BroadVision Marketing Blog

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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.

Topics: Advertising, Television advertisement, Marketing Plan

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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 advertising’s 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 Biagi’s 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.  Baker’s interest is in education and media literacy.

Topics: Advertising, Television advertisement, Fowles, Marketing Plan, Facebook, Marketing Principles

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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.

Topics: marketing, Using Different Media, Advertising, Marketing and Advertising, United States, Television advertisement, marketing mix, Marketing Plan, Social Media, Marketing Principles, Business