chapter 5 Marketing Communication

1. CHAPTER 5
Advertising Management: Appeal
and Endorser
Nur Aqilah Binti Zainudin
BM240(4A)

2. MESSAGE
APPEAL
The Role of
Celebrity
Endorsers in
Advertising
The Role of Humor
in Advertising
The Use of Sex in
Advertising
Appeals to
Consumer Fears
Appeals to
Consumer Guilt
The Functions
of Music in
Advertising

3. 1. The Role of Celebrity Endorsers in Advertising
Television stars, movie actors, famous athletics, and even dead
personalities are widely used to endorse brands
Advertisers and agencies are willing to pay huge salaries
T ETrustworthiness Expertise
Physical
Attractiveness
Similarity
A
SR Respect

4. The “No Tears” Approach
Celebrity and Audience Matchup
Celebrity and Brand Matchup
Celebrity Credibility
Celebrity Attractiveness
Cost Consideration
Working Ease or Difficulty Factor
Saturation Factor
The Trouble Factor

5. EXAMPLE :
• IKLANMAGGI® BIG KARI menampilkan Aaron
Aziz (BM).mp4

6. 2. The Role of Humor in Advertising
What is Humor?
Humor is the tendency of particular cognitive
experiences to provoke laughter and provide
amusement.
Humor in advertising
Effective for the purpose of attracting
attention to advertisement and creating
brand awareness

7. Effect of Humor in
advertising (positive )
 attracting attention to advertisement
 customer’s recall of message points
 Enhance liking of both advertisement and advertised
brand
 Not necessarily harm comprehension
 Does not offer an advantage over nonhumor at
increase persuasion
 not enhance sourced credibility
 More successfully established rather than new product
Effect of Humor in
advertising (negative )
 Effective only when consumers’ evaluations of the
advertised brand are already positive
 Effect of humor can differ due to differences in
audience and geographical characteristics
 Humorous message may be so distracting that receivers
ignore the message content

8. EXAMPLE :
• IKLANTVC Lipstik Collagen SD BETA
250314.mp4

9. 3. Appeals to Consumer Fears
CONSUMER
FEARS
people have fears, rational as
well as irrational, attempt to
motive consumers to process
information and to take action
by appealing to their fears
identify the negative
consequences of either:
1) not using the advertised
brand
2) engaging in unsafe behavior

10. Fear Appeal Logic
appeals to consumer fears will
stimulate audience involvement
with a message and thereby
promote acceptance of message
arguments.
SOCIAL DISAPPROVAL
mouthwashes, deodorants,
toothpastes, and other products
appeal to fears
PHYSICAL DANGER
Smoke detectors, automobile
tires, driving under alcohol or
drugs used by advertisers to
induce fear of physical danger.

11. EXAMPLE :
• IKLAN[TVC] Colgate Total Toothpaste - A
Nurse Story (Malay Ver.).mp4

12. 4. Appeals to Consumer Guilt
attempt to trigger negative emotions. People feel guilty when
they break rules, violate their own standards or beliefs, or
behave irresponsibly.
powerful because they motivate emotionally mature
individuals to undertake responsible action leading to a
reduction in the level of guilt.
Appeal to guilt and attempt to persuade prospective customer
Ineffective when it is lack credibility or having manipulate
intentions

13. EXAMPLE :
• IKLANDadah...Kesannya Membinasakan.mp4

14. 5. The Use of Sex in Advertising
Something that people generally
approach rather than avoid
Used frequently
Role of sex play in advertising
stopping
power role of
sex
Enhance recall
of message
points.
Evoke
emotional
responses

15. Potential Downside of Sex
Appeals in Advertising
Message
argument and
reduce message
comprehension
Portray women
and men as
brainless sex
object
Distinct ethical
issue

16. EXAMPLE :
• IKLANSiti Saleha Enchanteur Paris.mp4

17. 7. The Functions of Music in Advertising
Jingles, background music,
popular tunes, and classical
arrangements are used to
attract
attention
convey
selling
points
set an
emotional
influence
moods.
Function
Attracting
attention to
commercial
messages
Putting
consumers in
a positive
mood
more
receptive to
message
arguments
Communicati
ng meanings
about
advertised
brands

18. EXAMPLE :
• IKLANMie Sedaaap Ayam Krispi.mp4