Media Strategies Flashcards
Exploits the desire of most people to “join the crowd” or to be “on the winning team” because “everybody” else is.
Bandwagon
The use of cartoons or cute characters to liven up less-than-exciting content. This attracts the attention of children / teens and it lessens the blow of complex or different information.
Cartoons / Cute Characters
When a person of importance supports and/or recommends a specific brand, product, or service.
Celebrity Endorsement
Attempts to “pull on the heartstring” of the audience. The audience feels a strong connection with the brand, product, or service because the media piece has attached to the emotions.
Emotional Appeal
Uses factual information usually - but not always - in the form of numbers, which proves the superiority of the product or the disgrace of the habit.
Facts and Figures
Draws the attention of the audience to the brand, product, or service based upon their attraction to the advertisement itself, or an element of the advertisement. Essentially, sex sells.
Gender / Sex Appeal
Attempts to make a product more memorable by making the advertisement funny. This gives the audience positive associations with the brand, product, or service.
Humour / Wit
Attempts to alert and identify the audience to prejudices / stereotypes to steer people away from specific brands, products, and services.
Name Calling
The use of ordinary people to promote a brand, product, or service. This makes the brand, product, or service of use / want to anyone and everyone.
Plain Folks
Attempts to startle the audience by using graphic images or blunt truths to make a point or draw attention to a brand, product, or service, or concern because if it shocks the audience they are more likely to remember the message.
Shock Appeal
An attempt to market a brand, product, or service to the elite (rich / worthy) customers, or at least people who want to fit into this category.
Snob Appeal
The use of success stories or top ratings that will boost a brand, product, or services’ appeal. Usually from everyday people, but could also be from celebrities.
Testimonials
