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Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program Exhibit 9-4 This ad promotes the popularity of Excedrin among doctors 9. Creative Strategy: Implementation and Evaluation Exhibit 9-5 Nutri-Grain appeals to consumers’ self-esteem and respect in this clever ad switched to it, the number of experts who recommend it, or its leadership position in the market. The main point of this advertising appeal is that the wide use of the brand proves its quality or value and other customers should consider using it. The Excedrin ad in Exhibit 9-4 uses this type of advertising appeal. Emotional Appeals Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service. Many consumers’ motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes. Advertisers for many products and services view rational, information-based appeals as dull. Many advertisers believe appeals to consumers’ emotions work better at selling brands that do not differ markedly from competing brands, since rational differentiation of them is difficult. 4 Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional level, as shown in Figure 9-1. These appeals are based on the psychological states or feelings directed to the self (such as pleasure or excitement), as well as those with a more social orientation (such as status or recognition). The ad for Kellogg’s Nutri-Grain cereal bars shown in Exhibit 9-5 appeals to Personal States or Feelings Social-Based Feelings Safety Arousal/stimulation Recognition Security Sorrow/grief Status Fear Pride Respect Love Achievement/accomplishment Involvement Affection Self-esteem Embarrassment Happiness Actualization Affiliation/belonging Joy Pleasure Rejection Nostalgia Ambition Acceptance Sentiment Excitement Comfort Approval © The McGraw−Hill Companies, 2003 Figure 9-1 Bases for emotional appeals 269 Chapter Nine Creative Strategy: Implementation and Evaluation
270 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 9. Creative Strategy: Implementation and Evaluation © The McGraw−Hill Companies, 2003 emotional motives such as self-esteem and respect by using a clever visual image to suggest what might happen to women who eat pastry in the morning. The “Respect yourself” campaign has been very effective in positioning Nutri-Grain as a healthy alternative for those who don’t take time to eat breakfast. Advertisers can use emotional appeals in many ways in their creative strategy. Kamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service. 5 Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind. Many TV advertisers use poignant ads that bring a lump to viewers’ throats. Hallmark, AT&T, Kodak, and Oscar Mayer often create commercials that evoke feelings of warmth, nostalgia, and/or sentiment. IMC Perspective 9-1 discusses how many marketers have been using nostalgic appeals by bringing back some of their classic advertising characters and commercials as well as using television stars from the 80s in their ads. Marketers use emotional appeals in hopes that the positive feeling they evoke will transfer to the brand and/or company. Research shows that positive mood states and feelings created by advertising can have a favorable effect on consumers’ evaluations of a brand. 6 Studies also show that emotional advertising is better remembered than nonemotional messages. 7 McDonald’s changed its advertising strategy recently and is putting more emotion in its commercials to evoke a feel-good connection with consumers. The company’s senior vice president of marketing explained the change by stating, “Over the last couple of years, we had been very good on the humor side but we really hadn’t done a lot to reach and touch people with heartwarming or wholesome or romantic or hearttugging emotions.” 8 McDonald’s feels the emotional ads take advantage of the chain’s unique bond with consumers, which is a significant point of differentiation in the highly competitive fast-food business. Another reason for using emotional appeals is to influence consumers’ interpretations of their product usage experience. One way of doing this is through what is known as transformational advertising. A transformational ad is defined as “one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement.” 9 Transformational ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience. Christopher Puto and William Wells note that a transformational ad has two characteristics: 1. It must make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand. 2. It must connect the experience of the advertisement so tightly with the experience of using the brand that consumers cannot remember the brand without recalling the experience generated by the advertisement. 10 Transformational advertising can differentiate a product or service by making the consumption experience more enjoyable. The “reach out and touch someone” campaign used by AT&T for many years to encourage consumers to keep in touch with family and friends by phone is an example of the successful use of transformational advertising. McDonald’s has also used transformational advertising very effectively to position itself as the fast-food chain where parents (or grandparents) can enjoy a warm, happy experience with their children. Norwegian Cruise Lines used transformational advertising to create a unique image of the cruise experience and differentiate itself from competitors with its “As far from the everyday as a ship can take you. That’s the Norwegian Way” campaign. The goal of the campaign was to demonstrate how Norwegian provides each guest with a unique reprieve from the mundane routines of everyday life. Both the dramatic visuals and ad copy depicted the vast array of
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196 Part Four Objectives and Budget
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624 Part Six Monitoring, Evaluation
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IN2 Name and Company Index Belch: A
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