{"id":7430,"date":"2016-09-30T18:13:34","date_gmt":"2016-09-30T18:13:34","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/masterybusiness2xngcxmasterspring2016\/?post_type=chapter&#038;p=7430"},"modified":"2020-11-03T18:50:03","modified_gmt":"2020-11-03T18:50:03","slug":"reading-advertising","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/chapter\/reading-advertising\/","title":{"raw":"Reading: Advertising","rendered":"Reading: Advertising"},"content":{"raw":"<h2>Advertising: Pay to Play<\/h2>\r\n[caption id=\"attachment_5618\" align=\"alignright\" width=\"250\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230352\/Pears_Soap_1900.jpg\" rel=\"attachment wp-att-5618\"><img class=\"wp-image-5618\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185422\/Pears_Soap_1900.jpg\" alt=\"Pears advertisement. Features a small child and puppy near a fireplace. A basket of coals has spilled, and the child and puppy are covered in soot marks.\" width=\"250\" height=\"323\" \/><\/a> A 1900 advertisement for Pears soap.[\/caption]\r\n\r\nAdvertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media such as television, radio, newspapers and, increasingly, the Internet. Ads are often measured in <em>impressions <\/em>(the number of times a consumer is exposed to an advertisement).\r\n\r\nAdvertising is a very old form of promotion with roots that go back even to ancient times. In recent decades, the practices of advertising have changed enormously\u00a0as new technology and media have allowed consumers to bypass traditional advertising venues. From the invention of the remote control, which allows\u00a0people to ignore\u00a0advertising on TV without leaving the couch, to recording devices that let people\u00a0watch TV\u00a0programs but skip the ads, conventional advertising is on the wane. Across the board, television viewership has fragmented, and ratings have fallen.\r\n\r\nPrint media are also in decline, with fewer people subscribing to newspapers and other print media and more people favoring\u00a0digital sources for news and entertainment. Newspaper advertising revenue has\u00a0declined\u00a0steadily since 2000.[footnote]http:\/\/www.slate.com\/blogs\/moneybox\/2014\/04\/28\/decline_of_newspapers_hits_a_milestone_print_revenue_is_lowest_since_1950.html[\/footnote]\u00a0Advertising revenue in television is also soft, and it is split across a growing number of broadcast and cable networks. Clearly companies need to move beyond traditional advertising channels to reach consumers. Digital media outlets have happily stepped in to fill this gap.\u00a0Despite this changing landscape,\u00a0for many companies advertising remains at the forefront of how they deliver the proper message to customers and prospective customers.\r\n<h2>The Purpose of Advertising<\/h2>\r\nAdvertising has three primary objectives: to inform, to persuade, and to remind.\r\n<ul>\r\n \t<li><strong>Informative\u00a0Advertising<\/strong>\u00a0creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate\u00a0people about the attributes and benefits of new or established products.<\/li>\r\n \t<li><strong>Persuasive Advertising<\/strong> tries to convince customers that a company's services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence\u00a0consumers to take action and switch brands, try a new product, or remain loyal to a current brand.<\/li>\r\n \t<li><strong>Reminder Advertising<\/strong>\u00a0reminds people about the\u00a0need for a product or service, or the features and benefits it will provide when they purchase promptly.<\/li>\r\n<\/ul>\r\n[caption id=\"attachment_5861\" align=\"aligncenter\" width=\"1000\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230429\/rogue_and_naked.png\" rel=\"attachment wp-att-5861\"><img class=\"wp-image-5861\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185429\/rogue_and_naked.png\" alt=\"On the left, a poster portraying a man in a top hat holding a beer and raising a fist. Behind him is a a patterned background featuring pigs and maple leaves. The poster reads Rogue. Voodoo Doughnut. Bacon Maple Porter, Porter brewed with natural flavors. On the right, a poster depicts a bottle of Naked Boosted Green Machine smoothie on a scale with numerous other fruits. The scale says 1. The poster reads, Drink 1 pound of fruit. Do more of what you love. In smaller print, it reads: Whether you're into fly fishing or yoga, Naked Juice has more than enough stuff to keep you going. Our 100% juice helps you do 110% of the stuff you love to do. Now go get 'em.