Advertising_350_Notes_Apr_09

Advertising_350_Notes_Apr_09 - Advertising Advertising...

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Advertising
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Advertising “Today, more than ever, if advertising is not relevant , it has no purpose. If it is not original , it will attract no attention. If it does not strike with impact , it will make no lasting impression.” Keith Reinhard DDB Needham
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Great Ads Basic Properties: 1. Strategically Sound 2. Creativity Concept 3. Execution
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Great Ads (continued) Persuasion Process: 1. Stopping Power 2. Pulling Power 3. Locking Power
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Appeal efforts that make a product attractive or interesting to target audiences Often appeals elicit consumer response Appeal = general creative emphasis (secondary idea)
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Types of Appeals Consumer’s perspective: 1. Rational - utilitarian needs 2. Emotional - psychological needs* 3. Status - quality needs 4. Fear - social approval needs 5. Appetite - physiological needs
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Execution speaks to how an appeal is presented Factual Message = focus on product attributes & benefits (Hummer) Technical Evidence = scientific evidence is highlighted to support a claim (Combat)
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Execution (continued) Demonstration = illustrate key product benefits by showing uses (UPS) Comparison = direct or indirect comparison to a competitive brand (Hertz)
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Advertising_350_Notes_Apr_09 - Advertising Advertising...

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