Creative Strategy Implementation and evaluation
Creative Strategy
Implementation and evaluation
Mountain Dew uses democracy to create a new flavor
• In 2007 the Mountain Dew brand team gave its highly loyal customer base a way to become more involved with the brand through an initiative called DEWmocracy. The goal of this program was to open up the product development process and have the brand’s passionate fans create and choose a new Mountain Dew flavor.
Appeals and execution styles
• The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product service, or cause.
• The creative execution style is the way a particular appeal is turned into an advertising presented to the consumer.
• Informational/Rational Appeals focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.
• When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.
• A favorable price appeal makes the price offer the dominant point of the message. Price appeal advertisers is used most often by retailers to announce sales, special offers, or low everyday prices.
• New appeals are those in which some types of news or announcement about the product, service, or company dominates the ad.
• Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.
• Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service. Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional
Implementation and evaluation
Mountain Dew uses democracy to create a new flavor
• In 2007 the Mountain Dew brand team gave its highly loyal customer base a way to become more involved with the brand through an initiative called DEWmocracy. The goal of this program was to open up the product development process and have the brand’s passionate fans create and choose a new Mountain Dew flavor.
Appeals and execution styles
• The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product service, or cause.
• The creative execution style is the way a particular appeal is turned into an advertising presented to the consumer.
• Informational/Rational Appeals focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.
• When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.
• A favorable price appeal makes the price offer the dominant point of the message. Price appeal advertisers is used most often by retailers to announce sales, special offers, or low everyday prices.
• New appeals are those in which some types of news or announcement about the product, service, or company dominates the ad.
• Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.
• Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service. Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional