Advertising

(Chapter 9)

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 Agenda

• Creative Tactics
• Advertising Appeals
• Execution Details
 Advertising
• Advertising is any paid form of non-personal
presentation and promotion of goods, services,
or ideas by an identified sponsor.
– Print advertising
– TV commercials
– Online advertising
 Creative Tactics: Print Advertising

• Headlines
• Visual
• Body Copy
• Layout

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 Creative Tactics for Print Advertising

• Headlines: the words in the

leading position of a print
ad.
– The first thing people look
at in a print ad, followed by
the illustration.
– Draw people’s attention,
contain information, engage
the target audience
– Types of headlines: direct
headlines, indirect
headlines, subheads

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 Creative Tactics for Print Advertising

• Visual Elements

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 Creative Tactics for Print Advertising

• Body Copy
– The main text portion
of a print ad
– The heart of the
advertising message.
– The body copy must
be long enough to
communicate the
advertiser’s message
yet short enough to
hold readers’ interest.

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 Creative Tactics for Print Advertising
• Layout:
– The physical
arrangement of the
various parts of the ad
including the headline,
subheads, body copy,
illustrations, and any
identifying marks.
– Logo& Slogan
– Contact & Extras
• Company address, URL,
QR code, customer
service hotline, driving
map
• Attached coupon,
sample, etc.

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 TV Commercials
• Basic Elements:
– Video (product, presenter, action sequence,
lighting, graphics, color, etc.)
– Audio (voice, music, sound effects)

• Planning Process:
– Script (visual plan, audio components)
– Storyboard

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 Advertising Storyboard

• An advertising storyboard is a technique used by

advertising agencies to plan and present concepts
for television commercials. A series of
illustrations provides a representation of the
finished commercial in its proposed sequence.
– The storyboard technique had its origins in the film
animation industry and is a convenient method of
showing a moving sequence without the expense of
filming.

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 Creative Tactics for Online Advertising

• Online Display Ads:

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 Creative Tactics for Online Advertising

• Online Video
– Full-length promotional videos
– Instream videos
• Pre-roll: runs before the piece of video content that
is being viewed
• Mid-roll: runs somewhere in the middle of the
content
• Post-roll: video plays at the completion of the
content.
– Consider intrusiveness, length, and content

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ENGAGING CONTENT DRIVES REACH
IMPROVE MEDIA EFFICIENCY
THROUGH CREATIVITY
CREATIVITY MATTERS IN DIGITAL AGE
 Advertising Appeal

Advertising appeal refers to the approach used to attract the

attention of consumers, and to influence their feelings toward a
product, service or cause.

• Focus on the consumer’s practical,

Rational functional or utilitarian need for the
Appeal product or service and/or specific
reasons for owning a particular brand.

• Relate to consumers’ social and/or

Emotional psychological needs for purchasing a
Appeal product or service.
Rational Appeals

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Rational Appeals

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Rational Appeals

Feature Appeals: Focus on

dominant traits of the
product

Competitive Advantage
Appeal: Makes comparisons
to other brands

Favorable Price Appeal:

Makes price offer the
dominant point

News Appeal: News

announcement about the
product

Popularity: Stresses the

brand’s popularity

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 Emotional Appeals

Relate to consumers’ social and/or psychological needs for

purchasing a product or service.

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Transformational Ads

The ads that associate the experience

of using the advertised brand with a
unique set of psychological
characteristics not typically associated
with the brand experience, or to a
lesser degree without exposure to the
advertisement.

It creates feelings, images, and beliefs

about the product or service and
makes the product use richer, warmer,
more exciting and more enjoyable.

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Transformational Ads for Skyy Vodka

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Norwegian Uses Transformational Advertising
 Creative Tactics: Execution Styles

The way in which an advertising appeal is turned into an

advertising message and presented the consumer

Straight sell Animation

Scientific/Technical Personality Symbol

Demonstration Imagery

Comparison Dramatization

Testimonial Humor

Slice of life Sex

Threat Combinations
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Straight Sell or Factual Message

• Basic type of creative

executions
• Relies on a straightforward
presentation of information
• Often used for rational appeal
ads.
• Focus of the message is the
product or service and its
attributes

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Scientific/ Technical Evidence

• In a variation of the straight sell,

scientific or technical evidence is
presented in the ad.
• Advertisers often cite technical
information, results of scientific
or laboratory studies to support
their advertising claims.

