MKTG 4100 Chapter Notes - Chapter 7: Canadian Newspaper Association, Communication Source, Lions Clubs International
12 Dec 2015
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Document Summary
Relevance: ability to immediately capture the target audience"s attention; ability to generate critical brand associations through cognitive and emotional responses; combats consumers" selective attention; supports brand positioning strategy. Divergence: extent to which an advertisements contains new, different, unique characteristics; message must be able to reach target audience through the clutter and capture their attention. Advertising message: way to tell consumers how a good can solve a problem, satisfy desires or achieve goals; create images and associations; establish brand positions; transform usage experience; leading role in imc program. Creative strategy: determines what the advertising message will communicate. Creative tactics: how the advertising message will be executed. Originality: appearance of rare or surprising ideas that are unusual. Elaboration: unexpected ideas that turn into something intricate, complicated, sophisticated. Synthesis: normally unrelated ideas being combined and connected. Artistic values: ideas expressed verbally or visually. Ad to consumer relevance: advertisement characteristics are meaningful to the target audience.
