Methods

• Promote Brand Recall
• Repetition
• Slogans
• Instill brand preference
• Emotional ads (I.e. feel good, humor, etc).
• Scare the consumer
• fear-appeal
• Change behavior
• anxiety ads
• Transform experiences
• transformational ads
• Situate the brand
• slice-of- life
• Define the brand image
• image ads
• Persuade consumer
• Hard sell vs. soft sell
• Direct response
• 1-800
• informercials

Tone Considerations

Angry, pushy, friendly, warm, excited, etc.

 Humor is most effective

– But----

 Humor must  _____________________________

Classical conditioning theory applies here.

 Humor should not poke fun at target or product!

Disadvantages of Creative Ads

• Is it good advertising or just funny?
• Deflects attention
• Vampire creativity
• Celebrity advertising applies as well!
• Greatest challenge to an advertiser is to create memorability.
• – (guest speaker)

"The Big Idea" is...?

• Also referred to as the  _____________________________
• An outstanding  _____________________________
• An  _____________________________
• The  __________________________ ___ idea!!
• A  __________________________ ___ with meaning
• When you look at an ad you should be able to identify:
• __________________________ ___
• –_________________________ ____
• __________________________ ___