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Lecture 8

ADM 3326 Lecture Notes - Lecture 8: Rosser Reeves, Target Market, Fear Appeal


Department
Administration
Course Code
ADM 3326
Professor
Michael Guolla
Lecture
8

This preview shows pages 1-3. to view the full 16 pages of the document.
ADVERTISING+CREATIVITY
Communication+problem+or+opportunity
Market+background+information
Target+market+description
Market+positioning+strategy
Target+audience
Communication+objectives
Creative+guidelines
CREATIVE+BREIF
Statements+about+what+to+communicate.
Unique+and+central+message+addressing+the+marketing+communication+issue+(i.e.,+
problem+or+opportunity).
Creative+Theme
Method+of+persuading+target+audience’s+brand+attitude+(i.e.,+thoughts+and+feelings).
Message+Appeal
Person+or+entity+communicating+the+message.
Source+Characteristic
Together+the+three+decisions+constitute+the+advertising+message+that+reflect+the+target+
audiences+purchase+motivation.
CREATIVE+STRATEGY
Choice+of+an+interesting+way+to+express+the+brand+position+in+an+advertising+format.
Arresting,+simple+and+powerful+way+to+communicate+immediately.
Brand+positioning+is+key+in+creating+ads
!
Attention+getting+and+catalytically+relevant+representation+of+the+brand+position.
Really+big+idea!!
Creative+Theme definitions)to)consider
“Buy+this+product+and+you+will+get+this+benefit.
Each+ad+must+make+a+proposition+to+the+target+audience.
“This+benefit+is+unique+to+this+product.
Target+audience+must+associate+the+proposition+with+our+brand+only.
“This+unique+benefit+is+important+for+you.
The+proposition+must+be+strong+enough+to+attract+new+customers.
Unique+Selling+Proposition Rosser)Reeves
Brand+image+or+personality+is+particularly+important+when+brands+are+similar.
Every+ad+must+contribute+to+the+complex+symbol+that+is+the+brand+image+.
Brand+Image David)Ogilvy
“Inherent+drama+is+often+hard+to+find+but+it+is+always+there,+and+once+found+
it+is+the+most+interesting+and+believable+of+all+advertising+appeals.
Inherent+drama+or+characteristic+of+the+product+that+makes+consumers+buy+it.
Inherent+Drama Leo)Burnett
Image+of+where+brand+is+situated+in+relation+to+other+brands+or+any+type+of+positioning,+
can+be+the+spark+for+a+unique+creative+theme.
Don't+mix+up+branding+with+positioning+
Positioning Trout)and)Ries
Creative+Theme inspiration
Purely+information+based+brand+messages.
Differential+aspect+of+the+product+communicated.
Single+attribute+and/or+benefit
!
Group+of+attributes+and/or+benefits
!
Message+focus+is:
Be+very+factual+in+your+message
Rational
Message+Appeal
Focus+on+the+dominant+traits+of+the+product.
Feature+appeal
Makes+comparisons+to+other+brands.
Comparative+appeal
Makes+price+offer+the+dominant+point.
Favorable+price+appeal
News+or+announcement+about+the+product.
News+appeal
Stresses+the+brand’s+popularity.
Product+popularity+appeal
Purely+emotional+based+brand+messages.
Focus+on+positive+emotion+derived+from+benefit.
Convey+emotion+directly.
Enjoyable+aspects+of+consumption+experience.
Lifestyle+appeal+is+typically+linked+with+positive+emotional+consumption+experiences.+
Sexual+appeal+may+be+seen+as+positive+emotional.
Humour+appeal+shows+unique+product+benefits+in+a+humorous+situation.
Positive+Emotional
Anger
Contempt
Disgust
Embarrassment
Envy
Fear
Guilt
Jealousy
Sadness
Shame
Negative+Emotion
Contentment
Enthusiasm
Love
Sexual+Desire
Compassion
Gratitude
Pride
Awe
Interest
Amusement
Relief
Positive+Emotion
Avoid+non[enjoyable+aspects+of+consumption+experience.
Focus+on+benefit+derived+from+negative+emotion.
Fear+appeal+shows+negative+consequences+of+not+purchasing+the+product+are+
emphasized.
People+really+listen+to+you+when+you+show+them+fear+e.g.+result+of+drinking+and+
driving+
!
