Rational appeals : help consumers make purchase decisions by offering factual info and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably based on key benefits focus on consumers' sense of reasoning, logic, and learning . Emotional appeal: Aims to satisfy emotional desires create a bond between the consumer and the brand fear/humour appeal, safety, happiness, love/sex, comfort, and nostalgia. humour is the same across different cultures and sexual appeals are taboo in some cultures. Tangible product features do not appear in the emotional appeal because they are no longer the persuasive mechanism used to deliver the selling message; they are in rational appeals. People need a sense of self-esteem, so advertisements feature celebrities or regular people talking about how much better they feel about themselves after they use the product. Fear appeals often work best when the threat appears to be directed toward children Step 5. Evaluate and Select Media - Media planning: evaluating and selecting the media mix that will deliver a clear, consistent,
compelling message to the intended audience. Media mix: combination of the media used and the frequency of advertising in each medium - Because the media buy (actual purchase of airtime or print pages) is generally the largest expense in the advertising budget, marketers must make decisions carefully. - Out-of-home advertising = billboards, bus wraps, posters - To characterize these various types of media, we again use a dichotomy : mass and niche media. Mass media channels : national newspapers, magazines, radio, and television ideal for reaching large numbers of anonymous audience members Niche media channels are more focused and are generally used to reach narrower segments , often with unique demographic characteristics or interests . Cable TV, direct mail, and specialty magazines such as CosmoGirl Can change and personalize messages not an option with mass media. - Choosing the Right Medium : For each class of media, each alternative has specific characteristics that make it suitable for meeting specific objectives. consumers use different media for different purposes ; advertisers should match their messages. Communication media also vary in their ability to reach the desired audience . radio is a good medium for products such as grocery purchases or fast food because many consumers decide what to purchase either on the way to the store or while in the store Each medium varies in reach & frequency : determine how effective the mix has been in reaching the target by calculating total gross rating points (reach × frequency) of ad schedule - Advertising schedule: Specifies the timing and duration of advertising. Choice between 3 types: A continuous schedule runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of
You've reached the end of your free preview.
Want to read all 45 pages?