Persuasive Communications 1199367418109691 4

7/30/2019 Persuasive Communications 1199367418109691 4

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Advertising Management

Persuasive

Communications


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Advertising Management Seminar 2:Persuasive Communications

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How advertising works

Advertising, of course, sells. Advertisements

inform, persuade, remind, influence, changeopinions; they may even alter attitudes andfeelings. Advertising changes society,makes people buy things they do not want,

enables multinational capitalistmonolopolies to batten on the workingclasses.

Well, doesnt it?(White 2000, p. 42)


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Does advertising force people to buywhat they dont want?

Have you ever seen or heard an ad and then bought

something against your will? Has an ad ever threatened you or your family with the

dire consequences of not buying the product (orservice) it is advertising?

Has an ad made you feel that your life is incomplete

without the possession of the product (or service) it isadvertising?

Has an ad ever advertised something that you havebought that does not fulfill its promise/ yourexpectations?

Has an ad persuaded you buy something you reallydo not need or cannot afford?


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Effective advertising communication isnot simple!

Effective advertising capitalises on peoples

needs, their emotions, their culturalbackgrounds (for instance); to persuadethem to take an action, change a behaviouror attitude or make a decision via the

provision of: Information

Support and confirmation

Entertainment

and

Capturing their attention


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Theories of Persuasion

Theories are changing constantly; White (2000)

outlines a number of these(Chapter 4)

but these are rarelyused in the daily operation of ad agencies andadvertising departments during the actual creation ofadvertising rather, their methods are more pragmatic,e.g.:

Identify a consumer need and fill it

Identify a consumer fear and resolve it Identify a consumer emotion and exploit it

Reinforce a consumers attitude by agreeing with it/ reinforcing it

Pander to a consumers ego by stroking it

Save the consumer money/ time/ effort

Make the consumer laugh, feel good

Make the consumer feel bad/ sad/ guilty and then give them a way to feelbetter

And many more


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Understanding why people choose oneproduct over another

There are a number of interconnecting factors that

influence why a person chooses one product (orservice) over another; this differs with the productcategory as well as social and cultural influences atplay. Some of the factors that people take into theirdecision-making are:

Image: reflects their own tastes and aspirations

Personality: appeals and reflects their own or that whichthey aspire to

Convenience: easy to find/ purchase/ use

Service: value for money and confidence

Uniqueness: something they cant get elsewhere

Price/ value: the best price or the best value for yourdollar


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What do we want our ads to do?

Effective advertising should seek to:

CONVINCE (target audience)

THAT (desired outcome after advertising exposure)

BECAUSE (advertising proposition)

When this is achieved, the advertising is said to be effective andpersuasive

Lets run through some some ads and assess their persuasion


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Tools for persuasive advertising

(Reference: Reading 14 Sutherland)

Develop a unique and consistent style; avoid being the

same as the category, become recognisable for the brandsstyle, own it

Style is :

Look of the communications

Sound of the communications

Words used Logo

Style triggers memory (recall) the more often it is used


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Identity

Own a style of presenting the brand

Maintain it consistently and only changewhen it no longer works (not when theadvertiser is tired of it)

Copyright and trademark identity elements

Be on the look out for competitors who copythe identity


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Nike


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Nike


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Nike


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Anglican Church


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Anglican Church


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Anglican Church


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Slogans

The objective is for the slogan (or tag line,

or end line or sign off) to immediatelyconjure up an association with the brand

Where do you want to go today (Microsoft)

Just do it (Nike)

Think different (Apple)

The taste of a new generation (Pepsi) Absolutely, positively has to be there overnight

(DHL)

Any others?


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Symbols

Logos, brands, trademarks mostly mean the samething

Almost every brand and organisation has one ofthese and they are used to encapsulate the brandsessence

These are often changed or updated as time themarket changes: decisions to change should be madewith the benefit of market research and an

understanding of the effects (positive and negative)of a change Example of positive effects: contemporary, improved,

change of philosophy

Example of negative effects: loss of recognition,confusion, wrong messages

Ideally, brand symbols should be used every time thebrand appears in the public arena, with consistentpresentation and style


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Visual devices, actions & gestures

A repetitive visual cue which appears

associated with the brand every time itappears in the public arena

It may be part of the ad, a sign-off or thelocation or something that becomes

consistent with the brand Examples are the Energizer Bunny, the

Toyota jump, Chicken Tonights flapping

wings


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Presenters and celebrity endorsements

Cosmetic companies use this a lot; picking one celebrity/model to be the face of the brand for as long as possible

These can be ordinary people too; who take on the personaof the brand

This can also include a well-known voice, rather thanshowing the person

The presenter does not necessarily have to be a livinghuman either: they can be a fictional character, an animal,an alien as long as they are able to speak for the brand

Using presenters is quite risky because: The advertiser does not know what may happen to the

presenter in the future (e.g.: poor behaviour, change ofallegiance, illness or death)

The brand becomes dependent on the presenter and thisplaces the presenter in a powerful fee-negotiating position

The presenter may become less popular or be perceived by the

target audience in a less favorable way, over time (e.g.: un-cool)


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Characters

Costumed actors or animated characters can

also be used, with less risks than a livepresenter

The character can be trademarked andprotected against misuse

This only works in some categories (and notin others, like cosmetics)

Animated or costumed characters canbecome enduring brand representatives,

developing lives and personalities of theirown


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Layout & format

This involves the consistent use of a layout style; theads become instantly recognisable (even with the

brand device masked) Strict adherence to the style must be monitored by

the Advertising Manager; this can be difficult if theadvertising creation is decentralised (e.g.: in differentcountries)

This is becoming more popular with technologicalcommunication advances (e.g.: e-mail final ads to acentral brand approval resource to check forconsistency)

Consistency to the corporate look may involve theentire ad layout/ style or simply the typography and

colours and style of illustrations


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Sound

Music (jingles, soundtracks, anthems),

unique noises (BOING!, ping), the voice-overcan all be used as a means of branding anad

The same person doing the voice-over in adistinctive style, year after year

A well-known piece of musical arrangement used forevery commercial in the brand portfolio

A bell or whistle (or anything) that signifies to thetarget audience that the commercial is for the brand


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Seminar Exercise

Lets discuss the techniques of integrated

constancy used in the following printadvertisements


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Summary

Effective advertising communication is not

simple! It requires a lot of research andconceptual thinking before it ever reachesthe consumer

Different people respond to different ads in

different ways Effective advertising should seek to:

CONVINCE (target audience)

THAT (desired outcome after advertising exposure)

BECAUSE (advertising proposition)

S


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Summary

Integrated constancy is an effective

technique for advertising. Seek to develop aconsistent style in advertising for a brand

look, sound, words, logo

Even if you are not working in or with

advertising at the moment, build your skillsin the area by reviewing ads (as we havedone here) to see who they are talking to,what they are trying to say and how they aresaying it.

N t S i


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Ad i i M S i 2 40

Next Seminar

1. The role of Advertising Management

2. Persuasive Communications3. Advertising Strategy

4. The Creative Process

5. Media Planning & Buying

6. Advertising Implementation

7. Advertising Evaluation

8. Advertising Ethics

9. The Future of Advertising10.Assignments & Seminar Conclusion

Documents

Persuasive Communications 1199367418109691 4