\" width=\"1000\" height=\"652\" \/><\/a> <strong>Left:<\/strong> Informative Advertising <strong>Right:<\/strong> Persuasive Advertising[\/caption]\r\n\r\n[caption id=\"attachment_5832\" align=\"aligncenter\" width=\"576\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230413\/Gotmilk.png\" rel=\"attachment wp-att-5832\"><img class=\"wp-image-5832\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185431\/Gotmilk.png\" alt=\"White text against a black background that reads simply &quot;Got milk?&quot;\" width=\"576\" height=\"292\" \/><\/a> Reminder Advertising[\/caption]\r\n\r\nWhen people think of advertising, often <strong>product-focused advertisements<\/strong> are top of mind\u2014i.e., ads that promote an organization's goods or services. <strong>Institutional advertising<\/strong>\u00a0goes beyond products to\u00a0promote organizations, issues, places, events, and political figures.\u00a0<strong>Public service announcements (PSAs)<\/strong> are a category of institutional advertising focused on social-welfare issues such as drunk driving, drug use, and practicing a healthy lifestyle.\u00a0Usually PSAs are sponsored by nonprofit organizations and government agencies with a vested interest in the causes they promote.\r\n\r\n[caption id=\"attachment_5829\" align=\"aligncenter\" width=\"575\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230411\/resadv36_jpg__580%C3%97290_.jpg\" rel=\"attachment wp-att-5829\"><img class=\"wp-image-5829\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185434\/resadv36_jpg__580%C3%97290_.jpg\" alt=\"A line of seven stick figures. The center stick figure is pink and has a head, while the three stick figures on either side are black and have no head. Text below the stick figures reads Keep your head. Drink responsibly.\" width=\"575\" height=\"283\" \/><\/a> Public Service Announcement (PSA)[\/caption]\r\n<h2><b>Advantages and Disadvantages of Advertising<\/b><\/h2>\r\nAs a method of marketing communication, advertising has both advantages and disadvantages. In terms of advantages, advertising creates a sense of credibility or legitimacy when an organization invests in presenting itself and its products in a public forum. Ads can convey a sense of quality and permanence, the idea that a company isn't some fly-by-night venture. Advertising allows marketers to repeat a message at intervals selected strategically. Repetition makes it more likely that the target audience will see and recall a message, which improves awareness-building results. Advertising can generate drama and human interest by featuring people and situations that are exciting\u00a0or engaging. It can introduce emotions, images, and symbols that stimulate desire, and it can show\u00a0how a product or brand compares favorably to\u00a0competitors.\u00a0Finally, advertising is an excellent vehicle for brand building, as it can create rational and emotional connections with a company or offering that translate into goodwill. As advertising becomes more sophisticated with digital media, it is a powerful tool for tracking consumer behaviors, interests, and preferences, allowing advertisers to better tailor content and offers to individual consumers. Through the power of digital media, memorable or entertaining advertising can be shared between friends and go viral\u2014and viewer impressions skyrocket.\r\n\r\nThe\u00a0primary disadvantage of advertising is cost. Marketers question whether this communication method is really cost-effective at reaching large groups. Of course, costs vary depending on the medium, with television ads being very expensive to produce and place. In contrast, print and digital ads tend to be much less expensive. Along with cost is the question of how many people an advertisement actually reaches. Ads are easily tuned out in today's crowded media marketplace. Even ads that initially grab attention can grow\u00a0stale over time. While digital ads are clickable and interactive, traditional advertising media are not. In the bricks-and-mortar world, it is difficult for marketers to measure the success of advertising and link it directly to changes in\u00a0consumer perceptions or behavior. Because advertising is a one-way medium, there is usually little direct opportunity for consumer feedback and interaction, particularly from consumers who often feel overwhelmed by competing market messages.\r\n<h2>Developing Effective Ads: The Creative Strategy<\/h2>\r\nEffective advertising starts with the same foundational components as any other IMC campaign: identifying the target audience and the objectives for the campaign. When advertising is part of a broader IMC effort, it is important to consider the strategic role advertising will play relative to other marketing communication tools.