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Genre of message appeal Means of gaining attention, breaking through the clutter Depends on goals, product, target audience
Demographics & psychographics
Keep persuasive goals in mind Some ads very creative but ineffective
Persuasive Appeals Straight Announcement VO by announcer or DJ Price. value Very typical selling point for local ads Informational/rational Facts about the product List of benefits Even gets out blood stains Computer ads .
Persuasive Appeals Demonstration Show audience how product works Infomercials Fitness gear Testimonial Client speaks of product benefits Jared of Subway .
hair restoration . or toward it Just say no Baldness.Persuasive Appeals Emotion/sentimental Inflated emotions related to the product Hallmark Fear Scare audience away from the product or behavior.
Persuasive Appeals Celebrity Endorsement Tie product image to famous person MJ & Jackie Chan for Hanes Urgency Need to respond/act quickly Sale Ends Saturday! 2-days only! Disney DVDs will not be available for 10 years! .
not always effective Bud .Persuasive Appeals Humor Associate humor with product image Often memorable. slice and bake cookies . dandruff.Wassup?! Office Linebacker Slice of Life Problem/solution in a story form Detergent.
Not exactly Diarrhea Employees fired for mistakes Dramatize benefit As the solution Sprint .³Hear a pin drop´ .Persuasive Appeals Dramatize problem Then offer solution Hertz .
Cosmo. Maxim .Persuasive Appeals Shock! Jar audience Anti-drug/smoking PSAs Anti- Sex Associate product with sexual satisfaction / conquest Calvin Klein. cologne.
attributes are secondary to the image Cadillac. style.Persuasive Appeals Before / After Demonstrate specific results of using product Grecian formula. weight loss Image Associate product with some image. attitude« coolness Product benefits. Nike .