Source Tactics

1
Source Tactics

• Seek believability expertise
• Or believability trust
• Go for likability
• Or bet on similarity
• Set up meaning transfer

2
Message Appeals

• Comparative advertising
• best for challenger brands
• Humor
• May or may not be effective
• May work/fail at different levels of the
  hierarchy of effects
• Fear
• Difficult to use/limited applicability

3
What Works in Print Advertising

• Be specific about the benefit
• Drive home the association between brand/product
  and benefit
• Make it easy to grasp the benefit
• Emphasize the benefit. Dont be distracted
• Dont obscure the benefit. Beware cleverness for
  its own sake
• Everything counts, but headline picture
  explain most successes and failures