TAILIEUCHUNG - Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 9 - George E. Belch, Michael A. Belch

Chapter 9 - Creative strategy: Implementation and evaluation. After completing this unit, you should be able to: To analyze various types of appeals that can be used in the development and implementation of an advertising message, to analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate, to analyze various tactical issues involved in the creation of print advertising and TV commercials,. | Chapter 9 Creative Strategy: Implementation and Evaluation Appeals and Execution Style Advertising appeal: Approach used to attract consumers’ attention and/or to influence their feelings toward the product, service, or cause Creative execution style: Manner in which a particular appeal is turned into an advertising message presented to the consumer Types of Informational/Rational Appeals Competitive advantage appeal Compares to another brand and claims superiority on one or more attributes Feature appeal Focuses on the dominant traits of the product or service Favorable price appeal Makes product price the dominant point of the message News appeal Involves a type of news about the product, service, or company Product/service popularity appeal Stresses the popularity of a product or service by pointing out the: Number of consumers who use the brand or those who have switched to it Number of experts who recommend the brand Leadership position in the market Advantages of Emotional-Only Campaigns More effective in relation to campaigns using emotional and rational content Work well during economic downturns Influence consumers’ interpretations of product usage experience Transformational Ads Richer More Exciting Warmer Feelings Meanings Images Beliefs More Enjoyable It makes the product use experience. . . The ads create . . . Figure - Bases for Emotional Appeals Figure - Levels of Relationships With Brands Additional Types of Appeals Reminder advertising Builds brand awareness and/or helps keep the brand name in front of consumers Teaser advertising Builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it User-generated content (UGC) Created by consumers rather than by the company and/or its agency Ad Execution Techniques Basic Components of Print Advertising Layout How Elements Are Blended Into a Finished Ad Visual Elements .

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Integrated marketing program
• Communication process
• Preproduction tasks
• Creative strategy
• Lectures Marketing management
• Marketing management
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Promotional program
• Integrated marketing communications objectives
• Marketing strategy
• Marketing process
• Direct marketing
• Direct marketing objectives
• Marketing mix
• Lecture Principles of marketing
• Bài giảng Nguyên lý marketing
• Principles of marketing
• The marketing communications mix
• Advertising agencies
• Direct marketing agencies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing task
• Communicating customer value
• Integrated marketing communications strategy
• Consumer behavior
• Psychoanalytic theory
• Basic model of communication
• Elaboration Likelihood Model
• Source attractiveness
• Source power
• Message factors
• Effective slogans
• Media planning
• Media characteristics
• Evaluation of media
• Local advertising
• Print media
• Evaluation of print media
• Support media
• Outdoor advertising
• The internet
• Social media
• Sales promotion
• Sales promotion activities