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7/29/2019 Advertisng Intro

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ADVERTISING


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Discussion

What is Marketing? Value, Satisfaction, Loyalty

What is Consumer Behavior

Freuds Theory Three part structural model of mind

ID

Ego

Super Ego


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Freuds 12 Marketing Implications

Gratifying ID

Extrinsic Cues

Fetishism

Sublimation

Metaphoric Marketing Geographic Branding

Colors

Jingles/ Cartoons

Oedipus and Elektra Complex Brand Personality

Trill

Brand Resonance


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Advertising

The structured and composed non-personal

communication of information, usually paid

for and usually persuasive in nature, aboutproducts (goods, services, and ideas) by

identified sponsors through various media


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Defining advertising:

Strategic Communication driven by

objectives and these objectives can bemeasured to determine if the ads were

effective.

The World of Advertising


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Functions of Advertising

Builds awareness of product/ brand

Creates brand image

Provides product/ brand information

Persuades people

Provide incentives to take action

Provide brand reminders

Reinforce past purchases/ brandexperiences


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Effects of Advertising as a Marketing Tool

To identify and

differentiate products

To communicateinformation

To induce consumers

to try new product andto suggest reuse

To stimulatedistribution

To increase productuse

To build value, brandpreference, and

loyalty

To lower overall costof sales


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The Mandate for Effectiveness

Advertisers expect specific results that

lead to sales Effective ads deliver the message andreceive intended response

ad must communicate a message thatmotivates consumers to respond in someway


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Effective ads work on two levels:

consumers: satisfy their objectives by engaging them and

remains in their memoriesadvertisers: achieve marketing objectives which are usuallyrelated to growth and sales

Characteristics of effective ads: Strategy

Creativity

Execution

What Makes an Ad Effective?


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Advertiser Advertising agency

The advertising department

The in-house agency Media

Vendors

Target audience

The Five Players of Advertising


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Types of Advertising

Brand advertising Retail/local advertising

Direct-response advertising

Business-to-business advertising

Corporate advertising

Public service advertising (PSA)

Not for profit advertising


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Brand Awareness

Ad recall

Consideration intend to buy

Objective of an Ad campaign


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Advertising In The Industrial Age

Product

differentiation

Market

segmentation

Positioning


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The Interactive Age

Mass media shifts to segmentationas technology empowers consumers


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Types of Adverting

Informative new products

Persuasive competitive/ comparative ads

Reminder Maturity stage

AIDA MODEL:

All advertising messages must follow AIDA

Get attention, Hold interest, Arouse desire, and Resultin action


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Elements/ Factors of Advertising

Strategy

CreativeIdea

CreativeExecution

CreativeMedia Use

What and Where to Say

How to Say it


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Turning ON the Human Brain


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The human brain will not create a memory unless

something significant occurs.

You must create that something significant with

your ad to get your customer's brain to pay

attention and create a memory of your message.

There are three things that can get your

customer's brain to click ON: Significance,

Involvement, and Intrigue.

Look at your advertising and ask yourself, Is it

significant to the customer? Does it get them

involved? Is it intriguing to them?


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The human brain can be a little funny once a

commitment is made.

People can be fiercely loyal, and attempts to win

them away can only backfire.

There is no room in their brain for any other brand.

You dont want to keep sending your direct mail

piece to this customer.

The lower the commitment in the marketplace, the

more effective your long-term advertising will be.


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How committed are your customers to your

company?

There is often a substantial time gap between

when a customer loses commitment and when

they actually change companies.

If you let it get that far, its probably too late to

win them back.


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Gender and the Human Brain


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Men and women process information differently in

their brains.

Men respond better when text is reinforced by

visual product demonstrations or visuals that show

benefits.

If your audience is mostly male, you want very

strong visual reinforcement in your advertisements.

Messages directed to males should be fairly

simple and have a single theme.


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If women are your main audience, then the text

in the ad becomes more important.

Women process verbally descriptive information

better.

The text should be richer and more descriptive.

In addition, ads for women should contain morewritten product information.


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Words and the Human Brain


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Research has shown us that the brain responds

differently to different words.

Some of the strongest and most influential words

in the English language are You, Free, Money, Sex,

New, Easy, Guaranteed, Save, and the list goes on.

But dont get caught thinking that a magic word in

your headline will get you a lot of new customers.

Your advertising must do much more than just usewords that get attention.


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Words are strongest when usedabstractly.Words that capture emotions are stronger than

words that capture logic.

if you can connect your product with words like

beauty or truth or love or faith, then the

prospect's emotions about these words take over.

If you can connect on an emotional level, your

competitors logic wont work against your more

emotional ads.


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Advertising and the Human

Brain


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Effective advertising can actually trigger the same

physical reaction that a real situation would.

A photo of an attack dog can cause real fear.

The opposite sex can cause real lust.

A picture of a new baby can cause real joy.

The stimulus from the advertisement triggers a

persons instincts, and they experience realfeelings.


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The advertiser hopes to attach those instinctual

feelings to their product.

The product would enhance the positive instinctual

feelings, or decrease the negative feelings.

The pictures in the ad reinforce the product benefits.

The advertiser links the psychological appeal of the

ad's visual presentation to the product or service.

The prospect then relates the product to the positive

instinctual feelings.


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A visual that gets attention but does not match

the message wont work as well as a visual that

shows and demonstrates product benefits.

A visual that creates lust when you are actually

selling a product that decreases fear is a

mismatch.

The mixed messages will confuse all but the most

persistent readers.

One of the best ways to fail in advertising is to

send mixed and contrasting messages in your ads.


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Benefits Versus Features

The extra strong motor on your new vacuumcleaner is a feature, not a benefit.

The fact that all the dirt will be removed from your

carpet is the benefit.

Now let's get a little more complicated.

A low price is a feature, not a benefit.

What your customers can do with the money theysave is the benefit.


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Example: If you just say "save money", you have

not given your customers anything to think about.

But if you say "Save Enough Money To Take An

Extra Vacation", you have really given themsomething to think about - A Great Big Benefit.

A great guarantee is also not a benefit.The security and peace of mind that your guaranteeprovides is the benefit.

A "one year guarantee" is fine, but not worryingabout being stranded at the side of the road on a

dark and stormy night because your car won't startis the benefit.


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Find The Benefits

Make a list of all the features of your products or services

Now pretend you are the customer, and ask the question

What does this do for me? for each feature

The answer is the BENEFIT to the customer.

People buy benefits, not features. People get emotional over

benefits, not features.

Saves Three Hours is a feature.

Three Hours To Relax In The Hammock is a benefit.


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