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¨Marketing is not a war of products,it’s a war of perceptions.¨Al Ries / Jack Trout
CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementc...
Elements of advertising style• Appeal (inluding motives and values)• Communication style (explicit, implicit, direct,indir...
Advertising appealRational or Informational Appeals, highlights functional benefitslike- quality, economy, value, or perfo...
Emotional AppealsAn emotional appeal is related to an individual’s psychological and social needs for purchasing certainpr...
Develop a commercial/ advertisingadapted to culture of country• Print• Video• Online
Presentation1. Country culture moodboard comparison toTurkey (incl. Hofstede value dimensions)2. Product (High low involve...
CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementc...
• Write down the tree most important thingsyou have learned this module.• 1• 2• 3
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3 dokuz eylul university izmir int week 2013 synthesis

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3 dokuz eylul university izmir int week 2013 synthesis

  1. 1. ¨Marketing is not a war of products,it’s a war of perceptions.¨Al Ries / Jack Trout
  2. 2. CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementconcept
  3. 3. Elements of advertising style• Appeal (inluding motives and values)• Communication style (explicit, implicit, direct,indirect)• Basic advertising form (Testimonial, drama,entertainment)• Execution (e.g. how people are dressed)
  4. 4. Advertising appealRational or Informational Appeals, highlights functional benefitslike- quality, economy, value, or performance of a product.• Feature Appeal• Competitive Advantage Appeal -.• Favourable Price Appeal -• News Appeal -• Product Popularity Appeal -• High Quality -• Low price -• Long Life –• Performance -• Economy -• Scarcity -• Other Rational Appeals - purity, more profits, time saving, multifunction, moreproduction, regular supply and availability of parts, limited space required, artisticform, etc. that can make advertising effective.
  5. 5. Emotional AppealsAn emotional appeal is related to an individual’s psychological and social needs for purchasing certainproducts and services. Emotions affects all type of purchase decisions. Types of emotional appeals are asfollows:• Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy• Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things theyshould or stop.• Fear - Ads sometimes use fear appeals to evoke this emotional response and arouse consumers totake steps to remove the threat. Life Insurance• Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buymouthwash, deodorant, a safer car, get retirement pension plan.• Humour - Humour causes consumer to watch advertisement, laugh on it, and most important is toremember advertisement and also the product connected with humour. For example- Happydent, andMentos.Moral AppealsMoral appeals are directed to the consumes’ sense of what is right and proper. These are often used toexhort people to support social and ethical causes. Types of Moral Appeal are as follows:• Social awakening and justice• Cleaner and safe environment• Equal rights for women• Prohibition of drugs and intoxication• Adult literacy• Anti-smuggling and hoarding• Protection of consumer rights and awakening
  6. 6. Develop a commercial/ advertisingadapted to culture of country• Print• Video• Online
  7. 7. Presentation1. Country culture moodboard comparison toTurkey (incl. Hofstede value dimensions)2. Product (High low involvement emotional)3. Description of target segment4. Persona5. Passion point description6. Positioning diamond product7. Localised commercial/advertising
  8. 8. CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementconcept
  9. 9. • Write down the tree most important thingsyou have learned this module.• 1• 2• 3

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