Advertiser Goals

  1. Product recognition
    1. by trademarks
    2. packaging
    3. slogans
  2. Differentiation
    1. Unique Selling Proposition (e.g. Floristan) -- the USP
  3. Association of audience (potential customer) with sources and causes and images
    1. Identity Emotive Model
      1. establish identity
      2. present it in a setting for enactment
      3. link product to identity
      4. show usefulness of product to gaining identity
    2. Types of associations
      1. "Use it; be like me
      2. "Use it; I'm doctor-like
      3. use historical periods or figures
      4. appropriate famous phrases
      5. link to social movements (Virginia Slims) or nationalistic associations
  4. Participation
    1. identification with ad characters
    2. get an emotional reaction
    3. create link to audience significant experiences
    4. make audience join in the progression of jingle or reasoning (Nyquil, Nyquil ...)
  5. Redundancy
    1. repetition within ads (not too much)
    2. repeated exposure (esp. with variation)

Advertiser Argumentation Strategies

  1. naming (positives in the name)
  2. pseudo-claims ("fights tooth decay," "helps")
  3. pseudo-comparisons ("new and improved," "none better")
  4. best seller = quality ??
  5. pseudo-survey (4 out of 5 dentists recommend sugarless gum for patients who chew gum)
  6. imply causality (9 out of 10 Olympians eat our breakfast food) when none exists
  7. juxtapose product with happy people etc.
  8. imply if-then relationship ("Want love?  Get Closeup!)
  9. imply if not - then not ("If you don't ...  who will?)

    10. Advertiser Techniques and Tricks

      1. parity statement - "none better than .."
      2. borrowed interest - Superbowl champs go to Disney World
      3. guilt (Be a good mother)
      4. omission - "These aren't American Express??"
      5. emotion - "Celebrate the moments of your life."
      6. Holy words - "It's the right thing to do."
      7. Bandwagon effect
      8. "plain-folks"  vs  "snob appeal"
      9. buried warnings (900 number ads)
      10. babies and animals

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last updated 2/19/2001