AIDA = Attention - Interest - Desire - Action Saturday, December 11, 2010 at 06:30 p.m.
Sometimes Monroe's Motivated Sequence isn't a strong organizational model for a persuasive message because their is no clear or recognizable need. In these cases, the AIDA structure can work well. Two commercials that use AIDA for products that have minimal if any need are below.
Headache commercial hits parody circuit, well, HeadOn Saturday, December 11, 2010 at 06:05 p.m. Repetition in adversiting can take several forms. This annoying commercial uses it extensively as noted in USA Today:
"We did not intend to make a joke out of this or a parody," says Dan Charron, vice president of sales and marketing for HeadOn's maker, Plantation, Fla.-based Miralus health care. "All we are trying to do is create brand awareness."
It worked. HeadOn sales are up 50% since April, he says.
Cheesy production values also help.
"Part of the charm is that it is so crude," says Dina Mayzlin, assistant professor of marketing at Yale School of Management. "The ad stands out in its repetitiveness. It's intriguing and breaks through the clutter."
Beverly Baker, 80, of East Moline, Ill., agrees. The ad "is annoying as hell; it will drive you crazy," she says. "But that's what made me take notice of it."
Version One Monday, December 6, 2010 at 09:29 p.m.
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Version Two Monday, December 6, 2010 at 09:22 p.m.
TV commercials shrink to match attention spans Monday, December 6, 2010 at 08:19 p.m.
Emily Fredrix writes about the amazing shrinking commercial. That's right folks, fewer seconds but more of them! As Fredrix tells us, "Such repetition helps beat messages into viewers' heads." Commercials focus on brand recognization and a quick message, often with an emotional element. For example, Fredrix elaborates on this commercial, "Take the new campaign for Burger King, which is selling its breakfast options. A 15-second ad airing now features a mailman walking down the street carrying a plate of eggs, pancakes and hash browns. There's no verbal description of the product. Instead he sings: 'Did you know that breakfast was served at Burger King? The ultimate breakfast platter. That's what I call delivering.'" Monroe's Motivated Sequence, I'm afraid, just can't compete the repetition strategy required for today's television viewing audiences.
Which Infomercials Are Lying? Monday, December 6, 2010 at 08:16 p.m.
"The fun starts with dramatizations of a problem you didn't know you had, followed by the incredible solution, then a series of ever more amazing product benefits, bonuses, and giveaways, all leading to the final thrilling plunge of an unbelievably low price," says Consumer Reports tells us in this article. Notice how similar this description is to Monroe's Motivated Sequence. At Infomercial Gadgets and Gizmos: Does This Stuff Work? many products are reviewed with pros and cons.
As Seen On TV Monday, December 6, 2010 at 08:15 p.m.
If it's been "seen on TV" you'll find it here! The home page provides what appears to be a very complete list of every gadget, cooking utensil, and cleaning product ever "seen on TV." Don't forget to click on the "videos" tab to get a complete listing of product categories from which to select and view tons of commercials!
Best 2010 Superbowl ads Monday, December 6, 2010 at 07:41 p.m.
More Superbowl ads from previous years and specific products can be found in the related links on the right side of the Youtube screen.
