¨Marketing is not a war of products,

it’s a war of perceptions.¨

Al Ries / Jack Trout

Culture

Passion brand

Positioning

Advertising appeal

Cultural moodboard

Persona Brand description

Positioning diamond

Advertisement concept

Elements of advertising style

• Appeal (inluding motives and values)

• Communication style (explicit, implicit, direct, indirect)

• Basic advertising form (Testimonial, drama, entertainment)

• Execution (e.g. how people are dressed)

Advertising appeal Rational or Informational Appeals, highlights functional benefits like- quality, economy, value, or performance of a product. • Feature Appeal • Competitive Advantage Appeal -. • Favourable Price Appeal - • News Appeal - • Product Popularity Appeal - • High Quality - • Low price - • Long Life – • Performance - • Economy - • Scarcity - • Other Rational Appeals - purity, more profits, time saving, multifunction, more

production, regular supply and availability of parts, limited space required, artistic form, etc. that can make advertising effective.

Emotional Appeals An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Emotions affects all type of purchase decisions. Types of emotional appeals are as follows: • Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy • Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things they

should or stop. • Fear - Ads sometimes use fear appeals to evoke this emotional response and arouse consumers to

take steps to remove the threat. Life Insurance • Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy

mouthwash, deodorant, a safer car, get retirement pension plan. • Humour - Humour causes consumer to watch advertisement, laugh on it, and most important is to

remember advertisement and also the product connected with humour. For example- Happydent, and Mentos.

Moral Appeals Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used to exhort people to support social and ethical causes. Types of Moral Appeal are as follows: • Social awakening and justice • Cleaner and safe environment • Equal rights for women • Prohibition of drugs and intoxication • Adult literacy • Anti-smuggling and hoarding • Protection of consumer rights and awakening

Develop a commercial/ advertising adapted to culture of country

• Print

• Video

• Online

Presentation

1. Country culture moodboard comparison to Turkey (incl. Hofstede value dimensions)

2. Product (High low involvement emotional)

3. Description of target segment

4. Persona

5. Passion point description

6. Positioning diamond product

7. Localised commercial/advertising

Culture

Passion brand

Positioning

Advertising appeal

Cultural moodboard

Persona Brand description

Positioning diamond

Advertisement concept

• Write down the tree most important things you have learned this module.

• 1

• 2

• 3