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MKTING 6 (MECCAS model
(means end conceptualization of components for…
MKTING 6
What makes effective advertising?
- sound strategy
- consumers view
- persuasive
- break clutter
- deliver on promises
- doesnt overwhelm
Qualities of successful ad
- newsworthiness (impt news)
- rational stimulus (high involvement) esp w prior need/search
- emphasis (low involvement) through reptition
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Impression hierarchy
being creative, make an impression
- brand name (simplest level) - brand name retention
- genertics - major selling claim
- attitudinal response - positive or negative feelings (concrete/abstract affective appeals?)
- commercial specifics - executional elements eg. endorser
- specific sales msg (highest lvl) - msg becomes generic element eg. slogan
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Universal values
Self direction*
- Desires freedom, independence, choose own goals and creativity
Stimulation*
- Need for variety and achieving an exciting life
Hedonism*
Achievement*
- Success, seen as capable, ambitious, intelligent, influential
Power*
- Attainment of social status and prestige along with dominance over people and resources
Security*
- Safety, harmony, stability of society (powerful motivator)
Conformity
- Self discipline, obedience, not violating social norms
Tradition
- Respect, commitment, customs and culture, religious
Benevolence
- Preservation and enhancement of family and friends and includes being honest, loyal, helpful, a true friend, loving
Universalism
- Welfare of all people and nature and includes notions of world peace, social justice, equality, unity with nature, environmental protection, wisdom
Alt creative strategies
Functionally oriented advertising
- unique selling proposition
- appeal to cust needs for physical benefits
Symbolically/Experientially oriented advertising
- brand image, emotional (symbols)
- psychosocial needs
Category-dominance advertising
- achieve advantage over competitors in same product category
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