Appeals and Execution Style

something that moves people, speaks to their wants and needs and excites their interest.

Marketing strategy the primary tactic or approach used to deliver the msg theme.

1. COGNITIVE STR: presentation of rational arguments

2. AFFECTIVE STR: invoke feelings or emotions and match those feelings with the goods or services

3. CONATIVE STR : design to lead more directly to consumer response. Goal is to make the sale with cognitive knowledge and effective feeling

1. cognitive strategyInformational/ Rational Appeal

Informational/rational appeals focus on the consumer’s practical, functional need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.

It will transmit basic product information.

A rational ad leads to a stronger conviction about a product’s benefits, so that the purchase is eventually made.

Most effective in the print media – it allows readers greater opportunities to process information. Logic dictates that rational appeal should work for high-involvement and complex products

Types of Informational/ Rational Appeal

a. Ads with FEATURE appeal

Focus on the dominant traits of the product or service.

Present the customer with a number of important product features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.

Technical and high involvement products often use this appeal.

b.Ads with COMPETITIVE ADVANTAGE appeal

The advertiser makes either a direct or indirect comparison to another brand and usually claims superiority on one or more attributes.

Also known as comparative advertising.

c. Ads with FAVORABLE PRICE appeal

Makes the price offer the dominant point of the message.

Often used by retailers to announce sales, special offers.

This appeal is also used by business-to-business marketers to advertise and promote their affordability.

d. Ads with NEWS appeals

When some type of news or announcement is made about product, service or company.

Used for new product or service or to inform consumers of significant modifications or improvements.

Ex:- sometimes airline companies use news appeal to announce when they begin offering service to new cities or opening new routes as a way to informing consumers as well as generating media interest that can result in publicity for them.

e. Ads with PRODUCT/SERVICE POPULARITY appeal

Stresses the popularity of a product or service by pointing out the number of consumers who use the brand, the number of who have switched to it, the number of experts who recommend, or its leadership position in the market.

2. Affective strategy

Emotional appealBased on psychological states or feelings directed to the self (such as pleasure or excitement) as well as those with a more social orientation (such as status or recognition).

Ex, an Ad by David Beckham appeals to emotional motives such as self esteem and pride and is part of the “Body by Milk” IMC campaign created by America’s Milk Processors. The ads are targeted toward teens and athletes to educate them about the nutritional benefits of milk and how it help them look their best.

Bases for emotional appeals

Appealing to Personal States or Feelings

Appealing to Social Based Feelings

Status

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-ment

Involvement

Levels of relationship with brandsStage 1:

How consumers think about a brand in terms of product benefits. At this stage they are not very brand loyal and brand switching is common.

Stage 2:

The next stage is where consumers assign a personality to a brand. At this stage, their judgments move away from benefits and is based on some hidden or obvious cues found in the ads.

Stage 3

Consumers develop emotional bonds with a brand which result in positive psychological movement toward the brand. The marketers goal is to develop emotional linkage between its brand and consumers.

Reminder Advertising

Reminder advertising: is important for mature products- it helps to maintain customer relationships and keep consumers thinking about the product.

Teaser Advertising Teaser ads are designed to build curiosity and excitement about a product or brand by talking about it but not actually showing it.

These are also termed as mystery ads.

They are usually used for new movies, or TV shows or major product launches. They are especially popular among automotive advertisers for introducing a new model or announcing significant changes in vehicle.

3. Conative strategy:

Combining rational and emotional appeals

Sometimes these two approaches are combined together in an ad as consumers often want to base their purchase decision both on logic and on emotions.

Executional Framework/techniques:--the manner in which ad appeal is presented

Straight Sell or Factual Message

This type of ad relies on a straightforward presentation of information concerning the product or service.

This is often used with informational/rational appeals where the focus of the message is the product/service and its specific attributes and or benefits.

These are commonly used in print ads.

Scientific or Technical Evidence

Advertisers often state technical results of scientific or laboratory studies or endorsements by scientific bodies or agencies to support their advertising claims.

L’Oreal relies heavily on science to develop their products and provide such evidences in their promotions.

Demonstration

Demonstration advertising is designed to illustratethe key advantages of the product or service byshowing it in actual use or in some staged situation.

TV is particularly well suited for demonstrationexecutions as the benefits and executions can beshown right on the screen.

Comparison

Brand comparison can also be the basis for advertising execution.

It offers a direct way of communicating a brand’s particular advantage over its competitors or positioning a new or lesser known brand with industry leaders.

Testimonial

When a customer is presented in an advertising telling about a positiveexperience with a product/service – it is a testimonial.

