Ch.5 Appeals And Propositions

Question 1

Function of FCB Grid

Answer 1

1. Detect the nature of product

2. Aid to determine your advertising appeal according to the nature of products

Question 2

Attributes in FCB grid

Answer 2

1. Level of involvement
   - > the extent of consumer involvement in the purchasing process

High involvement
->usually expensive

Low involvement
-> usually not expensive

2. Types of Decision Process
   - > whether the consumer focus on features or feeling of the product/ service

Think-> consumer analyse the pros and cons of product/ service before they purchase

Feel-> consumer focus on the feeling stimulated by product/ service when they purchase

Question 3

Types of advertising strategy

Answer 3

1. Informative strategy
   - > for product of think / high involvement
2. Affective strategy
   - > for product of feel / high involvement
   - > requires more emotional communication
3. Habit Formation strategy
   - > for product of think / low involvement
   - > induce routine consumer behaviour
4. Self-satisfaction strategy
   - > for product of feel/ low involvement
   - > personal taste
   - > peer- oriented

Question 4

What is proposition

Answer 4

1. The strongest singular thing you can say about your product or service
2. Central claim in your advertising campaign
3. Speaking with one voice that is consistent with the major selling idea

Question 5

Approaches for searching the major selling ideas

Answer 5

1. Unique selling proposition
2. Create a brand image
3. Find the interesting drama
4. Position

Question 6

What is unique selling proposition

Answer 6

1. Telling readers buying this product is beneficial to them
2. Product features that competitors cannot or does not offer
3. Ideas that are strong enough to more mass audiences and pull over new customers to your brand

Question 7

How to create a brand image?

Answer 7

Create brand image through image advertising in order to develop a strong and memorable brand identity

Question 8

What is position?

Answer 8

To establish or position the product or service in a particular place in consumer’s mind

Question 9

What is advertising appeals?

Answer 9

• > The approach used to attract the attention of customer and influence their feeling towards the product/ service
• > presentation approach to present your promotion message in particular style, tone, mood and feeling

Question 10

Examples of advertising appeals

Answer 10

1. Desire appeal
   - > arouse your needs and wants
2. Adventurous appeal
   - > bring out excitement
3. Romantic appeal
   - > relate to BGM ,tone, mood and manner
4. Humorous appeal
   - > consumer laugh and remember
5. Celebrities Endorsement
6. Play on words
   - > easy to remember,funny
7. Scientific appeal
   - > provides greater credibility
8. Slice of life
   - > provide solution to emotions and memory
9. Musical appeal
   - > bring to emotions and memory
10. Fear appeal
    - > powerful enough to get viewer’s attention
11. Sex appeal
    - > break the clutter, sexuality, sexual suggestiveness