finalshortquestions.docx - 73 Discuss some of the reasons why emotion-based advertising appeals are effective Provide an example of a company or brand

finalshortquestions.docx - 73 Discuss some of the reasons...

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73. Discuss some of the reasons why emotion-based advertising appeals are effective. Provide an example of a company or brand that is using an advertising campaign based on emotional appeals.Emotion-based advertising appeals relate to a customers’ social and/or psychological needs for purchasing a product or service. A feeling about a brand can be more important than knowledge of its features or attributes. Commercials can use emotional integration,whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service. Emotional campaigns work so well because they reduce price sensitivity and strengthen the ability of brands to charge a price premium which contributes to profitability.Ads using positive emotional appeals can put consumers in a favorable frame of mind. A good example is the ‘Friends furever’ ad from Android. It shows different animals playing friendly with each other. It ends with the line ‘Be together, not the same’. The animals look so cute that it instantly makes you happy74. Discuss the challenges marketers face in developing online advertising messages. How will the creative strategy for online advertising differ depending on whether the goal is for concept, content, or commerce types of online advertising?1.Measurement problems. One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated. A quick review of forecasts, audience profiles, and other statistics offered by research providers will demonstrate a great deal of variance—leading to a serious lack of validity and reliability.2.Clutter. As the number of ads proliferates, the likelihood of one ad’s being noticed drops accordingly. The result is that some ads may not get noticed, and some consumers may become irritated by the clutter. Some studies already show that banner ads may be losing effectiveness forthis very reason.3.Privacy. Like their direct-marketing counterparts, Internet marketers must be careful not to impinge upon the privacy of users.Concept ads to drive awareness and interest, content ads to turn interest to desire, and commerce ads to fulfill this desire with tangible actions.Concept ads sit at the top of the funnel. They are fully produced, carefully crafted and finished products that aspire to match the memorability and impact of the very best advertising and have upper-funnel goals like generating brand awareness and intent to purchase.Content ads typically have the mid-funnel goal of enhancing consumer understanding of a brand or product. They accomplish this by providing high-quality content with which the viewer can engage — for example, by reading or viewing, sharing, or commenting. For example ads on Facebook.

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