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2a Communicating Creatively (a) Advertising involves a mixture of:…
2a Communicating Creatively
a) Advertising involves a mixture of:
Attitudes
Information
Emotions
Behavioral pattern
Perception
b) 2 approaches:
1) USP (Unique Selling Propositions)
Product features and relate to particular attributes that differentiated are product from another.
How unique is one from product from another?
ESP (Emotional Selling Propositions)
Buuild brand awareness, desire, involves aspiration.
Can emotion replace rationale or justification to purchase a product?
Developing brand values based on emotional, imagery.
c) AIDA model:
Interest (Affective 有情感的）
Some information, details, price, availability.
Provided to create interest in the product being advertised.
Desire (Affective 有情感的）
Appearances of celebrity in ad / commercial.
Images/language of ad that suggest what you will benefit from the product.
Something is used to make you desire / want the product.
Awareness (Cognitive 感觉）
Something is used to attract the reader's or viewer's attention.
Images, sounds, voice overs on screen ~ Commercial
Photograph/illustration, bold type, white space around the art, words of the ads, ad's size ~ Print ad
Action (行动）
Something is done to urge to act now.
May be a time limit on a sale price/limited supply of product.
d) Eclectic model of advertising:
Involvement/play model
Drawing audience into the advertisement and eliciting an emotional form of engagement.
Brand means more to you.
Persuasion/go to model
Brand works harder for you.
Based on USP idea.
Advertising works rationally.
Sales promotion/do model
Advertising activities aimed at generating sales.
Level of sales to measure effectiveness of advertising campaign.
Salience/talked about model
Advertising works by standing out-be different in your product class.
Messages make people think more frequently about the brand they prefer.