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Chapter 9 - Chapter 9 Appeals and Execution Styles...

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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 ADVERTISING APPEALS o Informational/Rational Appeals -Informational/rational appeals – focus on the consumer’s 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) -Transformational ad – one which associates the experience of using (consuming) the adverted brand with a unique set of psychological
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