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Introductionand focusofcoursefall1

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Introductionand focusofcoursefall1

  1. 1. Introduction & focus of course 1
  2. 2. There is a danger in rushing to create an ad. It is tempting to start playing with language and images right away. Until you discover the real reasons why people buy a good or service, you create ads for no one. Great ads begin with first understanding several things: • The Product: What are you selling? • The consumer: Who are you selling to? How well do you know them? The key to selling products and service is understanding people’s relationships with products/services. • The market place: How does your client’s product/service (and its advertising) fit into the array around it? How will your product/service stand out in the marketplace? 2
  3. 3. Characteristics of Effective Advertisements • Should satisfy consumers’ objectives by engaging them and delivering a relevant message. • Must achieve the advertiser’s objectives. Consumer Objectives: • May be interested in watching an ad for its entertainment value or to satisfy her curiosity. • If the ad is sufficiently entertaining, she may remember it. She may learn that the ad relates to a personal need and provides relevant information about how to satisfy that need. • The ad may also offer enough incentive for the consumer to risk change because it shows her how to satisfy her needs in a manageable way. • The ad may reinforce her product decision and remind her of how her needs have 3 been satisfied.
  4. 4. Advertiser Objectives • Advertisers want consumers to buy and keep buying their goods/services. • Advertisers must first gain the attention of consumers. • Advertisers must then hold consumers’ interest long enough to convince them to change their purchasing behavior, try a product/service, and stick with it. Advertising must be goal directed To be effective, advertising must accomplish certain effects: • Perception: the advertising will be noticed. • Learning: the audience will understand the message and make correct associations. • Persuasion: the advertising creates or changes attitudes and emotions. • Behavior: getting the audience to try or buy the product or perform some other action 4
  5. 5. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 5
  6. 6. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 6
  7. 7. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 7
  8. 8. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 8
  9. 9. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 9
  10. 10. Key Advertising Message Effects Measures Perception Exposure Attention Interest Memory; Recognition; Recall Learning Understanding Persuasion Image and Association Brand Links Attitudes: Form or Change Preference/Intention Emotions and Involvement Conviction: Belief, Commitment Behavior Trial Purchase Repeat Purchase | Use More 10

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