If+you+put+too+much+fear+people+wont+believe+and+reject+the+ad
!
Negative+Emotional
Themes:+Difference,+sexual+overtone
Shaver/razor
Shaving+with+this+shaver+is+like+a+woman+caressing+your+face
Rain+represents+the+hydrating+and+moisturizing+affect+
The+appeal+is+more+emotional+
"Upgrade+yourself":+targeting+people+who+already+use+electric+ shavers
They+want+to+convey+those+benefits+as+a+metaphor+of+the+story+here+creatively+ rather+
than+factually+and+they+want+the+appeal+to+be+mostly+emotionally,+connected+and+user+
focused.+
User+focused+in+positioning+even+though+it+is+symbolically+conveyed
A+robot+has+certain+characteristics+we+can+agree+on
The+affect+of+robots+in+this+case+has+much+different+effect+b/w+male+and+female,+users+and+
non[users
The+end+result+on+how+this+characteristic+will+influence+a+particular+target+audience+will+vary+
Philips+Nivea+For+Men+Ad+analysis+
Credibility [source+is+expert+or+trustworthy+(i.e.,+objective?).
Celebrity+endorsement+
Attraction [source+is+similar,+likable+or+familiar.
Source+Characteristics
Extent+the+source+is+perceived+by+the+target+audience as+having+any+of+the+above+
characteristics.
Result+is+a+communication+effect+(i.e.,+brand+attitude)+upon+the+target+audience.
Source+Effects
Leads+to+greater+persuasion for+low+and+high+involvement+target+audience with+
negative+based+motivation.
Expertise (i.e.,+relevant+knowledge+or+skill)
Leads+to+greater+persuasion+for+high+involvement+target+audience with+negative+based+
motivation.
Trustworthiness (i.e.,+unbiased,+objective).
Credibility
Leads+to+greater+persuasion+for+high+involvement+target+audience with+positive+based+
motivation.+
Similar source+is+perceived+as+the+same+as+the+target+audience.
Leads+to+greater+persuasion for+low+involvement+target+audience with+positive+based+
motivation.
Likable source+is+perceived+as+having+a+pleasant+appearance,+behaviour+or+personality.
Helps+achieve+brand+awareness.
Brand+attitude+can+also+be+a+communication+effect+if+the+attitude+towards+the+source+is+
transferred+to+the+product,+and+ultimately+the+target+audience.
Familiar source+is+known+through+exposure+from+some+other+communication+(i.e.,+celebrity+
presenter).
Attraction
Statements+about+how to+communicate.
How+an+appeal+is+turned+into+an+advertising+message.
Method+of+presenting+the+product+to+the+target+audience.
Execution+Style
Method+of+constructing+specific+message+points.
Message+Structure
Headline,+illustration,+body+copy,+signature,+layout.
!
Print+example
Design+Elements
CREATIVE+TACTICS
!
Lecture'8')Advertising'Creativity
Monday,+October+5,+2015
12:03+PM

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

ADVERTISING+CREATIVITY
Communication+problem+or+opportunity
Market+background+information
Target+market+description
Market+positioning+strategy
Target+audience
Communication+objectives
Creative+guidelines
Document+prepared+by+the+client+with+the+agency+s+assistance+containing+relevant+
information+that+the+creative+team+uses+to+develop+a+creative+strategy.
CREATIVE+BREIF
Statements+about+what+to+communicate.
Unique+and+central+message+addressing+the+marketing+communication+issue+(i.e.,+
problem+or+opportunity).
Creative+Theme
Method+of+persuading+target+audience’s+brand+attitude+(i.e.,+thoughts+and+feelings).
Message+Appeal
Person+or+entity+communicating+the+message.
Source+Characteristic
Together+the+three+decisions+constitute+the+advertising+message+that+reflect+the+target+
audiences+purchase+motivation.
CREATIVE+STRATEGY
Choice+of+an+interesting+way+to+express+the+brand+position+in+an+advertising+format.
Arresting,+simple+and+powerful+way+to+communicate+immediately.
Brand+positioning+is+key+in+creating+ads
!
Attention+getting+and+catalytically+relevant+representation+of+the+brand+position.
Really+big+idea!!
Creative+Theme definitions)to)consider
“Buy+this+product+and+you+will+get+this+benefit.
