Basics of Marketing - Kotler Philip

Selecting an appeal

Having determined the desired response of the audience, the communicator proceeds to develop an effective treatment. Ideally, treatment should attract attention, keep interest, stir up desire and encourage action (the so-called AIDA model). In practice, only a few ads force the consumer to do all this, but the model dictates what desirable qualities advertising should have.

The creation of an appeal involves solving three problems: what to say (content of the appeal), how to say it logically (the structure of treatment) and how to express the content in the form of symbols (form of treatment).

CONTENTS OF THE APPEAL . The communicator needs to think over an attractive motive or theme that will evoke the desired response. There are three types of motives.

Rational motives are correlated with the personal benefit of the audience. With the help of such motives they show that the goods will provide the promised benefits. Examples are applications that demonstrate the quality of the product, its economy, value or performance parameters.

Emotional motives tend to awaken some negative or positive feeling, which will serve as a justification for making a purchase. Communicators use the motives of fear, guilt and shame in order to get people to do something necessary (for example, brush their teeth, undergo an annual medical check-up) or stop doing something undesirable (for example, to smoke, drink excessively, abuse drugs, overeat). The motives of fear are effective only up to a certain point, because if the appeal is too much fear, the audience will avoid this advertisement. Communicators and positive emotional motives, such as love, humor, pride and joy, are used. However, there is no evidence that humorous appeal is, for example, more effective than a straightforward exposition of the same topic4.

Moral motives appeal to the sense of justice and decency of the audience. Moral motives are often used to encourage people to support social movements, such as improving the environment, improving race relations, ensuring the equality of women or helping the disadvantaged. With regard to ordinary goods, moral arguments are used less often.

STRUCTURE OF APPEAL . The effectiveness of treatment depends on its structure. Communicator needs to make three decisions. First, whether to draw a clear conclusion in the appeal or to let the audience do it. The resulting conclusion, as a rule, is more effective5. Secondly, should we state only the arguments "for" or present the arguments of both sides. Usually, unilateral argumentation proves to be more effective when conducting trade presentations6. Thirdly, when to bring the most effective arguments - at the beginning or end of the appeal. Their presentation in the beginning immediately grabs attention, but by the end of the circulation, attention can significantly weaken.

APPLICATION FORM . The communicator must select an effective form for its treatment. In advertisements for print advertising, you must decide on the text of the title, illustration and color design. To attract attention, advertisers resort to such techniques as playing out novelty and contrast, using spectacular illustrations and headlines, unusual configurations, sizes and locations of calls, use of color, shape and movement. If the message is transmitted over the radio, the communicator must carefully select the wording, voice data of the performers (the rate of speech, its rhythm, tone, articulation) and means of speech expressiveness (pauses, sighs, yawns). The "sound" of the announcer advertising a used car should differ from the manner of the announcer advertising high-quality mattresses. If the appeal should be televised or presented personally, it is necessary to think carefully about all the points mentioned above, plus the non-verbal language (wordless indicators). The facilitator should follow the expression of his face, gestures, clothes, pose, hair. If the carrier of the circulation is the product itself or its packaging, the communicator should pay attention to the invoice of the product, its aroma, color, size and shape.

Color is one of the most important tools of communication when it comes to consumer preferences in the field of food. When the housewives were given a tasting of four cups of coffee standing next to the boxes of brown, blue, red and yellow (the coffee itself was the same, but women did not know about it), 75% of the subjects said that the coffee standing next to the brown box , In their opinion, too strong. About 85% of the subjects found coffee standing next to the red box, the most fragrant and tasty. Almost everyone claimed that the coffee standing next to the blue box was soft, and the one that stood near the yellow box was weak.