5)Taste
4)Touch
3)Smell
2)Sound
1)Sight.
VARIOUS MEDIA ….These include newspapers, magazines, radio, television, billboards, transit cards, sandwich boards, skywriting, posters, etc.
Touch has a limitation that makes it of little use to advertising -- the customer has to come in actual contact with the item to be touched. Thus for the majority of products touch is useless for advertising.
Smell is an extremely strong form of communication. However, when it comes to advertising, it is not very useful.
A smell can immediately evoke memories. However, that is smell's greatest problem for advertising. Although a smell can evoke a memory, everyone's memories are different. The point is, the effect of using smell in advertising cannot be controlled by the advertiser. Without some control, smell is a very weak form of communication for advertising.
Sound is extremely useful for advertising. It can be used in a variety of media, from radio and television. Sound can conjure in the listener's mind images and actions that don't necessarily exist. For example, if you want to create the image of a party, you need merely use the sound effects of people talking and laughing, the tinkle of glasses and ice, perhaps music in the background. To evoke images of a soft spring day the sounds of a breeze rustling leaves, the chirrup of insects, the soft call of birds is sufficient.
Sight is arguably the most useful of the communication channels available to the advertiser.
Words do not have to be spoken to be understood. They can be printed, as well..
The old cliche, "A picture is worth a thousand words," is correct. Thus sight can quickly and concisely show a customer what the advertiser wants them to see.
Self-preservation
Sex
Acquisition of property (GREED)
Self-esteem
Personal enjoyment
Constructiveness
Destructiveness
Curiosity
Imitation
Altruism
EX…..A woman is driving down a freeway at night. Suddenly her radiator begins to steam. She pulls off, looking for a service station. She drives through a rough section of the city, fear on her face as she shakes, "Why is this happening to me?"
This example shows how the product, an antifreeze/coolant for the car, can help the woman stay out of such dangerous situations
Fear is the most common approach used in self-preservation appeals: fear of death, injury, damage, harm, to either the individual or the individual's group. Fear is a particularly good appeal to use in advertising because of the human ability to remember the past and project into the future. Note that the previous ads use fear as the tool to affect the audience of the ads: fear of being in a dangerous situation, fear of abandonment and loneliness, fear of death.. People can project how the product could alleviate the fear into the future.
Fear includes our need for money to alleviate many of the obstacles to survival in human society( food, shelter, health needs)
For example, insurance companies often use the fear approach in their advertising, they persuade people that the company's policy is valuable and worth buying to alleviate that fear.
Other commercials show what can happen to a family when the breadwinner dies without insurance, or what can happen to someone if they don't have auto or home or liability insurance when something occurs for which they have to pay
Attorneys' ads often use fear showing what can happen if you don't have a lawyer representing you in civil court. Invariably, you lose your ability to earn or keep money that you need for survival.
Advertising can also use the fear approach to show how the product or service can help the group survive.
For example, some ads show how foreign competition is hurting American business, thus hurting American workers, thus hurting all Americans, thus hurting you as an American. Here the fear is that the American way of life and thus the American society is threatened, and if your society is threatened, so are you.
During times of international conflict, advertising takes advantage of the already existing fear of destruction by the enemy by pointing up how the company supports the fight against the "evil others."
The fear approach here is to alleviate the danger by supporting the company (by buying its products) to help the company support the effort against the enemy.
During the Persian Gulf War, many ads showed how companies supported the allied troops fighting Iraq, thus showing their support for society and its survival.
For many products it is possible to find (or invent) a sexual connection. This sexual connection is much easier to set up for men than for women. Remember that men have minimal criteria for sexual desire; basically, they are concerned with a woman's anatomy -- as long as a woman looks young enough and healthy, she is desirable. Thus, in advertising it is easy to get a man's attention by using women's bodies and associate getting the woman if he buys the product.
Most men are also aware that women are less concerned with mere anatomy &are looking for more. Thus, advertising can show the woman and sell the product on the basis of "women want this [product] in a man. Get the product, get the woman."
