Brynn_Chp9

Emotional appeal is one of the most effective ways of advertising. Have you ever seen the ASPCA commercials with the sad puppies and dramatic music? Yeah, that one is a tear jerker. And very effective! It is proven that if customers have positive emotions toward a brand that they will be loyal.

Emotional Appeal
Commercial Example

Alexis Lee Ch 9

Dramatization is used to engage the viewers and make them feel some sort of way about the product/movie. To induce emotions. It's so the viewer gets lost in the story and feels for the characters. Dramatization uses more excitement and suspense.

Below is a movie trailer example:

https://www.youtube.com/watch?v=A2JbO9lnVLE

Elissa_Chp9

https://www.entrepreneur.com/article/249121

This article discusses the effectiveness of emotional appeal in advertising. Emotional appeal is particularly useful for products which do not need much explanation. Some of the most iconic advertisements use an appeal to emotion, such as this one.

Cinthya_ch9

Creative specialist

In the book it talks about how client evaluation is important and a creative specialist has a lot of responsibility to uphold. A creative specialist is a person who is responsible for designing, creating, and delivering marketing programs to support the growth and expansion of company products and services. They help determine the advertising appeal and execution style. They are an important part of a advertisement companies.  



http://www.snagajob.com/job-descriptions/marketing-specialist/

Rachel_Chp9

Testimonial Advertising

When a user of the product or service is giving a review and telling you to use it rather than the business or manufacturer.

This article gives different examples of testimonials such as celebrities or expert opinions.

http://smallbusiness.chron.com/techniques-testimonials-advertising-11792.html

Sydney_Chp 9

Transformational Advertising:

“We are living in a transformational time in our industry,” she said. “Keeping the attention of today’s consumers is one of the hardest things for anyone in the branding industry. There’s so much choice.”

http://www.standard.net/Business/2017/02/28/Tommy-Hilfiger-looks-to-technology-as-it-combats-Macy-s-decline.html

This article is about Tommy Hilfiger transforming Macy's advertising by bringing them a sense of advertisement that is not usually affiliated with them originally: social media, and using Top models with over 30 million followers on Instagram to promote their brand.

Quote from article:

"To adapt, Tommy Hilfiger brand chief Avery Baker is making it easier for shoppers to order clothes directly. She introduced the newest collection at a fashion show this month next to a Southern California beach -- rather than a typical New York venue -- and invited 2,000 regular shoppers to watch it. People could instantly buy outfits from an app featuring 3-D images of the runway. Within 24 hours, more than 15 styles were sold out online."

Alexa_Ch9

Chapter nine discussed using emotion to appeal to their target audiences. This tactic is very effective when trying to sway customers from a competing company. The link I chose is for a Pearle Vision commercial that took an emotional approach in order to emphasize that they are a company that cares even when they don't necessarily have a reason to.

http://www.adweek.com/brand-marketing/ad-day-pearle-visions-touching-new-ad-stars-boy-and-his-very-special-glasses-175562/

Kayla_Chp9 - Informational VS. Emotional Appeal

Informational VS. Emotional Appeal

Chapter 9 talked about both informational or scientific advertisements, which target consumers with statistics and facts about why their product is better, as well as emotional advertisements, which focus on your feelings. I decided to look for an article that discusses which is seen as better and more effective.

Overall, the answer seems to be that no one knows. Scientific appeals seem to work better for things we need, but emotional appeals may work better for things we want, but don't really need.

https://www.theatlantic.com/business/archive/2011/10/thinking-vs-feeling-the-psychology-of-advertising/247466/

Kaitlyn_Chp9

Advertising Execution: Animation and Humor

The book lists twelve types of ways that companies can execute their ads:

Straight-sell or factual message
Scientific/technical evidence
Demonstration
Comparison
Testimonial
Slice of life
Animation
Personality symbol
Imagery
Dramatization
Humor
Combinations

One fairly common execution is animation. Oftentimes animations are humorous (though there are exceptions) which the book would consider a combination since it uses two techniques. Chipotle has embraced animation in their advertisements, not all of them humorous.

Here are a few examples:

A Love Story - Chipotle

Fans - M&M

And a link about why animation in ads is as prevalent as it is.

http://www.animationcareerreview.com/articles/animation-advertising-how-important-it

Stephanie_Ch.9

Animation

Animation has its pros and cons but in the end, if done well, it can be highly effective. It is memorable and cute and the visual possibilities are endless. The book said it is becoming more popular as computers become more advanced and used the Chipotle example since it very well done and won awards at film festivals.


Here is the Chipotle commercial that the book mentioned. It resonated with its audience since sales went up significantly following the campaign.

https://www.youtube.com/watch?v=S1zXGWK_knQ 


here is a newer animated campaign Chipotle is doing:

https://www.youtube.com/watch?v=fW_9toMB4Mo

Zannyell_Ch9

In chapter 9 the book talked about demonstration advertisement. I think that deminstration ads are very helpful and effective. I like them because they can accidentally show you what can go wrong with the product and show you if they are trying to scam you out of money.

https://www.forbes.com/sites/michellegreenwald/2014/06/04/8-of-the-best-product-demos-ever-and-why-theyre-so-effective/#11b817f67581

Christine_Ch 9

In chapter 9, it explains how one form of advertising that works well is demonstration. Demonstration advertising is used to convince consumers to buy their product by showing them that it works. By showing viewers it works with proof it gives their product creditability.

