Advertising and Integrated Marketing Communications: Why Half the Ad Budget Is Wasted
How ads persuade, how budgets get set, why promotions can backfire and how marketers finally find out which half of the money works.
Try 3 questions
1. In the AIDA model of how ads work, which stage comes between Interest and Action?
- Demand
- Decision
- Desire
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Answer: Desire
AIDA runs Attention, Interest, Desire, Action: an ad must make people want the product before they act on that interest.
2. In the classic model of communication, what does 'noise' mean?
- How loud a broadcast advertisement plays
- Anything that distorts or blocks the message
- The background music used in an ad
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Answer: Anything that distorts or blocks the message
Noise includes competing ads, distractions and misunderstandings, anything that keeps the receiver from getting the message as the sender intended.
3. Why can the same ad be understood very differently by two audiences?
- Media channels quietly alter the ad's content
- Ads are encoded separately for each viewer
- Receivers decode it through their own experience
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Answer: Receivers decode it through their own experience
Meaning is created at the decoding stage; culture, age and experience shape what a symbol, joke or image signals to each receiver.
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