ADVERTISING

THE MOST USED ELEMENTS FOR CREATIVE STRATEGIES

HUMOR APPEALS Humor can communicate a relevant, unexpected and memorable message about the product and it gives reason to people to buy and it really works. Humor is one of the most commonly used communication strategies in advertising.

Research indicates that humor that is appropriate for the product category and well-integrated with message themes has been shown to enhance attention, credibility, recall, evaluation and purchase intention. Humor can also reduce counter argumentation and increase transfer of positive affect from the ad to the brand.

Humor works Aiding exposure: Blocking zapping. Preventing consumers from avoiding the commercial by switching channels (zapping) Holding attention: Getting people to listen to or watch the ad (rather than shift their attention to something else); Helping memory: Making people remember the ad by the joke. Pleasure: Adds to the enjoyment people derive from the use of media. It leaves a pleasant feeling by having amused the consumer, and this pleasant feeling rubs off on the brand. Multiplier effect: Repeated self-rehearsal. People like to tell jokes and talk about funny commercials; doing so further helps memorizing.

Humor works best when 1.Consumers already have a positive attitude toward the brand (Polo) 2.The product is light, low in involvement. 3.The product is not upscale. 4. The product pokes fun at itself (rather than at other brands or other people); 5. The joke and brand message are integrated.

Humor appeals are more effective for low involvement products such as food than for high involvement products such as cars. Perhaps humor does not work well in advertisements for high involvement products because high involvement products tend to involve a more intense and lengthy thought process before purchase.

Additionally, high involvement products tend to have a longer product life cycle prompting prospective consumers to seek out hard facts and information about the product before purchasing the product. Humorous commercials typically do not offer consumers hard facts and information about the product. Additionally, humorous ads are more effective than non-humorous ads only when the target audience already has positive attitudes toward the brand.

On the other hand, there are also clear risks associated with using humor as a communication strategy in advertising. For example, humorous effects vary by target audience, gender, ethnicity as well as culture

The other risk factor is somethimes the ad may be so entertaining that it detracts the advertisers message and the consumer can remember the ad but not the product which was trying to sell.

FEAR APPEALS One way of influencing people through persuasive messages is through the use of fear appeals. They are used to threaten or arouse fear in an audience in order to stimulate attitude change. Fear is an emotional response to a threat that expresses or at least implies some sort of danger. And ads mostly use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat.

Fear appeals in advertising attempts to create anxiety in the consumer on the basis of fear, so that the consumer is encouraged to resolve this fear by purchasing the product or service. For example, an advertisement may use people's fear of offending or of rejection to influence them to purchase personal products such as mouthwash or deodorant. Fear appeals are mostly used in social responsibility ads like; drugs, AIDS, cancer.

Another example of fear appeal is an advertisement for fire insurance that pictures a family devastated by the fire that has destroyed their home.

CELEBRITY ENDORSEMENTS They have stopping power. Celebrities attract attention and help cut through the clutter of other ads. Fans idolize celebrities. Advertisers hope the admiration for the celebrity will be transferred to the brand.

People are fascinated about the personal lives of celebrities. Their unique characteristics can help communicate the selling idea. They are perceived as experts in their fields. The trick is to make a relevant connection between a celebrity’s expertise and the brand being advertised. Michael Jordan can be natural spokesperson for sporting goods but doesn’t seem credible when promoting junk food that’s high in fat and calories.

They’re expensive. Many top athletes, actors and musicians command contracts in the millions of dollars. Smaller companies shouldn’t even dream of spending this type of money, nor should companies trying to promote their low prices. Even large companies should think twice befor plopping down millions of dollars. They are often a quick fix, not a long term strategy. Celebrities go in and out of fashion and as their popularity level shifts and because of this so that their persuasiveness.

They may lack credibility. 63 % of respondents in a study said that celebrities are “just doing it for the money” and %43 percent of believed celebrities “don’t even use the product”. They may endorse so many products that it confuses people.

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