Please explain the Facets Model of Advertising Effects?
The Facets Model- useful in both setting objectives and evaluating the effectiveness of brand communication.
6 types of consumer responses:
1. Perception: see/ hear- exposure, selection and attention, interest, relevance, curiosity, awareness, and recognition.
2. Emotion: feel- wants and desires, excitement, feelings, liking, and resonance.
3. Persuasion: believe- motivation, influence, involvement, engagement, conviction, preference, and intention, loyalty, believability, and credibility.
4. Behavior: act- mental rehearsal, trial, buying, contacting, advocating and referrals, and prevention.
5. Association: connect- symbolism, conditioned learning, and transformation.
6. Cognition: think/ understand. Act/do- need, cognitive learning, comprehension, differentiation, and recall.
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