ADV-3008 Lecture 6: ADV CLASS 6
Document Summary
Creativity- the most important of aspect of advertising. Seeing problems and developing a unique and appropriate solution. The big idea : the idea that sets your product apart from its competition, but recognizes and capitalizes on consumers" problems, feelings, and needs, coca-cola- involved in your taste of life . All ads have emotion and some information. Children and brand-> when you have children it"s more emotional and there"s a child association with the brand. Borrowed interest -> the product has no inherent interest, so interest is borrowed from some other arena. Difference must be created in a generic benefit. Continuity in a campaign must be provided. Appeals that focus more on the rational side then emotion appeal. Attribute or attribute in a rational and informative way. A brand is compared indirectly or directly with one or more competitors. All about the user and makes them feel better about themselves in some way. Risk involved everything we buy a product.
