MKTG 4100 Lecture 5: Lecture 5
15 Jul 2019
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***creativity can be assessed by looking at the effectiveness in driving sales or from the aesthetic/appearance point of view. ***take all of the information about product features and benefits, consumer research, the marketing plan and communication objectives and develop the creative concept. If an ad is creative, it grabs our attention and generates brand associations via cognitive or emotional responses. Crystallizes the brand so the target audience gets the essence of it. Creates links to the brand, its benefits and why the target audience would buy it. Focuses the consumer (receiver) attention; leading to deeper processing and stronger recall and recognition. General preplanning input vs. product/service specific preplanning input. Typically, secondary research is used for the general (i. e. books, advertising magazines, journals, magazines, newspaper articles etc. ) while specific would be specific studies conducted with the specific product and the proposed target audience.
