Download S.Creative consumer sales promotion WEEK5

Advertising
Sales Promotion
Events and experience
Public relations and publicity
Consumer
Rewards
Price deal
Discount
Bonus pack
Refund/Rebate
Coupon
Sampling
Premium
Contest/Sweepstakes program
Continuity
Issues
Creative Brief for Consumer Sales Promotion
-Objective
-Target audience
-Current position
-Repositioning
-Features/Benefits
-Key selling point
Message strategies
A message strategy is the primary tactic or
approach used to deliver the message theme.
There are 3 broad categories of message strategies.
1. Cognitive strategies
2. Affective strategies
3. Conative strategies
Advertising Appeals
Fear
Humor
Sex
Music
Rationality
Emotionality
Scarcity
Fear
concentrates on emotional responses
from customers to a perceived threat,
typically severity and vulnerability.
Earlier, fear appeal is used when some negative
behavior is usually associated with a negative effect,
like smoking and lung cancer.
Lately, the communicator will try to persuade the
audience in avoiding the negative effect by
practicing the positive behavior.
Fear
Fear increases interest and is
remembered.
Severity and vulnerability
Severity – level of consequence
Vulnerability – probability of event occurring
Response efficacy
Response costs
Self-efficacy
Antidrug
Buy one get one
killed
Creative: Dan Neri and Scott Murray of Matter
Director: Steven Tsuchida of Oil Factory
Silent scream
Listerine
Fear
Pro - Fear appeals tend to be very persuasive and
are great for capturing peoples attention
Con- hard to gauge how much fear to use, too
much and you can scare people away from your
ads and too little fear and nobody will notice your
ad.
Humor
Try to make people laugh and feel
amused by the ad.
People like to tell jokes and talk about funny
commercials; doing so further helps memorizing.
Advertisers must also be culturally aware as what
is funny in one culture may be offensive in
another.
CP
S
One reason for the success of humor in
Interesting advertising may be that the population is
issue
AGING.
According to Abraham Maslow, people tend
to develop more comedic view of life as they
are MATURE.
Also, humor helps individuals adjust
situations they can’t control and to cope with
life’s problems.
Laughing allows individuals to escape from
reality.
KT bank
S
Humor
Pro- Humor is one of the best methods for
cutting through advertising clutter as funny
ads are more easily noticed. Humor gets
attention, stays in peoples memories.
ConIt is important that the joke does not overpower the
brand, if people remember the joke but not the brand
this is not effective.
-A joke can make the brand looks foolish.
Sappe
S
Sex
Another universal aspect of being
human, sex has been used for years by
marketers to capture attention of the
sexes.
In several notable cases, sex in
The use of sex can be advertising has been claimed as
subliminal, sexually the reason for increased
suggestive, nudity or consumer interest and sales.
sensuality.
1871 : The earliest known use of sex in
advertising is by the Pearl
Tobacco brand which featured a
naked maiden on the package
cover.
1885,
W. Duke & Sons
inserted trading cards
into cigarette packs
that featured sexually
provocative starlets.
Duke grew to become
the leading cigarette
brand by 1890 (Porter,
1971).
1910 : Woodbury's Facial Soap, a woman's beauty bar, was
almost discontinued. The soap's sales decline was reversed,
however, with ads containing images of romantic couples and
promises of love and intimacy for those using the brand
(Account Histories, 1926).
Food and
Drink
Food and
Drink
Food and
Drink
Fashion
Fashion
Technology
Detergent
Detergent
Shiseido
Sex
Pro- Sex is proven to cut through clutter, if
your advertising in a busy time-slot using sex
appeals will help your ad get noticed, this
helps increase brand recognition.
ConSex appeals can be provocative and may cause negative
reactions with among some audience groups.
It sometimes make the ad looks cheap
Banned
Sprite
Germany
http://www.youtube.com/watch?v=0mOIhNiJJD8&
feature=related
Special issue
• Some ad aims at tuning down the negative
effects brought by sexual appeal by adding
humorous element in the advertising
message.
• By combining different appeals, somehow the
advertisers can retain the merits of one appeal
and avoid deficit by adding another appeal.
