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Unformatted text preview: Chapter 9 Appeals and Execution Styles- Advertising Appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.- The Creative execution style the way a particular appeal is turned into an advertising message presented to the consumer ADVERT IS ING APPEALS o I nformational/Rational Appeals-I nformational/rational appeals focus on the consumers practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand Feature (dominant trait, e.g. durability, efficacy) Competitive advantage (direct or indirect brand comparison) Favorable price (sales, special offers) News (newsworthy announcement) Popularity (# of consumers using) o Emotional Appeals-Emotional Appeals relate to the customers social and/or psychological needs for purchasing a product or service. Personal states or feelings (e.g., joy, nostalgia) Social-based feelings (e.g., respect, acceptance) -T ransformational ad...
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- Fall '08