Chapter 14Advertising 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 Strategy1.) 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: Execution1.) 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

Informational appeals Factual Slice of life Demonstration Comparative

advertising

Appeals based on emotions and feelings Fear Humor Animation Sex Music Fantasy and

surrealism

Tactics -- Informational motives

Motive

Problem removal Problem avoidance Incomplete

satisfaction Mixed approach-

avoidance Normal depletion

Possible emotional state Anger -- relief Fear -- relaxation

Disappointment -- optimism

Guilt -- peace of mind Mild annoyance --

convenience

Tactics -- Transformational motives

Motive

Sensory gratification

Intellectual stimulation

Social approval

Possible emotional state Dull -- elated Bored -- excited Apprehensive --

flattered