Advertising Notes Lecture 2,3 - Advertising Notes Lecture 2 Determinants of creativity Divergences Originality Flexibility Artistic Value Relevance

Advertising Notes Lecture 2,3 - Advertising Notes Lecture 2...

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Advertising Notes Lecture 2 Determinants of creativity: Divergences Originality Flexibility Artistic Value Relevance Ad-to-consumer Brand-to-consumer The role of advertising: Communicate and interact Engage and involve Brand awareness Brand equity Brand image Key IMC feature: Profile the identified target market - customers in control Use the relevant media channels points - brand touch point Speak with a single voice - consistent, unified message (positioning) Influence customers behaviour Build customer relationship - loyalty programs, experiential marketing Advertising Notes Lecture 3 Consumer perspective: They are systematic decisions makers - maximising benefits from purchases They are active interpreters - cultural/social membership defines purchase Models of consumer behaviours:
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  • Psychology, Hedonic Experiential Model, key imc feature, systematic decisions makers, relevant media channels, Build customer relationship

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