Schooling for Life Advertising Seminar
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The document discusses various topics related to advertising, including commercial calendars, VALS (Values and Lifestyle System), advertising audiences, the role of advertising agencies, persuasive advertising techniques, emotional and humor appeals, balance theory, celebrity endorsements, and factors that make messages memorable or "sticky." It provides examples of both inspiring and offensive ads and covers the Advertising Code of American Business ethics guidelines.
Schooling for Life Advertising Seminar
- 2. VALS – Values & Lifestyle System Principle Oriente d Action Oriente d Status oriented Minimal Resources Abundant resources ADVERTISING AUDIENCES EXAMPLES
- 3. Commercial Calendar Festivals of Consumption
- 4. Commercial Calendar • New Years • Super Bowl • Valentine’s Day • Academy Awards • St. Patrick’s Day • Easter/Passover • Tax Day • Spring Break • Memorial Day • Mother’s Day • Father’s Day • 4th of July • Labor Day • Emmys • Columbus Day • Lent/Rosh Hashanah • Halloween • Election Night • Thanksgiving • Christmas/Hanukkah • Birthday (Own) • Anniversary • Grandparent’s Day • Secretary’s Day • Saturday • Sunday • Friend’s Visit • Friend’s Illness • Friend’s Moving • Friend’s Engagement • Death • Wedding • Birth • Divorce • Half-birthday • Harry Potter’s Birthday
- 5. Commercial Calendar What products/objects do you / your family buy during these ‘consumebrations’?
- 6. HALLOWEEN
- 7. CHRISTMAS
- 9. Super Bowl
- 10. Valentine’s Day
- 11. 4th of July
- 12. WEDDING
- 14. Ad Agencies
- 15. Role of Ad Agency
- 16. Role of Ad Agency
- 17. Role of Ad Agency
- 18. Role of Ad Agency
- 20. Apple Watch
- 21. Apple Watch
- 22. CoverGirl Ad Becomes a Protest Tool Against NFL's Roger Goodell
- 23. Urban Outfitters Apologizes for 'Blood- Stained' Kent State Sweatshirt
- 24. Persuasion/Influence Theory The Psychology of Advertising
- 25. Persuasion/Influence Theory Judgmental Heuristics = Mental Shortcuts
- 30. Persuasion/Influence Theory 2. Commitment & Consistency
- 31. Persuasion/Influence Theory 2. Commitment & Consistency
- 34. Persuasion/Influence Theory 4. Social Proof
- 35. Persuasion/Influence Theory 4. Social Proof
- 39. 6. Authority
- 40. Protecting the Public from Advertising’s Influence
- 41. Advertising Code of American Business This code was developed by the American Advertising Federation and Association of Better Business Bureaus International. It has been endorsed by International Newspaper Advertising and Marketing Executives, Association of Newspaper Classified Advertising Managers, National Newspaper Association, Magazine Publishers Association, American Association of Advertising Agencies, National Association of Broadcasters and many other trade groups.
- 42. Advertising Code of American Business 1. Truth Advertising shall tell the truth, and reveal significant facts, the concealment of which would mislead the public.
- 43. Advertising Code of American Business 2. Responsibility. Advertising agencies and advertisers shall be willing to provide substantiation of claims made.
- 44. Advertising Code of American Business 3. Taste and Decency Advertising shall be free of statements, illustrations or implications which are offensive to good taste or public decency.
- 45. Advertising Code of American Business 4. Disparagement Advertising shall offer merchandise or service on its merits and refrain from attacking competitors unfairly or disparaging their products, services or methods of doing business.
- 46. Advertising Code of American Business 5. Bait Advertising. Advertising shall offer only merchandise or services which are readily available for purchase at the advertised price.
- 47. Advertising Code of American Business 6. Guarantees and Warranties. Advertising of guarantees and warranties shall be explicit. Advertising of any guarantee or warranty shall clearly and conspicuously disclose its nature and extent, the manner in which the guarantor or warrantor will perform and the identity of the guarantor or warrantor.
- 48. Advertising Code of American Business 7. Price Claims. Advertising shall avoid price or savings claims which are false or misleading, or which do not offer provable bargains or savings.
- 49. Advertising Code of American Business 8. Unprovable Claims. Advertising shall avoid the use of exaggerated or unprovable claims.
- 50. Advertising Code of American Business 9. Testimonials. Advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest choice.
- 51. break WATER be back by 11:40am
- 52. Message Appeals
- 54. MESSAGE APPEALS Fear. High fear appeal messages are effective in getting receivers to worry and become anxious about X = CALL TO ACTION.
- 55. Fear.
- 56. Fear.
- 57. Fear.
- 58. Fear.
