4. Innovative Fun Hard Work What do you think about advertising? Creative Deceptive Aggressive 10/29/2009 4 successful TV advertising
5. Who? Says what? Factor for successful TV advertising By what means? To whom?
6. Factor for successful TV advertising Source characteristics 1) Credibility Lowercredibility sources - will have more effectiveness if the receiver’s thoughts about the product are favorable Higher credibility sources - will be more persuasive if the receiver’s thoughts are negative Profession has a greater effect upon perceived credibility than the spokesperson 2) Attractiveness 10/29/2009 successful TV advertising 6 Who? Says what? By what means? To whom?
8. Factor for successful TV advertising Source characteristics 1) Credibility 2) Attractiveness For low involvement products – coffee, perfume Attractive models do not enhance recall, but facilitate ad recognition Using celebrity or stars. 10/29/2009 successful TV advertising 8 Who? Says what? By what means? To whom?
10. Who? Says what? Factor for successful TV advertising By what means? To whom?
11. Factor for successful TV advertising 10/29/2009 successful TV advertising 11 Who? Says what? By what means? To whom? Message appeal - the overall style of the advertising Rational appeal? Emotional appeal?
12. Factor for successful TV advertising emotional appeal Coca-Cola – “Have a Coke smile” Pepsi-Cola – “Get that Pepsi feeling” General Motors – “Get that great GM feeling” 10/29/2009 successful TV advertising 12 Who? Says what? By what means? To whom?
16. Who? Says what? Factor for successful TV advertising By what means? To whom?
17. Factor for successful TV advertising 10/29/2009 successful TV advertising 17 Who? Says what? By what means? To whom?
18. Factor for successful TV advertising 1) Copy theme Use of figurative language 10/29/2009 successful TV advertising 18 Who? Says what? By what means? To whom?
25. Communication Model 3) Music Attention gaining value Ability to engage a listener’s attention through speed and loudness Role in advertising – attract and hold attention However, can be act as a distractive factor 10/29/2009 successful TV advertising 25 Who? Says what? By what means? To whom?
26. Who? Says what? Factor for successful TV advertising By what means? To whom?
27. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 10/29/2009 successful TV advertising 27 Who? Says what? By what means? To whom? Cultural Suitability
29. Targeting Cultures Language Communication Style Symbols Cultural Values Factor for successful TV advertising 10/29/2009 successful TV advertising 29 Who? Says what? By what means? To whom? Colors Numbers
31. Targeting Cultures Language Communication Style Symbols Cultural Values Factor for successful TV advertising 10/29/2009 successful TV advertising 31 Who? Says what? By what means? To whom? Religion culture
35. ADVERTISING GUESS Rule: You will hear some popular advertising songs and try to guess the name of the advertising using that song. The person who has one correct answer will get 1 mark. The winner is the one who has the highest mark. Especially, the winner will receive a gift from us.
36. No. 1 Ad: Doublerich. Song: When you look at me.
45. THE ROLE OF ADVERTISING A. WITH THE CUSTOMERS B. WITH THE MANUFACTURERS
46. A- WITH THE CONSUMERS The advertising helps buyers have the general information of product efficiently. MAIN USE KIND OF PRODUCT INGREDIENT A short and terse piece of information
47. WITH THE CONSUMERS Advertising also expands the consumers’ taste, helps them have a general view about the products in the market. => It easily provides variety of choices ensuring their own rights.
50. B- WITH THE MANUFACTURER Advertising helps the makers transmit messages about the product to the consumers
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52. B- WITH THE MANUFACTURER Advertising is also a best way to create and develop an image of brand name.
53. B- WITH THE MANUFACTURER Advertising raises manufacturing productivity and making a good profit for the makers. Hence, it contributes to the development of general economics.
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55. Bullets go in here In 2004 – 2005, the sale of Pantene shampoo was up to 10% than last year. And also in here
Ninh:Hello. I’m the next presenter. I’m NinhTâm: and I’m Tâm. Our topic is factor for successful tv advertising. So,What do you think about TV advertising? Ask them ,,, Ninh:[choose some volunteer]…..ok. You’ll know the answer just in few slides later.
Tâm:There are many factor for successful tv advertising, in our presentation today, we introduce you some. To do that, just answer these question, who? Says what? By what means? And to whom?
Ninh: firstly, the speaker is very important. Because,Lower credibility sources will have more effectiveness if the receiver’s thoughts about the product are favorableHigher credibility sources will be more persuasive if the receiver’s thoughts are negativeProfession has a greater effect upon perceived credibility than the spokesperson
Expert source is usually used in advertising some product like: toothpaste,
Tâm: in advertising, we usually use “attractiveness source” that mean, we use attractiveness as own tool. It’s very helpful, when we introduce some certain product like: coffee, perfume. Attractiveness models do not enhance recall, but facilitate and recognition.
Here, we can see a very attractive girl. She advertise perfume.
The next question is says what?
Say what mean, as it is, what will you say?^^ or message appeal-the overall style of the advertising. There are 2 kind of appeal, rational appeal or emotional appeal.
Some examples of ad campaigns that invoke emotional appeal
Violating reality – the human perceptual system is finely tuned to pay special attention to unfamiliar objects when they are slighly different from our expectations. In course of normal visual perception, our brain figures out what we are looking at as follows: for each shape that our eyes encounter, the brain attemps to find a match in a dictionary of previously encountered shapes that we build up. If an unfamiliar shape is different from anything else, it will either ignore it or start computing a new entry.Visual metaphor – the representation of an abstract concept through a concrete visual image that bears some analogy to that concept. Visual parodies – sense of being hip and media conscious
Violating reality – the human perceptual system is finely tuned to pay special attention to unfamiliar objects when they are slighly different from our expectations. In course of normal visual perception, our brain figures out what we are looking at as follows: for each shape that our eyes encounter, the brain attemps to find a match in a dictionary of previously encountered shapes that we build up. If an unfamiliar shape is different from anything else, it will either ignore it or start computing a new entry.Visual metaphor – the representation of an abstract concept through a concrete visual image that bears some analogy to that concept. Visual parodies – sense of being hip and media conscious
Uncle Sam reaches into the viewer’s space and actively gets him or her to pay attention.
Soft music – low attention-gaining valueFast, loud music – high attention-gaining value If listernies attend to the music so closely that the message is not processed – music can be a distractor. Similar to picture –words congruecy. It involves non-verbal congruency – instrumental music with message copy and not to verba-verbal congruency – song lyrics with message copy
