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Advertiser Goals
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1.
Product
Recognition 1.
by trademarks 2.
packaging 3. slogans 2.
Differentiation
Unique Selling Proposition
(e.g. floristan) 3.
Association with
sources and causes and images 1.
By the 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.
By Type of Association
Appeal 1.
"Use it; be like
me 2. "Use it; I'm (like) an expert, a doctor, "etc. 3. Use it; I'm a regular "guy" like you (identification) 4.
Use historical periods
or figures 5.
Appropriate famous
phrases 6. 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 ...)
Search Results Advertiser Methods
·
Redundancy §
repetition within ads
(not too much) §
repeated exposure (esp.
with variation) ·
Advertising Strategies 1.
naming (positives in
the name) 2.
pseudo-claims
("fights," "helps") 3.
pseudo-comparisons
("new and improved,"
"none better" 4.
best seller = quality
?? 5.
psuedo-survey (4 out of 5 dentists ...) 6.
Exploit argumentative
forms 1.
imply causality 2.
juxtapose with happy people etc. 3.
imply if-then relationship 4.
imply if not - then not ·
Advertising Tricks 1.
parity statement - "none better than
.." 2.
borrowed interest - Aikman and Disney Land 3.
guilt (not a good mother) 4.
omission - "These aren't American
Express??" 5.
emotion - reach out 6.
Holy words - "It's the right thing to
do." 7.
buried warnings (900 number ads) 8.
babies and animals (see e. above)
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