Advertising Ppt Observation

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This study aimed to measure the effect of intention as a mediator in the relationship between internal factors and external factors on consumption. The factors were a) internal factors: knowledge, awareness, health consciousness, product attributes, environmental concern, and b) external factors: subjective norms, perceived behaviour control, and media and advertisement. From the review of literature, there were limited studies done on the mediating effect of intention on the relationship between (internal factor and external factors) and organic food product consumption among CGY in Malaysia. A total of 410 respondents completed the online questionnaires that evaluated the factors. Structural Equation Modelling was used as the main practical approach for data analysis. The results showed that intention was a full or a complete mediator between the six exogenous constructs; knowledge, health consciousness, product attributes, environmental concern, perceived behaviour, and media and advertisement, while it only acted as a partial mediator between subjective norm and consumption. However, the intention was not a full or a complete mediator between awareness and consumption. Eventually, the implications for theory improvement and practices were discussed.

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Assignment # 3 IMC Exercise · Find an example of a print advertisement or television commercial that uses one of the specific creative execution techniques discussed in the chapter 9 · Discuss how this ad uses the creative execution technique and why the advertiser may have chosen to do use it. · Do you feel the creative execution technique is appropriate for the product or service and communicates effectively with the target audience? · Do you think one of the other execution techniques discussed in the chapter may have been more appropriate for creating the print or television commercial? Explain why. Instructions: · Answer should be not more than 2 page (A4 size) · References / Citations if requited. Extra instruction The four questions above need to be answered as a question and answer, not as an essay For example: · Find an example of a print advertisement or television commercial that uses one of the specific creative execution techniques discussed in the chapter 9 Answer · Discuss how this ad uses the creative execution technique and why the advertiser may have chosen to do use it. Answer And so on …. And ill attach chapter 9 power point slides for more information about the topic. Also the printed ad must be attached too. And please include references . 67 70 Creative Strategy: Implementation and Evaluation 9 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. * Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Appeals and Execution Style Advertising Appeals Execution Style To influence consumer feelings toward a product, service or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message The way the message is presented to the consumer * Types of Informational/Rational Appeals Popularity: Stresses the brand’s popularity News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product * A Rational Appeal * Appealing to Personal States or Feelings Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Arousal Stimulation Sorrow, Grief Pride Achievement Accomplishment Self-esteem Embarrassment Actualization Pleasure Ambition Comfort * Appealing to Social-Based Feelings Social-Based Feelings Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional level. Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass-ment Involvement * Transformational Ads It must make the product use experience . . . The ads create . . . Transformational ads are defined as those which associate the experience of using the advertised brand with a unique set of psycholog.

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