Advertising Objectives
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Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
Teaser ads
Developing Effective
Communication
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Step 1: Identifying the Target Audience
 Affects decisions related to what, how, when,
and where message will be said,
as well as who will say it
Step 2: Determining Communication
Objectives
 Six buyer readiness stages
Goal 3: Learn the steps in developing effective marketing communications
Buyer-Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Goal 3: Learn the steps in developing effective marketing communications
Developing Effective
Communication
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Step 3: Designing a Message
 Message contains appeals or themes
designed to produce desired results
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Rational appeals
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Emotional appeals
 Love, pride, joy, humour, fear, guilt,
shame
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Moral appeals
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Cognitive strategies
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Affective strategies
Goal 3: Learn the steps in developing effective marketing communications
Cognitive
• Generic
• Preemptive
• Unique selling
proposition
• Hyperbole
• Comparative
Affective
• Resonance
• Emotional
Personal Values
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Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
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Pleasure
Salvation
Security
Self-fulfilment
Self-respect
Sense of belonging
Social acceptance
Wisdom
Advertising Appeals
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Fear
Humour
Sex
Music
Rationality
Emotions
Scarcity
Behavioural Response Model
• Severity
• Vulnerability
• Negative behaviour
 Intrinsic reward
 Extrinsic reward
• Change behaviours
 Response costs
 Self-efficacy
 Response efficiency
Developing Effective
Communication
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Message Structure: Key decisions are required
with respect to three message structure issues:
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Whether or not to draw a conclusion
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One-sided vs. two-sided argument
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Order of argument presentation
Message Format: Design, layout, copy, color,
shape, movement, words, sounds, voice, body
language, dress, etc.
Goal 3: Learn the steps in developing effective marketing communications
Structure of an Advertisement
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Headline
Sub-headline
Promise of a benefit
Amplification
Proof of claim
Action to take
Verbal and Visual Elements
• Balance
• Visual processing
 Easier to recall
 Stored as pictures and words
 Concrete vs. abstract
• Radio visual imagery
• Visual esperanto
• B-to-B advertisements
Executional Frameworks
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Animation
Slice of life
Dramatisation
Testimonial
Authoritative
Demonstration
Fantasy
Informative
Developing Effective
Communication
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Step 4: Choosing Media
 Personal communication channels
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Includes face-to-face, phone, mail, and
Internet chat communications
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Word-of-mouth influence is often critical
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Buzz marketing cultivates opinion leaders
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Non-personal communication channels
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Includes media, atmosphere, and events
Goal 3: Learn the steps in developing effective marketing communications
Choosing Among Major Media
Types
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Target audience and media habits
Product characteristics
Message characteristics
Cost
Media Selection
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Reach
Frequency
Impact
Exposure
Major Media Types
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Newspapers
Television
Direct mail
Radio
Magazines
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Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
Television
Advantages
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Reaches broad
spectrum of consumers
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Low cost per exposure
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Ability to demonstrate
product use
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Ability to portray image
and brand personality
Disadvantages
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Brief
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Clutter
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High cost of production
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High cost of placement
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Lack of attention by
viewers
Print Ads
Advantages
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Detailed product
information
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Ability to communicate
user imagery
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Flexibility
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Ability to segment
Disadvantages
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Passive medium
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Clutter
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Unable to demonstrate
product use
Print Ad Evaluation Criteria
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Is the message clear at a glance?
Is the benefit in the headline?
Des the illustration support the headline?
Does the first line of the copy support or
explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
Developing Effective
Communication
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Step 5: Selecting the Message Source
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Highly credible sources are more persuasive
A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
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Recognition, recall, and behavioural measures are
assessed
May suggest changes in product/promotion
Goal 3: Learn the steps in developing effective marketing communications
Principles
Effective Advertising
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Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point
Beating Ad Clutter
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Presence of competitive ads
Repetition
Variability theory
Multiple media
Ads that gain attention
Ads that relate to the target audience