\u00a0With clarity around the target audience, campaign strategy, and\u00a0budget, the next step is to develop the <strong>creative strategy<\/strong>\u00a0for developing compelling advertising. The creative strategy has two primary components: the <em>message<\/em> and the <em>appeal<\/em>.\r\n\r\nThe <strong>message<\/strong> comes from the messaging framework: What message elements should the advertising convey to consumers? What should the key message be? What is the call to action? How should the brand promise be manifested in the ad? How will it position and differentiate the offering? With advertising, it's important to remember that the ad can\u00a0communicate the message not only with words but also potentially with images, sound, tone, and style.\r\n\r\n[caption id=\"attachment_5836\" align=\"aligncenter\" width=\"575\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230419\/puma_wolf_lamb_jpg__770%C3%97540_.jpg\" rel=\"attachment wp-att-5836\"><img class=\"wp-image-5836\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185436\/puma_wolf_lamb_jpg__770%C3%97540_.jpg\" alt=\"A wolf and a lamb look at each other. The wolf has a Puma sneaker in its mouth.\" width=\"575\" height=\"402\" \/><\/a> Effective wordless advertisement[\/caption]\r\n\r\nMarketers also need to\u00a0consider existing public perceptions and other\u00a0advertising and messages the company has placed in the market. Has the prior marketing activity\u00a0resonated well with target audiences? Should the next round of advertising reinforce what went before, or is it time for a fresh new message, look, or tone?\r\n\r\nAlong with message, the creative strategy also identifies the <strong>appeal<\/strong>, or how the advertising will attract attention and influence a person's perceptions or behavior. Advertising appeals can take many forms, but they tend to fall into one of two categories: <em>informational<\/em> appeal and <em>emotional<\/em> appeal.\r\n\r\nThe <strong>informational appeal<\/strong> offers facts and information to help the target audience make a purchasing decision. It tries to generate attention using rational arguments and evidence to convince consumers to select a product, service, or brand. For example:\r\n<ul>\r\n \t<li>More or better product or service features: Ajax \"Stronger Than Dirt\"<\/li>\r\n \t<li>Cost savings: \u00a0Wal-Mart \"Always Low Prices\"<\/li>\r\n \t<li>Quality: John Deere \"Nothing runs like a Deere\"<\/li>\r\n \t<li>Customer service: Holiday Inn \"Pleasing people the world over\"<\/li>\r\n \t<li>New, improved:\u00a0Verizon \"Can you hear me now? Good.\"<\/li>\r\n<\/ul>\r\nThe following Black+Decker commercial relies on an informational appeal to promote its product.\u00a0(Note: There is no speech in this video; only instrumental music.)\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?mf=4595481&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=w6tqDoJQokM&amp;video_target=tpm-plugin-w1adiwqg-w6tqDoJQokM\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\n<a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/BlackandDecker20VMAX_alternative.txt\" target=\"_blank\" rel=\"noopener\">Text alternative for \"Black and Decker 20V MAX\" (opens in new window).<\/a>\r\n\r\nThe <strong>emotional appeal<\/strong> targets consumers' emotional wants and needs rather than rational logic and facts. It plays on conscious or subconscious desires, beliefs, fears, and insecurities to persuade consumers and influence their behavior. The emotional appeal is linked to the features and benefits provided by the product, but it creates a connection with consumers at an\u00a0emotional level rather than a rational level. Most marketers agree that emotional appeals are more powerful and differentiating than informational appeals. However, they must be executed\u00a0well to seem\u00a0authentic and credible to\u00a0the the target audience. A poorly executed emotional appeal can come across as trite or manipulative. Examples of emotional appeals include:\r\n<ul>\r\n \t<li>Self-esteem: L'Oreal \"Because I'm worth it\"<\/li>\r\n \t<li>Happiness: Coca-Cola \"Open happiness\"<\/li>\r\n \t<li>Anxiety and fear: World Health Organization \"Smoking Kills\"<\/li>\r\n \t<li>Achievement: Nike \"Just Do It\"<\/li>\r\n \t<li>Attitude: Apple \"Think Different\"<\/li>\r\n \t<li>Freedom: Southwest \"You are now free to move about the country\"<\/li>\r\n \t<li>Peace of Mind: Allstate \"Are you in good hands?