Theories Principles Notes Essay

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Pages: 5

Research the product, its competition and potential for relating to an audience
Define principles and apply theories
Critique the strategies & appeals used in the ad and 4 others relevant to it (category or issue)
Generate a creative brief
How involving is Bing? For whom, and why? What is the relevance, or not? What are some of the ethical questions that arise? What creative appeals are used? Compare copy and image elements, the headlines, design, etc.

Analysis of the ad using principles of effective advertising (Group by advertising principle) - Principle 1 say ROI …/ +Lisa Duke +others (and Principle 2/ Unilever or AIDA) 2. Research and Insight development: UKI - U: Consumer insight research - interviews, desktop research - K: Maslow & Vaughn analysis of BING and competitors’ ads – then identify key gaps for Bing - I: Deep dive into the core proposition of the product -uncover the existing USP/WIIFM?
3. Summary of insights and identification of strategic opportunity: - U: What did we learn about (from asking) consumers that helps us communicate in a meaningful way - K: Were there any key opportunities for BING within the competitive set? How can we differentiate BING from the category? - I: What was the single most important thing we want to say about BING?
4. Conclusions Positioning using Vaughn/Corstjens & on your creative direction.

International Journal of Advertising
Journal of Advertising Research
Journal of Consumer Behaviour
Use World Advertising Research Center (WARC) database at UTS Library

Unilevers principles of advertising
1. Involves consumer
2. Consumer’s world and context
3. Most important and persuasive idea
4. Credible, sincere
5. Simple, clear, complete
6. Associates selling idea with the brand
7. Takes full advantage of the medium
8. Makes the sale

Bernbachs principles of advertising ROI – relevance, originality, impact

Relevance
‘The message has to be related to the consumer’s life; it should be meaningful, special and/or new to the consumer’. (Wells et al. 2008, pp. 340 & 344; & 2011, pp.115, 363; Newman 2004, pp.75-84)
Originality
The headline is crucial in print as it should summarise the main message. In order to gain attention it should be catchy and targeted’ (Wells et al. 2008, pp.377-379; & 2011, pp. 363, 371; Leigh 1994, p.17).
Impact
A primary goal of advertising is to attract attention. An advertisement with impact has ‘stopping power’ (Wells et al. 2008, p.340, & 2011 pp. 337, 427) and, as Jugenheimer & White (1991, p. 87) suggest, “differentiation is the secret of a successful advertising concept”. And within a media plan Wells et al. 2011, pp.340-2

9 basic appeals
1. Aspirations and beliefs……………………..Sharing technology will end the digital divide
2. Anxieties ………………………………….‘Money when you die and when you don’t die’
3. How to………………………………………. ‘Ten lessons learned in the financial crisis’
4. David vs Goliath……………………………Apple was once a David!
5. Counter intuitive/contrarian ……………..‘We’re not a search company we’re a find company’
6. Glitz and Glam……………………………………Movie stars and celebs
7. Avalanche about to roll!...............‘The Internet tidal wave’….‘The police are watching and waiting’
8. Personalities………………………..‘I liked it so much I bought the company’
9. Season/event related ………………………‘it’s the season to be generous.’

Maslow
Self actualisation
Ego
Social
Security
Physiological

UKI
Understand the consumer
Know the competition
Interrogate the product

Duke
Focus
Single-minded
Uniqueness
No one has seen it quite like that before
Truth
From the product that has authenticity and relevance to the audience.
Generativeness
Ability to extend into the future/across channels
(Duke, L. 2001. Like and idea, only better: How do advertising educators apply the same standards. Journal of Advertising education. Vol 5. No 2 pp. 37-46)

Vaughn FCB Matrix
High/low involvement –…