ADV 318J Lecture Notes - Lecture 10: Infomercial, Product Placement, Branded Content
Document Summary
Where the rubber hits the road : message development determines if efforts succeed. Where creatives turn client"s needs into effective ibp. Objectives: promote brand recall, based on simple premise: recall=more likely to buy, objective is to get into evoked set/ top-of-mind, appropriate with parity products and low involvement (toilet paper, etc) d. If people think a brand is a leading brand, it can become leading i. ii. iii. Feel-good ads: connect positive emotion, becoming more popular. Anxiety ads: remind you of a problem lurking around you. Social anxiety: normative social acts: define the brand image, create/maintain image that instantaneously conveys brand"s core meaning, efficient, cuts through clutter, differentiates (once established), communicate across cultures i. Image ads: sparse use of words, communicate attribute/evoke feelings: can really screw up: diesel ads, defining social meaning (go back, help establish and maintain social setting i. ii.
