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| approach used to attract the attention of comsumers and/or influence consumer feeling toward product/service/cause |
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| the way a particular appeal is turmed into an advertising message and the way the message is presented to the consumer |
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focus on the customer's pratical, fuctional, or utiliarian need for prod/service and/or specific reasons for owning paticular brand includes:
feature- focus on dominant traits of product
Competitive- makes comparison to other brands
Price- makes price dominant point
News appeals- new anouncement about product
Popularity- stresses brand pop
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| relate to customer's social and/or pshchological needs for purchasing |
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ads creates:
feelings, images, beliefs, and meaning about the prod that may be activaed when consumers use it
must make product use experience richer, warmer, more exciting, enjoyable then that obtained solely from an objective decription of advertised brand
must connect the experience of the ad so tightly w/ the experience of using brand that consumer cannot remember the brand w/out recalling the experience generated by the advertisement
Combining rational and emotional appeals- few purchase of any kind are made from entirely rational reasons
levels of relationship w/ brands emotional bonding
prod benefit- personality-emotions (in pymid bottom to top) |
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| objective of building brand awareness and/or keeping brand name w/in evoked set |
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| designed to build curiosity, interest, and/or excitement about a prod by talking about it but not showing it |
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| most basic type; rellies on straightforward presentation of info concerning p/s |
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| variation of straight or technical evidence or info is presented in the ad to support claim |
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| designed to illustrate the key adv. of p/s by showing it in actual use or staged strategy |
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| involves directly/indirectly cumparison of a brand against the competition |
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| where person praises p/s on the basis of his experiance |
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| portrays a problem or conflict that consumers might face in their daily lives and how the p/s can resolve the problem |
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uses animated characters or scenes drawn by artist/computer
ex- charles swab, eTrade care insurence |
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| developing a center character/symbolto deliver message which the p/s can be identified |
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used when goal is to encourage consumers to associate brand w/ symbols, characters, &/or situation shown in ad
ex- cosmetic ads |
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| creates suspenseful sit/senerio on form of a short story |
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| used as a way of executing message and presenting other types of advertising appeals |
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| Basic Components of Print Advertising |
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Headline- words in the leading position of the ad, usually are read 1st
Subheads- 2ndary to the main headline; larger then body copy
body copy- main text portion of the ad, getting the target audience to read is difficult
Visual Elements- illustrations, drawing, photos
Layout- physical arrangement of the various components of the ad (font size color) |
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Video- what is seen on the tv screen
Audio-
Music-creates approperate mood/setting
aka larry's jingles |
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