Advertising 101 - Introduction to Advertising

 

USPs have three basic rules- the advert must make a proposition to the consumer, each advert must say to each reader "Buy this product, for this specific benefit"

The proposition must be unique- either the brand or a claim the rest of that particular advertising area not make.

The proposition must be strong enough to move the masses ie., attract new customers as well as potential customers.

Celebrity endorsements and slogans are two ways of making a brands advertising proposition unique.

key messages- when creating an advertising campaign, the producers need to consider when they key messages are. The messages must convince the audience that the product is the best available and will be of benefit to them. the ultimate product to become known for its USP. Red Bulls proposition is that it makes you faster and more focused.

Emotional appeal- captures your attention- wateraid

A value proposition- reason to buy - Coca Cola

A slogan - memorable and unites the whole campaign - Nike "Just Do It"

Types of propositional message

Establish a common ground- get people to trust the product producers create a relationship that seems to be mutually beneficial and make the audience feel like they need it.

Establish a need- make the audience believe they need the product.

Solve a problem - whether the audience knew they had one or not. this involves first convincing people that they have a problem - creating anxiety and then offering a solution.

Offer a benefit- this product will make you better in some way. Diet products have been using this approach or decades. 

Commercial Advertising - Brands and Products

commercial advertising aims to make money by promoting consumer goods or services. As well as promoting a product, it also communicates a message about a brand.

Brand is a word used to describe the image or identity of a company or organisation and the products or services it is trying to sell. well known brands include Apple, Coca-Cola and Adidas.

commercial adverts might aim to introduce a new brand or new product in that brand, reinforce an existing message.

Listerine donkey advert- the selling point of the advert is to show you that brushing doesn't cover the whole mouth, and there product is the answer to complete cleaning your teeth, it also shows the product as a bacteria killing product, which makes it out to people that they need this product in order to remove 100% of the bacteria. it tries to add a comical element with the talking donkey which acts as an association to the brand.

Lancome paris advert- launching a new product, wanting to set out an identity for the fragrance, but is to make it fit in with the brand equity. 

old spice advert - 

Representation key message and consistency example- captain marvel

key message- the character is a woman- bright/colourful is appealing to the audience- recognisable brand with marvel, powerful and strong by the effects around her

colour scheme

poses

logo

Cadbury advert - mums birthday- generosity, brand recognition, giving, associating the brand with goodwill, giving an emotional attachment to the advert.