Guest Blogger Ann Mullen
This is the third part in a series based on the 30+ year old Advertising's 15 Basic Appeals, by Jib Fowles, quoted by Shirley Biagi, in her textbook “Media/Impact: An Introduction of Mass Media”( now in its 8 th edition) and put on the internet by Frank W. Baker at http://www.frankwbaker.com/fowles.htm. We have covered appeals for sex, aggression, attention and domination, some pretty hefty appeals as well as some more benign ones like the need for affiliation, nurture and guidance. Let’s see what the last set of needs appeal to.
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Guest Blogger Ann Mullen
When advertising began at the end of the 1800s, it was enough to just put a drawing of the item in the newspaper. Quickly, salesman started putting a pretty girl next to the item and advertisement appeals began getting complicated.
In the 1970s Jib Fowles published a paper, Mass advertising as social forecast: A proposed method for futures research, that the abstract said, is an attempt to develop a procedure for anticipating broad socialcultural change by a decade. . . .culled with an content analysis of mass marketing. In the report Fowles looks at 15 of advertisings basic appeals, for when showing a tube of tooth paste is not enough.
Shirley Biagi, wrote a textbook Media/Impact: An Introduction of Mass Media now in its 8 th edition, that put Fowles list of appeals in her book. At the time of Biagis 4 th edition, Frank W. Baker took the list from her book and put it on the internet at http://www.frankwbaker.com/fowles.htm. Bakers interest is in education and media literacy.
We are still looking at the basics in advertising. We all agree that advertisers are people who pay money to put up a message though a medium, including digital media, physical advertising, online, and product placement. Lets take a closer look at digital advertising, physical advertising and promotions.
Television commercials are The most efficient mass-marketing advertising platform. Thats why they cost the big bucks, especially during popular airtime, like prime time or the Super Bowl football game. In 2009 the single 30 second spot during the game cost its advertiser $3 million. Besides just showing the ad, the advertiser includes a song or jingle that help people remember the product. Virtual advertisements on television are interesting phenomena. They are mostly used at sporting events where the backdrop has computer graphics that changes as different products are displayed.
Topics: Using Different Media, Advertising, Marketing and Advertising, Super Bowl, Email lists, Product placement, blog, Marketing Plan, Facebook, Social Media, Marketing Principles, Business, Branding, Marketing strategy
Since we have been having conversations about large businesses taking over social media as an advertising platform, I think it’s time to back up a bit and consider the basics of advertising.
What is advertising? Advertising is a way to persuade a targeted group to do something in regard to ideas, services or products. It can take many different communications forms. The purpose is to drive the targeted group into behaving in a certain way. Advertising can be about buying products, but also about things like selecting a political side and voting. The driving force pays for the advertising and places it in mass media settings, including but not limited to television commercials, direct mail, magazine, newspapers, bill boards and, of course, social media websites, email and text messages.