Heathrow Bears Christmas: Advertising Appeals and Frameworks

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Open www.feelmore50.com website and select one ad (an ad that does not offend other people). Read the attached doc to familiarize yourself with the questions. Study the content of your answer the following questions:1- Subject of ad

2- Target audience

3- Type of research that might have been done to create the ad.

4- Types of appeals (Rational/Emotional)

5- Creative strategies used

6- Execution framework.

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Culture Advertising Appeals Executional Frameworks MCM 351 Fall 2016 Mibahrine APPEALS in ADVERTISING ● The advertising style is the combination of appeal motives and basic advertising form and the execution ● The appeal in advertising is a comprehensive concept ● The appeal includes values and motives that define the central message ● Appeal connects with some emotion that makes the product particularly appealing, attractive or interesting Who needs Body Copy ● Functional/emotional ● Hard sell/ soft sell ● French classification related to French advertising style ● Temptation – drama – romance – amusement ● Typical of popular French advertising themes such as “Coup de Foudre” or “Love at first sight” ● Classification for global usage ● Lecture – drama (= direct-indirect) 1-* FCB Grid Stands for Foote, Cone and Belding. This analytical approach that was developed to help the creative understand how to focus message strategy. There are four categories: 1. think and high involvement 2. feelings and high involvement 3. think and low involvement 4. feelings and low involvement 1-* Rossiter-Percy Model FCB grid was improved and developed into the Rossiter- Percy model which adds two classifications of motives: 1. Informational needs 2. Transformational motives. US classifications reflect information-emotion dichotomy: Informational - transformational 1-* FCB Grid 1-* 7 Creative Approaches 1. Generic Strategy: ● No competitive or superiority claims. ● Best used for brands that dominate a category. 2. Preemptive Claim: ● Upstages the competition by advertising a point of difference for the brand. ● Competing brands may provide similar benefits/attributes ● You are the first one to lay claim to the key benefit. 1-* 7 Creative Approaches 3. Unique Selling Proposition: ● Distinct competitive advantage. ● Differentiating factor for the brand. 4. Brand Image Strategy: ● Building, reinforcing or changing the target audience’s attitude towards a brand primarily by focusing on psychological or emotional appeals. 1-* 7 Creative Approaches 5. Product Positioning: ● Strategy that calls for carving out a niche for your brand in consumers’ minds relative to the competition. 6. Resonance Approach: ● Relies on fond or positive memories or feelings that the target audience associates with the brand. 1-* 7 Creative Approaches 7. Affective Strategy: ● Seeks to form an emotional attachment between the brand and consumers. ● Highly charged and symbolic images and words often combined with music, evoke heightened emotional responses from consumers. ○ ○ *Note: These strategies don’t exist apart from each other. They often overlap. Examples of APPEALS BY DIMENSION ● Status symbols are less frequently used in small power distance cultures than in large power distance cultures where prestige is an important appeal ● In large power distance cultures, the elder advises the younger ● In small power distance cultures, the younger advises the elder Appeals individualism-collectivism ● IDV Direct approach: You, We, I Keeping nice things for oneself Alone can be relaxing COL Individuals part of groups Spain: Enjoyment in the group SPAIN: BETTER IN A GROUP Appeals individualism-collectivism IDV Direct approach: ● In individualistic cultures people tend to be dressed in a direct and personalized way ● In individualistic cultures, words like you, we, and I are frequently used ● In individualistic cultures, the personal pronoun I is frequently used Appeals individualism-collectivism ● In collectivistic cultures appeals focus on in-group benefits, harmony and family ● These appeals are more effective In individualistic cultures, advertising is more effective that appeals to individual benefits and preferences, personal success and independence Appeals individualism-collectivism ● In collectivistic cultures people like to share things ● In individualistic cultures, people may keep the nice thing for themselves ● The Ice cream brand magnum has used this approach in the German advertisement that says “ I share many things, but not everything” Appeals individualism-collectivism I get, I choose Appeals individualism-collectivism ● In collectivistic cultures being alone means you have no friend and no identity ● In individualistic cultures, people can enjoy a beer alone and being alone can even have a relaxing function ● In the United States the cult of personality and obsession with celebrity and stardom is pronounced Appeals individualism-collectivism ● In collectivistic cultures, celebrities are even more frequently used in advertising than in the United States. ● In Japan, the word talent (tarento) is used to describe most celebrities in the entertainment world ● Star is reserved for those who are seen to have long-lasting popularity ● The function of Tarento is to give the brand “face” in the world of brands with similar product attributes Appeals Masculinity-Femininity ● Masculine ○ ○ ○ ○ ○ ○ ○ Hype: Be the best, The greatest Show off The big Mac, King of clubs Role differentiation Women can