In promoting services, testimonials are an effective executional framework.A testimony from a customer who has experienced the service can helpdescribe the benefits or attributes or the service.

Testimonials enhances company credibility.

A related execution technique is the endorsement where a well known orrespected individual such as a celebrity or expert in the product or servicearea speaks on the behalf of the company. When endorsers promote aproduct the message is not necessarily based on their personal experiences.

In slice-of-life commercials, advertisers provide solutions tothe everyday problems consumers face.

This format was made famous by P&G during the early daysof television advertising in the 1950s.

The advertisements normally show the commonexperiences, and especially the problems people encounter.Then the good or service is made available to solve theproblem.

Slice of life

Slice-of-death

Some business-to-business marketers use a variation of the problem/solution execution that is sometimes referred to as slice-of-death advertising.

This execution style is used in conjunction with a fear appeal as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.

For example, FedEx has used this technique for nearly three decades through humorous but to-the-point commercials that show what might happen when important packages and documents are not received on time.

Animation

Animation was originally a cheap way to advertise.Companies that could not afford actors, used animationto create adverts.

In recent years, the use of animation in advertising hasincreased due to the growing sophistication ofcomputer graphic programs. Digital production isexpensive but the costs are coming down.

Animation- rotoscoping

The use of animation as an execution style may increase as creative specialists discover the possibilities of computer generated graphics and other technological innovations.

For example, Charles Schwab & Co., promotes its financial services using this technique, known as rotoscoping, which involves shooting live action digital videos of actors and then using a special software to paint over the screen images on a computer to make them look animated.

Personality symbol

This execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified.

It can also be built on animated characters and animals.

Louie the Fly

Tony the Tiger

Colonel Sanders

Imagery

Some advertisements are executed with imagery executions wherebythe ad consists primarily of visual elements such as pictures,illustrations and or symbols rather than information. An imageryexecution is used when the goal is to encourage consumers toassociate the brand with the symbols, characters, and/or situationshown in the ad.

Imagery ads are often the basis of emotional appeals that are used toadvertise products or services where differentiation based on physicalcharacteristics is difficult.

Dramatization

Well suited to television where the focus is on telling a short story with the product or service as the star.

This technique is similar to slice-of-life ads as it often relies on the problem-solution approach. But is uses more excitement and suspense in telling the story.

The purpose of using the drama is to draw viewer’s attention into the action it portrays.

Humor

Humor has proven to be one of the best techniques for cutting through clutter, by getting attention and keeping it.

The success factor of humor appeal is based on three things: ◦ Gets attention

◦ Facilitates understanding

◦ And most importantly consumers remember it.

Basic Components of Print Advertising

Layout

How Elements Are Blended Into a Finished Ad

Visual ElementsIllustrations Such As Drawings or Photos

Body Copy

The Main Text Portion of a Print Ad

Subheads

Smaller Than the Headline, Larger Than the Copy

Headline

Words in the Leading Position of the Ad

Headlines

The word in the leading position

Positioned to draw the most attention.

Research shows only 20% of people go beyond the headline and read the body copy.

The headline must put forth the main theme, the appeal, or proposition of the ad in a few words.

Indirect Headlines

Indirect headlines are not straight forward about identifying the product or service getting to the point.

They provoke curiosity to learn an answer or get an explanation.

Use questions, provocations,how-to statements and challenges.

Subheads

Subheads are usually smaller than the main headline but larger than the body copy.

highlighting key sales points.

Their content reinforces the headline and advertising slogan or theme.

Heart of an ad, it is often difficult to get readers’ attention.

Has to be long enough to communicate the message yet short enough to hold readers’ interest.

Body copy Visual elements

The visual portion of an ad must attract attention, communicate an idea or image,

Must convey a strong and meaningful image.

LayoutA layout is the physical arrangement of the various parts of the ad including all the other elements.

The layout helps the copywriter determine how much space he or she has to work with and how much copy could be written. It can also guide the art director in determining the size and type of photos.

Ad Layout

Headline

Creative tactics for television/ components of TC ads

Like print ads, TV commercials have several components.

Video

The videoelements of a commercial

Must attract attention and communicate an idea, message or image.

Audio

Includes voices, music, and sound effects.

Either direct presentation of a spokesperson or as a conversation among various people appearing in the commercial.

Voiceover

Message is delivered or action on the screen is narrated or described by an announcer who is not visible.

Jingles

catchy songs about product or service that usually carry the advertising theme

Made to be very memorable and serve as a good reminder of the product.

The three phases of production for TV commercials