Advertising Message Types

Question 1

Important elements of advertising message

Answer 1

Emotion
Differentiation
Attention
Interest
Desire
A call to action

Question 2

Emotion

Answer 2

A way people feel toward brand leads to action

Definitely if action is about themselves

Question 3

Differentiation

Answer 3

How is p/s different/special to others

Study competitors offer
Identify differences
Describe differences to customers

Question 4

Attention

Answer 4

Grab attention in 3 seconds

Identify customer pain points

Question 5

Interest

Answer 5

Clearly identify solution to create emotional response

Keep glued to message and identify selling proposition

Question 6

Desire

Answer 6

Ad must paint emotional picture of benefits
What do customers want to be happy?
Eg safety savings comfort self image

Question 7

Call to action

Answer 7

Communicate unique benefit of p/s and give clear Call to action
Simplicity is key

Question 8

5 appeals advertisers use to sell product

Answer 8

Fear/shock
Humor 
Sex
Bandwagon
Rational

Question 9

Nielsen global survey of trust in advertising

Answer 9

Which type of advertising messages reasonate most with you?
47% humor
46% real life