L2 Creative Marketing and Storytelling

Question 1

what are the key components of creative marketing

Answer 1

• distinctive image, voice, and style
• showcase and reflect brand personality and engage customers
• Use:
  1. Authentic imagery - image based creative strategies
  2. emotional marketing- how person feels is key, humans powered by emotion not reason (lovemark concept), love connects people with a brand
  3. storytelling- takes audience on a journey of understanding , elicits faster understanding of message and has a beginning, middle and end. become a part of the consumers story, let them be the hero

Question 2

what are the changes in the media environment and the implications for marketing

Answer 2

Shift from traditional system which relied on cable, satellite, or over the air services to deliver content to people nowadays ‘cutting the cord’ and now viewing movies, tv series and videos through the internet and a ‘connected’ device. Marketers have to follow suit, dealing with the new environment and making the product stand out. Consumers want quality content, online on demand for less cost.

Question 3

what are the key storytelling elements

Answer 3

• video use
• sight as key concept
• sound and motion
• engaging visual content

Question 4

why is visual communication important for marketing

Answer 4

Because most info transmitted to the brain is visual, we remember what we see, mots communication is non-verbal and most people respond better to visual info than text

Question 5

how can marketing contribute to positive change

Answer 5

1. era of social responsibility - consumers want brands to make it easy to see brand values and social positions
2. Marketing for good- aligning company’s brand with social mission
3. Social Marketing- develop strategies for audiences to change behaviour

Question 6

what are the various types of advertising appeals and why are they appealing

Answer 6

1. Humor appeal- appeals to comic sense in people
2. Fear appeal (tends to not work well)- appeals to people when product or service is needed to help reduce risk
3. Sexual appeal- product increases attractiveness
4. Endorsement appeal- celebrities
   - all have common goal of influencing the way consumers see themselves and the benefits of what is being advertised