Advertising allows you to communicate a salient message to a large group of consumers faster than any other form of communication. It allows you to truly connect with your consumer; it gives you an opportunity to develop an ongoing relationship between the consumer and a brand. At its best, advertising will create a sense of urgency for the consumer, honest awareness and accurate that there are products, places, styles or sensibilities that cry out for attention or action. The advertising industry has experienced dynamic changes over the last several decades.
The changes have been good in terms of Technology advancement, Medium and more methods to attract consumers. To do that there are various styles of advertising, Style will always change: with the product or service you are selling; with the timing of the message and with the medium you are using. But important aspect is how you can engage your consumers to watch that Creative challenge you took with the blend of style, advertisers find it even more difficult and challenging to break through the clutter of competing advertisement. Advertising, which is about creating demand, has undergone a complete transformation.
Many things have changed and many things have stayed exactly the same in this industry. The media agencies have witnessed the tremendous growth in skills set. If one critically analyze, “advertising reflects the mood of the times”. The simplistic inform-persuade-sell mode worked beautifully for a long time but once communication became sophisticated, technology entered, there was a paradigm shift. Multi-tasking became the order the day. The late media Philosopher Marshall McLuhan stated before about effective advertisements, “The con- tinuous pressure is to create ads more and more in the image of audience motives and desires.
By giving form to people’s deep-lying desires and picturing states of being that individuals privately yearns for, advertisers have the best chance of arresting attention and affecting communication. And that is the immediate goal of advertising: to tug at our psychological shirts sleeves and slow us down long enough for a word or two about whatever is being sold. We glance at a picture of a solitary rancher at work, and “Marlboro” slips into our minds. Advertisers are ever more compelled to invoke consumers’ drives and longings; this is the “continuous pressure” McLuhan refers to. functions of Advertising: (1)The first two, awareness and knowledge, relate to information or ideas (2)The second two steps, liking and preference, have to do with favorable attitudes or feelings toward the product. (3)The final two steps, conviction and purchase, are to produce action—the acquisition of the product. Name of Articles: 1- Advertising Effectiveness: “Understanding the Value of Creativity in Advertising” 2- Identifying the components of effective service advertisements. 3- The Power of Emotional Appeals in Advertising.
Variables (Independent Variables – Dependant Variable): Dependant Variable: Effectiveness of Advertising by determining the factors that affect advertising and responsible for the success of the campaign and the Ad. Independent Variables: * Creativity It is known fact that there should be an element of creativity in an advertisement. This creativity is to create something new, unique, extremely attractive and appealing to the consumers. In fact, advertising itself is a creative process. It is the outcome of long term planning and hard work on he part of the copy writer & creative director who prepares & shapes the final copy of advertisement. Creativity makes advertisement popular among the consumers and motivates them to purchase advertisement specific product. David Ogilvy once quoted that “If it doesn’t sell, it isn’t creative” A creative strategy can put you on the right course, but in a world filled with distractions and clutter you must develop communications that capture consumer attention and interest. Understanding the fact that creative ideas do not come over night they are required to be developed through systematic thinking.
The advertising strategies are changing but should not leave question mark on the sustainability of creativity and also not to overlook consumer’s intelligence. Creative ideas have no boundaries, Ideas can strike anytime. A successful & great creative idea can give brands the required thrust to explore new heights. It is very important that with creativity involved in advertising it should not forget its basic agenda –of informing, convincing, and selling. Creative advertising should be able to create demand for the product when it is introduced for the first time.
If Ad contains fun, humor, excitement, drama with the creative ingredient consumer will definitely like the idea, Therefore the advertising would be effective. It is an accepted fact that if you present your product, service, and idea in different manner you’ll get high brand recall. * Emotional “feeling” advertising appeal: Appeal: is the general overall approach that the advertisement adopts. Two of the emotional responses appear to be positive (one typified by more arousing emotions such as surprise, elation and joy, and the other by more soothing emotions such as warmth, hope and gentleness), while the third is negative.
