Question

Explain the Facets Model of Effects and its importance in marketing communicationExplain the Facets Model of Effects and its importance in marketing communicationExplain the Facets Model of Effects and its importance in marketing communication.

Answer 1

Many traditional marketers have used the Facets Model of Effects to help answer such questions. According to this model, ads can communicate six communication objectives which each drive a separate consumer response. The Facets Model of Effects explains how and why consumers react to advertising. Using the same principles it can help you write more effective content.The ads can communicate six communication objectives which each drive a separate consumer response:

Communication Objective	Consumer Response
Perception	See/Hear
Emotional/Affective	Feel
Cognition	Think/Understand
Association	Connect
Persuasion	Believe
Behavior	Act/Do

Consumers all have selective perception that means they choose what they want to pay attention to. So, brand need to catch their attention and reel them in.

Involvement plays a large role as well. The more engaged your audience is, the more conviction they will have in their beliefs about your brand because through interacting they learn about your message on a different level and come to their own conclusions.Buzzfeed and Starbucks recently partnered up to allow you to “Use Your Face” when responding to a Buzzfeed article by uploading a video of your reaction. This is an entirely new level of engagement, and will cause others to be reassured about their beliefs if they see other real reactions similar to their own.

There are many ways that behavioral psychology can be used in marketing since understanding how people act translates into what you can do to help shape behavior.One of the simplest yet most important ways to get consumers to make a conversion is to include a call to action. If you make it easier for people to perform a given action, they are more likely to follow through. The effective brand communication helps build a powerful brand through brand image represents explicitly, consistently and in unique manner. Invest in effective brand communication will enhance in the long-term sales.Emotional/effective feel This facet is all about creating wants, desires, and excitement. If you know your audience well, you’re in touch with their needs. Your content has to take this a step further and generate a strong emotional connection with your product or service that surpasses merely providing a solution to that need.Cognition is  about the presentation of facts, information, and explanation leads to understanding. Brand wants people not to just read the content, but to find the truth, relevance, and importance in what it has to say. The content is used as a way to differentiate by providing information that no other brands can provide and demonstrate insight of advertising and the value of what the brand has to offer. People form a connection with you when your brand takes on a symbolic meaning. For instance, you don’t want to be ‘the store that sells tires,’ but the ‘place that always bails me out of my car troubles.’Conditioned learning comes into play in cognition. This happens when a group of thoughts and feelings becomes linked to the brand through repetition of message. So, think about your brand promise, motto, and mission. Find ways to seamlessly work these principles into your content so that your brand and its message become one and the same.People will only be persuaded to take action when they believe in the message of ad’s content. This is illustrated, DiGiorno Pizza – Nestle, does a satisfactory job of persuading the audience to buy, try, and consume their product. They are working off the popular desire to eat healthier.