MARK432 Lecture Notes - Lecture 7: Product Recall, Hinder
16 Sep 2016
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After this lesson you should be able to: 1. To discuss the concepts of creative strategy and create tactics : to describe how to develop a copy platform, to describe various types of advertising appeals and execution styles, lesson notes. Creative strategy (message strategy) determines what the advertising message will say. Creative tactics refer to how the message will be communicated. Demonstration - (does not need to have people in the ad) Dramatization - (may have people, animals or cartoon characters in the ad/commercial) Testimonial: use a testimonial from somebody our target audience perceives to be credible. Position based on the needs of the consumer. Can be good at reinforcing a brand image that is related to body image products and services. Neutral or non-sexual appeals produce higher brand recall. Imagery must reinforce the key message!!! otherwise we get poor product and message recall.
