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FSU - ADV - Class Notes - Week 4

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FSU - ADV - Class Notes - Week 4

School: Florida State University
Department: Public Relations
Course: Introduction to Public Relations
Term: Spring 2019
Tags: Advertising, advertisement, Advertising Principles, intro to advertising, adv3008, FSU, floridastateuniversity, and Florida State
Name: ADV3008 Week 4 Notes
Description: These notes cover: Creative Appeals Rational vs Emotional Messages Product Appeals Consumer Appeals Comparative Advertising Execution Styles
Uploaded: 01/31/2019
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background image ADV3008 Week 4 Notes Creative Appeals Creativity Most important aspect of advertising Related to constructing, building, or creating Seeing a problem and developing a unique and appropriate solution Combining existing elements into new forms Generation of new ideas The “Big Idea” One idea separating your brand or product from the competition Recognizes and capitalizes on consumers problems, feelings, and needs Rational vs Emotional Messages Very straightforward­­­>Very emotional (Most are somewhere in the middle of this range) Emotional appeals are useful when: Nothing important to say Added interest is needed Difference must be created in a generic benefit Superiority in a subjective area Continuity in a campaign must be provided Borrowed interest: the product has no inherent interest, so interest is borrowed from 
some other arena and brought into the advertising
Ex. of emotional component: Tone of voice  Product Appeals Product Feature Focuses on feature or attribute of a product in a straightforward or rational way Favorable product price News about the product Product popularity Even if not #1 overall, can say something such as “Most popular among ___ 
(specified group)”
I.e. Macs with college students Competitive advantage Comparative Advertising A brand is compared directly or indirectly with one or more companies Competitive  Advantage Audience disagrees with the message Audience is exposed to opposing viewpoints Brand is not the leader Benefit compared is tangible Budget is smaller than the competitor’s Consumer Appeals Focus more on the benefits of products and what they do for the consumer Usually more emotional Consumer Service Direct benefit from using or purchasing the product

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School: Florida State University
Department: Public Relations
Course: Introduction to Public Relations
Term: Spring 2019
Tags: Advertising, advertisement, Advertising Principles, intro to advertising, adv3008, FSU, floridastateuniversity, and Florida State
Name: ADV3008 Week 4 Notes
Description: These notes cover: Creative Appeals Rational vs Emotional Messages Product Appeals Consumer Appeals Comparative Advertising Execution Styles
Uploaded: 01/31/2019
3 Pages 119 Views 95 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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