Photocentric Advertising - Selling at a Glance!


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An introduction to the key principles of our unique and highly effective Photo-Centric advertising model

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Photocentric Advertising - Selling at a Glance!

  1. 1. Photo-Centric Advertising... Selling at a Glance!
  2. 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.
  3. 3. Make a Capture Arouse and hold useful attention interest lasting impression Tell the market about Encourage brand the product, and build Maintain interest and switching & purchase; awareness of both the awareness of a well create a market product and the established product, preference for the company and remind consumers product as opposed of the Brand to competition
  4. 4. Effects of Advertising • Cognitive • Affective • Cognitive awareness / Interest purchase recognition of consideration the ad, brand, or • Product liking product/service • Buying the • Positive product • Memory about emotional the ad, brand, or response to ad product/service • Emotional
  5. 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
  6. 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.
  7. 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.
  8. 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.
  9. 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
  10. 10. USP Example: Becks Unique Taste. shape, colour, flavours Selling Proposition Bottles, cans and kegs The Beck’s Experience
  11. 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
  12. 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.
  13. 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
  14. 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.
  15. 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
  16. 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
  17. 17. Source Credibility Attractiveness Gender
  18. 18. Source Attractiveness, Gender, Credibility
  19. 19. Source Credibility Attractiveness Gender
  20. 20. Message appeal Pleasure
  21. 21. Message appeal Arousal Vitality Liveliness
  22. 22. Message appeal Dominance
  23. 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.
  24. 24. Message appeal Fear
  25. 25. Message appeal Fear
  26. 26. Message appeal Fear
  27. 27. Message appeal Humour
  28. 28. Message appeal Humour
  29. 29. Attracting attention Violating reality
  30. 30. Attracting attention Visual metaphor
  31. 31. Attracting attention Visual parodies
  32. 32. Attracting attention Visual parodies
  33. 33. Attracting attention Direct eye gaze Uncle Sam reaches into the viewer’s space and actively gets him or her to pay attention.
  34. 34. Eliciting emotion Vertical camera angle Power and status
  35. 35. Eliciting emotion Looking down Nurturance Subservience
  36. 36. Targeting cultures Linguistics Bacardi concocted a fruity drink with the name "Pavian" to suggest a "French chic"... but "Pavian" means "baboon" in German.
  37. 37. Targeting cultures Cultural suitability: India and cows
  38. 38. Targeting cultures Explicit
  39. 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.
  40. 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.
  41. 41. Targeting generations Baby Boomers
  42. 42. Targeting generations Gen-X
  43. 43. Targeting generations Gen-Y
  44. 44. Targeting genders Respect? Although stylish, the picture implies gang- rape and is not surprisingly unappealing to women
  45. 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...
  46. 46. Targeting genders Stress relief
  47. 47. Targeting genders Connection
  48. 48. Targeting genders Relationship
  49. 49. Thankyou for your time. For further information please visit Source: Carmen Neghina, “Advertising Psychology”