ADM 3326 Lecture Notes - Lecture 8: Rosser Reeves, Target Market, Fear Appeal

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

Lecture 8 - advertising creativity. Statements about what to communicate. Unique and central message addressing the marketing communication issue (i. e. , problem or opportunity). Person or entity communicating the message. Together the three decisions constitute the advertising message that reflect the target audience"s purchase motivation. Creative theme definitions to consider. Arresting, simple and powerful way to communicate immediately. Brand positioning is key in creating ads. Each ad must make a proposition to the target audience. Buy this product and you will get this benefit. Target audience must associate the proposition with our brand only. Method of persuading target audience"s brand attitude (i. e. , thoughts and feelings). Together the three decisions constitute the advertising message that reflect the target. Choice of an interesting way to express the brand position in an advertising format. Attention getting and catalytically relevant representation of the brand position. This benefit is unique to this product. The proposition must be strong enough to attract new customers.