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Apple Uses a Testimonial

A person speaks on behalf

of the product or brand
based on his or her
personal use of and/or
experiences with it.
Demonstration

• Illustrate the key

advantages of the
product by showing it in
actual usage or in some
staged situations.
• It can be very effective in
convincing consumers of
a product’s utility or
quality and of the
benefits of owning or
using the brand.
Ultra light down:
https://www.youtube.com/watch?v=qqCk2HjoIdQ
 Slice-of-Life Execution

• This type of execution is often based on a

problem/solution type of format. The ad attempts to
portray a real-life situation involving a problem,
conflict or situation consumers may face in their daily
lives. The ad then focuses on showing how the
advertiser’s product can solve the problem.

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 Slice-of-Life Execution

Other example: Hyundai’s “First Date” commercial 38

 Making a Comparison

• Involves a direct or
indirect comparison of a
brand against the
competition.

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 WWF: Shark
Advertising Agency: DDB&CO., Istanbul, Turkey
Pedigree: A Dog Makes Your Life
Happier. Adopt
Advertising Agency: AlmapBBDO, São Paulo, Brazil
Pedigree: A Dog Makes Your Life
Happier. Adopt
Advertising Agency: AlmapBBDO, São Paulo, Brazil
Pedigree: A Dog Makes Your Life
Happier. Adopt
Advertising Agency: AlmapBBDO, São Paulo, Brazil
Oogmerk: Get the Respect You
Deserve
Advertising Agency: LG&F, Brussels, Belgium
Oogmerk: Get the Respect You
Deserve
Advertising Agency: LG&F, Brussels, Belgium
Oogmerk: Get the Respect You
Deserve
Advertising Agency: LG&F, Brussels, Belgium
Oogmerk: Get the Respect You
Deserve
Advertising Agency: LG&F, Brussels, Belgium
Personality Symbol

• This type of execution involves the use

of a central character of personality
symbol to deliver the marketing
communication message.
• The personality symbol can take the
form of a person who is used as a
spokesperson, animated characters or
even animals.

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Animation

Animated scenes are drawn

by artists or created on the
computer. Cartoons,
puppets, or other types of
fictional characters may be
used.
• Ariston washing machine
• Honda:
https://www.youtube.com/watch
?v=5wEjV2ekSwE
• Evian:
https://www.youtube.com/watc
h?v=ME0UF7U7rZs

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 Humors

Humor can be used as a way of executing the

ad message.

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 Dramatization

• The focus of dramatization execution is on

telling a short story with the product or
service as the star.
• Dramatization is somewhat akin to slice-of-life
execution in that it often relies on
problem/solution approach, but it uses more
excitement and suspense in telling the story.

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 Dramatization

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 Imagery

• This type of ad consists

primarily of visual elements
such as pictures, illustrations,
and/or symbols rather than
information.
• The goal is to encourage
consumers to associate the
brand with the symbols,
characters, and/or situation
shown in the ad.

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 Nivea Night
Advertising Agency: TBWA\NEBOKO, Netherlands
Colgate Dental Floss
Advertising Agency: Cerebro Y&R, Panama
Colgate Dental Floss
Advertising Agency: Cerebro Y&R, Panama
Volkswagen: Precision Parking
Advertising Agency: DDB Tribal Berlin, Germany
 Threat

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 Threat

“Smoking isn’t just suicide. It’s murder.”

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 The Function of Threat on Persuasion (pp. 210-211)

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 Combination

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 Advertising in your final project

• If advertising will be used in your IMC campaign:

– Advertising appeal (e.g. rational/emotional/combination)
– Execution style (e.g. humor, dramatization)
– Details descriptions of selected ad(s) in the campaign (script)
– Supplementary materials (TVC storyboard, print ad layout)

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Group Task

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