Chapter 9 Creative Strategy: Implementation and Evaluation

Advertising AppealAdvertising Appeal 9 Creative Strategy: Implementation and Evaluation McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Appeals and Execution Style Advertising Appeal ③The approach used to attract the attention of consumers and/or ③To influence consumer feelings toward the product, service or cause Creative Execution Style ③The way a particular appeal is turned into an advertising message ③The way the message is presented to the consumer Advertising

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9 Creative Strategy: Implementation and Evaluation McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Appeals and Execution Style Advertising Appeal ③The approach used to attract the attention of consumers and/or ③To influence consumer feelings toward the product, service or cause Creative Execution Style ③The way a particular appeal is turned into an advertising message ③The way the message is presented to the consumer Advertising Appeals Two Broad Categories of Appeals Informational/Rational Appeals practical, ffunctional,or er’s utilitarian need for the product or service ③Emphasizes the features or benefits ③Messages emphasize ffacts and logic Emotional Appeals ③Relate to consumers’ social and/or psychological needs for purchasing a product or service ③Many advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands Rational Appeals ③Feature appeals ③Focus on the dominant traits of the product ③Competitive appeals ③Makes comparisons to other brands ③Favorable price appeals ③Makes price offer the dominant point ③News appeals ③News or announcement about the product ③Product/service popularity appeals ③Stresses the brand’s popularity Informational/Rational Appeals Rational Motives ¾Comfort ¾Convenience ¾Economy ¾Health ¾Quality ¾Dependability ¾Durability ¾Performance ¾Efficiency ... - tailieumienphi.vn

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