This link goes over the advantages of having a demonstration form of advertising.
http://smallbusiness.chron.com/purpose-benefits-product-demonstration-55113.html

Examples
https://www.youtube.com/watch?v=2PU8ZxQj7eE

https://www.youtube.com/watch?v=TRMjvSxe1x8

Megan_Chp9

Imagery Advertising

http://blog.visme.co/visual-advertising-techniques/

Many companies use this technique in advertising. It contains little or no information about the brand or company and are almost totally visual. They use pictures, illustrations, and symbols rather than information. It is used so customers will associate the brand with the pictures.

This article is the 10 most commonly used techniques in visual advertising. They are:

1. Color
2. Repetition
3. Direct Gaze
4. Association
5. Body Language
6. Composition
7. Rule of Thirds
8. Vectors
9. Focal Points
10. Symbolism

Chloey_Chp.9

I did this weeks post on conveying messages through advertisements. I took two videos in one you will notice that it is heavily narrated while the second video allows the video clips from the movie to tell its own story. These are two different ways to communicate a message to an audience through images, narration, sound. You will notice that this tactic is used in commercials today as well.





Movie Trailers:

https://youtu.be/ByXuk9QqQkk - narrated


https://youtu.be/SbXIj2T-_uk - not narrated

Commercials:

https://youtu.be/kZNqGOM5xo4- Narrated

https://youtu.be/-fPwpymO1bs - not narrated

Monica_Chp9

User Generated Content

User generated content (UGC) is where advertisements are created by the consumers instead of the company. Companies will host contests where the consumers make the advertisements and submit it back to the company. The article I found shows 8 different UGC examples and gives takeaways for each. The second article I found includes examples of UGC gone wrong.

https://www.yotpo.com/blog/5-inspiring-user-generated-content-examples/

http://www.concentriccontent.com/bad-ugly-user-generated-content/

Michelle_Ch9

Jingles and Voiceovers

A jingle is a way for companies to differentiate themselves from other companies with a catchy song. While a voiceover is how the message is delivered on the screen by a narrator who is not seen. Both facets are important for the audio aspect of an advertisement and can help sell a product or service.

This video is from the tv show, The Office, where Andy is unable to remember the famous Kit Kat jingle. I thought it was humorous and showed the effectiveness of that specific jingle.

The next article lists advertisements that were voiced over by famous actors. My favorites were 4, 8, and 10. I thought this was interesting because if the celebrities voice is recognized and the listener likes that celebrity, they are more likely to pay attention or purchase the product. 

https://www.buzzfeed.com/lyapalater/commercials-you-may-not-have-realized-were-voiced-by-famo?utm_term=.cuPDDy4QyE#.gfA11DekDK

Katelyn_Ch9

User-Generated Content

10 User Generated Content Campaigns That Actually Worked

"Ads created by consumers rather than by the company and/or its agency."

An example of this would be Glossier. Founder and CEO Emily Weiss branded this line of skincare and make up specifically for social media. From the product itself to the packaging it comes in, each piece is so aesthetically pleasing that consumers can't help but post a photo of their purchase online.

Allex_Chp9

Sometimes advertisers introduce a new product using teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it. They are also often called mystery ads and are also used by marketers to draw attention to upcoming product launches and/or advertising campaigns and generate interest and publicity for them.

I have linked the teaser ad for the first iPhone
https://www.youtube.com/watch?v=GdI8dCfbxuQ

Molly_Chp9

Advocacy Advertising

In chapter nine the book tells us the importance of using  advocacy advertising for a cause. Advocacy advertising is a form of advertising that grabs people's attention depending on what they believe, and their values. They way that this form of adverting can not work very well is if it comes of as self serving. For example if a business only cares about an issue if it is relevant at the time. The advertisement that made me actually want to volunteer. https://youtu.be/9gspElv1yvc

 I was in 5th grade when I saw this ad, and it made me feel so bad for these animals. The music and their sad faces made me feel bad. I think this is a strong example of advocacy advertising, because I even considered being a vet when I saw this ad. 

This article shows just a few examples of advocacy advertising.

http://yourbusiness.azcentral.com/examples-advocacy-ads-12699.html

Alyssa_Ch9

Advertising Execution: Humor

Creative Execution is the way an advertising appeal is presented. Humor can be used as a type of advertising appeal but also a technique to showcase other appeals. For example it can be used along other appeals to make them more audience friendly. Humorous executions are particularly well for radio and T.V , although some print ads attempt to use this style.

http://www.webdesignerdepot.com/2009/11/40-seriously-funny-print-ads/

Madison_Ch.9

Customer Testimonials In Advertising 

How to Use Customer Testimonials in Advertising

This article talks about how to get good testimonials from your consumers and how to effectively put them in your advertising. 

Kendra_Ch9

TV Jingles

An important musical element to TV and radio commercials is jingles. They're catchy songs about a product or service that usually carry the advertising theme and a simple message. Jingles are often composed by companies that specialize in writing commercial music for advertising. Jingles are used less frequently today as many advertisers are using current and classic pop songs in their ads or companies are reinventing their advertising for a new generation of consumers.

Top 10 TV Ad Jingles of the 2000's
http://writemeajingle.com/top-10-jingles-2000s/

Mackenzie_Chp9

Personality Symbol

Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, "Please don't squeeze the Charmin," or the Maytag repairman, who sits anxiously by the phone but is never needed because the company's appliances are very reliable. Personality figures can also be built around animated characters and animals, personality sybmols such as Morris the cat, Tony the tiger, and Charlie the tuna have been used for decades to promote their companies.

https://smartamarketing.wordpress.com/2012/02/01/advertising-creative-implementation/

Jilda_Ch9

Informational/Rational Appeals

It focuses on the reasonable, practical and functional desirability of a product or service to potential consumers. The objective is to persuade the target audience to buy the brand because it is the best available or it does a better job of meeting consumers' needs.

https://vimeo.com/13538377