\"<\/li>\r\n \t<li>Popularity: NBC \"Must-see TV\"<\/li>\r\n \t<li>Germophobia: Chlorox \"For life's bleachable moments, there's Chlorox\"<\/li>\r\n<\/ul>\r\nThe following Heinz Ketchup commercial offers a humorous example of an ad\u00a0based entirely on an emotional appeal:\r\n\r\nhttps:\/\/www.youtube.com\/watch?v=6igElOW4hUA\r\n&nbsp;","rendered":"<h2>Advertising: Pay to Play<\/h2>\n<div id=\"attachment_5618\" style=\"width: 260px\" class=\"wp-caption alignright\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230352\/Pears_Soap_1900.jpg\" rel=\"attachment wp-att-5618\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5618\" class=\"wp-image-5618\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185422\/Pears_Soap_1900.jpg\" alt=\"Pears advertisement. Features a small child and puppy near a fireplace. A basket of coals has spilled, and the child and puppy are covered in soot marks.\" width=\"250\" height=\"323\" \/><\/a><\/p>\n<p id=\"caption-attachment-5618\" class=\"wp-caption-text\">A 1900 advertisement for Pears soap.<\/p>\n<\/div>\n<p>Advertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media such as television, radio, newspapers and, increasingly, the Internet. Ads are often measured in <em>impressions <\/em>(the number of times a consumer is exposed to an advertisement).<\/p>\n<p>Advertising is a very old form of promotion with roots that go back even to ancient times. In recent decades, the practices of advertising have changed enormously\u00a0as new technology and media have allowed consumers to bypass traditional advertising venues. From the invention of the remote control, which allows\u00a0people to ignore\u00a0advertising on TV without leaving the couch, to recording devices that let people\u00a0watch TV\u00a0programs but skip the ads, conventional advertising is on the wane. Across the board, television viewership has fragmented, and ratings have fallen.<\/p>\n<p>Print media are also in decline, with fewer people subscribing to newspapers and other print media and more people favoring\u00a0digital sources for news and entertainment. Newspaper advertising revenue has\u00a0declined\u00a0steadily since 2000.<a class=\"footnote\" title=\"http:\/\/www.slate.com\/blogs\/moneybox\/2014\/04\/28\/decline_of_newspapers_hits_a_milestone_print_revenue_is_lowest_since_1950.html\" id=\"return-footnote-7430-1\" href=\"#footnote-7430-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a>\u00a0Advertising revenue in television is also soft, and it is split across a growing number of broadcast and cable networks. Clearly companies need to move beyond traditional advertising channels to reach consumers. Digital media outlets have happily stepped in to fill this gap.\u00a0Despite this changing landscape,\u00a0for many companies advertising remains at the forefront of how they deliver the proper message to customers and prospective customers.<\/p>\n<h2>The Purpose of Advertising<\/h2>\n<p>Advertising has three primary objectives: to inform, to persuade, and to remind.<\/p>\n<ul>\n<li><strong>Informative\u00a0Advertising<\/strong>\u00a0creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate\u00a0people about the attributes and benefits of new or established products.<\/li>\n<li><strong>Persuasive Advertising<\/strong> tries to convince customers that a company&#8217;s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence\u00a0consumers to take action and switch brands, try a new product, or remain loyal to a current brand.<\/li>\n<li><strong>Reminder Advertising<\/strong>\u00a0reminds people about the\u00a0need for a product or service, or the features and benefits it will provide when they purchase promptly.<\/li>\n<\/ul>\n<div id=\"attachment_5861\" style=\"width: 1010px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230429\/rogue_and_naked.png\" rel=\"attachment wp-att-5861\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5861\" class=\"wp-image-5861\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185429\/rogue_and_naked.png\" alt=\"On the left, a poster portraying a man in a top hat holding a beer and raising a fist. Behind him is a a patterned background featuring pigs and maple leaves. The poster reads Rogue. Voodoo Doughnut. Bacon Maple Porter, Porter brewed with natural flavors. On the right, a poster depicts a bottle of Naked Boosted Green Machine smoothie on a scale with numerous other fruits. The scale says 1. The poster reads, Drink 1 pound of fruit. Do more of what you love. In smaller print, it reads: Whether you're into fly fishing or yoga, Naked Juice has more than enough stuff to keep you going. Our 100% juice helps you do 110% of the stuff you love to do. Now go get 'em.