OBJECTIVES

1
OBJECTIVES METHODS
Arens, 8th ed. SUPPLEMENTAL TO CHAPTER 11
2
PROMOTE BRAND RECALL

• Repetition ads
• Slogan and jingle ads

3
LINK A KEY ATTRIBUTE TO THE BRAND NAME

• USP ads
• Unique Selling Proposition

4
INSTILL BRAND PREFERENCE

• Feel-good ads
• Humor ads
• Sex appeal ads

5
SCARE THE CONSUMER INTO ACTION

• Fear appeal ads

6
CHANGE BEHAVIOR BY INDUCING ANXIETY

• Anxiety ads

7
TRANSFORM CONSUMPTION EXPERIENCES

• Transformational ads

8
SITUATE THE BRAND SOCIALLY

• Slice-of-life ads
• Light fantasy ads

9
DEFINE THE BRAND IMAGE

• Image ads

10
PERSUADE THE CONSUMER

• Reason-why ads
• Hard-sell ads
• Comparison ads
• Information-only ads
• Testimonial ads
• Demonstration ads
• Advertorial
• Infomercials

11
INVOKE A DIRECT RESPONSE

• Call or click now ads