Transcript 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