Advertising Process Models

Topics: Advertising, Marketing, Infomercial Pages: 28 (7558 words) Published: July 24, 2013
Advertising Process Models

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White Paper: Advertising Process Models

Tim Glowa

June 24, 2002

Tim Glowa is President of North Country Research Inc., (www.ncResearch.com) a Calgary based strategic marketing science company. He can be reached via email at Tim@Glowa.ca © 2002 Tim Glowa

June 11, 2002

© 2002 Tim Glowa

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Advertising Process Models Table of Contents

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Abstract ............................................................................................................................... 3 Disclaimer ........................................................................................................................... 3 Introduction......................................................................................................................... 4 Advertising purpose, appeal and message strategies .......................................................... 5 How Advertising Works: Models of advertising ................................................................ 7 1- Hierarchy of Effects Models................................................................................... 7 2- The FCB Model of Advertising Strategy ............................................................. 10 Empirical examination of advertisements......................................................................... 12 Scottish Widows – Television spot........................................................................... 13 GAP – Print spot ....................................................................................................... 15 Nike – Television spot (Revolution)......................................................................... 16 Garnier Fructis – Home Delivered Sample Trial...................................................... 18 Jeep Cherokee – Print ad........................................................................................... 20 Conclusion ........................................................................................................................ 21 Works Cited ...................................................................................................................... 22 Appendix 1 – Gap Print Advertisement............................................................................ 24 Appendix 2 – Fructis Home Delivered Sample ................................................................ 25 Appendix 3 – Jeep Print Advertisement ........................................................................... 25

June 11, 2002

© 2002 Tim Glowa

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Advertising Process Models

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Abstract
Advertising is a form of promotion, and, as one of the four pillars of marketing (along with product, place, and price), promotion encompasses the variety of techniques an advertiser uses to communicate with current and potential consumers. The type of promotional effort employed by the firm depends on several things. Advertisers create ads with a variety of objectives in mind from getting people to sample a product, to donate money for an environmental cause. Advertisements work because they make an effective appeal to some need or desire in the people who view, read or listen to them. Once the advertising objectives and appeals have been decided, the creative advertising team must decide how to present the product so that the message will have the maximum impact on the target market. Advertisers are constantly trying to define how advertising works, and from two advertising models reviewed in this paper, they often try to pick meaningful communications objectives. This paper reviews the current and past literature of advertising models; several different models will be examined in greater detail with an empirical comparison using advertisements from around the world.

Disclaimer
All of the advertisements or the brand logos depicted in this paper are the property of the respective trademark...

Cited: June 11, 2002
© 2002 Tim Glowa
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Sandage, C and Vernon Fryburger, 1967, “Advertising Theory and Practice”, Richard D
June 11, 2002
© 2002 Tim Glowa
June 11, 2002
© 2002 Tim Glowa
June 11, 2002
© 2002 Tim Glowa
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