Each+ad+must+make+a+proposition+to+the+target+audience.
“This+benefit+is+unique+to+this+product.
Target+audience+must+associate+the+proposition+with+our+brand+only.
“This+unique+benefit+is+important+for+you.
The+proposition+must+be+strong+enough+to+attract+new+customers.
Unique+Selling+Proposition Rosser)Reeves
Brand+image+or+personality+is+particularly+important+when+brands+are+similar.
Every+ad+must+contribute+to+the+complex+symbol+that+is+the+brand+image+.
Brand+Image David)Ogilvy
“Inherent+drama+is+often+hard+to+find+but+it+is+always+there,+and+once+found+
it+is+the+most+interesting+and+believable+of+all+advertising+appeals.
Inherent+drama+or+characteristic+of+the+product+that+makes+consumers+buy+it.
Inherent+Drama Leo)Burnett
Image+of+where+brand+is+situated+in+relation+to+other+brands+or+any+type+of+positioning,+
can+be+the+spark+for+a+unique+creative+theme.
Don't+mix+up+branding+with+positioning+
Positioning Trout)and)Ries
Creative+Theme inspiration
Purely+information+based+brand+messages.
Differential+aspect+of+the+product+communicated.
Single+attribute+and/or+benefit
!
Group+of+attributes+and/or+benefits
!
Message+focus+is:
Be+very+factual+in+your+message
Rational
Message+Appeal
Focus+on+the+dominant+traits+of+the+product.
Feature+appeal
Makes+comparisons+to+other+brands.
Comparative+appeal
Makes+price+offer+the+dominant+point.
Favorable+price+appeal
News+or+announcement+about+the+product.
News+appeal
Stresses+the+brand’s+popularity.
Product+popularity+appeal
Purely+emotional+based+brand+messages.
Focus+on+positive+emotion+derived+from+benefit.
Convey+emotion+directly.
Enjoyable+aspects+of+consumption+experience.
Lifestyle+appeal+is+typically+linked+with+positive+emotional+consumption+experiences.+
Sexual+appeal+may+be+seen+as+positive+emotional.
Humour+appeal+shows+unique+product+benefits+in+a+humorous+situation.
Positive+Emotional
Anger
Contempt
Disgust
Embarrassment
Envy
Fear
Guilt
Jealousy
Sadness
Shame
Negative+Emotion
Contentment
Enthusiasm
Love
Sexual+Desire
Compassion
Gratitude
Pride
Awe
Interest
Amusement
Relief
Positive+Emotion
Avoid+non[enjoyable+aspects+of+consumption+experience.
Focus+on+benefit+derived+from+negative+emotion.
Fear+appeal+shows+negative+consequences+of+not+purchasing+the+product+are+
emphasized.
People+really+listen+to+you+when+you+show+them+fear+e.g.+result+of+drinking+and+
driving+
!
If+you+put+too+much+fear+people+wont+believe+and+reject+the+ad
!
Negative+Emotional
Themes:+Difference,+sexual+overtone
Shaver/razor
Shaving+with+this+shaver+is+like+a+woman+caressing+your+face
Rain+represents+the+hydrating+and+moisturizing+affect+
The+appeal+is+more+emotional+
"Upgrade+yourself":+targeting+people+who+already+use+electric+ shavers
They+want+to+convey+those+benefits+as+a+metaphor+of+the+story+here+creatively+ rather+
than+factually+and+they+want+the+appeal+to+be+mostly+emotionally,+connected+and+user+
focused.+
User+focused+in+positioning+even+though+it+is+symbolically+conveyed
A+robot+has+certain+characteristics+we+can+agree+on
The+affect+of+robots+in+this+case+has+much+different+effect+b/w+male+and+female,+users+and+
non[users
The+end+result+on+how+this+characteristic+will+influence+a+particular+target+audience+will+vary+
Philips+Nivea+For+Men+Ad+analysis+
Credibility [source+is+expert+or+trustworthy+(i.e.,+objective?).
Celebrity+endorsement+
Attraction [source+is+similar,+likable+or+familiar.
Source+Characteristics
Extent+the+source+is+perceived+by+the+target+audience as+having+any+of+the+above+
characteristics.
Result+is+a+communication+effect+(i.e.,+brand+attitude)+upon+the+target+audience.
