PPT-Endorsers and Message Appeals in Advertising

Chapter Objectives After reading this chapter you should be able to Describe the role of endorsers in advertising Explain the requirements for an effective endorser Appreciate the factors that enter . Celebrities used as endorsers in advertisements are often very popular ones However from a cognitive point of view and a more academic one congruence between brand and celebrity seems to be very important too Based on affective and cognitive theorie Advanced aspects of . . advertising. . campaign aimed at content network. Communication. Many of the problems that occur in a organization are the direct result of people failing to communicate. . Communication is the exchange. Katie North. Bus1040. Advertising. Advertising is a tool to relay a message or feature a product.. Transmitted to a target audience.. Ethics of Advertising. Advertising industry has strict rules and regulations monitored by the Federal Trade Commission.. Presupposition. Presupposition is a necessary PRECONDITION for the processing of communication. It involves the existence of some objects or ideas. Presupposition (2). Here we PRESUPPOSE that there exists something which is as juicy as a fruit.. ARISTOTLE & BEYOND. Rhetoric – the art of using language effectively and persuasively. What is rhetoric?. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. An Introduction. Aristotelian . appeals. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. Pathos – relies on emotion. Medium – written text, speech, TV, film, art, internet, etc.. Executional. Frameworks. Chapter 7. Chapter. Overview. Message strategies. Executional. frameworks. Spokespersons and endorsers. Principles of effective advertising. Conative. Affective. Cognitive. 3. Objectives. Advertising’s Role in Capitalism. Role in Manufacturing & Retailing. Know Era’s & Association with Culture. Identify Evolutionary Forces. The Value of an Evolutionary Perspective. Executional. Frameworks. Chapter 7. Chapter. Overview. Message strategies. Executional. frameworks. Spokespersons and endorsers. Principles of effective advertising. Conative. Affective. Cognitive. ROMANCE APPEALS. These advertisements display the attraction between the sexes.. The appeal is used to signify that buying certain products will have  a positive impact on the opposite sex and improve your romantic or love life. . Theoretical Frameworks and Appeals . Structure of an Advertisement. Headline. Short, simple, limited number of words. Sub-headline (not always present). Supports headline, somewhat of a follow-up to headline. The media department. The Media Department is responsible for the following:. Planning and arrangement of advertising. Scheduling and buying advertisement time (Broadcast and Electronic Media). Space (Print Media). Chapter 6. Adweek Media and Harris Interactive Survey. Ads somewhat or very interesting (55%). Ads not interesting at all (12%). Ads very influential in purchase decisions (6%). Nearly . half of 18-34 year-olds influenced by advertising. Learning. . Outcomes. Provide an introduction to advertising—its role, key components, and key players.. Define advertising’s role in marketing including key players and new developments. Explain.