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Schooling for Life Advertising Seminar

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ADVERTISING
SEMINAR
PART III
VALS – Values & Lifestyle System
Principle
Oriente
d
Action
Oriente
d
Status
oriented
Minimal
Resources
Abundant
resources
ADVERTISING AUDIENCES EXAMPLES
Commercial Calendar
Festivals of Consumption
Commercial Calendar
• New Years
• Super Bowl
• Valentine’s Day
• Academy Awards
• St. Patrick’s Day
• Easter/Passover
• Tax Day
• Spring Break
• Memorial Day
• Mother’s Day
• Father’s Day
• 4th of July
• Labor Day
• Emmys
• Columbus Day
• Lent/Rosh Hashanah
• Halloween
• Election Night
• Thanksgiving
• Christmas/Hanukkah
• Birthday (Own)
• Anniversary
• Grandparent’s Day
• Secretary’s Day
• Saturday
• Sunday
• Friend’s Visit
• Friend’s Illness
• Friend’s Moving
• Friend’s Engagement
• Death
• Wedding
• Birth
• Divorce
• Half-birthday
• Harry Potter’s Birthday
Commercial Calendar
What products/objects
do you / your family
buy during these
‘consumebrations’?
HALLOWEEN
CHRISTMAS
New Year’s Day
Super Bowl
Valentine’s Day
4th of July
WEDDING
ROLE OF
ADVERTISING
AGENCY
Ad Agencies
Role of Ad Agency
Role of Ad Agency
Role of Ad Agency
Role of Ad Agency
ADS THAT
…INSPIRE
…OFFEND
Apple Watch
Apple Watch
CoverGirl Ad Becomes a Protest
Tool Against NFL's Roger Goodell
Urban Outfitters Apologizes for 'Blood-
Stained' Kent State Sweatshirt
Persuasion/Influence Theory
The Psychology of Advertising
Persuasion/Influence Theory
Judgmental Heuristics
= Mental Shortcuts
Schooling for Life Advertising Seminar
Persuasion/Influence Theory
Trigger-Response
Behavior
Persuasion/Influence Theory
1. Reciprocation
Persuasion/Influence Theory
1. Reciprocation
Persuasion/Influence Theory
2. Commitment &
Consistency
Persuasion/Influence Theory
2. Commitment & Consistency
Persuasion/Influence Theory
3. Scarcity
Persuasion/Influence Theory
3. Scarcity
Persuasion/Influence Theory
4. Social Proof
Persuasion/Influence Theory
4. Social Proof
Persuasion/Influence Theory
5. Liking/Similarity
Persuasion/Influence Theory
5. Liking/Similarity
Persuasion/Influence Theory
6. Authority
6. Authority
Protecting the Public from
Advertising’s Influence
Advertising Code of
American Business
This code was developed by the American Advertising
Federation and Association of Better Business
Bureaus International.
It has been endorsed by International Newspaper
Advertising and Marketing Executives, Association of
Newspaper Classified Advertising Managers, National
Newspaper Association, Magazine Publishers
Association, American Association of Advertising
Agencies, National Association of Broadcasters and
many other trade groups.
Advertising Code of
American Business
1. Truth
Advertising shall tell the truth,
and reveal significant facts,
the concealment of which
would mislead the public.
Advertising Code of
American Business
2. Responsibility.
Advertising agencies and
advertisers shall be willing
to provide substantiation
of claims made.
Advertising Code of
American Business
3. Taste and Decency
Advertising shall be free of
statements, illustrations or
implications which are offensive
to good taste or public decency.
Advertising Code of
American Business
4. Disparagement
Advertising shall offer
merchandise or service on its
merits and refrain from attacking
competitors unfairly or disparaging
their products, services or
methods of doing business.
Advertising Code of
American Business
5. Bait Advertising.
Advertising shall offer only
merchandise or services which
are readily available for purchase
at the advertised price.
Advertising Code of
American Business
6. Guarantees and Warranties.
Advertising of guarantees and warranties
shall be explicit. Advertising of any guarantee
or warranty shall clearly and conspicuously
disclose its nature and extent, the manner in
which the guarantor or warrantor will perform
and the identity of the guarantor or warrantor.
Advertising Code of
American Business
7. Price Claims.
Advertising shall avoid price or
savings claims which are false or
misleading, or which do not offer
provable bargains or savings.
Advertising Code of
American Business
8. Unprovable Claims.
Advertising shall avoid the use of
exaggerated or unprovable
claims.
Advertising Code of
American Business
9. Testimonials.
Advertising containing
testimonials shall be limited to
those of competent witnesses who
are reflecting a real and honest
choice.
break
WATER
be back by 11:40am
Message Appeals
MESSAGE APPEALS
Fear
Appeals
MESSAGE APPEALS
Fear.
High fear appeal messages are
effective in getting receivers
to worry and become anxious
about X = CALL TO ACTION.
Fear.
Fear.
Fear.
Fear.
Fear.
Fear.
Fear.
MESSAGE APPEALS
Humor
Appeals
MESSAGE APPEALS
Humor.
Almost half of the commercials on TV,
radio and billboards use humor.
Humor promotes a positive mood, less
counter-arguing and prompts receivers
