Source, Message and Channel
Factors

Promotional Planning
1
Receiver/
Comprehension
2
Channel/ presentation
3
Message/ yielding
4
Source/ attention
Can the receiver comprehend the ad?
Which media will increase presentation?
What type of message will create favorable attitudes?
Who will be effective in getting consumers’ attention?

Source Attribute Process
Credibility Internalization

Source
Information
Objective

• high-credibility source may be less effective than a moderate- or low-credibility source such as when the receiver has a favorable initial attitude or opinion.
• In this situation the use of a highly credible source may lead the receiver to attribute his or her opinion to the source rather than the message being communicated.
• “Sleeper effect phenomenon” – What is it?

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 A spokesperson who delivers an advertising message and/or demonstrates a product or service is a
 direct source

Likeability
Resemblance between the source and recipient of the message
Knowledge of the source through repeated or prolonged exposure
Affection for the source resulting from physical appearance, behavior, or other personal traits

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Discussion Question
Effective spokespeople?
What makes an effective spokesperson?
When should they
NOT be used?

The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsers
The celebrity’s behavior may pose a risk to the company

 Consumers who are particularly knowledgeable about a product are less likely to be influenced by celebrity endorsements than consumers who have little or no product knowledge

Brand Name, Celebrity, and Location Are
All Closely Linked in Meaning and Mood

Beginning Middle End

 Message Sidedness
 One sided vs two sided messages
 Advertisers are concerned over the negative effects of acknowledging a weakness in their brand
 Refutation

Appeal mostly to the logical, rational minds of consumers
Appeal mostly to the feelings and emotions of consumers
Appeal to both the logical, rational minds of consumers and to their feelings and emotions

Comparative
Ads
Fear
Appeals
Humor
Appeals
•
May be especially useful for new brands
•
Often used for brands with small market share
•
Frequently use in political advertising
•
May stress physical danger or threats to health
•
May identify social threats: disapproval or rejection
•
May backfire if the level of threat is too high
•
They can attract and hold attention
•
They are often the best remembered
•
They put the consumer in a positive mood

A Very Direct, Side-By-Side Comparative Ad
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Gently
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No Fear Ads Creates a Unique
Brand Image

Cons
Pros
Does Not Aid Persuasion in
General
Aids Attention and
Awareness
May Harm Recall and
Comprehension
May Aid Retention of the
Message
May Harm Complex Copy
Registration
Creates a Positive Mood and Enhances Persuasion
Does Not Aid Source
Credibility
May Aid Name and Simple
Copy Registration
Is Not Effective in Bringing
About Sales
May Serve As a Distracter,
Reducing Counterarguing
May Wear Out Faster Than
Non-humorous Ads

 Humorous messages may be effective because they enhance attention and may reduce counter-arguing .

 Humorous messages may be effective because they enhance ________ and may reduce ___________.



Bird
Help


Bump
ET


Biker
Trunk monkey
Fear ads
 Dial

Creative Directors Opinions
Regarding Use of Humor
Audiences
Favorable
Audiences
Unfavorable
 Younger  Older
 Well educated
 Up-scale
 Males
 Professional
 Less educated
 Down-scale
 Females
 Semi- or Unskilled

Self versus External Paced Media
Self-Paced
Media
• Newspapers
• Magazines
• Direct Mail
• Internet
Vs.
Externally Paced
Media
• Radio
• Television

The Image of a Magazine Can
Enhance an Ad
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Persuasive Appeals
 Demonstration
 Show audience how product works


Infomercials
Fitness gear
•Testimonial
• Client speaks of product benefits
• Jared of Subway

Persuasive Appeals
 Celebrity Endorsement
 Tie product image to famous person
 MJ & Jackie Chan for Hanes
•Urgency
• Need to respond/act quickly
• Sale Ends Saturday!
• 2-days only!
• Disney DVDs will not be available for 10 years!

