Photo-Centric Advertising - Selling at a glance

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Madden Advertising introduces the powerful concept of Photo-Centric advertising, and how it can effectively drive sales of your product or brand.

Madden Advertising introduces the powerful concept of Photo-Centric advertising, and how it can effectively drive sales of your product or brand.

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  • 1. Photo-Centric Advertising... Selling at a Glance! Source: Carmen Neghina, “Advertising Psychology” www.maddenadvertising.com.au
  • 2. Definition of Photo-Centric Advertising “Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.” (Wells, Burnett & Moriarty, 2003, p. 10) Photocentric Advertising is an informed visual strategy to recreate life’s perceptual experiences (personal mind games) while at the same time the viewer is able to forego reality and associate psychologically with the BRAND. www.maddenadvertising.com.au
  • 3. Make a Capture Arouse and hold useful attention interest lasting impression Tell the market about Maintain interest and Encourage brand the product, and build awareness of a well switching & purchase; awareness of both the established product, create a market product and the and remind consumers preference for the company of the Brand product as opposed to competition www.maddenadvertising.com.au
  • 4. Effects of Advertising • Cognitive • Affective Interest • Cognative awareness / purchase recognition of • Product liking consideration the ad, brand, or product/ • Positive • Buying the service emotional product response to ad • Memory about the ad, brand, • Emotional or product/ bonding service www.maddenadvertising.com.au
  • 5. Unique Selling Proposition A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer The U.S.P.: is about uniqueness must sell must make a proposition www.maddenadvertising.com.au
  • 6. The USP is about uniqueness First, the U.S.P. is about a UNIQUENESS that is inherent in the brand, or claim which is not otherwise made in its field. It must promise a benefit that no one else is offering. It must position a product or service so that its end benefits, whether truly exclusive or not, are perceived as unique to that brand , distinctive and superior. www.maddenadvertising.com.au
  • 7. The USP must sell Second, a U.S.P. must SELL, it must be meaningful and important. It must relate directly to the customer‘s wants or needs. www.maddenadvertising.com.au
  • 8. The USP must make a proposition Third, every U.S.P. must make a PROPOSITION to the customer – a clear and compelling promise about a benefit delivered by the product which is genuinely life-enhancing, even if only in a small way. www.maddenadvertising.com.au
  • 9. Unique Selling Proposition Unique Advertising that promises a unique benefit, or a benefit that is perceived as distinct and/or superior Selling Proposition Significant and relevant A clear, compelling to consumers - persuasive consumer benefit that is enough to incite action delivered by the product www.maddenadvertising.com.au
  • 10. USP Example: Becks Unique Taste. shape, colour, flavours Selling Proposition Bottles, cans and kegs The Beck’s Experience www.maddenadvertising.com.au
  • 11. Brand Wheel The Brand Wheel is a tool to help you define your brand and product characteristics! It works best when: The essence synthesises the whole of the attributes, benefits, values and personality of the brand No more than a few items appear in each of the four headings You only use items that are truly competitive and relevant and so add genuine leverage www.maddenadvertising.com.au
  • 12. Brand Wheel ATTRIBUTES: What the brand is/how it looks. Physical/functional characteristics of the brand BENEFITS: Rational advantage for me. What the brand does: The results of using the brand. VALUES: Psychological advantage of using the brand: How the brand makes me feel about myself/how others feel about me using the brand PERSONALITY: If the brand were a person: How would it be? BRAND ESSENCE: The core of the brand. The sum of characteristics in the wheel. www.maddenadvertising.com.au
  • 13. Brand Wheel example: BMW German, Masculine, Luxury, Expensive, Engineering quality, Performance, Roadholding, Heritage Sports performance in luxury comfort, Best of both worlds. Is what it does Wise heads on young shoulders. A passionate driver Serious but not serious-minded, charismatic, outgoing, joie de vivre, half german, half human. The steel fist in a velvet glove DRIVING EXCELLENCE www.maddenadvertising.com.au
