?

III. An overview of your chosen brand
1. What brand did you choose to profile?
2. Why did you choose this brand?
3. What advertising or marketing campaign are you writing about?
4. Why did you choose this campaign?

IV. The facets model effects and your chosen brand
1. Which of the effects do you think is shown by this marketing campaign?
2. What specific parts of the campaign make you think this effect is shown?
3. Do you think the chosen effect is the most effective? Why or why not?
4. Is there another effect you think they could have used? If so, what? If not, why not?

V. References
Use at least two outside sources for your references and citations.