Postmates & ubereats tv commercials comparison

Heavy Repetition vs. Lengthy, Detailed Messages

A quick summary

• So far you have been introduced to four persuasion theories with implications on advertising. • To rely upon entities recognized and liked by your audience.

• To create social or peer pressure.

• To arouse fear and to effective provide solution.

• To provide information tailored to products of different nature.

Foote, Cone & Belding Grid – An Extension of ELM • 1980, Richard Vaughn From FCB

• Created a grid based on level of involvement and whether the decision making concerns mainly thinking (rational motives) or feeling (emotional motives).

Foote, Cone & Belding Grid – An Extension of ELM

Foote, Cone & Belding Grid

Dimension 1 – Thinker

Foote, Cone & Belding Grid

Dimension 2 – Feeler

Foote, Cone & Belding Grid

Dimension 3 – Doer

Foote, Cone & Belding Grid

Dimension 4 – Reactor

The Weakness of FCB

• The weakness of the FCB grid is the forcing of the divide between rational and emotional decision making.

• The FCB grid’s general rules are wrong and are widely broken by successful brands: • A computer brand called Apple that has the power to generate real passion

among its many devotees.

Why the Importance of Rational Appeal is Waning?

More Practical Theories of Advertising

• The unique selling proposition (Bates)

• The emotional selling proposition (DDB)

• The credo selling proposition

The Unique Selling Proposition

• 1950s, developed by Rosser Reeves of the Ted Bates agency.

• Products and services were scrutinized in order to discover their most competitive and distinctive functional consumer benefit – their USP.

The milk chocolate melts in your mouth,

not in your hand

只溶在口，不溶在手/只溶系口 唔溶系手

You get rid of dandruff

頭屑去無蹤，秀髮更出眾 Contrasting with Rejoice

When your package absolutely, positively

has to get there overnight

使命必达

How/When to Apply?

• When your product/service has a unique feature that no other products could imitate.

• When your brand image/brand value/corporate culture is unique.

• Weakness of USP • By the 1970s, competition became much more cut throat and technological

advances rendered functional differences more fleeting. Brands that just relied on a functional point of difference soon found that competitors had copied it.

The Emotional Selling Proposition

• Building upon Freud’s ideas about the subconscious mind during the 1960s and 1970s, the new science of behavioral psychology inspired marketers and advertisers to add a whole new dimension to their brands.

• Most buying decisions are far from rational, and began to overlay the functional benefits of their products and services with powerful emotional and psychological appeals.

The Emotional Selling Proposition

• Doyle Dane Bernbach, DDB, was pre-eminent in its effective use of the ‘soft sell’ and humor in advertising.

• A few examples here: • Volkswagen, 1969

• Hallmark

• US Marine

• What elements needed to be included in emotional sell?

How/When to apply?

• When the product or service has an inherently emotional dimension: perfume, fashion, cosmetics.

• When the product category is crowded, and especially when there are no practical or functional differences with your product and competitors: shampoo, soap, banking services.

The Credo Selling Proposition

• The ‘credo’ is now much more widespread as a way of responding to consumers’ ‘self-actualization’ needs. In this model, brands seek to be noticed, trusted and followed for the beliefs they espouse.

• Beliefs in the sense of powerful human higher order motivations or aspirations that the brand can credibly claim to espouse