The use of sex in advertising to women is a much more difficult proposition. The use of healthy, fit men may indeed attract their attention and create desire, but other factors are needed.(did you ever see a good looking women with a man who is so-so and ask why?) Thus, it is rare for advertising to use sex as an appeal for women.
To sell to a woman, advertising relies on how women want a man to relate to her – through Romance. Romance fits into the woman's intellectual view of relationships, it is the discovery of how the male does or does not satisfy her societal criteria for a suitable sexual partner. Rarely does the romantic appeal contain the blatant sexual messages that appear in ads aimed at men since such messages would counter her intellectual view. Although an ad may use a man's body as an attention getting device, he is usually shown in a romantic rather than sexual context.
Thus, it is clear that sex is a strong appeal to use in advertising. However, it is a gender linked appeal. Sex easily sells to men; it is an added attraction to women. Since many products or services are intended for one gender or the other, the use of sex appeal varies.
Ads aimed at women can achieve the romance approach through using stereotypical images: roses, soft light and music, a doting man (often a bit bumbling and thus endearing). The ad sells the product on the basis that its purchase will give the woman this feeling of romance in her life.
As society changes so does advertising. Today's women are much more liberated in their sexual ideas than in the past.
Thus advertising is altering its approach to sex as a selling tool to women. (EX), A Coors Light ad begins with a model in a bikini walking toward the camera while the narrator says, "Because if you don't watch your figure . . .who will?"
This indicates that the woman's concern is attracting the attention of men and that using the product will aid her.
For ads aimed at men, courtship and romance are not a primary approach. Instead, the approach is sex without any complications or difficulties.
Look at beer ads, men rather than women buy and drink the most beer Therefore, it makes sense for most beer advertising to aim at men.
With sex appeal the second strongest factor, it makes sense to use it to make a certain beer more attractive to males (it's difficult to show how drinking beer will keep you alive). The easiest way to do this is to show how attractive a man can be to beautiful women if he drinks that beer.
Not all beer ads use sex to sell their products; many use self-esteem, personal enjoyment, or even altruism. Nonetheless, sex is a powerful and easy method of getting male attention and making their product desirable.
Greed is a part of the human psychological make-up.
Everybody wants more. Thus, as an advertising tool, greed, works well.
If an ad can make a product appear that it will help the individual get a bigger piece of the pie, then it will attract attention and generate sales.
Greed ads depend on convincing people that what they sell will make possible the purchaser getting more.
How? By making vague promises. What the ad promises is a chance, a possibility.
The most common approach is the testimonial. Someone who has purchased the product or service tells the audience how rich they have gotten.
Ads emphasize how easy it was to get rich using the product. The easier something is to do, the more likely someone will be willing to do it.
Note that all these ads depend on the concept, not of taking resources from another individual, but of providing a "competitive edge"
By making it appear that the purchaser wins, but no individual loses shows there is no social stigma to acquiring a larger piece of the pie.
Self-esteem is a combination of psychological factors that can include confidence, assertiveness, self-respect, strong bonds to and/or the respect of other people.
EX…A man looks in his bedroom mirror and sees all that bare scalp gleaming through his thinning hair. He holds a three-way argument with himself: one real self, a bald self on his right and the last self, with a full head of hair, on his left. The bald self is insecure and whiny. The fully thatched self is self-confident and assured. At that moment the real self decides that he must do something before he goes completely bald and becomes like the insecure one. He obviously would rather be self-confident and assured, an argument winner like his hairy self.
EX…The couple lounges in their beach chairs, holding hands and gazing out over the azure waters of a tropical bay. "This is the life," she says, and he nods happily, putting away his credit card.
EX…A group of laughing, swim-suited young men and women race along the beach, splashing through the water, playing games, and drinking can after can of soft drinks. They are enjoying the time of their lives.
EX…Thick, juicy steaks sizzle on the grill. The steaks are served, but conversation lags and there are looks of dissatisfaction. Then the host brings out the sponsor's steaksauce, the looks change to happiness, and laughing conversation resumes.
These are examples of the fifth psychological factor : personal enjoyment ( a person feeling happy, satisfied, elated, pleased or content)
What makes one person happy may make another depressed.
