The Facets Model offers a framework for analyzing brand communication to help us

Question

The Facets Model offers a framework for analyzing brand communication to help us understand how it influences consumer behavior. Mastering the six consumer responses in the Facets Model takes practice.

Select two advertisements from any form of media (magazine, newspaper, television, radio, internet, etc.). Choose one that you consider to be particularly effective and one that you believe is ineffective. Attach the ads or describe them in your response.

Write a critique of each advertisement addressing the level of effectiveness of each ad in its ability to elicit the six types of consumer responses in the Facets Model:

1.Perception- Did the ad get your attention? Why or why not? (3 points)

2.Emotion- What feelings, if any, did the ad elicit from you? (3 points)

3.Cognition- What did you learn from the ad? (3 points)

4.Association- What type of connections to the brand did you make based on the ad? (3 points)

5.Persuasion- What did the ad want you to believe and was it effective? (3 points)

6.Behavior- What kind of action was expected of readers and how well was that objective achieved? (3 points)

7.Each consumer response must be individually addressed in your analysis. As part of your response, discuss what each ad did well and what needed

Explanation / Answer

The ads cannot be attached because it is in newspaper. There are two ads which is very effective and other one is ineffective. Effective advertisement consists of an actress with beauty product and strong one line sentence that catch the eye of a consumer. It breifs the product and educate the consumer by giving necessary information. On the other hand, the ineffective advertisement is not attractive and do not catch the eye. The information is not provided to the consumer.

1. Yes. The ad got the attention to both the advertisement. The ineffective advertisement was for bad reason and the effective one was for good reason.

2. Yes. It gives a feeling that this product is original and natural antibiotics which would have a good effect for the consumer.

3. Advertisement should be catchy especially when the ad is in newspaper or magzines. The consumer gets very attracted when the celebrity advertising the product. Secondly, the information is very strong in the advertisement.

4. The brand is very important as it gives the trust of the product to the consumer. A good brand product gives the quality and service to the consumer.

5. The ad want to believe that the product is superior in quality and will not have any side effect. It gives the promise and trust factor to the consumer.

6. The advertisment educate the consumer about the features of the product. It makes the consumer aware of the product and the consumer will try or buy the product for use.

7. It cannot be answered because consumer reponse cannot be addressed in newspaper advertisement.

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