Advertising is an act of delivering a certain message to the public through various media through a paid way, the purpose of which is to influence the public's cognition, attitude and behavior, so as to achieve the goals of promoting sales, enhancing brand image and enhancing brand loyalty. Advertising is one of the important means of brand communication, and it is also one of the main channels for consumers to understand the brand. So, how do consumers get brand information from advertising?This article will introduce you from the following aspects:
1. The information level of the advertisement.
The information level of advertising refers to the different levels of information conveyed by advertising, which can generally be divided into the following three levels:
Core information: The core information is the soul of the advertisement, the most important message to be conveyed by the advertisement, the theme and selling point of the advertisement, and the motivation and reason for consumers to buy. The core message should be concise and clear, highlight differences, meet the needs and expectations of the target audience, and be able to capture the attention and interest of consumers. For example, the core message of Apple's advertising is "think different", highlighting Apple's innovation and personality, and attracting consumers who are looking for taste and quality.
Ancillary information: Ancillary information is a supplement to the advertisement, a secondary information to be conveyed by the advertisement, a detail and evidence of the advertisement, and a basis and guarantee for consumers to purchase. Supporting messages should be specific and detailed, support the core message, be in line with the perception and trust of the target audience, and be able to arouse consumer desire and action. For example, Apple's advertising support information is Apple's product features, design, performance, evaluation, etc., which demonstrate Apple's advantages and value and persuade consumers to choose.
Additional information: Additional information is the decoration of the advertisement, the ancillary information to be conveyed by the advertisement, the form and style of the advertisement, and the emotion and experience of the consumer's purchase. Additional messages should be interesting, reinforce the core message, match the preferences and aesthetics of the target audience, and resonate and remember with consumers. For example, Apple's advertising extensions are Apple's **, colors, pictures, stories, etc., which create Apple's atmosphere and emotion and touch the hearts of consumers.
2. Information processing of advertisements.
The information processing of advertising refers to the process of cognition, understanding, memory and evaluation of advertising information when consumers are exposed to advertising, which can generally be divided into the following four stages:
Attention stage: The attention stage is the initial contact of consumers with advertising information, the sensitivity and attention of consumers to advertising information, and the screening and selection of advertising information by consumers. At this stage, consumers will be affected by the external factors (such as medium, location, time, frequency, etc.) and internal factors (such as interests, needs, attitudes, emotions, etc.) of the advertisement, and decide whether to further process the advertising information. Therefore, if advertising wants to attract the attention of consumers, it is necessary to use various means, such as creativity, color, sound, animation, star, suspense, etc., to improve the attractiveness and prominence of advertising, break the inertia and resistance of consumers, and stimulate consumers' curiosity and interest.
Understanding stage: The comprehension stage is the consumer's in-depth contact with the advertising information, the consumer's interpretation and analysis of the advertising information, and the consumer's learning and Xi digestion of the advertising information. At this stage, consumers will decode and understand the advertising information based on their own knowledge, experience, logic and judgment, and form a cognition of the meaning and value of the advertising information. Therefore, if advertising wants to promote consumer understanding, it is necessary to use various means, such as language, images, data, evidence, stories, etc., to improve the clarity and credibility of advertising, conform to consumers' cognition and trust, and convey the core information and auxiliary information of advertising.
Memory stage: The memory stage is the consumer's long-term contact with advertising information, the storage and recall of advertising information by consumers, and the retention and reproduction of advertising information by consumers. At this stage, consumers will store and recall the advertising information according to their memory ability, repetition degree, association mode and extract clues, forming a lasting and stable memory of the advertising information. Therefore, if advertising wants to enhance consumers' memory, it is necessary to use various means, such as repetition, rhythm, rhyme, symbols, slogans, brands, etc., to improve the uniqueness and impression of advertising, conform to consumers' association and extraction, and convey additional information and brand information of advertising.
Evaluation stage: The evaluation stage is the consumer's final contact with the advertising information, the consumer's attitude and emotion towards the advertising information, and the consumer's preference and feedback on the advertising information. At this stage, consumers will evaluate and respond to the advertising information according to their own values, expectation level, satisfaction level and emotional state, and form an attitude and emotion of liking and disliking the advertising information. Therefore, if advertising wants to influence consumers' evaluation, it is necessary to use various means, such as humor, touching, surprise, interaction, reward, appeal, etc., to improve the emotion and interactivity of advertising, meet consumers' preferences and expectations, and convey the value and significance of advertising.
3. The information effect of advertising.
The information effect of advertising refers to the impact and results of advertising information on consumers, which can generally be divided into the following three levels:
Cognitive effect: Cognitive effect refers to the impact of advertising information on consumers' knowledge and understanding, the degree and quality of consumers' cognition and understanding of advertising information, and the result of consumers' learning and Xi and digestion of advertising information. Cognitive effect can be measured by the following indicators, such as awareness rate, awareness rate, comprehension rate, memory rate, etc. Cognitive effect is the basis and premise of the effect of advertising information, the minimum requirement of consumers for advertising information, and the initial reaction of consumers to advertising information.
Attitude effect: Attitude effect refers to the influence of advertising information on consumers' attitudes and emotions, the degree and quality of consumers' preferences and feedback on advertising information, and the result of consumers' evaluation and response to advertising information. Attitudinal effectiveness can be measured by several indicators, such as liking, trust, etc