Media Strategies

» Media strategies are techniques commonly used by the creators of media to appeal to a particular audience or evoke a particular response. » Quite often more than one strategy is used at a time to increase effectiveness or to appeal to multiple demographics in different ways.

» Some commonly used media strategies are: - Bandwagon - Cartoon/cute characters - Celebrity endorsement - Emotional appeal - Facts and figures - Gender/sex appeal - Humour - Name-calling - Plain folks - Shock appeal - Snob appeal - Testimonials

Bandwagon  This media strategy promotes that a product is desirable because it is being used by lots of people, therefore encouraging the consumer to jump on the bandwagon.  Bandwagon advertising uses a group mentality to try to convince individual consumers that a product is worth purchasing.  This is commonly used in products that are sold to children and teenagers, but bandwagon and snob appeal are used to sell products to adults as well, especially cars and luxury goods.

Examples of Bandwagon Advertising ¤ Always Coca Cola Commercial

Cartoon / cute characters  Cute or cartoon representations are displayed in ads to attract the attention of audiences, primarily children. They see them as role models to aspire to, and as 'real people' who are popular with their peer group. Even from a young age children want some of that popularity to rub off on them and may try convincing their parents to buy the branded product.  Adults may also have strong connections to such cute/cartoon characters. ¤ Lucky Charms Commercial ¤ M&Ms ad ~ Get in the bowlM&Ms ad ~ Get in the bowl  Geico Gecko

Examples of Cute/Cartoon Characters in Advertising

Celebrity endorsement  This technique makes use of celebrities to sell products and/or services. These sales pitches stick in peoples’ minds, so even if we know better than to buy something just because a famous person claims to like it, we nonetheless remember the pitch and the product. ¤ Ashton Kutcher Nikon ad ¤ Nike Commercial - Lebron James Swimming Pool ¤ "I Just Liked It" Matthew McConaughey and the MKC: Official Commercial

Examples of Celebrity Endorsement in Advertising

Emotional appeal  In using this strategy, media producers play upon the emotions of the audience, often instead of information that might appeal to an audience rationally.  One kind of emotional appeal is the fear appeal, where the advertiser draws upon people's anxieties to sell a product. For example, a security alarm company might show a scenario where the home of a mother and her children is burglarized.  Advertisers also appeal to sentiment, often through images like babies, cute animals, and emotional parent- child interactions. ¤ Man in the Moon Commercial ¤ Chevy Ad - Maddie

Examples of Emotional Appeal in Advertising

Facts and figures  This strategy attempts to attract masses to use the advertised product by providing them with survey results or other research data.  The advertisers often use statistical evidence and market surveys to publicize their product.  Research or statistical data supporting the advertisement makes it appear more authentic. People tend to trust the advertisement because it is backed by surveys.  5 hour energy commercial  Centrum commercial

Examples of Facts and Figures in Advertising

Gender / sex appeal  The element of sexual attraction is used to grab mass attention.  For instance, a man is shown using a certain cologne after which women are attracted to him, or a girl is shown using a particular skin cream and then boys are shown flocking to her; this is sex appeal.  People believe that by using a certain product, they will be perceived as sexier or that they will attract the opposite sex.  Axe Commercial  90s Noxema commercial90s Noxema commercial

Examples of Sex Appeal in Advertising

Humour  Comedy and parody are often used in media to catch the attention of the viewer.  Doritos commercial

Name-calling  This strategy involves direct or indirect attacks on the products in competition with the product being advertised.  Direct name-calling involves making a direct attack on the opponent while indirect name-calling makes use of sarcasm to demean products of competitors.  Mac vs PC commercialMac vs PC commercial  ATT vs VerizonATT vs Verizon

Examples of Name Calling in Advertising

Plain folks  This approach aims to attract the masses by using common people to advertise a product.  They communicate with them in their language through the use of common words, an informal language style, and even by making purposeful errors while speaking to give a natural feel to the speech. ¤ T-Mobile commercialT-Mobile commercial ¤ Campbell's Soup commercialCampbell's Soup commercial

Examples of Plain Folks in Advertising

Snob appeal  This is an exact reverse of the bandwagon technique. People are induced to buy a certain product so that they can stand out from the crowd.  It is often indicated that buying that product will make them look different from the rest.  It is indicated that the product is not affordable for common people. A sense of exclusivity is attached to the products. ¤ Lexus commercialLexus commercial¤ Grey PouponGrey Poupon

Examples of Snob Appeal in Advertising

Shock appeal  This makes use of shocking images or scenes to advertise a product. Provocative images and use of controversy to grab attention are examples of shock advertising. Another example involves showing scary images illustrating the ill- effects of smoking on one’s health. ¤ Don't Text and DriveDon't Text and Drive ¤ Second ChanceSecond Chance

Examples of Shock Appeal in Advertising

Testimonials  This is a technique in which common people, celebrities, or experts are used as ambassadors of a particular product.  They are shown using the product and/or recommending its use. People fall for these products just because they see someone relatable, famous, or knowledgeable endorsing them. ¤ Gamefly CommercialGamefly Commercial ¤ Vonage CommercialVonage Commercial ¤ Oral B CommercialOral B Commercial

Examples of Testimonials in Advertising