Source+Effects
Leads+to+greater+persuasion for+low+and+high+involvement+target+audience with+
negative+based+motivation.
Expertise (i.e.,+relevant+knowledge+or+skill)
Leads+to+greater+persuasion+for+high+involvement+target+audience with+negative+based+
motivation.
Trustworthiness (i.e.,+unbiased,+objective).
Credibility
Leads+to+greater+persuasion+for+high+involvement+target+audience with+positive+based+
motivation.+
Similar source+is+perceived+as+the+same+as+the+target+audience.
Leads+to+greater+persuasion for+low+involvement+target+audience with+positive+based+
motivation.
Likable source+is+perceived+as+having+a+pleasant+appearance,+behaviour+or+personality.
Helps+achieve+brand+awareness.
Brand+attitude+can+also+be+a+communication+effect+if+the+attitude+towards+the+source+is+
transferred+to+the+product,+and+ultimately+the+target+audience.
Familiar source+is+known+through+exposure+from+some+other+communication+(i.e.,+celebrity+
presenter).
Attraction
Statements+about+how to+communicate.
How+an+appeal+is+turned+into+an+advertising+message.
Method+of+presenting+the+product+to+the+target+audience.
Execution+Style
Method+of+constructing+specific+message+points.
Message+Structure
Headline,+illustration,+body+copy,+signature,+layout.
!
Print+example
Design+Elements
CREATIVE+TACTICS
!
Lecture'8')Advertising'Creativity
Monday,+October+5,+2015 12:03+PM

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

ADVERTISING+CREATIVITY
Communication+problem+or+opportunity
Market+background+information
Target+market+description
Market+positioning+strategy
Target+audience
Communication+objectives
Creative+guidelines
Document+prepared+by+the+client+with+the+agency+s+assistance+containing+relevant+
information+that+the+creative+team+uses+to+develop+a+creative+strategy.
CREATIVE+BREIF
Statements+about+what+to+communicate.
Unique+and+central+message+addressing+the+marketing+communication+issue+(i.e.,+
problem+or+opportunity).
Creative+Theme
Method+of+persuading+target+audience’s+brand+attitude+(i.e.,+thoughts+and+feelings).
Message+Appeal
Person+or+entity+communicating+the+message.
Source+Characteristic
CREATIVE+STRATEGY
Choice+of+an+interesting+way+to+express+the+brand+position+in+an+advertising+format.
Arresting,+simple+and+powerful+way+to+communicate+immediately.
Brand+positioning+is+key+in+creating+ads
!
Attention+getting+and+catalytically+relevant+representation+of+the+brand+position.
Really+big+idea!!
Creative+Theme definitions)to)consider
“Buy+this+product+and+you+will+get+this+benefit.
Each+ad+must+make+a+proposition+to+the+target+audience.
“This+benefit+is+unique+to+this+product.
Target+audience+must+associate+the+proposition+with+our+brand+only.
“This+unique+benefit+is+important+for+you.
The+proposition+must+be+strong+enough+to+attract+new+customers.
Unique+Selling+Proposition Rosser)Reeves
Brand+image+or+personality+is+particularly+important+when+brands+are+similar.
Every+ad+must+contribute+to+the+complex+symbol+that+is+the+brand+image+.
Brand+Image David)Ogilvy
“Inherent+drama+is+often+hard+to+find+but+it+is+always+there,+and+once+found+
it+is+the+most+interesting+and+believable+of+all+advertising+appeals.
Inherent+drama+or+characteristic+of+the+product+that+makes+consumers+buy+it.
Inherent+Drama Leo)Burnett
Image+of+where+brand+is+situated+in+relation+to+other+brands+or+any+type+of+positioning,+
can+be+the+spark+for+a+unique+creative+theme.
Don't+mix+up+branding+with+positioning+
Positioning Trout)and)Ries
Creative+Theme inspiration
Purely+information+based+brand+messages.
Differential+aspect+of+the+product+communicated.
Single+attribute+and/or+benefit
!
Group+of+attributes+and/or+benefits
!
Message+focus+is:
Be+very+factual+in+your+message
Rational
Message+Appeal
Focus+on+the+dominant+traits+of+the+product.
Feature+appeal
Makes+comparisons+to+other+brands.
