Week 9: Appeals and Execution Flashcards
What is the ‘big idea’?
A central or unifying idea around which a campaign is built.
A central message that can be co-ordinated across all marketing communications activities and media platforms over time.
What are the two types of advertising appeals?
- Informational (rational appeals)
- primarily process cognitively
- focus on practical, functional, utilitarian benefits or reasons
- Transformational (emotional appeals)
- primarily processed emotionally
- focus on social or psychological needs
What are 9 rational appeals?
- Comfort
- convenience
- economy
- health
- quality
- dependability
- durability
- performance
- efficiency
What are 10 social-based feelings that underpin emotional appeals?
- acceptance
- approval
- affiliation / belonging
- embarrassment
- involvement
- recognition
- rejection
- respect
- status
- sophistication
What is the underlying logic behind fear appeals?
Fear will stimulate audience involvement with a message and thereby promote acceptance of the message arguments.
Appeals to consumers’ fears by identifying the negative consequences of either:
(1) not using the advertised product or
(2) engaging in unsafe behaviour (such as drinking and driving, smoking, and using drugs)
What are the 3 appeal strength levels that describe the relationship between fear levels and message acceptance?
Low - not noticed
High - ignored
Moderate - works best
Humour appeal is used in what % of ads?
30% of TV and radio ads
What are 3 advantages of humour appeals?
- piques interest
- increases recall and comprehension
- elevates mood
What are 3 problems with humous appeals?
- can be offensive
* overpower message (e,g, Dumb Ways to Die?)
What is creative execution?
The way the advertising appeal (and big idea) are presented.
What are the 10 executional techniques?
- straight sell
- scientific/technical
- demonstration
- comparison
- testimonial/endorsement
- slice of life
- animation
- imagery
- dramatisation
- humour
What are creative tactics?
The verbal and visual elements of the ad
What is the role of an art director?
- responsible for creating visual impact
- makes decisions about all elements of the ad including headline, subheads, copy, slogan, brand name, logo, etc
- considers the visualisation of the Big Idea
- trained in graphic design, art, photography
- usually design the ad but don’t do the finished product
What are the 4 creative tactics for print?
- Headline - words that introduce the ad
- Visual elements - images, including product display
- Body copy - main sales message
- Layout - the arrangement of the elements
What is a copywriter?
Someone writing a message that sells a product/concept or service.
An ideas person, coming up with concepts that can be visual, interactive and sometimes that don’t even use words.
