"The Big Idea" is...?

Also referred to as _____________________

A _____________________.

• _____________________
• _____________________

• _____________________
• _____________________
• _____________________

Tone Considerations

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

Humor is most effective

But

• Classical conditioning theory applies here.
• Humor should not poke fun at target or product!

Disadvantages of Creative Ads

Is it _____________________ or __________________

 _____________________

 _____________________

• _____________________

Greatest challenge to an advertiser is to _____________________

Message Strategies

Learning how ads are written to appeal to the target audience and meet a specific objective

Methods

Promote Brand Recall

• Repetition
• Slogans

Link a key attribute to the brand name

• USP

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

• Reason-why
• Comparison ads
• Information-opnly
• Testimonial ads
• Demonstrations
• Advertorials

• 1-800 or the "call or click now" ads