David Ogilvy, "Confessions of an Advertising Man," 1971, New York: Ballantine, p. 84.
Download RealPlayer by clicking here.
"The consumer isn't a moron. She is your wife."
David Ogilvy, "Confessions of an Advertising Man," 1971, New York: Ballantine, p. 84.
| Advertising is any paid form of nonpersonal presentation or promotion of goods, services or ideas by an identified sponsor. It is one part of the marketing cycle which begins and ends with the consumer. Click here for the history of advertising. |
The eight emotional/psychological appeals he describes are found in TV, newspaper, magazine, radio, direct mail, outdoor or point of purchase, and they represent emotional or psychological appeals to the prospective buyer's basic emotions. These are the subconscious messages.
Conscious messages are the plain, unvarnished facts about a product: price, size, capacity, weight, etc., without any outside appeals.
By using the product, I will be a better (mother, wife, provider, grandma, etc..) By using the product, I will not have to worry about (body odor, halitosis, the frizzies, etc.,) or by NOT using the product I will have a problem with these conditions. By using the product, I will be happier, warmer, etc., even though it may cost more. (L'Oreal products, name brands, etc.,)
By using the product, I will be more creative or use the product in a more creative manner. These are products such as Kraft Foods, Arm and Hammer baking soda. Nostalgia, "It was good enough for grandma. . ." The use of historical data such as "Since 1876. . ." Advertising for motorcycles, vehicles and other swift powerful objects. But it also may include an appeal about "the power of wealth, politics, prestige and the like." Appeals include attractive people of either gender, animals, children (particularly babies) and old people. The idea is to show these "objects" in a positive way to make the prospective consumer feel good about the product. Michelin tires and other products which use children for decorative effect. They aren't selling kids, obviously. Either way you look at it, people do not worry about mortality, particularly young people. They think they will live forever. Other appeals may be success, family, intimacy, vitality, humor, good health or numerous others. |
Another look at subliminal messages and Judas Priest.
How does advertising serve business?
4 requirements for a successful ad campaign:Lowers cost of most consumer goods by promoting more sales. Encourages the development of new and improved products. Helps assure new product availability at the retail level. Helps ensure consistent product quality. Supports free media.
The formulation of a persuasive idea Design of a message to convey the idea A series of ads embodying the message Means of transmitting the ads
The MARKETING CYCLE
Advertisers aim sales messages (conscious, subconscious or unconscious) through channels (newspaper, magazine, radio, television, direct mail, outdoor, Internet, specialty) to prospective consumers whose needs and desires are known through market research.Advertising falls within a larger framework of the business operation known as marketing. Marketing includes all those activities involved in getting a product to the consumer, such as packaging, pricing, promotions, publicity, etc.,
Marketing begins and ends with the consumer. The consumer will likely be consulted during research, development and production - throughout the life of the product - to make certain it responds to changing wants and preferences.
How to determine the Unique Selling Proposition or USP of a product.
What does positioning a product mean? What about repositioning a product? Can you think of any examples?
How to do a story board
Click here for campaign strategy.
|
|
|---|
