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 zInformational appeals yFactual ySlice of life yDemonstration yComparative advertising z Appeals based on emotions and feelings yFear yHumor yAnimation ySex yMusic yFantasy and surrealism

Tactics -- Informational motives zMotive yProblem removal yProblem avoidance yIncomplete satisfaction yMixed approach- avoidance yNormal depletion z Possible emotional state yAnger -- relief yFear -- relaxation yDisappointment -- optimism yGuilt -- peace of mind yMild annoyance -- convenience

Tactics -- Transformational motives zMotive ySensory gratification yIntellectual stimulation ySocial approval z Possible emotional state yDull -- elated yBored -- excited yApprehensive -- flattered