Comparative+appeal
Makes+price+offer+the+dominant+point.
Favorable+price+appeal
News+or+announcement+about+the+product.
News+appeal
Stresses+the+brand’s+popularity.
Product+popularity+appeal
Purely+emotional+based+brand+messages.
Focus+on+positive+emotion+derived+from+benefit.
Convey+emotion+directly.
Enjoyable+aspects+of+consumption+experience.
Lifestyle+appeal+is+typically+linked+with+positive+emotional+consumption+experiences.+
Sexual+appeal+may+be+seen+as+positive+emotional.
Humour+appeal+shows+unique+product+benefits+in+a+humorous+situation.
Positive+Emotional
Anger
Contempt
Disgust
Embarrassment
Envy
Fear
Guilt
Jealousy
Sadness
Shame
Negative+Emotion
Contentment
Enthusiasm
Love
Sexual+Desire
Compassion
Gratitude
Pride
Awe
Interest
Amusement
Relief
Positive+Emotion
Avoid+non[enjoyable+aspects+of+consumption+experience.
Focus+on+benefit+derived+from+negative+emotion.
Fear+appeal+shows+negative+consequences+of+not+purchasing+the+product+are+
emphasized.
People+really+listen+to+you+when+you+show+them+fear+e.g.+result+of+drinking+and+
driving+
!
If+you+put+too+much+fear+people+wont+believe+and+reject+the+ad
!
Negative+Emotional
Themes:+Difference,+sexual+overtone
Shaver/razor
Shaving+with+this+shaver+is+like+a+woman+caressing+your+face
Rain+represents+the+hydrating+and+moisturizing+affect+
The+appeal+is+more+emotional+
"Upgrade+yourself":+targeting+people+who+already+use+electric+ shavers
They+want+to+convey+those+benefits+as+a+metaphor+of+the+story+here+creatively+ rather+
than+factually+and+they+want+the+appeal+to+be+mostly+emotionally,+connected+and+user+
focused.+
User+focused+in+positioning+even+though+it+is+symbolically+conveyed
A+robot+has+certain+characteristics+we+can+agree+on
The+affect+of+robots+in+this+case+has+much+different+effect+b/w+male+and+female,+users+and+
non[users
The+end+result+on+how+this+characteristic+will+influence+a+particular+target+audience+will+vary+
Philips+Nivea+For+Men+Ad+analysis+
Credibility [source+is+expert+or+trustworthy+(i.e.,+objective?).
Celebrity+endorsement+
Attraction [source+is+similar,+likable+or+familiar.
Source+Characteristics
Extent+the+source+is+perceived+by+the+target+audience as+having+any+of+the+above+
characteristics.
Result+is+a+communication+effect+(i.e.,+brand+attitude)+upon+the+target+audience.
Source+Effects
Leads+to+greater+persuasion for+low+and+high+involvement+target+audience with+
negative+based+motivation.
Expertise (i.e.,+relevant+knowledge+or+skill)
Leads+to+greater+persuasion+for+high+involvement+target+audience with+negative+based+
motivation.
Trustworthiness (i.e.,+unbiased,+objective).
Credibility
Leads+to+greater+persuasion+for+high+involvement+target+audience with+positive+based+
motivation.+
Similar source+is+perceived+as+the+same+as+the+target+audience.
Leads+to+greater+persuasion for+low+involvement+target+audience with+positive+based+
motivation.
Likable source+is+perceived+as+having+a+pleasant+appearance,+behaviour+or+personality.
Helps+achieve+brand+awareness.
Brand+attitude+can+also+be+a+communication+effect+if+the+attitude+towards+the+source+is+
transferred+to+the+product,+and+ultimately+the+target+audience.
Familiar source+is+known+through+exposure+from+some+other+communication+(i.e.,+celebrity+
presenter).
Attraction
Statements+about+how to+communicate.
How+an+appeal+is+turned+into+an+advertising+message.
Method+of+presenting+the+product+to+the+target+audience.
Execution+Style
Method+of+constructing+specific+message+points.
Message+Structure
Headline,+illustration,+body+copy,+signature,+layout.
!
Print+example
Design+Elements
CREATIVE+TACTICS
!
Lecture'8')Advertising'Creativity
Monday,+October+5,+2015 12:03+PM
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