What is an appeal? How do advertisements touch people’s emotions? Discuss two techniques.
9-2. Find the campaign in this book that you think is the most creative.
What is its Big Idea? How and why does it work?
Analyze the ad in terms of the ROI formula for evaluating effective creative advertising.
Re-create the creative brief that would summarize the message strategy.
Full Answer Section
- Humor: Humor can be a powerful tool for capturing attention and creating positive associations with a brand. By making people laugh, advertisers can lighten the mood, reduce stress, and increase brand recall. However, humor must be used carefully and appropriately to avoid offending or alienating the target audience.
9-2. Most Creative Campaign
Note: To provide a specific analysis, I'll need to reference a particular advertising book or campaign. Please provide the specific book or campaign you'd like me to analyze.
However, I can provide a general approach to analyzing a creative campaign and its ROI:
Big Idea: A concise, compelling statement that encapsulates the core message of the campaign.
How and Why It Works:
- Strong Creative Execution: The ad uses visually striking imagery, memorable copy, and effective storytelling to captivate the audience.
- Emotional Connection: The ad taps into relevant emotions, such as nostalgia, humor, or fear, to create a lasting impact.
- Cultural Relevance: The ad resonates with current cultural trends and values, making it feel timely and relatable.
- Unique Selling Proposition (USP): The ad clearly communicates the brand's unique benefit or advantage.
ROI Formula:
ROI = (Gain from Investment - Cost of Investment) / Cost of Investment
To analyze the campaign's ROI, consider the following factors:
- Increased Brand Awareness: Measure the increase in brand recognition and recall.
- Improved Brand Perception: Assess changes in brand image and reputation.
- Increased Sales: Track the impact of the campaign on sales and revenue.
- Customer Engagement: Monitor social media engagement, website traffic, and other metrics.
Creative Brief
A creative brief outlines the key elements of an advertising campaign, including:
- Objective: What is the primary goal of the campaign?
- Target Audience: Who are we trying to reach?
- Key Message: What is the core message we want to communicate?
- Brand Positioning: How do we want the brand to be perceived?
- Tone and Style: What is the overall tone and style of the campaign?
- Call to Action: What do we want the audience to do?
By carefully crafting a creative brief, advertisers can ensure that their campaigns are aligned with their overall marketing objectives.
Sample Answer
What is an Appeal?
An appeal is a persuasive technique used to evoke emotional responses in the audience. It's a way to connect with people on a deeper level, making them more receptive to a message. By understanding and leveraging these emotional triggers, advertisers can create more effective and memorable campaigns.
How Advertisements Touch People's Emotions: Two Techniques
- Nostalgia: Nostalgia taps into people's fond memories and associations. By evoking feelings of warmth, comfort, and longing, advertisers can create a strong emotional bond with their audience. For example, a commercial for a nostalgic brand might use vintage imagery, music, or slogans to transport viewers back to a simpler time.