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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
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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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