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
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
KEY quote to explain the reasons why people stuck to the theology and the laws - the fear that if they did not their communities would break down, God would abandon them and the devil would take over. This is...
Salutary Neglect. House of Burgesses. Great Awakening. Choose 6 of these: Pueblo Revolt. Encomienda. Bartolome de Las Casas. 3 Societies or One? Mercantilism. Fundamental Orders of Connecticut. Bacon's Rebellion. Great Awakening. City on a Hill. Cult of Domesticity. Anne Hutchison/Roger...
Graphs of Composite Trig Functions Objective: ... Graph the following functions one at a time in the window -2π ≤ x ≤ 2π and -6 ≤ y ≤ 6 Sums that are Sinusoid Functions Given the two functions f(x) =...
Mannerism Mannerism appealed to El Greco because of the intelligence required to wield it. Mannerism arose in the mid-16th century during the High, or Italian, Renaissance. It is usually comprised of elongated figures and sharp colors. Left Behind After his...
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Connecting with volunteers: the right people round the table Inspiring Governance is a free online recruitment service (funded by the DfE) which connects volunteers who are interested in becoming governors and trustees with schools that need them.
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