This document discusses key concepts related to evaluating advertising effectiveness including defining advertising objectives, different types of advertising objectives (inform, persuade, remind), and factors that make advertising creative and effective at capturing audience attention such as being unique, novel, and relevant to the target audience. It also outlines Graham Walls' four-step creative process of preparation, incubation, illumination, and verification. Finally, it discusses elements of an advertising strategy like creating messages and selecting media as well as different types of appeals that can be used to engage audiences.

1. EVALUATING ADVERTISEMENT

2.  Advertising is any paid form of non
personal presentation and promotion of
ideas, goods, or services by an identified
sponsor.

3. An advertising objective is a specific
communication task to be accomplished
with a specific target audience during a
specific time.
Objectives are classified by primary
purpose
 Inform
 Persuade
 Remind

4. Informative advertising is used when
introducing a new product category; the
objective is to build primary demand
 Comparative advertising directly or
indirectly compares the brand with one
or more other brands

5.  Persuasive advertising is important with
increased competition to build selective
demand

6.  Reminder advertising is important with
mature products to help maintain
customer relationships and keep
customers thinking about the product

7. Advertising creativity is, The ability to
generate
fresh, unique, novel, unexpected, unusual
idea to convey the message to the target
audience. To be appropriate and effective
a creative idea must be relevant to the
target audience.

8. Advertisers recognize that most interest
aspect of advertising is the creativity and
how to say the advertising message is
critical to the success of advertising
campaign.

9. Creativity is arouse interest and take
attention of the target audience. Because
customers like to see artistic, novel, fresh
things. If a advertisement convey the
message creativity, it will impact on
selling the product and service.

10.  Creative advertisement, break through
the competitive clutter and win the
consumer attention and interest.
 As well as creative advertisement can
easily convey the expected message to
the target audience

11. 1. Immersion- Gathering row material and
information through background
research and immersing yourself in the
problem.
(Read, research and learn everything
about the problem)

12. 02. Digestion- Taking the information,
working it over and wrestling with it in the
mind.
03. Incubation- Putting the problems out of
your conscious mind and turning the
information over to the subconscious to do
the work.
04. Illumination- The birth of an idea the
phenomenon. “The “eureka”!, I have it
phenomenon”.

13. 05. Reality or verification- Studying the
idea to see if it still looks good or solves
the problem. Then shaping the idea to
practical usefulness.
 English sociologist Graham Walls
introduce 4steps creative process as
preparation, incubation, illumination
and verification.

14. Advertising strategy is the strategy by
which the company accomplishes its
advertising objectives and consists of:
 Creating advertising messages
 Selecting advertising media

15. Advertisements need to break through the
clutter:
 Gain attention
 Communicate well

16. Advertisements need to be better
planned, more imaginative, more
entertaining, and more rewarding to
consumers
 Madison & Vine—the intersection of
Madison Avenue and Hollywood—
represents the merging of advertising
and entertainment

17. Message execution
Creative concept
Message strategy

18. Message strategy is,
the general message that will be
communicated to consumers
 Identifies consumer benefits

19.  In marketing and advertising, a target
audience, is a specific group of people
within the target market at which a
product or the marketing message of a
product is aimed.

20.  EmotionalAppeal
 1. Personal Appeal
 2. Social Appeal
 3. Fear Appeal

21.  Humor Appeal
 Sex Appeal
 Music Appeal
 Scarcity Appeal
 Rational Appeal
 Masculine Feminine Appeal
 Brand Appeal

22.  Anlene with Sanga

23.  Sunlight