Getting Our Message through the Clutter

Michael McLendonPresentationMGMT 325

Average person may be exposed to

5,000 advertising messages a day…

How can our message stand out in a crowd?

Desensitization- the brain learns to filter out uneffective, indifferent messages

Understand Image Advertising and Its Importance

How to cut through advertising clutter using….ArchetypesPrint & Outdoor MediaSubmedia

Recommendations for Future Advertising

-Promoting the perception of a product-Create a favorable image of product

in the mind of consumers

Increases brand awareness

Converts awareness

into familiarity

Uses that familiarity

to influence consumer behavior

Archetypes–deeper, unarticulated subconscious needs of the audience

Examples of archetypes

To provide To admire or supporta superior

To be loved

Radical Creative Print Media – Magazine, Newspaper & Outdoor Ads

- “media needs to be brief with the ability to communicate ideas at a glance. To do this well one must use graphics and headings efficiently and artfully.”

Non-TraditionalMethods- Ways that don’t feel like an ad

Recommendationsfor the future advertising-

Use the archetypes strategically to extract deeper motivations, needs to influence behavior

Use creative media in a truly unique way

Use non-traditional methods to our competitive advantage

-”Consumers don't hate advertising. What they hate is bad advertising….. quit doing all the bad stuff that creates the kind of environment people are resisting and figure out ways to engage people in ways that they find to be informative and entertaining. And that's become our challenge in this super saturated world." – cbsnews.com