ADVERTISING

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ADVERTISING

• under the surface

Section B Group 8 Oscar Bernaldez / Pablo
Franzini / Masa Kijima Alessandro Piloni /
Nikolaos Platis / Iris Tang
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Agenda

• 1. Communication Mix
• 2. Purpose of Advertising
• 3. Mechanisms in Advertising
• 4. Trends

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1. Communication Mix
Advertisement
Direct Marketing
Others
Communication Mix
Sales Promotion
Publicity/ P.R.
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Advertising

• Any paid form of non-personal presentation by
  an identified sponsor in mass media, with the
  intention of informing, persuading or reminding a
  target audience

Prof. Leyland Pitt
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2. Purpose of Advertising

• Raising awareness
• Persuading
• Reminding the brand

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3. Advertising Mechanisms

• Nudity Sexual Suggestion
• Humor
• Fear
• Music
• Rationality
• Emotions
• Scarcity

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Nudity Sexual Suggestion
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Nudity Sexual Suggestion

• Capture attention
• Generate strong feelings
• Interfere with the message
• High ad recognition, but
• Must relate to the product

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Humor
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Humor

• Used in 30 of all ads
• Excellent in capturing attention
• High ad recall rates
• Gives positive feelings towards product
• More effective when related to product
• More effective with existing than new products

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Music
PLAY
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Music

• Attracts attention
• Increases retention and persuasiveness
• Creates positive moods and attitudes
• Stimulates emotional memories
• Could stick more than the brand
• Could bore if repeated too often
• May evoke negative feelings

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Fear
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Fear

• Captures attention
• Clear and direct message
• Effective and Persuasive
• Limited product range usage

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Rationality
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Rationality

• Used for complex products that require a lot of
  information
• Print media is well-suited for rational appeals
• Common in Business-to-Business

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Emotions
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Emotions

• Capture attention
• Increase emotional involvement with the product
  or service
• Use peripheral processing route
• Possible ethical issues
• Lose effect when over-repeated

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Scarcity
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Scarcity

• Based on limited supply and time to purchase
• Often tied with promotion tools such as contests,
  sweepstakes and coupons
• Encourages customers to take action
• Limited usage

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4. Trends

• Ads more conservative, so
• From Sex to Sensuality
• No shocking
• Shift more to Humor

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4. Trends
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