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Week 5 - Coggle Diagram
Week 5
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Executional styles
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Scientific technical: Technical information or endorsements by scientific organisations. Rational appeal
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How creativity works
facilittes memory
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Increased attention, motivation and depths of processing
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Being creative
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Sometimes ads can be too creative and create controversy or make the customer not remember the brand but tjust the ad.
Th big idea
The central idea of the IMC campaign, translated into attention getting, distinctive and memorable messages
Its important to think about how to say it, to remembers it is more than a slogan and its very challenging to come up with great ones
How to say it
Appeals
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Message appeals vary along a continuum from informational (functional) appeals to transformational (emotional( appeals
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Focus on practical, functional and utalitarian benefits or reasons
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