Oishi
Music is something that everyone enjoys, music is
something that is both personal and causes people
to recall moments that are both good and bad in
their life.
Music
Music helps capture
attentions and link to
the consumers
emotions.
It is far more likely to memorize a piece
of music than spoken language or
images because “music tends to linger
in the listeners mind.”
“Forever,” by Chris Brown along with a
new version of the venerable jingle for
Doublemint gum; the song is a longer
version of the jingle.
Double Mint gum
The trend is gaining favor for a couple
of reasons.
• On the side of musicians, marketers can help
generate exposure for new songs, which struggle
to gain attention because of the decline in CD
sales, radio play, and retail outlets.
• On the side of marketers, the trend fits in with
the rise of what is called branded entertainment,
by which a product seeks to link itself in the
minds and hearts of consumers with movies, TV
shows or songs they like.
Failure matching
• “There is road kill along this path” — that is,
hook-ups between musicians and brands that
were deemed poor fits, inappropriate or over
commercialized.
• There is an agreement in 2002 between Celine
Dion and Chrysler which Chrysler ended two
years early because the company had
determined the partnership stimulated sales
of her music more than sales of its cars.
The entertainment aspect of music
helps making an advertisement more
appealing to the viewer by simply
making it more attractive respectively
more aesthetic
I Drove All Night by Celine Dion
Chrysler
Music
Pro- sing a well known song can bring back
positive nostalgic memories in consumers
causing them to have positive attitudes
towards your brand, music's intrusive nature
means that people can still be attracted to the
ad even if they are avoiding ads in general.
ConCertain music can cause negative reactions in consumers
if they relate to bad memories in the past.
Some type of music is annoying for some group of
people.
Mitsubishi
Lancer
The rationality appeal relies on consumers actively
processing the information presented in the ad, this
appeal is typically used in print media due to the
consumers having more time set aside to read the
advertising in this medium.
Rational
Typically rational appeals focus on the
practical, functional or utilitarian needs of
consumers.
Example: Feature appeals/Competitive advantage
appeals/Favorable price appeals/News
appeals/Product/service popularity appeals
Rational
Pro- rationality is great for high-involvement
products and for B2B advertising.
Conthe rational appeal must be credible as false claims can
cause negative brand attitudes.
Centrum
Amway
Bona
Scarcity is based on limitations, typically
this is in the form of limited time to
purchase or limited supply.
Scarcity
Scarcity is often used with fear
appeals, to help empower
customers by missing out on a
potential immediately negative
event.
Marketers make frequent use of this effect and base
promotional claims on the principle of scarcity, using
phrases like "limit one per customer," "limited release,"
"only while supplies last," or "limited time only."
Scarcity
The perceptions mediate the
impact of value perception for
scarcity appeals and can
contribute to increased
purchase intention.
Scarcity
One potential source of uniqueness is the
possession of scarce commodities, provided
that their scarcity is caused by low supply
rather than high demand.
Scarcity effects apparently depend on at least two further
conditions:
(1) The commodities must be desirable,
(2) They must have the potential of being possessed.
Perceived value, in turn, is regarded as the primary
driver of purchase intentions and behavior (Zeithaml
1988).
Jason
Mraz
Got talent
Alfa
Romeo
Alfa will follow the 8C with two hoped-for
money-spinners: despite a projected U.S. price
of around $230,000, the car has been sold out
almost since Alfa announced it.
The production will be limited to 500 copies.
Scarcity
Pro- scarcity is great for encouraging users to
take action, and is often effectively used with
other promotions like coupons, sweepstakes
and contests
Conscarcity appeals must be genuine or consumers will
harbor negative attitudes towards your brand.
Appealing to the emotions of consumers is an effective
technique for capturing attention and fostering attachments
for a consumer to your brand, it is generally more effective
to concentrate on positive emotions like happiness, joy,
trust and love.
Emotional
Typical industries that use emotions in
their advertising copy often center on
optimistic emotions like happiness and
joy
Pro- emotional appeals combine with nearly
every appeal very effectively, can be the key
Emotional to building up brand loyalty amongst
customer base.
Con-
Sony
TAT
Canon