Lecture 11 - 9 - ADVERTISING CREATIVE IMPLEMENTATION...

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ADVERTISING CREATIVE: IMPLEMENTATION & EVALUATION Session 11
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Announcements Presentation schedule – draw Upcoming conference: Nov 12 -13 USC & Mattel present “Forever Barbie: The Global Marketing of Pop Culture and American Femininity”
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Which ad is more effective?
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Learning Objectives Understand that whether ads are effective or not depends on what we are trying to do (communication objectives) and how they are constructed (creative tactics) Identify creative tactics designed to achieve objectives Attention/interest in the ad Brand name awareness Brand knowledge/ Brand attitudes Understand how basic components of ads (appeals, sources, visuals, and sounds) can be used to achieve these objectives Discuss production processes in developing ads
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Advertising Objectives: Hierarchy of Communication Effects Brand Awareness Brand Knowledge Brand Attitudes Purchase Intentions Breaking Through Clutter * Linking brand associations to the brand name Objective: increase the % of TM consumers who know that brand X has Y from xx% to xx% by the end of the 1 year campaign * Making the Brand Name memorable: Objective= Increase % of TM consumers who have heard of brand X from 25%-50% by the end of the 1 year campaign cycle Capturing Attention Focusing Attention * Creating or Enhancing attitudes toward the brand Objective: increase the % of TM consumers who have a favorable attitude toward brand X from its current level xx% to xx% by the end of the 1 year campaign *Enhancing Purchase intentions Objective: increase the % of TM consumers who intend to purchase brand X from its current level xx% to xx% by the end of the 1 year campaign
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Appeal Styles Informational/Rational Appeals : emphasize practical, functional, utilitarian need for product or service; facts and logic persuasion Feature (dominant trait, e.g. durability, efficacy) Competitive advantage (direct or indirect brand comparison)
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