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Transcript
Creative Approaches What kind of appeal should the ad have? Rational Emotional Endorsement Comparative Advertising Explicit – where the identity of competitive products are known Implicit – where the the identity is not disclosed Limitations – consumers don’t like the hard – sell, sponsor misidentification, unsuitable for market leaders 2 – sided vs 1 – sided ads 2 sided ads are seen to be more credible Consumers appreciate the ‘honesty’ of the company in admitting its shortcomings The –ve points are relatively unimportant, but not trivial Perceived to be negatively correlated to the attribute where the product claims superiority Open ended vs Close ended Where the risk of the message being understood is low, open – ended ads are likely to to succeed and build greater brand attitudes Since consumer generates the beliefs, it is that much powerful. “The consumer is not a moron. She’s your wife.” – David Ogilvy Inoculative advertising Defensive – when leaders are under threat from upstarts - reactive Premptive – taking proactive action before the threat emerges - proactive Refutational Advertising It is a preferred approach to market situations in which the advertising goal is to build resistance to attitude change against competitive attack Myth vs Reality Putting the facts straight Emotional Creative Advertising Rely on emotions elicited through ads to create positive attitudes to product. Product attributes/benefits, if at all are referred to indirectly. Lifestyle advertising (‘Slice of life’ ads) Endorsement Advertising Celebrity Expert Satisfied consumer Announcer The personality characteristics of the endorser can get associated with brand imagery Status products and snob value product advertising Aspirational Exclusive Depends on the target segment Distraction Elements in the ad which distract are deliberately inserted so that CAs are not formed to influence attitude
