advertising techniques. this week you need to pay special attention to the vocabulary we use to...
TRANSCRIPT
This week
• You need to pay special attention to the vocabulary we use to describe and talk about advertising.
• Keep a glossary of key terms.• Clarify if you’re not sure.
Target Audience1. When creating an advertising
campaign, the advertisers decide on a target audience. A target audience is a specific group of people within the target market at which the marketing
message is aimed at.
Target Audience
Think of your favorite ad.
Who is the target audience? (Be specific)
How can you tell?
Are you a member of the target audience?
Appeals 2. Advertisers try to sell to consumers
by using ‘appeals.’ Desirable qualities in media messages try to
make products appear more attractive and appealing.
Some appeals include…
Brand loyalty: to convince you that one brand is better than the
rest
Bandwagon: to convince you that everyone is using a particular product
and that you should too.Progress: emphasises that a
program is “new and improved”
Testimonial: Celebrity endorsements 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.
Emotional appeals are advertising techniques in which the
advertiser tries to play up on the emotions of the audience. One kind of emotional appeal is the
fear appeal, where the advertiser implicitly or explicitly draws upon people's anxieties
to sell a product.
Evidence: includes results of
surveys and tests
False Image: to convince you that you will have a certain image if you produce a specific product
Romance or sex appeal: tries to
convince you that others will find you irrestistable if you
use a specific product
Reward: offers a special prize, gift, or coupon when a specific product or service is purchased
Health: implies or states that this product will make you healthy
Repetition: One of the most simple techniques used by advertisers is repetition. Advertiser
create repetition by running an ad frequently. When it comes time to make a purchase, and the name of one of the products on the shelf
has been repeated to the consumer many times, that product might just stand out enough for the consumer to choose it.
Use of Humor: Of course, one of the most effective
ways to get the audience's attention is to be funny - if the attempt
works and doesn't misfire. Humor is one of the best ways to break
through the "noise" of all the competition
advertising messages out there and get people to
pay attention to the sales pitch.
AppealsTry to think of an example from an ad (print or tv) for each of the types of appeal:• Bandwagon• Progress • Brand loyalty• Testimonial• False image• Emotional appeals• Evidence• Romance or sex appeal• Reward• Health• Repition• Humor
4. Listed below are a number of different slogans used by the Coca-Cola Company over the years.
1886 Drink Coca-Cola1907 Coca-Cola is full of vim, vigour and go –it’s a
snappy drink1925 It has the charm of purify1932 Thirst come thirst served1940 America’s year round answer to
thirst1953 Drive safely Drive refreshed1961 Coke refreshes you best1963 Things go better with Coke1970 It’s the real thing1976 Coke adds life1993 Always Coke
Which slogans would no longer be appropriate? Why? Write them in your book.