However, there are a few actions or events that most people find enjoyable. These include eating, drinking, sex, work, leisure activities and play.
EX…The elementary school teacher wants to buy a new car and writes to the company about what she wants. The commercial follows the car through the factory as each worker proudly signs their name as the car passes their station.
EX.....The woman and her husband sit close together, waiting. She may be pregnant, and she's taken a home pregnancy test to find out. When the time is up, she checks the test -- she's pregnant. With tears of joy, she and her husband hug in anticipation of building a family.
Advertising is very useful when it comes to selling those products that are used to actual build or work on things. Such products include tools, building materials, and improvement and repair products.
Although such products are useful in and of themselves, advertising usually links the constructiveness with other appeals to make the products even more attractive .
Destructiveness is rarely appears overtly in advertising since it could cause a backlash in the form of protest and negative publicity. Thus, it will be used, but in subtle fashions.
Destructiveness is rarely used alone as an appeal. More often, it is linked with another appeal. Sex isn't used, but self-preservation, personal enjoyment, self-esteem and constructiveness are typical links.
A common use of destructiveness is for products linked with personal enjoyment.
One aspect that seems clear is that destructiveness is more attractive to males, especially young males, than to females. Males are more likely to attend monster truck rallies and demolition derbies, enjoy violent sports such as football, hockey and boxing, and act in a destructive manner.
Occasionally, destructiveness is linked with self-preservation........This approach is used for crime-fighting products, such as mace. For example, one ad shows a woman approaching her car in a dark garage. As the camera zooms in on her, she turns and sprays mace, leaving an impression that she has destroyed her attacker and saved her life.
A more subtle use of destructiveness is for over -the-counter pain killers. As the product description implies, the product "kills" pain, destroying it.
1)what is their target audience's involvement with the product
2)what value does their product have about which they can make that audience curious.
In the long run what curiosity does is gain and hold the consumer's attention long enough for the rest of the sales message to be delivered
Of course, there is a problem if people don't want to be like someone or something else. Therein lies the weakness of the appeal.
Imitation is not a psychological factor that can stand alone. However, when combined with one or more other appeals it can be rewarding to the imitator.
Many women will adopt the appearance of those women that they think men find appealing. They may adopt the clothing styles, make-up, jewelry, perfume, or hair styles of "beautiful" women . This may occur through dieting, exercise, or plastic surgery
Some people gain self-esteem from imitating the appearance of persons they admire or feel are superior in some way to themselves.
People may also adopt the possessions of persons they admire: cars, houses, jewelry, etc. They gain self-esteem by feeling they will be perceived by others as being like the persons they admire.
Men & women imitate the behavior of others who appears successful the opposite sex.
Self-esteem can also be enhanced by imitating an admired person's behavior.
In all cases the imitator must see some advantage in the imitating.
They do it for greed, enjoyment, or self-esteem, but they always get some benefit from it.
For imitation to work, it must be connected to some stronger appeal.
Imitations effectiveness decreases with the age of the target audience. Imitation is most effective when aimed at teens and preteens, is less effective with young adults, and almost useless with older adults.
When using the appeal you are telling your audience, "Listen to me, you'll give of yourself with nothing in return."
The greatest difficulty in using altruism as an appeal is that it doesn't really exist. Although it is considered one of the greatest of human virtues, biologically and psychologically it is actually enlightened self-interest, not an act of selflessness.
It may appear that the people give while receiving nothing in return. The return is usually in the form of a material return, a sense of self-esteem, or a sense of security .
The payment may be in the form of a tax deduction for donations to charity or a religious organization
Giving makes people feel better about themselves, it may raise self-esteem .
Religions often proclaim good deeds improve their chances of a reward in heaven, creating a sense of security for the future
Altruism is contrary to the normal purpose of advertising, that a product will benefit that individual.
For this reason, the use of altruism in advertising requires that it be linked with some other appeal.
Self-preservation, constructiveness, imitation and self-esteem all work well with altruism.
Constructiveness can be linked to altruism through the concept of building a better world and world view.
Imitation asks the consumer to be like someone or something else helping others. There is the appeal to imitate someone we admire.