1. how advertising works? prof. adam grzegorczyk warsaw university of promotion (poland)

2. advertising • advertising is an apparent, payable, persuasive message placed in media.

3. aida

4. Attention is a selective part of the cognition process allowing the conscience to concentrate on the sensual perception of a stimulus.

5. complex cognitive model

6. interest • interest is the measure of cognitive activation of the receiver. it comes from the general attitude towards the message subject and the features of the stimulus.

7. unique selling proposal • a single reason to buy the product, original, convincing, adressed at a certain market segment. • basic element of advertising persuasion.

8. lavidge and steiner model

9. what is advertising for? • to sell products? • to change attitudes! • persuasion – any communication activity aiming at attitude changing.

10. attitude • attitude is a relatively permanent valuation (positive or negative) of an idea, a person, an organisation, a product or a brand.

11. structure of the attitude

12. emotions

13. fcb grid • since the end of the 1970’s we know, that there is not a single, universal advertising hierarchy of efects model. • in 1980 r. vaughn presented the fcb grid, in which he proved that the consumers differ in parameters of their decision according to the product features.

14. fcb grid

15. fcb models

16. people differ - sex

17. people differ within one sex

19. different people have different perception of objects and differently form their attitudes towards them. different people have different needs and use different products to satisfy them.

20. advertising concentrates on satisfying the needs. it changes the attitudes towards the massage, its hero, towards the fulfilling need and finally the product and its brand. the attitudes are changed with a proper level of activation both in the way of cognitive process and on the basis of affect.

21. thank you for your attention, interest, positive attitude, perception and reception.