EMSAM

Advertising :

Analysis of Marketing techniques
The sales pitch
Create an ad

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Advertising - Wikipedia, the free encyclopedia

Market research - Wikipedia, the free encyclopedia

TV Ads

Sony Bravia rabbits

Trident soft

Budweiser Wassup!

Documents iconographiques

 
   

Persuasion Analysis by Professor Hugh Rank
 http://webserve.govst.edu/pa/

 

The 30-second spot quiz

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1.What ATTENTION
-GETTING techniques are used within the ad?

Anything unusual? about:

Senses? (motion, music, sounds, visuals, graphics)

Emotions? associations with sex, nature, fun, pets, family (see Audience-Centered list, 24, in center column) >>>

Thought? humor, news, stories, questions, advice, lists & displays, lead-ins, demonstrations, claims & promises, "breaking rules"


TV programs (& other media) function as the external attention-getters designed to "deliver the audience" to the ads.

Most ads now are targeted at specific audiences which you can infer by when and where the ads appear.


Multiple, simultaneous attention-getters, product claims, and emotional associations (see #3) are common. Don't restrict your analysis into one category.

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2.What CONFIDENCE
-BUILDING techniques are used?

Do you recognize (from past repetition) the brand? logo? the company?

Are any confidence words used? (e.g. trust, safe, honest).

Are any nonverbals? (smile, soothing voice, friendly, sincere look)

Do you know, like, or trust the presenters? - the actors, endorsers.

Are they "authority figures"? (someone expert, wise, caring, protective); or are they "friend figures"? (someone you'd like, or like to be, on your side)

EXPLICIT CLAIMS ARE RARE
in all categories. Commonly, these ideas are IMPLICIT, suggested or implied , by the visual associations.

VISUALS IMPLY. As viewers, we
"co-create." Sometimes, we "jump to conclusions," or visuals can "put words into our mouth" without ever explicitly making a claim.

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3. What DESIRE-STIMULATING techniques are used?

Who is the "target audience"? Are you?

What's the basic benefit sought? Protection, Relief, Prevention, or Acquisition,

Is the ad product-centered? (12 common claims: Quality, Quantity, Efficiency, Scarcity, Novelty, Stability, Reliability, Simplicity, Utility, Rapidity, Safety.)

Is the ad audience-centered? (appealing to emotions, using the association technique to link (1) the product with "good things" (2) already liked, or desired by (3) the target audience.

24 common needs, desires often suggested in ads: Basic needs (Food, Activity, Surroundings, Sex, Health, Security, Economy); Certitude, or approval needs (Religion, Science, "Best People," "Most People," "Average People"); Space or territory needs (Nature, Neighborhood, Nation); Belonging needs (Groups, Intimacy, Family );"Growth" needs (Esteem ,Generosity, Curiosity, Creativity, Play, Success).

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4. What URGENCY-STRESSING techniques are used?

If an urgency appeal, what words are used? (e.g. Offer Expires, Rush, Now, Deadline, Last Chance, One Day Only)

Any nonverbals? (e.g. ticking clock, staccato sounds, quick tempo in music, countdown).

Not all ads use urgency appeals, but always check for them.

If no urgency appeal, is this "soft sell" part of a repetitive, long-term ad campaign? (e.g. Of a standard product, famous brand, or established store?)

EXPLICIT CLAIMS ARE RARE in all of the categories .Commonly, these ideas are IMPLICIT, implied or suggested by visual associations.

VISUALS IMPLY. As vievers, we "co-create." Sometimes, we "jump to conclusions," or visuals can "put words into our mouth" without ever explicitly making a claim.

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5.What RESPONSE
- SEEKING techniques
are used?

Are there specific triggering words used? e.g. To buy? (buy, choose, select); To take the 1st step? (Visit, Come in, Ask your Doctor, Call 1-800, Click); To use the product? (Drink, Taste, Experience, Enjoy) ; to get the benefit? (get, protect, prevent, relieve) Most ads will use some common verbs, but...

If no specific response is sought, is it part of a "soft sell" (long term, repetition) for a standard consumer product? Or a store?

Or, if the ad is not about a consumer product, is it a "feel good" ad -- an "image-building" ad: PR, public relations to make us "feel good" about an industry (e.g. defense contractors, energy, oil, pharmaceuticals) or a specific corporation to get favorable public opinion on their side in any controversial issues (e.g. upcoming legislation, lower corporate taxes, less government regulations).

Now or later, immediate or delayed.persuaders always seek some kind of response!

 

The sales pitch

In the advertising industry, a pitch is when an advertising agency is trying to win the business to represent a product. Several agencies will probably be attempting to get the contract and have to go through a pitch process - they send in written details then some are shortlisted to make a presentation to the company. this may include examples of ads, the creative ideas, etc.

Sales pitch is also a phrase used to describe the words used to promote a product directly - someone knocking on your door with a suitcase of brushes to sell will give you the sales pitch.

Create an ad

 

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