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Chap 4a Advertising Planning and Positioning (d) 6 categories of…
Chap 4a Advertising Planning and Positioning
a) Advertising creativity :
Used as solutions to communicate problems.
Ideas must be relevant to target audiences in order to be appropriate, effective.
Generate fresh, unique and appropriate ideas.
b) Communication strategies = 2 dynamics
Target audiences
To derive benefits or perceived value from the exchange process.
Positioning
The way people interpret messages and frame objects in their mind.
c) Advertising Strategies :
Generally can be categorized into emotional and informational.
The kinds of appeals the content of the content of the advertising.
d) 6 categories of Advertising strategies:
3) Informatinal
Use a logical, rational argument.
4) Persuasive
Seeks to get audience's interest through info, news.
Adds on emotional element to make message memorable.
2) Fame
To make it famous.
Perceived (认为）as bigger and more important than before.
Seeks to get a brand talked about.
5) Reinforcement
By maintaining existing behavior through encouraging, and to increased frequency / weight of brand image.
1) Emotional involvement
Create empathy between consumers and brand.
Relationship develops, choice influenced.
Teaches feelings / emotions
6) More complex
Combine 2 / more strategies.