be tough Appeals Masculinity-Femininity ● Anglo-German cultures leads to the strong need to win, to be successful and show it, combined with the wish to dominate ● Being First ● Be the best (Probably the best lager in the world) We would like to set the record Simply the best A dream come true Appeals Masculinity-Femininity ● To become the man or the woman of the year is the ideal for people in masculine culture ● Another reflection of American culture is Bigness: ○ America is Land of big egos ○ Big cars ○ Big Mac Appeals Masculinity-Femininity ● Feminine cultures are characterized by favoring caring, softness and the small ● Much of Volvo advertising tends to focus on safety and family ● In feminine cultures, showing off is negative “True refinement comes from within” Appeals Uncertainty Avoidance High ● Strong Uncertainty avoidance translates into the need for explanation, structure, testing, test reports, scientific proof and advice and testimonials by experts, but also into high technology and design ● Purity and freshness are important appeals for food products in high uncertainty avoidance cultures In high uncertainty avoidance advertising, the consequence of manufacturer must be demonstrated Appeals Uncertainty Avoidance High ● The brands called experts to provide detail and deep scientific information about the product Purity in food and drink, ‘natural, nature’ claims White = purity symbols in detergent advertising ● Process orientation, how things work ● Testing and test reports are favored in strong uncertainty avoidance cultures Appeals Uncertainty Avoidance High ● ● ● ● Favorite German expressions are Besten im Testen (The best in the test) Testsieger (Testwinner) Technical explanations about products can be very detailed for all sorts of products ● Fear appeals are more effective in high uncertainty avoidance cultures than in low uncertainty avoidance cultures, where people are more responsive to benefits than to threats Appeals Uncertainty Avoidance High Appeals Uncertainty Avoidance High ● Design is a strong element of German and Italian advertising ● German advertisements focus on technological aspects of design ● The French and Spaniards are more art and fashion-oriented Appeals Long/Short-term Orientation ● Short-term orientation ○ Buy now ○ Don’t wait ○ Instant pleasure ○ Living now more important than thinking of tomorrow Appeals Long/Short-term Orientation ● Long-term orientation ○ Saving for later The long-term orientation demand harmony and thus explains this advertising style Appeals Long/Short-term Orientation ● Harmony is a popular appeal in Asian advertising ● It is an indirect approach to build trust in the shop or company. ● Visuals and objects are used to please the eye ● The objective is to please not to intrude Country-of-origin concept ● An appeal that travels to a certain extent is the country of origin appeal (COO) ● The appeal is based on the combination of the product category and country of origin ● Fashionable for clothes will relate to French origin ● Quality of cars is related to Germany ● Made in Germany (1925) = Made in China (2014) ● Made in China and made for China 1-* EXECUTIONAL FRAMEWORKS Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative Components of a Slice-of-Life ● Originally only used by firms with a small advertising budget. Use has increased due to computer graphics technology. Rotoscoping. Clay animation. Encounter Problem Interaction Solution Dramatization ● Use of the drama executional framework by United Airlines in a television advertisement. Testimonials ● Business-to-business sector ● Enhance credibility ● Paid actors Authoritative ● Expert authority ● Video Scientific or survey evidence ● Independent evidence Demonstration ● Shows product being used Business-to-business sector Television and Internet Fantasy ● ● ● ● ● ● Beyond reality Common themes Sex Love Romance Perfume/Cologne Informative ● Used extensively in radio Business-to-business usage Key is buying situation Level of involvement Sources and Spokespersons Celebrities Source CEOs Experts Typical persons The MECCAS Model • MECCAS is an acronym for Means-Ends Conceptualization of Components for Advertising Strategy • Provides a procedure for applying the concept of means-end chains to the creation of advertising messages • Means-End Chain Approach (MEC) • From a consumer’s perspective, the means-end chain in the reverse order (values → consequences → attributes) • better captures the process that determines consumer choice behavior. Every meaningful act of consumption can be seen as an attempt to achieve valued end states. • 1-* The MECCAS Model • Consumers seek product consequences and attributes only as a means for achieving values— the ends (values) drive the means (attributes and their consequences) • The formal model provides the following procedure for applying the concept of means-end chains to the creation of effective advertising messages 1-* 1-* Toothpaste Attributes Benefits Value with fluorine strong prevents cavities clean, white teeth Security self-confidence
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Advertising Appeals and Frameworks
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Heathrow Bears Christmas
The ad that I have chosen is the Heathrow Bears Christmas. The Advert #Heathrow Bears
is not offensive to the British people. Brits love bears. Therefore, Heathrow has a hit on their
hands for the Christmas homecoming campaign in the UK (Heathrow). The element of the
Christmas homecoming is reflected from t...

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