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Advertising Strategy Lecture 4
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Advertising Strategy Lecture 4

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Focusing on Communications Strategy...

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  • 1. 4
  • 2. Percy and Elliott, 2009
  • 3. All ads have been created BUT some adsconsidered more creative than others
  • 4. • Peripheral
  • 5. strong and weak theories…hence, it is only after trial that our attitudes are changed
  • 6. consumers should be ‘nudged’ into buying brands more frequently
  • 7. Thinking Feeling Informative (Thinker) Affective (Feeler) Car – House - Furniture Jewelry – Cosmetics - Fashion Model: Learn – Feel – Do Model: Feel – Learn – Do Possible Possible Implications Implications Test: Recall, Diagnostics Test: Attitude Change, Emotional Media: Long Copy, Reflective Arousal Specific Information, Media: Large Space, Image Specials Creative: Demonstration Executional, Impact Level of Involvement Creative:High Habit Formation (Doer) Self Satisfaction (Reacter) Food – Household Items Cigarettes – Alcohol - SweetsLow Model: Do – Learn – Feel Model: Do – Feel – Learn Possible Possible Implications Implications Test: Sales Test: Sales Media: Small Space Ads, 10 Media: Billboards, Newspapers, second IDs, Radio, POS POS Reminder Creative: Attention Creative:
  • 8. Motivation Informational Transformational Banking Fast Food Low Informational TransformationalInvolvement Motives… Motives… Problem Removal Sensory Gratification Problem Avoidance Intellectual Stimulation Incomplete Satisfaction Social approval High Credit Card Holiday
  • 9. (Shimp 2007)
  • 10. so in contrast to the strong view, the weak view sees consumers asselective and only perceive ads which promote products they have use ofor some prior knowledge of Advertising then is often seen as a defensive approach to retain customers, to reinforce existing attitudes and not change them
  • 11. (Shimp 2007)
  • 12. (Yeshin, 2006)
  • 13. (Yeshin, 2006)
  • 14. (Burtenshaw, Mahon and Burfoot 2006)
  • 15. (Burtenshaw, Mahon and Burfoot 2006)
  • 16. Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals ofCreative Advertising. Switzerland: AVA Publishing.Percy, L. and Elliott, R. (2009) Strategic Advertising Management.Oxford, Oxford University Press.Shimp, T. (2007) Integrated Marketing Communications in Advertisingand Promotion. USA: Cengage.Yeshin, T. (2006). Advertising. London, Thomson

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