\" width=\"1000\" height=\"652\" \/><\/a><\/p>\n<p id=\"caption-attachment-5861\" class=\"wp-caption-text\"><strong>Left:<\/strong> Informative Advertising <strong>Right:<\/strong> Persuasive Advertising<\/p>\n<\/div>\n<div id=\"attachment_5832\" style=\"width: 586px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230413\/Gotmilk.png\" rel=\"attachment wp-att-5832\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5832\" class=\"wp-image-5832\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185431\/Gotmilk.png\" alt=\"White text against a black background that reads simply &quot;Got milk?&quot;\" width=\"576\" height=\"292\" \/><\/a><\/p>\n<p id=\"caption-attachment-5832\" class=\"wp-caption-text\">Reminder Advertising<\/p>\n<\/div>\n<p>When people think of advertising, often <strong>product-focused advertisements<\/strong> are top of mind\u2014i.e., ads that promote an organization&#8217;s goods or services. <strong>Institutional advertising<\/strong>\u00a0goes beyond products to\u00a0promote organizations, issues, places, events, and political figures.\u00a0<strong>Public service announcements (PSAs)<\/strong> are a category of institutional advertising focused on social-welfare issues such as drunk driving, drug use, and practicing a healthy lifestyle.\u00a0Usually PSAs are sponsored by nonprofit organizations and government agencies with a vested interest in the causes they promote.<\/p>\n<div id=\"attachment_5829\" style=\"width: 585px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230411\/resadv36_jpg__580%C3%97290_.jpg\" rel=\"attachment wp-att-5829\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5829\" class=\"wp-image-5829\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185434\/resadv36_jpg__580%C3%97290_.jpg\" alt=\"A line of seven stick figures. The center stick figure is pink and has a head, while the three stick figures on either side are black and have no head. Text below the stick figures reads Keep your head. Drink responsibly.\" width=\"575\" height=\"283\" \/><\/a><\/p>\n<p id=\"caption-attachment-5829\" class=\"wp-caption-text\">Public Service Announcement (PSA)<\/p>\n<\/div>\n<h2><b>Advantages and Disadvantages of Advertising<\/b><\/h2>\n<p>As a method of marketing communication, advertising has both advantages and disadvantages. In terms of advantages, advertising creates a sense of credibility or legitimacy when an organization invests in presenting itself and its products in a public forum. Ads can convey a sense of quality and permanence, the idea that a company isn&#8217;t some fly-by-night venture. Advertising allows marketers to repeat a message at intervals selected strategically. Repetition makes it more likely that the target audience will see and recall a message, which improves awareness-building results. Advertising can generate drama and human interest by featuring people and situations that are exciting\u00a0or engaging. It can introduce emotions, images, and symbols that stimulate desire, and it can show\u00a0how a product or brand compares favorably to\u00a0competitors.\u00a0Finally, advertising is an excellent vehicle for brand building, as it can create rational and emotional connections with a company or offering that translate into goodwill. As advertising becomes more sophisticated with digital media, it is a powerful tool for tracking consumer behaviors, interests, and preferences, allowing advertisers to better tailor content and offers to individual consumers. Through the power of digital media, memorable or entertaining advertising can be shared between friends and go viral\u2014and viewer impressions skyrocket.<\/p>\n<p>The\u00a0primary disadvantage of advertising is cost. Marketers question whether this communication method is really cost-effective at reaching large groups. Of course, costs vary depending on the medium, with television ads being very expensive to produce and place. In contrast, print and digital ads tend to be much less expensive. Along with cost is the question of how many people an advertisement actually reaches. Ads are easily tuned out in today&#8217;s crowded media marketplace. Even ads that initially grab attention can grow\u00a0stale over time. While digital ads are clickable and interactive, traditional advertising media are not. In the bricks-and-mortar world, it is difficult for marketers to measure the success of advertising and link it directly to changes in\u00a0consumer perceptions or behavior. Because advertising is a one-way medium, there is usually little direct opportunity for consumer feedback and interaction, particularly from consumers who often feel overwhelmed by competing market messages.