Week Six: Creative Appeals & The Finished Product
Week Six: Creative Appeals & The Finished Product ADV 3008
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This 0 page Class Notes was uploaded by maditaylor7 on Thursday February 4, 2016. The Class Notes belongs to ADV 3008 at Florida State University taught by Barry Solomon in Summer 2015. Since its upload, it has received 26 views. For similar materials see Principles of Advertising in Advertising at Florida State University.
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Date Created: 02/04/16
Creative Appeals 0 most important aspect of advertising is creativty 0 Creativity 0 relating to constructing building or creating 0 seeing a problem and developing a unique and appropriate solution 0 combining existing elements into new forms I cheerios was once for kids now its for adults and heart health 0 generation of new ideas 0 The Big Idea 0 the idea that sets your product apart from its competition but recognizes and capitalized on consumers problems feelings and needs 0 Rational vs Emotional Messages I all advertising contains both I emotional appeals are useful for when I nothing important to say ex starkist tuna I borrowed interest the product has no inherent interest so interest is borrowed from other arena I lets bring in music a celebrity a character drama emotional appeal etc I 41 of people will pay more and select the brand if they like the mascot I added interest is needed I superiority in a subjunctive area must be created I campaign continuity is determined I link between the character and the product 0 Product Appeals I more on the rational side favorable product price sales specials etc I Taco Bell uses price as well as emotion to grasp the consumer News about the product I pepsi small can I new products or changes to eXisting products key words new introducing announcing Product Popularity I as long as you can be 1 in some area you can claim it I best in class RAM truck brand competitive advantagecomparative advertising I comparative advertising when a brand is compared indirectly or directly with one or more competitors I Competitive advantage is useful when I audience disagrees with the message I audience is eXposed to opposing viewpoints I brand is useful when 0 Consumer Appeals I consumer service What benefits come as a result from using the product I consumer savings What are the benefits of saving I not money can be saving things like time or convenience I product provides selfenhancement I you Will feel better about yourself this is a very emotional basis for an ad I Fear the tightrope of consumer appeals I too much fear can cause message rejection it is too much for the viewer I Too little fear people laugh and the message goes unrecognized I Subsidized Product Trial for the consumer that is nervous for a first time purchase of a product 0 Execution Styles of Ads 0 Creative Executions I techniques used to enhance stategies and the formats of ads I these categories are not mutually exclusive 0 Product Executions these categories can be combined I Slice of life the product is the hero saving the day I eX Tablet commercial for kid that has a fear of public speaking Problem Solving not necessarily a common setting could be a laboratory etc I eX gillette ad with shark tank under water Demonstration ordinarystore bought brand vs our amazing brand I eX Neutrogina sun screen ad News breaking news look at my product I eX Restaurant ad good for sales Reason Why you need this product because I eX Loreal Because You re Worth Itquot I eX Friday s 3 Great Reasons to Go Out Right Now Talking Head really just based on one person talking throughout commercial I eX Exxon commercial with geologist talking the whole time credibility Experts bring in professionals doesn t always have to be a celebrity I eX scotch blue painting tape Ordinary Customers i m just like you and it works for me Celebrities association with product is enough we know who they are and we buy what they buy I borrowed interest because we need to make our product more interesting I Sports stars Rodger Federer 1 most payed for advertisement and public appearances I Brand Identity Using a celebrity to change the perception of a brand being represented by Miley Cyrus vs Taylor Swift I Emotional Attachment to celebrities that you care about I eX Michael Jordan Gatorade campaign I Celebrity Disadvantages I too many celebrities I eX Dish network advertises that they DON T have paid endorsements by celebrities I spread too thin they represent too many products we don t believe that the celebrities believe in the product I Private lives of celebrities are public I changes the consumers opinions of celebrity and therefore the brands that they represent I Endorsement Losses Lance Armstrong loses nike radioshack trek etc I Jared from Subway dropped the minute there was an accusation because the brand identity needs to be protected 0 Consumer Executions I more emotional I less focus on product I useful when interest is created for the product 39 Humor attracts attention I eXKmart shipmypants gieco hump day Animation not just for kids I eX MetLife peanuts characters softening the message to dissipate fear Sex Whether it be for seX related products Victoria s secret troj an condoms or unrelated Gorgio Armani Music you can remember the brand and its promise gets attention maintains continuity differentiates the brand and adds value I eX Bandaid song Nationwide jingle Purina commercial Coca Cola ad from the 70 s Budweiser commercial
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