10-06-09 Chapter 6.docx

10-06-09 Chapter 6.docx - o Humor effective at getting...

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Chapter 6 - Creative Brief – Statement of the ad and what it’s supposed to do o What the objective is o Who the Target Audience is o What the message theme is o Includes the support of the ad Support is the data or facts that make the claims true o Includes Constraints such as legal, cultural, financial etc. o Every promotional campaign will start with a creative brief o The document you provide which will give them the outline of how its supposed to come out - Hierarchy of Effects Model – Not 100% accepted of used by others. o Awareness, Knowledge (Cognitive) o Liking, Preference (Affective) o Conviction, Purchase (Conative) - MECHAS MODEL (Means/End Theory) o Product attributes o Consumer Benefits o Leverage Points o Personal Values o Evectional Frame - Appeals o Fear Appeal – Usually works.
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Fear appeals relies on Behvioral Model. Based on the stability of the situation the person with create either a positive or a negative response. o Scarcity and Fear Appeals are very similar
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Unformatted text preview: o Humor effective at getting attention and keeping it. Most popular in usage of ads. Often only remember the humor and not the product. o Sex Appeals Employed in Five different Ways Subliminal Nudity or partial Nudity (need to watch out culturally) Sexual Suggestive Makes it seem more sensuous. People dont pay attention to the product. Encourges Stereo typing of Body forms Promotes dissatisfaction of people and their own body forms. o Musical Appeal Very Effective Most Consumers will remember images associated with music o Irrational Appeal Only successful when consumer is actively processing information o Rational Appeal Best on printed ads because data can be easily put on it and consumers can take in the information at their own pace o Emotional Appeal Emotional Ads capture consumer attention and build attachment to a brand....
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This note was uploaded on 09/08/2010 for the course BUS 134B at San Jose State University .

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10-06-09 Chapter 6.docx - o Humor effective at getting...

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