Download Document

Chapter 14
Advertising messages
Figure 14.1 The balance of emotions and information provision.
Three Basic Features of Effective
Advertising
• Attention
- Usually highly intrusive, original or relevant
- May use personal involvement or curiosity
- Works to increase involvement
- Stopping power and pulling power
• Memorability
- “Locking power”
- Recognition vs. Recall
- Key techniques: taglines, key visuals
• Persuasion
- Controversial Puffery
- Shapes attitudes
- Rational vs. emotional appeals
Three Phases of Advertisement Creation
• Phase I: Strategy and Analysis
• Phase II: Execution/Design
• Phase III: Production
Phase I: Analysis and Strategy
1.) State Communication Objectives - Perception: attention, awareness, interest, recall
- Education: learning and comprehension;
association, positioning and differentiation
- Persuasion: emotional responses, rational
responses, attitude and behavior change
2.) Identify Target Audiences
- Specific individual profiles
- Niche markets easier to write to
3.) Create Copy Platform or Workplan
4.) Decide what message strategy will work best
5.) Decide on selling premises
- Benefits
- Unique selling propositions
Copy Platform: Key Questions
• What is the problem or opportunity?
• What net effect do we want from advertising?
• Who are we trying to reach?
• What doubts reside in our prospects’ minds?
• What or who is the competition?
• How do we support that point?
• How will we measure effectiveness?
• Are there any obligatory elements to consider?
Phase II: Execution
1.) Build on creative concept by brainstorming among team
members-copywriters, art directors, creative directors, etc.
Develop thumbnail sketches of art and copy.
2.) Decide on Media:
- Print Advertising: newspapers, magazines, brochures and
papers
- Broadcast Advertising: television ads, infomercials, radio
advertising
- Out of home advertising
- Transit advertising
- On-line advertising
- Direct mail advertising
- Directory ads
- Movie trailers
- Product placement
3.) Adapt for particular markets or audiences
Presentation of message
Informational appeals
Factual
Slice of life
Demonstration
Comparative
advertising
Appeals based on
emotions and feelings
Fear
Humor
Animation
Sex
Music
Fantasy and
surrealism
Tactics -- Informational
motives
Motive
Problem removal
Problem avoidance
Incomplete
satisfaction
Mixed approachavoidance
Normal depletion
Possible emotional
state
Anger -- relief
Fear -- relaxation
Disappointment -optimism
Guilt -- peace of mind
Mild annoyance -convenience
Tactics -Transformational motives
Motive
Sensory gratification
Intellectual
stimulation
Social approval
Possible emotional
state
Dull -- elated
Bored -- excited
Apprehensive -flattered