Ad Messages and Marketing Communications (3)

Requirements for advertising

Paid, mass-mediated attempt to persuade.

Paid Advertising

Communication that is paid for by a client or sponsor.

Client or Sponsor

The company or organization that pays for advertising.

Mass Mediated Advertising

Advertising delivered through a medium designed to reach a large number of people.

Persuasive Advertising

Communications designed to get someone to do something.

AIDA Model

a model of advertising goals.

• Attention

• Interest

• Desire

• Action

Cognition (Advertising Goal)

To increase awareness and knowledge through advertising.

Affect (Advertising Goal)

To enhance attitudes and associations through advertising.

Behavior (Advertising Goal)

To encourage buying through advertising.

Cognitive Ads

Ads that engage the consumer's brain.

One-sided Argument Ad

Cognitive ad that focuses on a product's benefits.

Two-sided Argument Ad

Cognitive ad that gives both pros and cons of a product.

Non-Comparative Ad

Cognitive ad where only one brand’s features, attributes, image, etc., are presented.

Comparative Ad

Cognitive ad where two or more brands’ features, attributes, image, etc., are presented.

Product Demonstration Ad

Cognitive ad showing the product at work.

Drama (Slice-of-Life) Ad

Cognitive ad where the product is the solution to a problem.

Emotional Ads

Advertisements that use emotions to persuade consumers.

Humor Ads

Type of emotional ad that can break through clutter but may not be cost-efficient.

Fear Ads

Type of emotional ad that uses negative emotions, must provide solution.

Subliminal Ads

Ads containing elements shown too fast to detect consciously; considered unethical.

Image Ads

Ads where the message is more abstract and the company distinguishes itself by its image because the product category is crowded; used for positioning.

Endorsement Ads

Ads where a spokesperson provides a testimonial.

Spokespeople

Can be a celebrity, spokes-character, expert, or regular person.

Advertising Appeals

Common appeals include profit, health, fear, vanity, admiration, convenience, fun/pleasure, and environmental consciousness.

Informing (Advertising Objective)

To create awareness, introduce new uses for a product, promote events, and enhance image.

Reminding (Advertising Objective)

To maintain awareness, reinforce learning, and remind consumers where to buy.

Persuading (Advertising Objective)

To encourage switching brands, change perceptions, and influence immediate buying.

Connecting (Advertising Objective)

To build relationships via social media, loyalty programs, website visits, and transparent exchange.

what are the three types of goals (CAB)

• Cognition

• Affect

• Behavior

what are the life cycle stages and advertising goals

1. introduction: awareness and information

2. growth: enhance positive attitudes

3. maturity: remind consumers

4. decline: reductions in ad spending