SUMMARY KOMUNIKASI PEMASARAN

CHAPTER 9

Creative Strategy: Implementation and Evaluation

Appeals and Execution Style Advertising Appeal The approach used to attract the attention of consumers and/or To influence consumer feelings toward the product, service or cause Creative Execution Style The way a particular appeal is turned into an advertising message The way the message is presented to the consumer.

Advertising Appeals Two Broad Categories of Appeals Informational/Rational Appeals Emotional Appeals Focuses on the consumer’s Focuses on the consumer’s Relate to consumers’ practical, functional,or practical, functional,or social and/or psychological utilitarian need for the product utilitarian need for the product needs for purchasing a or service or service product or service Emphasizes the features or Emphasizes the features or Many advertisers believe benefits benefits consumers’ emotions work better at selling brands Messages emphasize facts Messages emphasize facts that do not differ markedly and logic and logic from competing brands.​

Rational Appeals Feature appeals Focus on the dominant traits of the product Competitive appeals Makes comparisons to other brands Favorable price appeals Makes price offer the dominant point News appeals News or announcement about the product Product/service popularity appeals Stresses the brand’s popularity.

Informational/Rational Appeals Rational Motives Comfort Convenience Economy Health Quality Dependability Durability Performance Efficiency.

Emotional Appeals Personal States or Feelings Achievement / Joy Accomplishment Love Actualization Nostalgia Affection Pleasure Ambition Pride Arousal / stimulation Safety Comfort Security Excitement Self-esteem Sentiment Fear Sorrow/grief Happiness. Emotional Appeals Social-Based Feelings Acceptance Approval Affiliation / belonging Embarrassment Involvement Recognition Rejection Respect Status Sophistication.

 

Creative Tactics: Print Advertasing

• Headline
  • Words in he leading position of the ad. Asttract reader’s attention/interest and encourage them to read the rest of the ad.
• Subheads
  • Smaller than the main headline, larger than the copy. Used to break up large amounts of copy and highlight key sales points.
• Body copy
  • The main text portion of a print ad, used to present the relevant information. Content depends on appeal and execution style.