ADVERTISING

Discussion
What is Marketing? Value, Satisfaction, Loyalty What is Consumer Behavior Freuds Theory Three part structural model of mind ID Ego Super Ego

Freuds 12 Marketing Implications

Gratifying ID Extrinsic Cues Fetishism Sublimation Metaphoric Marketing Geographic Branding Colors Jingles/ Cartoons Oedipus and Elektra Complex Brand Personality Trill Brand Resonance

Advertising
The structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media

The World of Advertising

Defining advertising: Strategic Communication driven by objectives and these objectives can be measured to determine if the ads were effective.

Functions of Advertising
Builds awareness of product/ brand Creates brand image Provides product/ brand information Persuades people Provide incentives to take action Provide brand reminders Reinforce past purchases/ brand experiences
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Effects of Advertising as a Marketing Tool

To identify and differentiate products To communicate information To induce consumers to try new product and to suggest reuse

To stimulate distribution To increase product use To build value, brand preference, and loyalty To lower overall cost of sales

The Mandate for Effectiveness

Advertisers expect specific results that lead to sales Effective ads deliver the message and receive intended response ad must communicate a message that motivates consumers to respond in some way
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What Makes an Ad Effective?

Effective ads work on two levels:
consumers: satisfy their objectives by engaging them and remains in their memories advertisers: achieve marketing objectives which are usually related to growth and sales Characteristics of effective ads:
Strategy Creativity Execution
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The Five Players of Advertising

Advertiser Advertising agency
The advertising department The in-house agency

Media Vendors Target audience

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Types of Advertising
Brand advertising Retail/local advertising Direct-response advertising Business-to-business advertising Corporate advertising Public service advertising (PSA) Not for profit advertising

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Objective of an Ad campaign
Brand Awareness Ad recall Consideration intend to buy

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Advertising In The Industrial Age

Product differentiation
Market segmentation

Positioning

The Interactive Age

Mass media shifts to segmentation as technology empowers consumers

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Types of Adverting
Informative new products Persuasive competitive/ comparative ads Reminder Maturity stage
AIDA MODEL: All advertising messages must follow AIDA Get attention, Hold interest, Arouse desire, and Result in action

Elements/ Factors of Advertising

What and Where to Say

Strategy

How to Say it

Creative Idea Creative Execution Creative Media Use

Turning ON the Human Brain

The human brain will not create a memory unless something significant occurs. You must create that something significant with your ad to get your customer's brain to pay attention and create a memory of your message. There are three things that can get your customer's brain to click ON: Significance, Involvement, and Intrigue.

Look at your advertising and ask yourself, Is it significant to the customer? Does it get them involved? Is it intriguing to them?

The human brain can be a little funny once a commitment is made. People can be fiercely loyal, and attempts to win them away can only backfire.

There is no room in their brain for any other brand. You dont want to keep sending your direct mail piece to this customer.
The lower the commitment in the marketplace, the more effective your long-term advertising will be.

How committed are your customers to your company?

There is often a substantial time gap between when a customer loses commitment and when they actually change companies.
If you let it get that far, its probably too late to win them back.

Gender and the Human Brain

Men and women process information differently in their brains. Men respond better when text is reinforced by visual product demonstrations or visuals that show benefits.
If your audience is mostly male, you want very strong visual reinforcement in your advertisements.

Messages directed to males should be fairly simple and have a single theme.

If women are your main audience, then the text in the ad becomes more important. Women process verbally descriptive information better. The text should be richer and more descriptive. In addition, ads for women should contain more written product information.

Words and the Human Brain

Research has shown us that the brain responds differently to different words.
Some of the strongest and most influential words in the English language are You, Free, Money, Sex, New, Easy, Guaranteed, Save, and the list goes on.

But dont get caught thinking that a magic word in your headline will get you a lot of new customers.
Your advertising must do much more than just use words that get attention.

Words are strongest when used abstractly.

Words that capture emotions are stronger than words that capture logic. if you can connect your product with words like beauty or truth or love or faith, then the prospect's emotions about these words take over.

If you can connect on an emotional level, your competitors logic wont work against your more emotional ads.

Advertising and the Human Brain

Effective advertising can actually trigger the same physical reaction that a real situation would. A photo of an attack dog can cause real fear. The opposite sex can cause real lust.

A picture of a new baby can cause real joy.

The stimulus from the advertisement triggers a persons instincts, and they experience real feelings.

The advertiser hopes to attach those instinctual feelings to their product.

The product would enhance the positive instinctual feelings, or decrease the negative feelings. The pictures in the ad reinforce the product benefits.
The advertiser links the psychological appeal of the ad's visual presentation to the product or service. The prospect then relates the product to the positive instinctual feelings.

A visual that gets attention but does not match the message wont work as well as a visual that shows and demonstrates product benefits.

A visual that creates lust when you are actually selling a product that decreases fear is a mismatch.
The mixed messages will confuse all but the most persistent readers. One of the best ways to fail in advertising is to send mixed and contrasting messages in your ads.

Benefits Versus Features

The extra strong motor on your new vacuum cleaner is a feature, not a benefit. The fact that all the dirt will be removed from your carpet is the benefit. Now let's get a little more complicated. A low price is a feature, not a benefit. What your customers can do with the money they save is the benefit.

Example: If you just say "save money", you have not given your customers anything to think about.
But if you say "Save Enough Money To Take An Extra Vacation", you have really given them something to think about - A Great Big Benefit. A great guarantee is also not a benefit. The security and peace of mind that your guarantee provides is the benefit. A "one year guarantee" is fine, but not worrying about being stranded at the side of the road on a dark and stormy night because your car won't start is the benefit.

Find The Benefits

Make a list of all the features of your products or services Now pretend you are the customer, and ask the question What does this do for me? for each feature The answer is the BENEFIT to the customer.

People buy benefits, not features. People get emotional over benefits, not features. Saves Three Hours is a feature. Three Hours To Relax In The Hammock is a benefit.

Advertising Icons