  • 14. A framework of psychological meaning Suggests that tangible attributes of the stimulus are captured by consumers via their 5 senses. The context also becomes a critical determinant of psychological meaning. These context variable can be broken into individual variables, social variables and situational characteristics. This is not a sequential process, but a descriptive framework of the critical constructs involved in meaning formation. www.maddenadvertising.com.au
  • 15. A framework of psychological meaning ATTRIBUTE BUNDLE PERCEPTUAL MODE CONTEXT Tangible Individual Attributes Data driven characteristics eg. sight, touch, eg. attitudes, e.g. size, colour, sound perceptual selectivity, brightness, music personality Social Stimulus characteristics eg.TV, Billboard, PERCEPTUAL eg. gender, social Image ad MEANING class, marital status, occupation Intangible Concept Driven Situational Attributes e.g. cognitive characteristics e.g. modern, fun, associations / e.g. time to make abstractions decision, no. of exciting choices www.maddenadvertising.com.au
  • 16. Examples of peripheral cues Celebrity - perfumes, cosmetics Attractive source - appealing models Expert sources – eg dentists (for toothpaste) Humour - irony, unexpected developments Erotic - when lacking other ideas, use sex www.maddenadvertising.com.au
  • 17. Source Credibility Attractiveness Gender www.maddenadvertising.com.au
  • 18. Source Attractiveness, Gender, Credibility www.maddenadvertising.com.au
  • 19. Source Credibility Attractiveness Gender www.maddenadvertising.com.au
  • 20. Message appeal Pleasure www.maddenadvertising.com.au
  • 21. Message appeal Arousal Vitality Liveliness www.maddenadvertising.com.au
  • 22. Message appeal Dominance www.maddenadvertising.com.au
  • 23. In July 2006, Sony promoted the release of its new white- cased PlayStation Portable with an ad that played on the dominance of white over black cultures. It featured an angry white woman aggressively grabbing a black woman's face. The tagline was "White is coming." This campaign was reflective of the video game trend toward violent and racist themes. www.maddenadvertising.com.au
  • 24. Message appeal Fear www.maddenadvertising.com.au
  • 25. Message appeal Fear www.maddenadvertising.com.au
  • 26. Message appeal Fear www.maddenadvertising.com.au
  • 27. Message appeal Humour www.maddenadvertising.com.au
  • 28. Message appeal Humour www.maddenadvertising.com.au
  • 29. Attracting attention Violating reality www.maddenadvertising.com.au
  • 30. Attracting attention Visual metaphor www.maddenadvertising.com.au
  • 31. Attracting attention Visual parodies www.maddenadvertising.com.au
  • 32. Attracting attention Visual parodies www.maddenadvertising.com.au
  • 33. Attracting attention Direct eye gaze Uncle Sam reaches into the viewer’s space and actively gets him or her to pay attention. www.maddenadvertising.com.au
  • 34. Eliciting emotion Vertical camera angle Power and status www.maddenadvertising.com.au
  • 35. Eliciting emotion Looking down Nurturance Subservience www.maddenadvertising.com.au
  • 36. Targeting cultures Linguistics Bacardi concocted a fruity drink with the name "Pavian" to suggest a "French chic"... but "Pavian" means "baboon" in German. www.maddenadvertising.com.au
  • 37. Targeting cultures Cultural suitability: India and cows www.maddenadvertising.com.au
  • 38. Targeting cultures Explicit www.maddenadvertising.com.au
  • 39. Colours and cultures Many cultures have lucky colours, (e.g. red in China) and unlucky colours (e.g. black in Japan). Some colours have certain significance such as green in Islam, while other colours have tribal associations in parts of Africa. www.maddenadvertising.com.au
  • 40. Targeting cultures Religion Language must also be analyzed for its cultural suitability. For example, the slogan employed by computer games manufacturer EA Sports, "Challenge Everything" raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are maintained through the values of respect and non-confrontation.  www.maddenadvertising.com.au
  • 41. Targeting generations Baby Boomers www.maddenadvertising.com.au
  • 42. Targeting generations Gen-X www.maddenadvertising.com.au
  • 43. Targeting generations Gen-Y www.maddenadvertising.com.au
  • 44. Targeting genders Respect? Although stylish, the picture implies gang- rape and is not surprisingly unappealing to women www.maddenadvertising.com.au
  • 45. Targeting genders Individuality - Dove Pro Age campaign, as opposed to anti-aging campaigns... proposed that every woman is unique... And everywomen has her own beauty, regardless of age, or appearance... www.maddenadvertising.com.au
  • 46. Targeting genders Stress relief www.maddenadvertising.com.au
  • 47. Targeting genders Connection www.maddenadvertising.com.au
  • 48. Targeting genders Relationship www.maddenadvertising.com.au
  • 49. Thankyou for your time. For further information please visit www.maddenadvertising.com.au www.maddenadvertising.com.au