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Copy Elements
The copy or text must communicate in clear, concise and focused language.
Start with a headline that grabs the reader's attention, sparks interest in your
product and conveys your message succinctly. Potential customers have only
seconds to read your billboard. Even in brochures or catalogs, keep body copy
brief and on point. Include the company signature --- your identifying slogan
and/or logo. Use fonts (typefaces) that complement your message and are easy
to read.
Graphic Elements
Photography, illustration and logo symbols like Nike's swoosh raise interest in
any ad. Integrate these graphic elements with your headline and copy for
maximum effect. A study by Texas State University showed that more attention
goes to pictures than words and human models get the most attention in
magazine ads. This indicates the value of using models that match or appeal to
your target audience to forge an immediate connection between your
product/service and your potential customer. Inconsistency between your
headline and your illustration will confuse the viewer and reduce the ad's impact.
Layout
The layout is the way you put all the elements together to create the final ad.
Your layout needs a focal point --- usually the picture or headline --- for readers'
eyes to land on, then the white space, graphic and text elements should lead
them through the copy to the company signature. Make the final layout match
the ad's ultimate printed appearance in every detail.
Placement
Where you place your print advertising affects its success. An auto parts dealer
will get more response running his ad in an automotive magazine or classified
section than in a fashion magazine. Direct mail solicitations generate leads more
effectively than magazine ads do.
and social level (recognition, status, respect, rejection, approval etc.), the two
common ones include:
1. Fear Appeal: The best example is the anti-smoking ad that plays in
movie theatres featuring a smoker Mukesh who died of mouth cancer.
2. 2. Humor Appeal: Humorous ads are often the best remembered as they
can hold consumers attention and put them in a positive disposition
towards the product. Chlormints Dobara mat poochhna campaign works
on humor appeal.
Fear
Fear appeals focus on the negative outcomes that can happen because of an
action or inaction. Advertisers use fear appeals to promote an immediate
behavior change such as eating healthier or not smoking. Another fear tactic
involves isolation. People will purchase a product to avoid isolation from others
because of bad hygiene. Deodorant and toothpaste ads often employ this tactic.
Government agencies appeal to an individuals fear of death or incarceration to
prevent drinking and driving. Fear appeals work when the recommended action
is specific, effective and plausible. For example, ads geared toward smokers can
be ineffective if the person does not believe quitting is within reach.
Humor
Humor appeals make consumers laugh and create an emotional link with the
product. A well-executed humor appeal enhances recollection, evaluation and
the intent to purchase the product. Advertisers link the product with the humor.
For example, a humorous insurance ad hits the mark when the humor shows the
consumer why having insurance is beneficial. Using humor at the expense of one
group may lead to resentment. Senior citizens may resent a product that
portrays them as grumpy, while women may refuse to purchase a product that
portrays them as overbearing. Humorous ads work best with established and
commonly purchased products such as cellphones, fast food and alcoholic
beverages.
Rational
Rational or logical appeals focus on the consumers need for practicality and
functionality in a product. Advertisers relay this message by focusing on product
features and cost. These ads tell consumers the benefits associated with the
purchase of a product. The advertiser then provides proof to back up the claims.
An automobile advertisement focuses on gas efficiency, mileage and prices to
reach consumers who want a cost-efficient, reliable vehicle. Household appliance
manufacturers may place emphasis on features that lower home utility costs and
protect the environment. Printed and business-to-business advertisements are
better suited for rational appeals.
Sex
Sex appeals capture attention, but seldom promote product consumption.
Effective sex appeal ads convey a specific message to the target demographic
group. Beer advertisers often use sex appeal to promote their product to men.
The typical scene involves several young, average-looking men in a bar. The men
purchase the beer and gain the attention of an attractive young woman.
Fragrance products use sex appeal to convey romance to women by indicating
the use of the product will help her find the man of her dreams. Generally done
by showing the woman spraying the fragrance and then capturing the attention
of an attractive male who passes her on the street. Overly overt images subtract
from the overall message the advertiser wants to convey.
Bandwagon
A bandwagon appeal makes consumers believe they are missing out by
addressing the consumers need to belong. Food and drink ads show hip young
adults enjoying a product and ignoring the individual who chooses the less
popular product. Medical products show consensus by indicating the number of
medical professionals who support the product. For example, a cold medicine ad
may say, "Eight out of 10 doctors recommend this product" to show product
effectiveness. Automobile dealers and cellphone providers give sales and user
statistics to indicate why their product is the more preferred. This type of
message says buy this product because everyone does. If done correctly, the
consumer will purchase the product. Bandwagon appeals can backfire in that the
consumers desire to fit in can conflict with the ability to make a rational
decision.
CAMPAIGN PLANNING:
According to Wright et al. [18], there are seven basic and essential steps in
planning:
1 . Approaching the Advertising Opportunity
This appraisal involves the determination of the right timing; for a particular
advertising campaign. Neil Borden [19] and Charles H. Patti [20] have identified
five situations which could lend themselves to advertising opportunities:
a) Presence of a favourable primary demand trend: If a product category is
becoming favourite with
simply looking at it. The reliability of the parts within the set are very important
for the consumers to associate their buying with that particular brand. Hence the
theme of Zenith TV company is The quality goes in before the names goes on,
Sony Corporation products are well known for their reliability.
2- Market Analysis
Before an advertising campaign can be initiated, it is necessary to know the
target market in depth and in detail. Such factors as the entire industry, volume
of a given product, its on- market share, competitive strategies, any legal
constraints etc. must be studied and analysed. Similarly, the demographic
structure of the market and. the market trends must be studied. This would
assist in pin-pointing the segmented target market so that advertising efforts can
be focussed on this market.
3-Advertising Objectives
The advertising objectives should be as specific as possible. For example, one
single point increase in market share is not as specific as the desired percentage
Adopting the rational appeal method of advertising your products or services can
be highly effective for small businesses. First off, it allows you to market the
product to more than one demographic target group at a time. By focusing
exclusively on the product's price and the benefits it offers, you are creating a
generalized marketing campaign with wide appeal. This in turn appeals to
customers of all backgrounds who are either looking for a bargain or who need
(as opposed to want) a product or service. Common household items such as
vacuum cleaners, kitchen appliances and even lower-range automobiles are
marketed in this way. Consumers need these products and may not necessarily
be concerned with having the fanciest or most expensive ones. Appealing to the
budget-conscious and consumer-friendly customer is therefore key to the rational
appeal. Furthermore, in times of economic crisis or recession, products marketed
by rational appeal tend to do well. Consumers are apt to adopt a mindset of
austerity during these times and will appreciate businesses that cater to their
needs.
Despite the many advantages to using the rational appeal in advertising, there
can be some downsides to adopting this approach in your business. Consumers,
even budget-conscious ones, are typically looking for quality. Trying to pass off
poorly made or ill-designed products by focusing on the low price point may
actually backfire on a company. If you sell orange juice, for example, you may
find that customers respond well to a lower price point. However, if this lower
price-point comes at the sacrifice of having orange juice made from 100 percent
juice or not-from-concentrate, you may lose out on customers who are concerned
about quality. The key to utilizing the rational appeal then is to be honest and
consistent with your brand messaging and to know your target audience.
Emotional Appeal