Advertising messages

1

• Chapter 14
• Advertising messages

2
Figure 14.1 The balance of emotions and
information provision.
3
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

4
Three Phases of Advertisement Creation

• Phase I Strategy and Analysis
• Phase II Execution/Design
• Phase III Production

5
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
6
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?

7
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
8
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

9
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

10
Tactics -- Transformational motives

• Motive
• Sensory gratification
• Intellectual stimulation
• Social approval

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