Transcript Consumer Behavior: People in the Marketplace

How Do We Create
Great Advertising?
Keep It Simple, Stupid
(KISS)
Simple.
Simple.
Simple.
Keep it
Simple,
Stupid
Simple visual idea
Simple visual idea
Simple visual idea
Simple visual
and verbal idea
Simple visual
and verbal idea
Simple visual and verbal idea
Words and Pictures
To Use Visuals
Effectively,
Advertisers Must
Focus on Six Key
Points:
Attention
Instant Communication
Memory
Demonstration
Brand Reminder
Distinction
simple concept
imaginative
Use appeals relating it to the audience
Advertising Appeals
• Ethical Appeal
Persuasion based on ethos or
something a "good person" says.
Testimonials.
ethical appeal
Advertising Appeals
• Logical Appeal
Persuasion based on facts; product fills a
logical, practical need. Appeals to intellectual
and analytical processes of the consumer.
logical appeal
Advertising Appeals
• Emotional Appeal
Persuasion based on non-logical, nonintellectual aspects of viewer's personality.
Appeals to feelings rather than reason.
Self-preservation (strongest motivator of
human behavior), Lifestyle, Power, Prestige,
Good taste, Status/Class, Patriotism, Security,
Fear, Humor, Sex, etc.
Use of Emotion
emotion
Sex appeal
sex appeal
emotional appeal: humor
emotional appeal: sex/humor
You are Not Selling the Product;
You are Selling the Benefits of the Product
What benefits does
this ad sell?
product benefit
Creative Advertising
• Advertising must have:
– Relevance – ideas have to mean something
important to the audience.
– Originality – one of a kind ideas that only one
person thinks of.
– Impact – a commercial with impact has the
stopping power that comes from an intriguing
idea, something you have never thought about
before.
Structure of a print
Advertisement
•
•
•
•
The Headline
The Subhead
Body Copy
Contact info/ Tag line/slogan
Structure of an Advertisement
• The headline is
part of the visual to
attract interest.
• The subhead gives
the benefit and
transitions from
headline to copy.
• The copy gives the
details.
Basic Design Principles
–
–
–
–
Contrast
Balance
Color
White Space
Ad with Good Contrast
A balanced
layout
Unbalanced
layout
Color in
Design
Good Use of
White Space
Television Commercials
Scripts and Storyboards
Animated Storyboard
Ad from the storyboard
Radio Commercials
:15; :30; :45; 1:00
underwriting
Internet Commercials
1 – 5 minutes (long form)
Keep It Simple, Stupid
(KISS)