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Advertising Management
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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S
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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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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