Transcript Advertising Appeals

A REVIEW OF:
PROMOTION/IMC
&
ADVERTISING
FRAMEWORKS
LO2 REVIEW LEARNING OUTCOME
Elements of the Promotional Mix
Marketing Communication
As Senders
As Receivers
 Inform
 Develop messages
 Persuade
 Adapt messages
 Remind
 Spot new
communication
opportunities
LO3
Goals & Tasks of Promotion
Informing
Reminding
PLC Stages:
PLC Stages:
Introduction
Early Growth
Maturity
Target
Audience
PLC Stages:
Growth
Maturity
LO4
Persuading
LO5
The AIDA Concept
AIDA
Concept
Attention
Interest
Desire
Action
Model that outlines the
process for achieving
promotional goals in
terms of stages of
consumer involvement
with the message.
LO5
The AIDA Concept
Action
Desire
Interest
Attention
Conative (doing)
Affective (feeling)
Cognitive (thinking)
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Online
LO5 REVIEW LEARNING OUTCOME
The AIDA Concept
LO6
Type of Buying Decision
Advertising
Routine
Sales Promotion
Neither Routine
nor Complex
Advertising
Public Relations
Personal Selling
Complex
Print Advertising
LO6
Push and Pull Strategies
PUSH STRATEGY
Manufacturer
promotes to
wholesaler
Wholesaler
promotes to
retailer
Retailer
promotes to
consumer
Consumer
buys from
retailer
CHANNEL Orders to Manufacturer
PULL STRATEGY
Manufacturer
promotes to
consumer
Wholesaler
demands
product from
manufacturer
Retailer
demands
product
from wholesaler
Consumer
demands
product
from retailer
CUSTOMER Orders Through Channel to Manufacturer
Product Advertising
Pioneering
 Stimulates primary demand for new
product or category
 Used in the PLC introductory stage
Competitive
 Influences demand for brand in the
growth phase of the PLC
 Often uses emotional appeal
Comparative
 Compares two or more competing
brands’ product attributes
 Used if growth is sluggish, or if
competition is strong
LO2
Online
LO2
REVIEW LEARNING OUTCOME
The Major Types of Advertising
Advertising Appeals
LO3
Profit
Product saves, makes, or protects money
Health
Appeals to body-conscious or health seekers
Love or romance
Used in selling cosmetics and perfumes
Fear
Social embarrassment, old age, losing health
Admiration
Reason for use of celebrity spokespeople
Convenience
Used for fast foods and microwave foods
Fun and pleasure
Key to advertising vacations, beer, parks
Vanity and egotism
Used for expensive or conspicuous items
Environmental
Consciousness
Centers around environmental protection
Executing the Message
Scientific
Slice-of-Life
Musical
Lifestyle
Spokesperson/
Testimonial
Demonstration
Mood or
Image
LO3
Fantasy
Real/
Animated
Product
Symbols
Humorous