MRKT 453 Lecture Notes - Lecture 4: Plaintext, Inedia, Double Impact
26 May 2016
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Document Summary
This all fits into the big model, which is that we"ve got an objective for our imc, which breaks down into: message. Types of appeals: emotional and rational: media, measure, humour, communication exercise. Isolating the humour appeal: evaluating the appeal of the ad (of this sole ad and evaluating the comedic appeal in this one ad by evian). The fact that the actors were having a fun time and were being funny made me have a fun time too. T emotion (humour/funny) is positive, t emotions go up. T my attitude toward the brand is positive b/c how i feel is transferred onto/reflected in the brand. But credibility (ie long-term attitude toward/image of the brand) goes down b/c while being funny/humour is exciting, you don"t seem like you have real expertise. 4 criteria for evaluating an ad/communication: clear target, single clear message, break-through/attention-getting, message has to be linked to the brand in the communication, eisend (2009)
