Advertising Appeals - California State University, Bakersfield

Advertising Appeals - California State University, Bakersfield

A REVIEW OF: PROMOTION/IMC & ADVERTISING FRAMEWORKS LO2 REVIEW LEARNING OUTCOME Elements of the Promotional Mix Marketing Communication As Senders As Receivers Inform Develop messages Persuade Adapt messages Remind Spot new communication

opportunities LO3 Goals & Tasks of Promotion Informing Informing Reminding Reminding PLC Stages: Stages Introduction Early Growth PLC Stages: Target Target Audience Audience PLC Stages: Growth Maturity

LO 4 Persuading Persuading Maturity LO5 The AIDA Concept AIDA AIDA Concept Concept A Attention ttention IInterest nterest D Desire esire

A Action ction Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. LO5 The AIDA Concept Action Desire Interest Attention Conative (doing) Affective (feeling) Cognitive (thinking) http://www.nascar.com http://www.kelloggs.com Online

LO5 REVIEW LEARNING OUTCOME The AIDA Concept LO6 Type of Buying Decision Routine Routine Neither NeitherRoutine Routine nor norComplex Complex Complex Complex Advertising Sales Promotion Advertising Public Relations

Personal Selling Print Advertising LO6 Push and Pull Strategies PUSH STRATEGY Manufacturer Manufacturer promotes promotesto to wholesaler wholesaler Wholesaler Wholesaler promotes promotesto to retailer retailer Retailer Retailer

promotes promotesto to consumer consumer Consumer Consumer buys buysfrom from retailer retailer CHANNEL Orders to Manufacturer PULL STRATEGY Manufacturer Manufacturer promotes promotesto to consumer consumer Wholesaler

Wholesaler demands demands product productfrom from manufacturer manufacturer Retailer Retailer demands demands product product from fromwholesaler wholesaler Consumer Consumer demands demands product product from

fromretailer retailer CUSTOMER Orders Through Channel to Manufacturer Product Advertising Pioneering Pioneering Stimulates primary demand for new product or category Used in the PLC introductory stage Competitive Competitive Influences demand for brand in the growth phase of the PLC Often uses emotional appeal Comparative Comparative Compares two or more competing brands product attributes Used if growth is sluggish, or if

competition is strong LO2 Online LO2 REVIEW LEARNING OUTCOME The Major Types of Advertising Advertising Appeals LO3 Profit Product saves, makes, or protects money Health Appeals to body-conscious or health seekers Love or romance Used in selling cosmetics and perfumes

Fear Social embarrassment, old age, losing health Admiration Reason for use of celebrity spokespeople Convenience Used for fast foods and microwave foods Fun and pleasure Key to advertising vacations, beer, parks Vanity and egotism Used for expensive or conspicuous items Environmental Consciousness Centers around environmental protection

Executing the Message Scientific Scientific Slice-of-Life Slice-of-Life Musical Musical Lifestyle Lifestyle SpokesSpokesperson/ person/ Testimonial Testimonial DemonDemonstration stration Mood Moodor or Image Image

LO3 Real/ Real/ Animated Animated Product Product Symbols Symbols Fantasy Fantasy Humorous Humorous

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