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CHAPTER 6 (Definition (From the marketer’s point of view, advertising…
CHAPTER 6
Definition
Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems (consumers purchase intention).
Other role of advertising message : - entertain, motivation, fascination, fantasy.
From the marketer’s point of view, advertising message is a way to :-
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6) Animation
An advertising execution approach that has become popular in recent years is animation. With this technique, animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used.
Cartoon animation is especially popular for commercials targeted at children. Animated cartoon characters have also been used successfully by the Leo Burnett agency in campaigns for Green Giant vegetables (the Jolly Green Giant) and Keebler cookies (the Keebler elves).
The use of animation as an execution style may increase as creative specialists discover the possibilities of computer-generated graphics and other technological innovations.
Some advertisers have begun using Roger Rabbit-style ads that mix animation with real people. Nike has used this technique to develop several creative, entertaining commercials. One featured Michael Jordan and Bugs Bunny trouncing a foursome of bullies on the basketball court and was the inspiration for the movie Space Jam.
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4) Testimonial
Many advertisers prefer to have their messages presented by testimonial – users PRAISE the product or service on the basis of his or her personal experience.
It can have ordinary satisfied customers discuss their own experience with the brand, and the benefit of using it.
Endorsement is also another testimonial technique – a well-known or respective individual such as celebrity or expert in the product or service area speaks on behalf of the company or brand.
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3) Demostration
Demonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.
Demonstration executions can be very effective in convincing consumers of a product’s utility or quality and of the benefits of owning or using the brand. TV is particularly well suited for demonstration executions, since the benefits or advantages of the product can be shown right on the screen
5) Comparison
The comparison execution approach is increasingly popular among advertisers, since it offers a direct way of communicating a brand’s particular advantage over its competitors or positioning a new or lesser known brand with industry leaders.
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7) Personality symbol
Developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified.
Personality figures can be built around animated characters, person or animals.
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