Introduction To Advertising
Introduction To Advertising COM 25600
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This 2 page Class Notes was uploaded by Elda Bahringer on Saturday September 19, 2015. The Class Notes belongs to COM 25600 at Purdue University taught by Jakob Jensen in Fall. Since its upload, it has received 49 views. For similar materials see /class/207922/com-25600-purdue-university in Communication Studies at Purdue University.
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Date Created: 09/19/15
Com 256 Ad Techniques Exam 1 Ad Technique 1 Ad Technique 2 Do the Twist Also known as Set amp Spike twist U turn Very common in television ads It works by taking the reader in one direction and switching direction mid ad It helps to keep the Ad clean and simple Twist either head title or visual but not both Create surprise or unexpected visual Work in teams Ad Technique 3 Against the Grain Create an unexpected ad Take standard ad technique from another category and use it to sell your product Example lifesaver ad good year tire used their ad but with tires instead of lifesavers Look at what everyone else is doing and do the opposite Combine visuals and headlines sights and sounds that have never been combined before Ad Technique 4 Baby time One of the most popular images in advertising is babies you can use a baby to sell anything We are biologically driven to reproduce or at least be susceptible to the idea Successful with key demographics notably parents with income Baby pictures convey ideas of purity and naturalness Ad Technique 5 Create a Brand Character Create a character or invite a real person to represent the brand or product Start with your product at one end of a continuum and a person one the other end somewhere in the middle is your brand character Think about the Brand as a person What Gender Age and occupation would you want them to be What type of person or reputation Audience Brand relationship write a paragraph describing how your target market relates to the brand Stage of brand development what relationship does the target market currently have with the brand 0 Stage 1 most people don t know the brand 0 Stage 2 Most people know the brand but they don t understand exactly what it is Stage 3 Most know and understand but have little or not emotional connection with it Ad Technique 6 Projecting brand personality Clients are often interested in projecting their personality onto their product Carefully define what you want the personality to be and then project it through ads Examples of personalities friendly helpful funny wealthy sophisticated etc Write a paragraph explaining the company and then put those attributes on your character 0 Ad Technique 7 Position Create a one sentence statement that positions your company product or service in the minds of consumers You may want to rst identify a speci c attribute that sets you apart EX Milagro Tequila the post grad tequila Take a position well known statements breakfast of champions Wheaties When it rains it pours Morton s Salt How to position 0 Step 1 Make a list of all competitors and their position 0 Step 2 De ne current position of your company s product or service how it exists in the mind of consumers 0 Step 3 Identify a speci c attribute about your product that can differentiate it from the competition in a way some consumers will nd it desirable Positioning tips 0 Brief 12 statements 0 Simple o Focused 8020 Rule 1 Idea Simple Wording Success Ad Technique 8 Before amp After What changes before using a service and after Is it worth paying money for That comes down to the change Life Situations with clear before amp after before and after a weekend marriage or ra1n What happens when you do or don t use this and express an answer that is clear and simple and that is your headline Ad Technique 9 Time Machine An enduring feature of human life is time People age things change Time is a great way to demonstrate bene t and relate various products Some of the best ads use past or future to reveal how we change or haven t changed This can be a great way to highlight brand stability and build brand equity