Professional Documents
Culture Documents
Persuasive
Effective Advertising
Break Clutter
Deliver on Promises
Doesnt Overwhelm
5
Task
Positioning Clients Objectives Target
12
13
14
16
17
In Summary
An advertiser might use two or more styles simultaneously. Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits. Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.
18
Means-End Chaining
19
Attributes-Consequences-Values
Attributes are features or aspects of advertised brands. Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands. Values represent those enduring beliefs people hold regarding what is important in life.
20
21
22