MGMA01H3 Lecture 8: Promotion
Document Summary
Creative strategy: determines what the advertising message will say or communicate. Effective communication: advertising positions the brand, advertising helps create brand imagery, role of creative strategy is really important. Advertising: a paid non-personal communication from an identifies sponsor to persuade or influence an audience, communication: structure and applied; employs verbal and non- verbal elements, non-personal: typically directed t groups of individuals; mass communication. Identified sponsor: often paid for by the sponsor: persuasive: to win converts to a product, service, or an idea, advertisements are a stimulus. First have to determine how you want consumers to behave towards the ad and then design it. Apples 1984 ad: apple is going to free you from big brother. Big brother is ibm since that was the only company that provided consumers at the time: based on the novel 1984 . Three beer ads: all too similar. Very generic: catered towards sports fans.
