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Introduction & focus of course

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There is a danger in rushing to create an ad. It is tempting to start playing with language and images right away. Until you discover the real reasons why people buy a good or service, you create ads for no one.

Great ads begin with first understanding several things:• The Product: What are you selling?

• The consumer: Who are you selling to? How well do you know them? The key to selling products and service is understanding people’s relationships with products/services.

• The market place: How does your client’s product/service (and its advertising) fit into the array around it? How will your product/service stand out in the marketplace?

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Characteristics of Effective Advertisements

• Should satisfy consumers’ objectives by engaging them and delivering a relevant message.

• Must achieve the advertiser’s objectives.

Consumer Objectives:

• May be interested in watching an ad for its entertainment value or to satisfy her curiosity.

• If the ad is sufficiently entertaining, she may remember it. She may learn that the ad relates to a personal need and provides relevant information about how to satisfy that need.

• The ad may also offer enough incentive for the consumer to risk change because it shows her how to satisfy her needs in a manageable way.

• The ad may reinforce her product decision and remind her of how her needs have been satisfied.

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Advertiser Objectives

• Advertisers want consumers to buy and keep buying their goods/services.• Advertisers must first gain the attention of consumers.• Advertisers must then hold consumers’ interest long enough to convince them to

change their purchasing behavior, try a product/service, and stick with it.

Advertising must be goal directedTo be effective, advertising must accomplish certain effects:

• Perception: the advertising will be noticed.

• Learning: the audience will understand the message and make correct associations.

• Persuasion: the advertising creates or changes attitudes and emotions.

• Behavior: getting the audience to try or buy the product or perform some other action

5This ad does a good job of getting noticed. How well do you think it achieve the other effects?

6This ad does a good job of getting noticed. How well do you think it achieve the other effects?

7This ad does a good job of getting noticed. How well do you think it achieve the other effects?

8This ad does a good job of getting noticed. How well do you think it achieve the other effects?

9This ad does a good job of getting noticed. How well do you think it achieve the other effects?

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Key Advertising Message Effects Measures

Perception Exposure

Attention

Interest

Memory; Recognition; Recall

Learning Understanding

Persuasion Image and Association Brand Links

Attitudes: Form or Change Preference/IntentionEmotions and Involvement

Conviction: Belief, Commitment

Behavior Trial

Purchase

Repeat Purchase | Use More