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Tài liệu truyền thông - Chap 08 - Hiệu quả và sáng tạo Thông điệp quảng cáo

1. Đánh giá cao những yếu tố thúc đẩy hiệu quả, sáng tạo, và "dính" quảng cáo. 2. Mô tả các tính năng của một tóm tắt sáng tạo. 3. Giải thích thay thế sáng tạo phong cách của quảng cáo tin nhắn. | Effective and Creative Advertising Messages CHAPTER 8 Appreciate the factors that promote effective, creative, and “sticky” advertising. Describe the features of a creative brief. Explain alternative creative styles of advertising messages. Understand the concept of means-end chains and their role in advertising strategy. Appreciate the MECCAS model and its role in guiding message formulation. Recognize the role of corporate image and issue advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8– 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Creating Effective Advertising Accomplishment (Output Perspective) Composition (Input Perspective) Meaning of Effective Advertising 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Effective Advertising Takes the Consumer’s View Extends from Sound Marketing Strategy Doesn’t . | Effective and Creative Advertising Messages CHAPTER 8 Appreciate the factors that promote effective, creative, and “sticky” advertising. Describe the features of a creative brief. Explain alternative creative styles of advertising messages. Understand the concept of means-end chains and their role in advertising strategy. Appreciate the MECCAS model and its role in guiding message formulation. Recognize the role of corporate image and issue advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8– 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Creating Effective Advertising Accomplishment (Output Perspective) Composition (Input Perspective) Meaning of Effective Advertising 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Effective Advertising Takes the Consumer’s View Extends from Sound Marketing Strategy Doesn’t Overwhelm the Strategy Delivers on Its Promises Breaks through the Clutter 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Creativity: The CAN Elements Connectedness Appropriateness Novelty The CAN Elements of Creative Ads 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Getting Messages to “Stick” Characteristics of Sticky Ads Their audience readily comprehends the advertiser’s intended message They are remembered They change the target audience’s brand-related opinions or behavior They have lasting impact: they stick 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Sticky Messages: SUCCESs Common Elements of Sticky Ads Unexpectedness Simplicity Concreteness Storytelling Emotionality Credibility 8– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Illustrations of the Aflac Advertising Campaign with the “Spokesduck.” Figure 8.1 8– © 2010 South-Western, a part