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THE COGNITIVE PROCESS IN ADVERTISING COMMUNICATION

THE COGNITIVE PROCESS IN ADVERTISING COMMUNICATION. DIMITAR TRENDAFILOV NEW BULGARIAN UNIVERSITY - SOFIA. Two Sides of Communication. Brand – the addresser of a promise for benefit and added value [Keller].

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THE COGNITIVE PROCESS IN ADVERTISING COMMUNICATION

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  1. THE COGNITIVE PROCESS IN ADVERTISING COMMUNICATION DIMITAR TRENDAFILOV NEW BULGARIAN UNIVERSITY - SOFIA

  2. Two Sides of Communication • Brand – the addresser of a promise for benefit and added value [Keller]. - “to brand something” is a metaphor for “tosuccessfully manage to transfer your commercial proposal”. • Target–audience – a wide group of addressees who are potentially open to the brand`s message and ready to pay for its offer. - From the addressees’ point of view the brand is a set of impressions, feelings and attitudes relative to it’s proposal(s).

  3. Segmentation • In marketing, this is the process of discovery of the target-audience among the entire group of consumers in a particular market. • In terms of cognition, it is a selection of a group of decoders who are sharing the same cognitive environment, i.e. who are accepting the brand`s message(s) as probable with a degree of confidence.

  4. Main Features of the Advertisement • Impersonal presentation from an identified initiator. • Functions: to inform, persuade and provoke an exchange of values. But the advertisement is not an isolated phenomenon: it brings new elements to the brand knowledge. • A semantically closed text – does not allow many possible variations of interpretation [Eco]. • It carries two messages – hidden and open [Nöth]. • It brings a positive evaluation of the product advertised.

  5. The Three Functions of the Brand Message • Determination – provides basic information about the brand`s idea. • Differentiation – communicates an authentic offer in an encoded message which attracts attention. Its success is crucial for the position of the brand on the market`s map. • Selling Proposition – gives unique and/or specific benefit(s) providing a concrete reason for purchasing [R. Reeves].

  6. The Brand as Perspective • The chosen segment/the addressee is called prospect and the brand influences it via the signified – the promise and the proposal. • The perspective reflects the point of view of the consumer in whom the meaning induces a receptive attitude and the brand becomes alive and ready to be developed.

  7. Thank you for your attention!

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