Advertising Techniques
I. Advertising Strategies
A. Slogans/Puffery
phrases/songs/images that sound great but mean little
B. Rational Appeal
logic or reasoning to convince consumer to buy
C. Emotional Appeal
famous people endorsements, claims that everybody is using product, popularity/well
being improved by products, sex appeal
*One or all of these strategies are used in an ad to convince consumers to
buy.
II. Targeted Groups
A. Belonger lifestyle traditional values, conservative, old fashioned
B. Emulator lifestyle impressionable group, in search of identity,
seeking group acceptance, important to "be cool", often younger people
C. Achiever lifestyle America's materialists, successful professionally,
frustrated by being stuck just under top rung of economic ladder, King or Queen
for the day
D. Inner Directed lifestyle seeking personal fulfillment, "I am
me", experimental, socially/environmentally conscious, self constrained
in purchasing power, hard group to target with ads
*Ads may target one or more of these lifestyles. A product may have different
ads to reach different audiences.
*Concepts were developed by SRI (Menlo Park)