Differentiate Between Advertising Appeal And Execution Style

1. The opening vignette to the chapter discusses the strong growth Skyy vodka has experienced over the past decade. Discuss how advertising and other forms of marketing communication have contributed to the success of Skyy.

2. Discuss the difference between an advertising appeal and a creative execution style. Find several ads and analyze the particular appeal and execution style used in each.

3. What are the differences between informational/rational and emotional advertising appeals and the factors that would lead to the use of one over the other. Find examples of advertising campaigns that use each type of appeal and discuss the reasons why it is used by the advertiser.

4. IMC Perspective 9-1 discusses how a number of companies have been bringing back classic adver involved in the planning and production of commercials.

Creative specialists are responsible for determining the advertising appeal and execution style as well as the tactical aspects of creating ads. However,the client must review,evaluate,and approve the tising characters, spokespeople and/or commercials. Why do you think companies are doing this? Discuss the pros and cons of this strategy.

5. What is meant by emotional bonding? Discuss how this concept can be used in developing an advertising campaign for a brand.

6. Discuss how teaser advertising might be used to introduce a new product or brand or to reposition an existing brand. What factors should marketers take into consideration when using a teaser campaign?

7. IMC Perspective 9-2 discusses how advertising for online companies failed to inspire a new creative revolution in advertising. Do you think Internet and dot.com companies relied too much on developing outrageous advertising? Might some of these companies been more successful if creative approach before any ads are produced or run. A number of criteria can be used by advertising, product,or brand managers and others involved in the promotional process to evaluate the advertising messages before approving final production.

layout,285

voice-over,286

needledrop,286

jingles,287

script,287

they had used more traditional advertising approaches?

8. What is meant by slice-of-death advertising? Discuss some of the reasons business-to-business marketers might use this technique.

9. AFLAC, which is a provider of supplemental insurance, has been very successful in making a duck a popular personality symbol for the company in its advertising. Discuss why an insurance company would develop an advertising campaign featuring a duck.

10. Discuss the role of headlines and subheads in print advertisements. Find examples of print ads that use various types of direct and indirect headlines.

11. Discuss the role of music in advertising. Why might companies such as General Motors and Microsoft pay large sums of money to use popular songs in their commercials?

advertising appeal, 266 creative execution style, 266

informational/rational appeals,267

emotional appeals, 269 transformational ad,270 reminder advertising, 274

teaser advertising, 274

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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Responses

  • Topi
    What is the difference between a message appeals and a crative execution style?
    7 years ago
  • zachary
    What is the differnece between advertising appeal and creative excutional style?
    6 years ago
  • barbara shanklin
    What is the difference between advertising appeal and execution style?
    6 years ago
  • jenifer
    How do an advertisement appeals differ from its execution style?
    6 years ago
  • LEAH
    What is the difference between advertising appeal and creative execution?
    6 years ago
  • JENNIFER WASHINGTON
    Which of the advertising appeals discussed in the chapter has been?
    6 years ago
  • Paulina
    Why use emotional execution style marketing?
    6 years ago
  • evelyn lewis
    How does an advertisement's appeal differ from its execution style?
    6 years ago
  • yohannes
    How do an advertisement appeal diffe from its execution style?
    6 years ago
  • tito
    What is meant by execution in advertising?
    6 years ago
  • natsnet
    What is the difference between informational and emotional appeal in marketing?
    6 years ago
  • jewell
    What are some of the execution styles of advertising?
    6 years ago
  • klaus
    What is the difference between appeals and style in advertising?
    6 years ago
  • petra
    What is meant by ad appeal and ad execution in marketing?
    6 years ago
  • Nora
    What factors should marketers take into consideration when using a teaser campaign?
    5 years ago
  • susanna
    What is the difference between an advertising technique and and advertising appeal?
    3 years ago
  • carole
    How does an advertisment appeal differ from its execution style?
    1 year ago

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