Advert C9

Advertising Appeal

is an igriting force that stimulates the customer's mindset towards the products or services. It is used to attract the atlention of consumers and/or to infuence their feelings toward the product, service or cause.

Creative Execution Style

the way a particular appeal is turned into an advertising message presented to the consumer.

Informational/rational Appeals

Rely on logic, facts, and reasoning to persuade someone. They appeal to the intellect and aim to convince through evidence and logical arguments.

Focus Appeal

Focuses on the dominant traits of the product or service.

Competitive Advantage Appeal

The advertiser makes either a direct or indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.

Favorable Price Appeal

Makes the price offer the dominant point of the message.

News Appeals

are those in which some type of news or announcement about the product, service, or company dominates the ad.

Product/service Popularity Appeals

Stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.

Emotional Appeals

Aims to evoke feeings such as happiness, sadness, fear, or anger to persuade. They focus on tapping into people's emotions to sway their opinions or actons. It relates to the customers' social and/ar psychological needs for purchasing a product or service

Transformational Advertising

It is defined as "one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement.”

Reminder Advertising

Has the objective of building brand awareness and/or keeping the brand name in front of consumers.

Teaser Advertising

Designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.

User-generated Content

whereby ads are created by consumers rather than by the company and/or its agency.

Creative Execution

The way an advertising appeal is presented. While it is obviously important for an ad to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is executed is also crucial.

Straight-sell/Factual Message

This approach involves straightforward communication of the product or service's features and benefits without embelishment.

Scientific/technical Evidence

Effective for products or services that require credibility or rely on scientific validation, like pharmaceuicals or technological innovations.

Demonstration

Showing the product in action can be impactful. Especialy for tangible goods like kitchen appliances or cleaning products. _______ help consumers visualize how the product works and its potential benefits.

Comparison

Comparing the advertised product with competitors' offerings can highlight its advantages, making it suitable for industries with intense competition like smartphones or automobile.

Testimonial

Featuring endorsements from satisfied customers or influencers can build trust and crediblty. Particularty for products where personal experience is influential such as beauty products or fitness equipment.

Slice of Life

This approach portrays realistc scenarios of people using the product or service in their everyday lives.

Animation

Animated characters or scenarios can be used to create engaging and memorable ads, often appealing to younger demographics or for products with a whimsical or fantastical appeal, like children's toys ar entertainment products.

Personality Symbol

Associating the product with a recognizable character or personality can create emotional connections with consumers. This approach is common in branding campaigns, where the personalty symbol embodies the brand's values and identity

Imagery

Visual storytelling through compelling imagery can evoke emations and create a lasting impression. It's versatile and can be used across various product categories, depending on the desired emational response.

Dramatization

Presenting the product or service in a dramatic or cinematic way can capture attention and create a memorable experience. It's suitable for products where the emotional appeal is essential, such as luxury goods or travel experiences

Humor

Using ____ to entertain and engage audiences can make ads more enjoyable and shareable. It is effective for products that don't take themselves too seriously or aim to create a light-hearted connection with consumers, such as snacks or beverages.

Combinations

Combining multiple execution styles can create dynamic and mulitifaceted advertising campaigns. It allows advertisers to appeal to different audience segments and convey complex messages effectively.

Copywriters

Are responsible for the headline and body copy

Artists

Handle the visual presentation

Art Directors

Collaborate with copywriters to create the layout, arranging components like headlines, subheads, body copy, illustrations, captions, logos, etc

Headlines

The ______ is the words in the leading position of the ad - the words that wll be read first or are positioned to draw the most attention. _____ are usually set in larger type and are often set apart from the body copy or text portion of the ad to give them prominence. Most advertising people consider the _____ the most important part of a print ad.

Direct Headlines

Are straightforward and informative in terms of the message they are presenting and the target audience they are directed toward.

Indirect Headlines

Are not straightlonward about identfying the product or service or getting to the plint. But they are often more eflective at attracting readers attention and interest because they provoke curiosity and lure readers into the body copy to learn an answer or get an explanation.

Subheads

Are usualy smaller than the main headline but larger than the body copy. ______ are oflen used to enhance the readabilty of the message by breaking up large amounts of body copy and highlighting key sales points.

Body Copy

The main text partion of a print ad

Layout

is the physical arrangement of the various parts of the ad, including the headline, subheads, body copy, illustrations, and any identfying marks.

TV

Ia unique and powerful advertising medium because it contains the elements of sight, sound, and motion, which can be combined to create variety of advertising appeals and executions.

Video

The ____ elements of a commercial are what is seen on the TV screen.

Audio

The _____ portion of a commercial includes voices, music, and sound effects.

Voiceover.

A common method for presenting the audio portion of a commercial. This is where the message is delivered or action on the screen is narrated or described by an announcer who is not visible.

Music

is also an important part of many TV commercials and can play a variety of roles. In many commercials, the ____ provides pleasant background or helps create the appropriate mood.

Needledrop.

is an occupational term common to advertising agencies and the music industry. It refers to music that is prefabricated, multipurpose, and highly conventional. It is, in that sense, the musical equivalent of stock photos, clip art, or canned copy.

Jingles.

It is a catchy songs about a product or service that usually carry the advertising theme and a simple message.

Preproduction

All the work and activities that occur before the actual shooting/recording of the commercial.

Production

Period during which the commercial is filmed or videotaped and recorded.

Postproduction

Activities and work that occur after the commercial has been filmed and recorded.

Native advertising

is a type of paid placement designed to fit seamlessly into the content that surrounds it.

Commerce Ads

Which primarily have a bottom-of-the funnel goal of getting consumers to take action and make a purchase.

Display Ads

Many online _____ use large-size ad formats such as rectangular ads, horizontally oriented leaderboards, or skyscrapers that are vertically oriented and give advertisers the ablity to place an ad adjacent to the websie content.

Online Video

The use of online video advertising is growing rapidy and is part of the tremendous growth in the viewing of videos across all online platforms incuding websites, YouTube, Facebook. Twitter, Snapchat, and other popular sodial media site