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Advertising and Promotion - Belch - Ch09

Advertising and Promotion - Belch - Ch09

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Published by Sid Black

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Categories:Types, Business/Law
Published by: Sid Black on Dec 05, 2010
Copyright:Attribution Non-commercial

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05/01/2013

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Creative Strategy:Implementation and EvaluationCreative Strategy:Implementation and Evaluation
 
A
ppeals and Execution Style
Advertising AppealAdvertising Appeal
The approach used to attract the attention of consumers and/or 
To influence consumer feelings toward theproduct, service or cause
C
reative Execution Style
C
reative Execution Style
The way a particular appeal is turned into anadvertising message
The way the message is presented to theconsumer 
 
A
dvertising 
A
ppeals
Informational/Rational AppealsInformational/Rational Appeals Emotional AppealsEmotional Appeals
Tw
o Broad
C
ategories of Appeals
Tw
o Broad
C
ategories of Appeals
F
o  
E
M
F
ocuses on the consumer¶spractical, functional,or utilitarianneed for the product or service
Emphasizes the features or benefits
Messages emphasize facts andlogic
Relate to consumers¶ socialand/or psychological needs for purchasing a product or service
Many advertisers believeconsumers¶ emotions workbetter at selling brands that donot differ markedly fromcompeting brands

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