<\/p>\n<h2>Developing Effective Ads: The Creative Strategy<\/h2>\n<p>Effective advertising starts with the same foundational components as any other IMC campaign: identifying the target audience and the objectives for the campaign. When advertising is part of a broader IMC effort, it is important to consider the strategic role advertising will play relative to other marketing communication tools.\u00a0With clarity around the target audience, campaign strategy, and\u00a0budget, the next step is to develop the <strong>creative strategy<\/strong>\u00a0for developing compelling advertising. The creative strategy has two primary components: the <em>message<\/em> and the <em>appeal<\/em>.<\/p>\n<p>The <strong>message<\/strong> comes from the messaging framework: What message elements should the advertising convey to consumers? What should the key message be? What is the call to action? How should the brand promise be manifested in the ad? How will it position and differentiate the offering? With advertising, it&#8217;s important to remember that the ad can\u00a0communicate the message not only with words but also potentially with images, sound, tone, and style.<\/p>\n<div id=\"attachment_5836\" style=\"width: 585px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230419\/puma_wolf_lamb_jpg__770%C3%97540_.jpg\" rel=\"attachment wp-att-5836\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5836\" class=\"wp-image-5836\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185436\/puma_wolf_lamb_jpg__770%C3%97540_.jpg\" alt=\"A wolf and a lamb look at each other. The wolf has a Puma sneaker in its mouth.\" width=\"575\" height=\"402\" \/><\/a><\/p>\n<p id=\"caption-attachment-5836\" class=\"wp-caption-text\">Effective wordless advertisement<\/p>\n<\/div>\n<p>Marketers also need to\u00a0consider existing public perceptions and other\u00a0advertising and messages the company has placed in the market. Has the prior marketing activity\u00a0resonated well with target audiences? Should the next round of advertising reinforce what went before, or is it time for a fresh new message, look, or tone?<\/p>\n<p>Along with message, the creative strategy also identifies the <strong>appeal<\/strong>, or how the advertising will attract attention and influence a person&#8217;s perceptions or behavior. Advertising appeals can take many forms, but they tend to fall into one of two categories: <em>informational<\/em> appeal and <em>emotional<\/em> appeal.<\/p>\n<p>The <strong>informational appeal<\/strong> offers facts and information to help the target audience make a purchasing decision. It tries to generate attention using rational arguments and evidence to convince consumers to select a product, service, or brand. For example:<\/p>\n<ul>\n<li>More or better product or service features: Ajax &#8220;Stronger Than Dirt&#8221;<\/li>\n<li>Cost savings: \u00a0Wal-Mart &#8220;Always Low Prices&#8221;<\/li>\n<li>Quality: John Deere &#8220;Nothing runs like a Deere&#8221;<\/li>\n<li>Customer service: Holiday Inn &#8220;Pleasing people the world over&#8221;<\/li>\n<li>New, improved:\u00a0Verizon &#8220;Can you hear me now? Good.&#8221;<\/li>\n<\/ul>\n<p>The following Black+Decker commercial relies on an informational appeal to promote its product.\u00a0(Note: There is no speech in this video; only instrumental music.)<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=4595481&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=w6tqDoJQokM&amp;video_target=tpm-plugin-w1adiwqg-w6tqDoJQokM\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p><a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/BlackandDecker20VMAX_alternative.txt\" target=\"_blank\" rel=\"noopener\">Text alternative for &#8220;Black and Decker 20V MAX&#8221; (opens in new window).