ING COMMUNICATION – BRAND PLACEMENT, EXHIBITIONS,

DEBRECEN
2020
PACKAGING AND LICENSING,
MESSAGES AND CREATIVITY

Mihály Dr. Soós

Assistant professor
 A spectrum of brand placement opportunities

Source: Hudson and Hudson (2006). Reproduced with permission.

Reasons exhibitors choose to attend exhibitions
A typology of trade show visitors
Types of brand alliance
The balance of emotions and information provision
A preliminary model of consumer reactions to shock appeals
Informational motives
Transformational motives
Message tactics where there is high involvement and informational motives
Message tactics where there is high involvement and transformational motives
Message tactics where there is low involvement and informational motives
Message tactics where there is low involvement and transformational motives
Interpretations of the dimensions of creativity
The advertising creative process
Factors associated with message framing
Elements of storytelling
 THANK YOU FOR YOUR
ATTENTION!

econ.unideb.hu
Mihály Dr. Soós