to try new products or brands.
MESSAGE APPEALS
Humor.
Awareness aids for attention getting.
Aids name recall – simple ad copy.
While may increase likability,
historically does not changing attitudes
or alter habits, but aids
brand testing/switching.
Humor.
Humor.
Humor.
Humor.
Humor.
Humor.
Humor.
Humor.
MESSAGE APPEALS
Warmth & Other
Emotional Appeals
MESSAGE APPEALS
Warmth.
The Interpersonal settings with individuals
showing affecting or bonding. Family
reunions. Nostalgic tunes. Special settings.
Like the ad + Recall seeing the ad =
{sometimes} higher ratings of intent
to buy the product
MESSAGE APPEALS
Emotional appeals
For Affiliation. To Nurture. For Guidance.
To Aggress. To Achieve. To Dominate.
For Prominence. For Attention.
For Autonomy. For Escape. To Feel safe.
For Aesthetic sensations. To Satisfy curiosity.
For Physiological needs: food, drink, sleep, etc.
Emotional Appeal.
Emotional Appeal.
Warmth.
Emotional Appeal.
Emotional Appeal.
Emotional Appeal.
Emotional Appeal.
Warmth.
Apple iPad
Emotional Appeal.
Warmth.
Warmth.
Balance Theory &
Celebrity Endorsements
BALANCE THEORY
A motivational theory of
attitude change.
Motive/urge to maintain one's
values and beliefs over time.
“Sentiment" or liking
relationships are balanced if
the affect valence in a system
multiplies out to a positive
result.
Triadic relationship.
P likes X, X likes O, P likes O
BALANCE THEORY
CELEBRITY ENDORSEMENTS
Receivers perceived relationship.
People have developed a very
strong attachment and admiration
for certain celebrities. Longer
Exposure + More Media +
Increase avenues of engagement.
CELEBRITY ENDORSEMENTS
Receivers identify with
celebrity personalities.
Research shows that youth are
strongly influenced by celebrities
who are currently “in”
CELEBRITY ENDORSEMENTS
Match-Up Hypothesis.
Effectiveness is increased if there
is a good match between the
public image of the celebrity and
the message about the product
and its attributes.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
Celebrity Endorsements.
The Stickiness Factor
THE STICKINESS FACTOR
"The specific quality that a
message needs to be
successful is the quality of
'stickiness.' Is the message-or
the food, or the movie, or the
product- memorable? Is it so
memorable, in fact, that it can
create change, that it can spur
someone to action?"
THE STICKINESS FACTOR
What made Sesame Street so
successful?
• The Invention of the "Distracter" Test
• Timed Segments
• Content Simplification
• The Mixture of fantasy and reality
Where did Sesame Street falter?
• Adult humor and wit
• Children did not pick up on
the intended visual clues
• Children were not learning effectively
STICKINESS FACTOR
What makes
a message
memorable?
STICKINESS FACTOR
STICKY ADS:
Ads for which the audience
comprehends the advertisers
intended message, they are
remembered and they change the
target audience’s brand-related
opinions or behavior.
STICKINESS FACTOR
Salience & Novelty
Connectedness. Appropriateness
and Novelty (CAN).
Unique, Fresh and Unexpected.
STICKINESS FACTOR
Vividness
Easier for people to remember
and retrieve tangible
Rather than abstract information.
Concretizing.
STICKINESS FACTOR
Combining Words
and
Photos/Illustrations
Tangible.
Perceptible.
Real.
Schooling for Life Advertising Seminar
Schooling for Life Advertising Seminar

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Schooling for Life Advertising Seminar

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  6. simple, efficient rules people often use to form judgments and make decisions. * mental shortcuts that usually involve focusing on one aspect of a complex problem and ignoring others. * Heuristics usually govern automatic, intuitive judgments but can also be used as deliberate mental strategies when working from limited information. - These rules work well under most circumstances, but they can lead to systematic deviations from logic, probability or rational choice theory. - The resulting errors are called "cognitive biases" and many different types have been documented. - These have been shown to affect people's choices in situations like valuing a house or deciding the outcome of a legal case.
  7. * To explain it in terms of behavior management, a trigger is a thought about a situation that leads to an inappropriate response to that situation * Emotions Influence What We Buy
  8. * To explain it in terms of behavior management, a trigger is a thought about a situation that leads to an inappropriate response to that situation * Emotions Influence What We Buy
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  11. This is your brain on drugs
  12. Snickers
  13. Berlitz commercial
  14. Apple ipad Robin Williams
  15. Brazil cool cell phone solar charger
  16. Cool social media video that made its way around
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  19. VISUAL STIMULI