Chapter 9: Creative Strategy: Implementation and Evaluation Flashcards
advertising appeal
the basis or approach an advertiment uses to attract consumers/ influence feeling about the product
creative execution style
the wa a particular appeal is turned into an advertising message
informational/rational appeals
advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for using the product/brand
acura’s safety rating
types of informational/rational appeals (5)
(1) feature appeal- dominant traitsof product
(2) competitive advantage appeal- direct or indirect comparison to another brand
(3) favorable price appeal- makes the price offer the dominant point
(4) news appeal- ad with a type of news or announcement/ statistic/ breaking efficiency about the product
(5) product/service popularity appeal- stress the popularity of the product or service by pointing out how many people use it
emotional appeals
advertising message that appeal to consumers’ feelings and emotiong
transformational ad
an ad that associate the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement
level of relationships with brands (3)
(1) emotions (strongest)
(2) personality
(3) product benefits (weakest)
reminder advertising
advertising designed to keep the name of the brand or product in the mind tof the reader
teaser advertising
an ad designed to create curiosity and build excitement and interest in a product or brand without showing it
user-generated content
ads are generated by the consumer instead of the company
the (3) phases of production for commercials
(1) preproduction- before the commercial shoot
(2) production- the period during the shoot
(3) postproduction- activities and work after the commercial
