How to Use Monroe’s Motivated Sequence to Create an Effective Ad

1. How to Use
Monroe’s
Motivated
Sequence to
Create an
Effective Ad
Dr. Q. J. Yao

2. Advertising = Persuasion
 “Advertising is salesmanship mass
produced. No one would bother to use
advertising if he could talk to all his
prospects face-to-face. But he can’t”
— Morris Hite, Advertising Executive

3. Monroe’s Motivated
Sequence
 A well-known persuasive technique
 Five steps:
Attention
Need
Satisfaction
Visualization
Action
Goal of this
session: learn to
create an effective
ad with the
guidance of the
Monroe’s Motivated
Sequence.

4. A Little Quiz:
 Which one of the following is the third step in
the Monroe’s Motivated Sequence?
A. Attention
B. Action
C. Need
D. Visualization
E. Satisfaction

5. Attention
 To get attention and excite audience
 Techniques
Startling statement
Questions
Illustrations
Anecdotes
Backgrounds
Reference to subject or location

7. Need
 To describe the problem
 Techniques
Statement of need
Illustration
Ramification
Relevance

8.  Techniques
Statement of need
Illustration
Ramification
Relevance

9. Satisfaction
 To provide the solution (your product or
service)
 Techniques:
Statement of the solution
Specification
Theoretical explanation
Workability Illustration
Meeting objections

10.  Techniques:
Statement of the solution
Specification
Theoretical explanation
Workability Illustration
Meeting objections

11. Visualization
 To intensify the desire by projecting the
future
 Techniques:
Positive method
Negative method
Mixed method

13.  Examples of
negative
method:
Direct TV
commercials

14. Action
 To call for adopting your solution
 Techniques:
Challenge or appeal
Summary
Quotation
Illustration
Statement of personal intention

15. More Examples
 Are the five steps
all there?
Attention
Need
Satisfaction
Visualization
Action

16.  An example of
a commercial
 Are the five steps
all there?
Attention
Need
Satisfaction
Visualization
Action

17. A Question
 How do you create a short magazine ad for
Lamar University to recruit high school
students, based on the Monroe’s Motivated
Sequence?
 Think about:
What problems of the high school
students Lamar can uniquely fix?
How can Lamar fix it?
What action do you want the students
to take?