1 marc h 2009 pp 6273 lex van meurs and mandy aris

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Unformatted text preview: 0). 31. The following illus t rat ive art ic les look at t he effec t ivenes s of a given media: “Robert Heat h, Emot ional Engagement: How Televis ion Builds Big Brands at Low Attention,” J ournal of Advertis ing Res earc h 49, no. 1 (Marc h 2009), pp. 62–73; Lex van Meurs and Mandy Aris toff, “Split-Sec ond Rec ognition: W hat Mak es Outdoor Advertis ing W ork ?” J ournal of Advertis ing Res earc h 49, no. 1 (Marc h 2009), pp. 82–92. 32. Arens , W eigold, and Arens , Cont emporary Advert is ing. 2011 McGraw-Hill Higher Education Any us e is s ubject to the Term s of Us e and Privacy Notice. McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 4/4 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook 3 /e Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Step 6. Create Advertisem ents After the advertiser has decided on the message, type of ad, and appeal, its attention must shift to the actual creation of the advertisement. During this step, the message and appeal are translated creatively into words, pictures, colors, and/or music. Often, the execution style for the ad will dictate the type of medium used to deliver the message. F or example, automobile manufacturers and their dealers advertise in many media. T o demonstrate an image, they can use television and magazines. T o promote price, they can use newspapers and radio. T o appeal to specific target markets, they can use some of the electronic media vehicles described in Chapter 17. When using multiple media to deliver the same message, however, they must maintain consistency across the execution styles— that is, integrated marketing—so that the different executions deliver a consistent and compelling message to the target audience. Although creativity plays a major role in the execution stage, advertisers must remain careful not to let their creativity overshadow the message. Whatever the execution style, the adve...
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