Concepting:Cognitive AppealsBroadcast

"One Picture May Be Worth Ten Thousand Words, But Some

Advertisers Believe In Using Both In The Same Ad"

Unknown

Cognitive Concepts

In both high and low involvement purchases consumers will often be influenced by reasoned thoughts and arguments

Advertising’s work is to present compelling and persuasive arguments and reasons why consumers should think, feel or do something

Advertising also needs to recognize when consumer’s beliefs are entrenched, and what factors most influence their beliefs Inferences: the choice of illustration or

association can encourage the consumer to “infer” something about the product

Grey Goose vodka Attributions: are the endorsements

believable? Quanterra

Heuristics: simple rules of thumb/shortcuts, i.e.

Well-known brands must be good Brands that I know a lot about must be good Brands I hear a lot of messages from must be

good

How does advertising influence these belief factors?

Message factors Certain names, colors, images , price = certain

characteristics Private Selection Lean Cuisine Healthy Choice

How does advertising influence these belief factors? (con’t)

How does advertising influence these belief factors? (con’t)

Multiple supporting messages can help generate positive beliefs, i.e. Nike

Good products Charitable activities Good place to work Environmentally sensitive Great ads Support of education

How does advertising influence these belief factors? (con’t)

Simple messages for low involvement products: focus on one attribute

Fed Ex: when it absolutely positively has to be there overnight

How does advertising influence these belief factors? (con’t)

Messages that involve and engage the consumer Ask the consumer to place himself at the

center of the message “Remember how you felt….” “Is this you….?” “How many times have you experienced…?”

Consumers may weigh product benefits against disadvantages, or may reject a brand on the basis of one negative

Source factors Credibility of the endorser

Are they believable experts? Do they over endorse?

 

Broadcast concepting

Radio TV Film/Video

Sound +image=power

Radio

The medium of imagination Theater of the mind

Use sound liberally What can you hear? How can you emphasize

the sound aspects?

Radio Strategies

Set the scene quickly; your audience needs to be located in time & space

Write as you speak: avoid clichés, realize your consumer won’t be here long; use dialogue that people actually speak

Take advantage of the fact that you can be anywhere; much easier to do in radio than any other medium.

Involve the listener

Radio Strategies

Use situation comedy/drama

Alaska Airlines Clark and Lewis http://www.alaskaair.com/as/www2/pro

mo/pdx-radio.aspaska

Radio Strategies

ExaggerateAmazon “Won’t fit here”

Radio Strategies

1.Unnatural and unexpected scenarios

Life of Brian ad

2. Live, historic audio

Radio tips

1. Keep it short, time = words2. Watch out for

i.Over used actorsii.Clichés

1.Car ads2.People talking unnaturally about a boring product

Best Radio campaign

Real Men of Genius – Budweiser http://www.youtube.com/watch?v=OdGj

-FVxOcs&feature=related http://www.youtube.com/watch?

v=cjBjHP_NITI&feature=related http://www.youtube.com/watch?

v=ZHNt9rXSsTM&feature=related

Television & Movies & Video

What are they? TV: 5-60 second films, small screen, active

audience Cinema: up to several minutes, much larger

screen, captive audience Video: up to several minutes: very small

screen generally, active

Key elements

Sound effects/music Voice over Superimposed script Visuals in motion

Do you need all of them….?

Rules

Simple & relevant SLIP IT

Smile Laugh Interest Provoke

Resist the temptation to fill it up…your consumer will appreciate some visual and aural relief

Watch the volume!

Three frame rule Can you communicate your idea in three

frames of a storyboard? Volvo: Is something inside telling you to buy a

Volvo?

Can you translate your idea into a poster? Or a single idea?

PETA Alka Seltzer

Alka Seltzer ads A male actor, advertising a brand of spicy

meatballs, needs Alka Seltzer after failing to get a good take

http://www.youtube.com/watch?v=ErgdUhZteqw

Don’t reveal, imply

Volkswagen polo ad

Add drama! You have all the toolsMusic

Darth Vader VolkswagenNike reelChryslerBad music choices?

Effects

Ad forum reel – British soldier

Contrast and emphasis

Amnesty International – ad forum

Twist

Calling card – ad forumeBay –ad forum

Twist – Virgin Airlines

http://www.youtube.com/watch?v=Bon-qNCnePY&NR=1&feature=fvwp

Demonstrate

American Tourister

http://www.youtube.com/watch?v=8C-e96m4730

Narrative extension

Miller Lite Man Law http://www.youtube.com/watch?

v=Si3orznbnpQ http://www.youtube.com/watch?

v=JWCUpHMNajQ&feature=related

Animation

United Airlines

http://www.youtube.com/watch?v=frVP9lV_YR4

Vignettes

Diamonds are forever – deBeers

http://www.youtube.com/watch?v=4vXHm8TzLzE

Apple – voted best TV campaign by Creativity Magazine http://www.youtube.com/watch?

v=4oAB83Z1ydE

Cinema

Johnnie Walker http://www.youtube.com/watch?

v=MnSIp76CvUI&feature=related