The approach used to attract the
attention of consumers
To influence consumer feelings
toward a product, service or cause
The way an appeal is turned into an
The way the message is presented to
◦ Informational/Rational Appeals
◦ Emotional Appeals
Focus on the dominant product traits
Competitive Advantage Appeal
Makes comparisons to other brands
Favorable Price Appeal
Makes price offer the dominant point
News announcement about the product
Stresses the brand’s popularity
Presentation of information
Focus: Product or service and its
specific attributes and/or benefits
Often used in print ads but also in TV
advertising (ex.: high-involvement consumer
Technical information, results of scientific or
laboratory studies or endorsements.
Results from scientific bodies or agencies.
Key advantages of the product or service by
showing the actual use or situation.
Goal: Convince the consumers of a product s
utility or quality.
Very practical for TV advertising (but also used in
The own product will
directly compared with a competitor s product
Competitor s advantage
Testimonial by ordinary
satisfied customers with whom target audience
Ex.: Apples switch campaign
Is the creative approach consistent with the brand’s
marketing and advertising objectives?
Is the creative approach consistent with the creative
strategy and objectives?
Is the creative approach appropiate for the target
Does the creative approach communicate a clear and
convincing message to the consumer?
Does the creative execution keep from overwhelming
Is the creative approach appropiate for the media
environment in which it is likely to be seen?
Is the ad truthful and tasteful?
Creative approach has to:
be compatible with way of positioning
contribute to the marketing and advertising
F.e. Samsung’s positioning by competitor is
supported by their advertising
The advertisement has to communicate what it is
supposed to communicate
The ad appeal has to:
Difficult to develop ads for teenage market
Styles, fashions and values change rapidly
Advertisers use approach that is popular among
Ad of Sparrow guitar, an example of effective
communication with youth
Creativity important in advertising
Creative advertisement has also to
communicate reasons to buy the product
Scottex: creative and informative ad
The creative execution may not overshadow the
essential to register the brand name & selling
The ad has to fit into the media environment
in which it will be shown
Example: Heineken develops new ads for the
Is the ad truthful?
Can it offend consumers?