Of Ad211 Msg Approach
After some struggle, i have finally managed to remember the 9 types of message approaches that advertisers use in their ads to speak to the audience
Not in any order of merit:
1. Straightforward
Ad tells a direct message, clear cut message for audience
2. Slice of Life
Ad tries to get audience to relate to a situation or person, placing the audience in the same shoes of the person or scenario in the ad
3. Comparison
Not really allowed in Singapore, you can't show and directly say pepsi taste better than coke, or M1 is better than singtel, so you can only do gimmicks like green vs orange vs red charts for telco companies
4. Endorser/Spokesperson
Using a person, sometimes a celebrity, to transfer the personality of a person into a brand, merging them and creating a brand personality similar to the spokespersons image. Testimonials can fall under this portion
5. Shock Advertising
Limited here also, the most recent being the mouth cancer ad that the anti-smoking people put out
6. Problem Solving/avoidance
The product comes across as the hero to solve problems are prevent something bad from happening, household cleaning agents, pain killers fall under this category normally..
7. Demonstration
Teaches consumers how to use a product or do a certain things, facial wash for example, as easy as 1-2-3, teaches the steps involved, or dynamo cleaning ad, put a little on the stain, pour the rest into the washing machine kind of ads
8. Humour
Very popular appeal, based on the theory that if you like the ad, you'll like the brand, however, sometimes the ad is so heavy on humour that the ad outshines and the brand
9. Teaser
An ad before an ad, serves as a prelude to the actual campaign where the product is deliberately keep away till its launched
These 9 message approaches will form a tiny portion of my exams, hope that by blogging, i'll have a better recall of the 9 approaches, maybe that's what study is really about, repeat repeat and repeat to remember
U got it?
Ad211, 15 Chapters, 1 Final Exam to go
Not in any order of merit:
1. Straightforward
Ad tells a direct message, clear cut message for audience
2. Slice of Life
Ad tries to get audience to relate to a situation or person, placing the audience in the same shoes of the person or scenario in the ad
3. Comparison
Not really allowed in Singapore, you can't show and directly say pepsi taste better than coke, or M1 is better than singtel, so you can only do gimmicks like green vs orange vs red charts for telco companies
4. Endorser/Spokesperson
Using a person, sometimes a celebrity, to transfer the personality of a person into a brand, merging them and creating a brand personality similar to the spokespersons image. Testimonials can fall under this portion
5. Shock Advertising
Limited here also, the most recent being the mouth cancer ad that the anti-smoking people put out
6. Problem Solving/avoidance
The product comes across as the hero to solve problems are prevent something bad from happening, household cleaning agents, pain killers fall under this category normally..
7. Demonstration
Teaches consumers how to use a product or do a certain things, facial wash for example, as easy as 1-2-3, teaches the steps involved, or dynamo cleaning ad, put a little on the stain, pour the rest into the washing machine kind of ads
8. Humour
Very popular appeal, based on the theory that if you like the ad, you'll like the brand, however, sometimes the ad is so heavy on humour that the ad outshines and the brand
9. Teaser
An ad before an ad, serves as a prelude to the actual campaign where the product is deliberately keep away till its launched
These 9 message approaches will form a tiny portion of my exams, hope that by blogging, i'll have a better recall of the 9 approaches, maybe that's what study is really about, repeat repeat and repeat to remember
U got it?
Ad211, 15 Chapters, 1 Final Exam to go
posted by klayhead at 11:17 pm
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