<\/a><\/p>\n<p>The <strong>emotional appeal<\/strong> targets consumers&#8217; emotional wants and needs rather than rational logic and facts. It plays on conscious or subconscious desires, beliefs, fears, and insecurities to persuade consumers and influence their behavior. The emotional appeal is linked to the features and benefits provided by the product, but it creates a connection with consumers at an\u00a0emotional level rather than a rational level. Most marketers agree that emotional appeals are more powerful and differentiating than informational appeals. However, they must be executed\u00a0well to seem\u00a0authentic and credible to\u00a0the the target audience. A poorly executed emotional appeal can come across as trite or manipulative. Examples of emotional appeals include:<\/p>\n<ul>\n<li>Self-esteem: L&#8217;Oreal &#8220;Because I&#8217;m worth it&#8221;<\/li>\n<li>Happiness: Coca-Cola &#8220;Open happiness&#8221;<\/li>\n<li>Anxiety and fear: World Health Organization &#8220;Smoking Kills&#8221;<\/li>\n<li>Achievement: Nike &#8220;Just Do It&#8221;<\/li>\n<li>Attitude: Apple &#8220;Think Different&#8221;<\/li>\n<li>Freedom: Southwest &#8220;You are now free to move about the country&#8221;<\/li>\n<li>Peace of Mind: Allstate &#8220;Are you in good hands?&#8221;<\/li>\n<li>Popularity: NBC &#8220;Must-see TV&#8221;<\/li>\n<li>Germophobia: Chlorox &#8220;For life&#8217;s bleachable moments, there&#8217;s Chlorox&#8221;<\/li>\n<\/ul>\n<p>The following Heinz Ketchup commercial offers a humorous example of an ad\u00a0based entirely on an emotional appeal:<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"HEINZ Ketchup  2016  Hot Dog Commercial  the  &#39;Wiener Stampede&#39;\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/6igElOW4hUA?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n&nbsp;<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-7430\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Screenshot Keep Your Head PSA. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Naked Juice Ad. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Puma Ad. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/about\/pdm\">Public Domain: No Known Copyright<\/a><\/em><\/li><li>Screenshot Rogue Voodoo Porter Ad. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Revision and adaptation. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Advertising. <strong>Provided by<\/strong>: Wikipedia. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/en.wikipedia.org\/wiki\/Advertising\">https:\/\/en.wikipedia.org\/wiki\/Advertising<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><li>Communicating to Mass Markets, from Introducing Marketing. <strong>Authored by<\/strong>: John Burnett. <strong>Project<\/strong>: Global Text. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Behavioral Targeting. <strong>Provided by<\/strong>: BBC. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/HtOkaAMOmAc\">https:\/\/youtu.be\/HtOkaAMOmAc<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/\">CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives <\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>HEINZ Ketchup Wiener Stampede. <strong>Provided by<\/strong>: Heinz. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=6igElOW4hUA\">https:\/\/www.youtube.com\/watch?v=6igElOW4hUA<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><li>Our Awesome Drill with AutoSense Technology. <strong>Provided by<\/strong>: Black+Decker. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/mc_VsL44nWE\">https:\/\/youtu.be\/mc_VsL44nWE<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">Public domain content<\/div><ul class=\"citation-list\"><li>Got Milk?. <strong>Provided by<\/strong>: Wikimedia. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Gotmilk.png\">https:\/\/commons.wikimedia.org\/wiki\/File:Gotmilk.png<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/about\/pdm\">Public Domain: No Known Copyright<\/a><\/em><\/li><li>Pears Soap ad. <strong>Provided by<\/strong>: Wikimedia. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Pears_Soap_1900.jpg\">https:\/\/commons.wikimedia.org\/wiki\/File:Pears_Soap_1900.jpg<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/about\/pdm\">Public Domain: No Known Copyright<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-7430-1\">http:\/\/www.slate.com\/blogs\/moneybox\/2014\/04\/28\/decline_of_newspapers_hits_a_milestone_print_revenue_is_lowest_since_1950.html <a href=\"#return-footnote-7430-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":26,"menu_order":25,"template":"","meta":{"_candela_citation":"[{\"type\":\"copyrighted_video\",\"description\":\"HEINZ Ketchup Wiener Stampede\",\"author\":\"\",\"organization\":\"Heinz\",\"url\":\"https:\/\/www.youtube.com\/watch?v=6igElOW4hUA\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"original\",\"description\":\"Screenshot Keep Your Head PSA\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Naked Juice Ad\",\"author\":\"\",\"organization\":\"Lumen 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