Chapter Ten . Creating Effective and Creative Advertising Messages . 2007 Thomson South-Western. Chapter Ten Objectives. Appreciate the factors that promote effective and creative advertising. Understand a five-step program used in formulating advertising strategy. Chapter Ten Objectives.
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Creating Effective and Creative Advertising Messages
2007 Thomson South-Western
An advertising message that
communicates the brand’s primary
benefits or how it can solve a
Their current thoughts/feelings
What do we want them to think/feel
What do we want them to do
Belief in proposition
How we speak to them
An advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.
MECCAS: Means End Conceptualization of
for Advertising Strategy