Question

This chapter identifies six major categories of effects or consumer responses. Find an ad in this book that you think is effective and explain how it works, analyzing the way it cultivates responses in these six categories

Answer 1

There are 6 kinds of customer responses to every advertisement. They are:

1. Perception

2. Affective

3. Cognition

4. Association

5. Persuasion

6. Behaviour

Analysis of these six responses will help understand the customer behaviour and to drive the target person as according to the responses of the consumer.

Perception - This includes the process of seeing and hearing what an advertisement tries to convey to the consumer. During the stage advertisement games the attention of the consumer or potential consumer base. Advertisement tries to gain perception reaction from the customers by inducing tactics like comedy, suspense etc. This can generate curiosity with the customers and even surprised to what they see or hear through the advertisement.

Affective – This stage is when an emotional touch or a feeling is generated among the customers. This help in creating wants and the needs by understanding the audience well. Through advertisements, the product can generate a strong emotional connect that could satisfy the needs of the customer and create a favourable view of the brand.

Cognition - This is the learning process in which the facts and information are being processed to find the truth and relevance of what you see in the advertisement. Comprehension of what the advertisement is all about, is processed in the minds of the customers and then information is drawn by the audience.

Association – A connect has been generated between the people and the audience. Conditioned learning helps in the linking of thought process to the message conveyed by the brand. This helps in reinforcing the positive inclination towards a particular product or brand.

Persuasion - The message conveyed by the advertisement will persuade the customer to take some action. This is done by citing trusted and influential opinion leaders and ensuring that the information conveyed through the advertisement is reliable.

Behaviour - This is the stage when the actual action occurs. A customer who sees that the advertisement take the decision to buy the product, thus translating the perception stage to behaviour stage. Product trials are done and finally the customer buys a product which leads to the final stage and full version of the customer response.

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