The key concepts of advertising communications messages are these: • Goals must be set before ads can be evaluated.
• There are several classes of advertising communications messages.
• Rational or cognitive ads include one- and two-side arguments, comparative and non-comparative ads, product demonstrations, and dramas
• Emotional ads include humorous and fear-inducing appeals, image, and endorsements
• Advertising is tested via concept testing and copy testing. The content of what is measured depends on the corporate strategic goals of the ad campaign, and those assessments can include:
• Memory tests (recall and recognition)
• Attitudinal tests (enhancement of the favorability of the product and brand)
• Behavioral measures (likely to purchase the brand or generate positive word of mouth)
1. Rip up your favorite magazine, and classify any 5 ads according to whether you think they’re aiming to achieve a cognitive, emotional, or behavioral goal. Which ad do you like the most? Did any stimulate you to learn more about the brand?
2. Imagine you were designing an ad for a (choose one): car, laptop, health clinic. What would your ad look like if you were targeting: a) old people, b) kids, c) super rich people, d) What celebrity would you have endorse your brand? Why?
3. If you had to reach a customer segment of "tweens" (kids between 8 and 13), which medium would you choose? What about for men in their 30s? Men in their 607 in which medium would you a