Media strategies are techniques commonly used by the creators of media to appeal to a particular audience or evoke a particular response Quite often more than one strategy is used at a time to increase effectiveness or to appeal to multiple demographics in different ways ID: 601916
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Slide1
Media StrategiesSlide2
»
Media strategies are techniques commonly used by the creators of media to appeal to a particular audience or evoke a particular response.
» Quite often more than one strategy is used at a time to increase effectiveness or to appeal to multiple demographics in different ways.Slide3
» Some commonly used media strategies are:
- Bandwagon - Cartoon/cute characters - Celebrity endorsement - Emotional appeal - Facts and figures
- Gender/sex appeal
- Humour
- Name-calling
- Plain folks
- Shock appeal
- Snob appeal
- Testimonials Slide4
Bandwagon
This media strategy promotes that a product is
desirable
because it is being used by lots of
people
, therefore encouraging the consumer to
jump on the bandwagon
.
Bandwagon advertising uses a group mentality to try to convince individual consumers that a product is worth purchasing.
This is commonly used in products that are sold to children and teenagers, but
bandwagon and snob appeal are
used to sell products to adults as well, especially cars and luxury goods.Slide5
Examples of Bandwagon Advertising
¤ Always Coca Cola CommercialSlide6
Cartoon / cute
charactersCute or
cartoon representations are displayed in ads to attract the attention of
audiences, primarily children
. They see them as role models to aspire to, and as 'real people' who are popular with their peer group. Even from a young age children want some of that popularity to rub off on them and may try convincing their parents to buy the branded product
.
Adults may also have strong connections to such cute/cartoon characters.
¤ Lucky Charms Commercial
¤
M&Ms ad ~ Get in the bowl
Geico
GeckoSlide7
Examples of Cute/Cartoon Characters in AdvertisingSlide8
Celebrity
endorsementThis technique makes
use of
celebrities
to sell products and/or services. These sales pitches stick in peoples’ minds, so even if we know better than to buy something just because a famous person claims to like it, we nonetheless remember the pitch and the product.
¤ Ashton Kutcher Nikon ad
¤ Nike Commercial -
Lebron
James Swimming Pool
¤ "I Just Liked It" Matthew
McConaughey
and the MKC: Official CommercialSlide9
Examples of
Celebrity Endorsement in AdvertisingSlide10
Emotional
appealIn using this strategy, media producers play
upon the
emotions
of the audience, often instead of information that might appeal to an audience rationally.
One
kind of emotional appeal is the fear appeal, where the advertiser draws upon people's anxieties to sell a product. For example, a security alarm company might show a scenario where the home of a mother and her children is burglarized.
Advertisers
also appeal to sentiment, often through images like babies, cute animals, and emotional parent-child interactions.
¤ Man in the Moon Commercial
¤ Chevy Ad - Maddie
Slide11
Examples of
Emotional Appeal in AdvertisingSlide12
Facts and figures
This strategy attempts to attract masses to use the advertised product by providing them with survey results or other research data. The advertisers often use
statistical evidence
and market surveys to publicize their product.
Research or statistical data supporting the advertisement makes it appear more authentic. People tend to trust the advertisement because it is backed by surveys.
5 hour energy commercial
Centrum commercialSlide13
Examples of Facts and Figures in AdvertisingSlide14
Gender / sex appeal
The element of
sexual attraction
is used to grab mass attention.
For instance, a man is shown using a certain cologne after which women are attracted to him, or a girl is shown using a particular skin cream and then boys are shown flocking to her; this is sex appeal.
People believe that by using a certain product, they will be perceived as sexier or that they will attract the opposite sex.
Axe Commercial
90s
Noxema
commercialSlide15
Examples of Sex Appeal in AdvertisingSlide16
Humour
Comedy and parody are often used in media to catch the attention of the viewer.
Doritos commercialSlide17
Name-calling
This strategy involves direct or indirect
attacks
on the products in
competition
with the product being advertised.
Direct
name-calling involves making a direct attack on the opponent while
indirect
name-calling makes use of sarcasm to demean products of competitors.
Mac
vs PC commercial
ATT
vs
VerizonSlide18
Examples of Name Calling in AdvertisingSlide19
Plain folks
This approach aims to attract the masses by using common people
to advertise a product.
They communicate with them in their language through the use of common words, an informal language style, and even by making purposeful errors while speaking to give a natural feel to the speech.
¤
T-Mobile commercial
¤
Campbell's Soup commercialSlide20
Examples of Plain Folks in AdvertisingSlide21
Snob appeal
This is an exact reverse of the bandwagon technique. People are induced to buy a certain product so that they can stand out
from the crowd.
It is often indicated that buying that product will make them look different from the rest.
It is indicated that the product is not affordable for
common
people. A sense of
exclusivity
is attached to the products.
¤
Lexus commercial
¤
Grey
PouponSlide22
Examples of Snob Appeal in AdvertisingSlide23
Shock appeal
This makes use of shocking images or scenes
to advertise a product. Provocative images and use of controversy to grab attention are examples of shock advertising. Another example involves showing scary images illustrating the ill-effects of smoking on one’s health.
¤
Don't Text and Drive
¤
Second ChanceSlide24
Examples of Shock Appeal in AdvertisingSlide25
Testimonials
This is a technique in which common people, celebrities, or experts are used as
ambassadors
of a particular product.
They are shown using the product and/or recommending its use. People fall for these products just because they see someone relatable, famous, or knowledgeable endorsing them.
¤
Gamefly
Commercial
¤
Vonage Commercial
¤
Oral B CommercialSlide26
Examples of Testimonials in Advertising