- 59. Fear.
- 60. Fear.
- 61. Fear.
- 63. MESSAGE APPEALS Humor. Almost half of the commercials on TV, radio and billboards use humor. Humor promotes a positive mood, less counter-arguing and prompts receivers to try new products or brands.
- 64. MESSAGE APPEALS Humor. Awareness aids for attention getting. Aids name recall – simple ad copy. While may increase likability, historically does not changing attitudes or alter habits, but aids brand testing/switching.
- 65. Humor.
- 66. Humor.
- 67. Humor.
- 68. Humor.
- 69. Humor.
- 70. Humor.
- 71. Humor.
- 72. Humor.
- 73. MESSAGE APPEALS Warmth & Other Emotional Appeals
- 74. MESSAGE APPEALS Warmth. The Interpersonal settings with individuals showing affecting or bonding. Family reunions. Nostalgic tunes. Special settings. Like the ad + Recall seeing the ad = {sometimes} higher ratings of intent to buy the product
- 75. MESSAGE APPEALS Emotional appeals For Affiliation. To Nurture. For Guidance. To Aggress. To Achieve. To Dominate. For Prominence. For Attention. For Autonomy. For Escape. To Feel safe. For Aesthetic sensations. To Satisfy curiosity. For Physiological needs: food, drink, sleep, etc.
- 78. Warmth.
- 83. Warmth.
- 84. Apple iPad
- 86. Warmth.
- 87. Warmth.
- 88. Balance Theory & Celebrity Endorsements
- 89. BALANCE THEORY A motivational theory of attitude change. Motive/urge to maintain one's values and beliefs over time. “Sentiment" or liking relationships are balanced if the affect valence in a system multiplies out to a positive result. Triadic relationship. P likes X, X likes O, P likes O
- 90. BALANCE THEORY
- 91. CELEBRITY ENDORSEMENTS Receivers perceived relationship. People have developed a very strong attachment and admiration for certain celebrities. Longer Exposure + More Media + Increase avenues of engagement.
- 92. CELEBRITY ENDORSEMENTS Receivers identify with celebrity personalities. Research shows that youth are strongly influenced by celebrities who are currently “in”
- 93. CELEBRITY ENDORSEMENTS Match-Up Hypothesis. Effectiveness is increased if there is a good match between the public image of the celebrity and the message about the product and its attributes.
- 105. THE STICKINESS FACTOR "The specific quality that a message needs to be successful is the quality of 'stickiness.' Is the message-or the food, or the movie, or the product- memorable? Is it so memorable, in fact, that it can create change, that it can spur someone to action?"
- 106. THE STICKINESS FACTOR What made Sesame Street so successful? • The Invention of the "Distracter" Test • Timed Segments • Content Simplification • The Mixture of fantasy and reality Where did Sesame Street falter? • Adult humor and wit • Children did not pick up on the intended visual clues • Children were not learning effectively
- 107. STICKINESS FACTOR What makes a message memorable?
- 108. STICKINESS FACTOR STICKY ADS: Ads for which the audience comprehends the advertisers intended message, they are remembered and they change the target audience’s brand-related opinions or behavior.
- 109. STICKINESS FACTOR Salience & Novelty Connectedness. Appropriateness and Novelty (CAN). Unique, Fresh and Unexpected.
- 110. STICKINESS FACTOR Vividness Easier for people to remember and retrieve tangible Rather than abstract information. Concretizing.
Editor's Notes
- #2: To view this presentation, first, turn up your volume and second, launch the self-running slide show.
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- #25: To view this presentation, first, turn up your volume and second, launch the self-running slide show.
- #26: simple, efficient rules people often use to form judgments and make decisions. * mental shortcuts that usually involve focusing on one aspect of a complex problem and ignoring others. * Heuristics usually govern automatic, intuitive judgments but can also be used as deliberate mental strategies when working from limited information. - These rules work well under most circumstances, but they can lead to systematic deviations from logic, probability or rational choice theory. - The resulting errors are called "cognitive biases" and many different types have been documented. - These have been shown to affect people's choices in situations like valuing a house or deciding the outcome of a legal case.
- #27: * To explain it in terms of behavior management, a trigger is a thought about a situation that leads to an inappropriate response to that situation * Emotions Influence What We Buy
- #28: * To explain it in terms of behavior management, a trigger is a thought about a situation that leads to an inappropriate response to that situation * Emotions Influence What We Buy
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- #62: This is your brain on drugs
- #66: Snickers
- #67: Berlitz commercial
- #86: Apple ipad Robin Williams
- #87: Brazil cool cell phone solar charger
- #88: Cool social media video that made its way around
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- #110: VISUAL STIMULI