At the same time advertising that generates an emotional response also has its own benefit, like it can help generate engagement and memorability and it can help the emotions transfer to the brand shaping the brand perception. Dove’s real beauty campaign is perfect example. * Humor Advertising Appeal: Depending on the medium, anywhere from 10% to 30% of all advertisements use humor (Weinberger, Spotts, Campbell, & Parsons, 1995), implying that many advertisers believe that humor improves advertisement effectiveness.
Some academic researchers have shown that advertisements using humor draw more attention and induce greater liking than advertisements that do not (Speck, 1991), whereas others speculate that humor may lower message comprehension (Sternthal & Craig, 1973). Strong humor may attract processing resources by breaking through advertising clutter. Advertising appeal uses humor as a tool to achieve product promotion. Cartooning, joking, mocking are the commonly used elements of humor appeal. The funny way in which a product is advertised attracts customers.
Sometimes, people remember the joke or satire associated with the product, which makes them attracted to it. The message is conveyed in a very light-hearted or funny manner. This style of advertising appeals to the masses and product sales are boosted. * Fear Advertising Appeal: A fear appeal posits the risks of using and not using a specific product, service, or idea such that if you don’t “buy,” some particular dire consequences will occur. That is, fear appeals rely on a threat to an individual’s well-being that motivates him or her toward action, e. . , increasing control over a situation or preventing an unwanted outcome. While threat and efficacy clearly are important for fear appeal effectiveness, these two ingredients alone are not sufficient. Additionally, empirical results regarding fear appeal effectiveness are not conclusive.
However, the literature conventionally agrees that more effective fear appeals result from a higher fear arousal followed by consequences and recommendations to reduce the negativity. Fear appeals are commonly used in many types of marketing communications, e. g. the marketing of products, services, social causes, and ideas. The basic message is “if you don’t do this (buy, vote, believe, support,learn, etc. ), some particular dire consequences will occur”(Glascoff,2000, 35). That is, advertisers invoke fear by identifying the negative results of not using the product or the negative results of engaging in unsafe behavior. In general, however, fear appeals are effective in increasing ad interest, involvement, recall, and persuasiveness. “Fear appeals are one of the most frequently used motivators to get people to help themselves” (Bagozzi and Moore, 1994, 56).
In fact, fear appeals have grown in popularity because advertisers have found them to increase ad interest and persuasiveness (LaTour, Snipes, and Bliss, 1996). Evidence also suggests that individuals “better remember and more frequently recall ads that portray fear than they do warm or upbeat ads or ads with no emotional content” (Snipes, LaTour, and Bliss, 1999, 273). There is evidence to suggest that advertising effectiveness is increased if the appealmatches the type of product being advertised (Johar and Sirgy, 1991). Research Problem: “Determining the Factors that affect advertising effectiveness” Research Model:
Creativity Advertising Effectiveness Emotional Appeal Humor Appeal Fear Appeal Conclusion & Recommendations: There are numerous factors play roles in determining whether advertisement travel well or poorly. Marketers need to test multiple markets to get a full understanding of an ad’s likely effectiveness, but it becomes equally imperative to understand what it takes to beat the odds and create a truly Creative Advertising. Advertising people bond together as a ‘team’ not as individual, Therefore, creative advertising that actually sells in the market and live a hard impression in mind is the result of ‘team work. In advertising business creativity resulting from great team efforts, effective idea and communicate exactly same to the audience, these are the key factors in successful advertising campaigns. The Ad agencies must have hunger for these elements and strive for them. There is great hunger from consumer’s side they wanted to see things differently and its advertiser’s responsibility to attract and engage the consumers, they remember and memorize the effective ads than the products. It is not uncommon to see today’s kids on the mobile while hitting the net, right?
So in this age of Youtube, Twitter and Facebook, advertising content has to keep pace. It can’t be as direct, naive and simplistic as it once was. The new-age consumer would dismiss it, straightaway. ” For hard-core information and details about products and services that are in the hi-ticket category, the internet provides it all; one doesn’t have to completely depend on advertising. So the job of advertising today is to primarily push the brand in an endearing fashion that triggers the recall factor.