Persuasive Appeals
 Shock!
Anti-drug/Anti-smoking
•Sex
• Associate product with sexual satisfaction / conquest
• Calvin Klein, Cosmo, Maxim

Persuasive Appeals
 Before / After
 Demonstrate specific results of using product
 Grecian formula, weight loss
•Image
• Associate product with some image, style, attitude… coolness
• Product benefits, attributes are secondary to the image
• Cadillac, Nike

Creative Strategy:
Planning and Development

 Focus on the planning and development of the creative strategy.
 Examine the concept of creativity and the process that guides the creation of the advertising campaign
 copy platforms that are used to guide the development of advertising campaigns .
 major selling ideas that form the basis of an advertising campaign.

“Before you worry about how to say it, you must be sure you say the right thing ”
Creative advertising can break through the clutter and make an impression on buyers

Thomas Edison is often credited with saying that
"Creativity is 1 % inspiration and 99 % per-
spiration."
That 99 % (percent), or the innovation, involves testing, evaluating, and retesting what the inspiration found .

Creative
Strategy
Determining what the advertising message will say or communicate
Creative
Tactics
Determining how the message strategy will be executed

 It is not about the awards

 communicates the message clearly and leaves favorable impressions among the target audience
Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products
 Creativity is important when
 companies are selling brands that are very similar in quality and difficult to differentiate on functional features

Let Prospects Vividly Experience the Goods

Two Perspectives on Advertising
Creativity
The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
“Its not creative unless it sells” Suits Artists
“Only artistic value and originality count”

Absolut’s Advertising Represents
Synergy Between Creative and Media
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Getting Raw Material, Data,
Immersing One's Self in the Problem to Get the Background.
Ruminating on the Data Acquired,
Turning It This Way and That in the
Mind.
Ceasing Analysis and Putting the
Problem Out of Conscious Mind for a Time.
A Sudden Inspiration or Intuitive
Revelation About a Potential Solution.
Verification
Studying the Idea, Evaluating It, and
Developing It for Practical Usefulness.

Read anything related to the product or market!
Use the product to become familiar with it!
Listen to what people are talking about!
Work in and learn about the client’s business!
Ask everyone involved for information!

1.
Background research informal fact-finding techniques and general preplanning input.
2.
Product/service specific research this involves different types of studies such as attitude, market structure and positioning, perceptual mapping and psychographic studies.
3.
Qualitative research input techniques such as in-depth interview or focus groups with customers or ethnographic studies.

BMW’s Slogan Has Helped Build Its
Brand Image
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This ad campaign was based on psychographic research
“Who is she sleeping with?” WESTIN “Choose your travel partner wisely”

Company or Brand Campaign Theme
1. De Beers
2. Nike
3. Coca Cola
4. Miller Lite
5. Avis
6. Maxwell House
7. Wheaties
8. Clairol
9. Morton Salt
10. Wendy’s
Diamonds are forever
Just do it!
The pause that refreshes
Tastes great, less filling
We try harder
Good to the last drop
Breakfast of champions
Does she . . . or doesn’t she?
When it rains it pours
Where’s the beef?

Company or Brand Campaign Theme
1. ABC
2. Arko
3. Artema
4. Beko
5. Luna
6. Solo
7. Tamek
8. Tefal
9. Ulker tac kraker
10. Vernel
Farki Fiyati
Her eve lazim
Ac kapa Artema
Bir dunya markasi
Yoksa siz hala annenizin margarinini mi kullanıyorsunuz?
Hem yumusak, hem hesapli
Tamekse koy sepete
Sen herseyi dusunursun
Atistirin acliginizi yatistirin
Vernelleyin yumusacik olsun
Vernelleyin mis gibi koksun

Approaches to the Major Selling Idea: USP
Unique Selling
Proposition
Potent
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
The promise must be strong enough or attractive enough to move people

Approaches to the Major Selling
Idea:
Inherent Drama
Inherent
Drama
Messages generally presented in a warm, emotional way
Hallmark, Maytag, Kellog
Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Positioning
Establish a particular place in the customer’s mind for the product or service
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Pennzoil’s Positioning is Based on
Protection

 Story board
 Animatic

• deliberately designed to be controversial
•
•
Calvin Klein and Benetton are the two companies best known for using shock ads. in-house
Younger consumers are less likely to perceive shock ads as offensive or in bad taste and may even help create favorable attitudes toward these companies because of their edgy, rebellious tone.

http://absolutad.com/absolut_gallery/singles/