Mar 10, 2016
Getting Our Message through the Clutter
Michael McLendonPresentationMGMT 325
Average person may be exposed to
5,000 advertising messages a day…
How can our message stand out in a crowd?
Desensitization- the brain learns to filter out uneffective, indifferent messages
Understand Image Advertising and Its Importance
How to cut through advertising clutter using….ArchetypesPrint & Outdoor MediaSubmedia
Recommendations for Future Advertising
-Promoting the perception of a product-Create a favorable image of product
in the mind of consumers
Increases brand awareness
Converts awareness
into familiarity
Uses that familiarity
to influence consumer behavior
Archetypes–deeper, unarticulated subconscious needs of the audience
Examples of archetypes
To provide To admire or supporta superior
To be loved
Radical Creative Print Media – Magazine, Newspaper & Outdoor Ads
- “media needs to be brief with the ability to communicate ideas at a glance. To do this well one must use graphics and headings efficiently and artfully.”
Non-TraditionalMethods- Ways that don’t feel like an ad
Recommendationsfor the future advertising-
Use the archetypes strategically to extract deeper motivations, needs to influence behavior
Use creative media in a truly unique way
Use non-traditional methods to our competitive advantage
-”Consumers don't hate advertising. What they hate is bad advertising….. quit doing all the bad stuff that creates the kind of environment people are resisting and figure out ways to engage people in ways that they find to be informative and entertaining. And that's become our challenge in this super saturated world." – cbsnews.com