The Whirling, Swirling World of Advertising

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The Whirling, Swirling World of Advertising
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Advertising Appeals

• The approach you use to get the consumers
  attention and influence his/her feelings

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Types of Appeals

• Informational/Rational
• Feature appeal
• Competitive advantage appeal
• Favorable price appeal
• News appeal
• Product/service popularity appeal

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Types of Appeals

• Emotional appeals
• Emotional integration
• Transformational ads
• Emotional bonding
• Product benefits
• Brand personality
• Emotional bonds

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Types of Appeals

• Reminder advertising
• Teaser advertising

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Advertising Executions

• The way the advertising appeal is presented

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Executional Types

• Straight sell/factual message
• Scientific/technical evidence
• Demonstration
• Comparison
• Testimonial

• Slice of life
• Animation/ Personality symbol
• Fantasy
• Dramatization
• Humor
• Combinations

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Print Executions

• Headline
• Subheads
• Body copy
• Visuals
• Layout

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Advertising Executions

• Television
• Radio
• Outdoor

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Creative Evaluation

• Does the ad fit the brands marketing and
  communications objectives?
• Does the ad fit the strategy?
• Is the ad appropriate for the target audience?
• Is the ad clear and convincing?
• Does the execution overwhelm the message?