the pitch – 1,2,3,4,5 - structural pattern of an ad aida – attention, interest, desire, action...
TRANSCRIPT
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THE PITCH – 1,2,3,4,5 - THE PITCH – 1,2,3,4,5 - structural pattern of an structural pattern of an
ad ad
AIDA – attention, interest, desire, action
1. attention getting2. confidence building
3. stimulate desire4. urgency stressing 5. response seeking
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HI! HI! ATTENTION GETTING ATTENTION GETTING
Over 50,000 new TV ads appear each year – compete for attention
External attention getting Entertainment
Ad InternalEmotional,
physical (sounds) cognitive (reason
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Startling images Startling images Benetton clothing: real pictures taken by photo reporters
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Universal theme sometimes encounters unforeseen cultural barriers
Squeamish
Revolting
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Sex sells: subtle / blatantSex sells: subtle / blatant
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““Blonde on the Blonde on the bonnet”bonnet”
Women sell
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Perfumes – Perfumes – Romance, Romance, Love affairLove affair
Why employ sexual innuendo?
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1. because it works.1. because it works.2. the second strongest of the psychological 2. the second strongest of the psychological appeals, right behind self-preservationappeals, right behind self-preservation
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HUMOUR - HUMOUR - positive feelings - motivate positive feelings - motivate
the recipient to buy the presented productthe recipient to buy the presented product
German coastguard
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Other strategiesOther strategies
Reversal of expectations
TELL THE TRUTH (stop pretending about the best)
Think small
“Probably the best beer in the world” (Carlsberg)
Duster
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2. TRUST ME: CONFIDENCE-2. TRUST ME: CONFIDENCE-BUILDING BUILDING
How?
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endorsementsendorsementsAristotle (Rhetoric): the most effective means of
persuasion was the ethos, image projected by the persuader
WHO: Evaluation of persuader:expert sincere, benevolent
Different presenters: authority (Sensodine), friend figures, star
HOW: Confidence words and nonverbals (smiles, gestures),
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Endorsements
Turkish airlines
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EXPERT POWEREXPERT POWER
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Confidence building Confidence building languagelanguage
Quality: excellent, exceptional, ultimate ultra extraordinary finest
urgency appeal: "Hurry... only a few left.“
Beauty: heavenly, lovely, nice
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Desire stimulatingDesire stimulatingbenefits promised to the buyers: prestige, popularity, sex appeal
Transfer or Masculine/Feminine Appeal
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impression of a “perfect person”. impression of a “perfect person”.
“transfer” the qualities to yourself“transfer” the qualities to yourself. .
Nike--makes you more athletic;
Jordan: young men would like to be as skillful as Jordan; the ad implies that part of his
skill derives from the brand of athletic shoe he wears
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Snob Appeal Snob Appeal Luxury and Elegance a feeling of envy or desire for this “fine” product.
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Search for Adventure Search for Adventure
buying the product will change your life
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Romance Romance “Take my hand. Discover“Take my hand. Discover Bora Bora
Bora perfume”Bora perfume”
Fragrances, automobilescosmetics
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Bandwagon Bandwagon everybody” is doing it, appeals to you to be a part of the everybody” is doing it, appeals to you to be a part of the
crowd (gregarian)crowd (gregarian)
Pepsi – generation nextAs you watch - what are the characteristics of this
“generation”?
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Hurry: Urgency Hurry: Urgency stressingstressing
The claims seek an emotional response:
•to rush us to buy something •to believe something without careful thinking •creates an anxiety that we might lose a benefit
? How do we signal that something is urgent?
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WORDS: Limited WORDS: Limited Offer; Never Again; Offer; Never Again;
Time running out; Time running out; Time-sensitive Time-sensitive
material; Today Only; material; Today Only; Weekend Sale; You Weekend Sale; You
must respond within must respond within
24 hours24 hours
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NONVERBAL: sights and soundsNONVERBAL: sights and sounds
in the background suggesting urgency:
- staccato sounds, clocks ticking, timers clicking, hourglass sands draining, drums beating,
- fast-talkers, auctioneer's chatter,- disappearing items, or shrinking stocks
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Buy – response seeking Buy – response seeking
triggering words Buy, Get, Select, Order; TAKE A first step: call….;
use the product: taste, feel, enjoy, experience