DOC PREVIEW
UIUC BA 323 - Workshop on Creative Implications of Consumer Insights

This preview shows page 1-2 out of 7 pages.

Save
View full document
View full document
Premium Document
Do you want full access? Go Premium and unlock all 7 pages.
Access to all documents
Download any document
Ad free experience
View full document
Premium Document
Do you want full access? Go Premium and unlock all 7 pages.
Access to all documents
Download any document
Ad free experience
Premium Document
Do you want full access? Go Premium and unlock all 7 pages.
Access to all documents
Download any document
Ad free experience

Unformatted text preview:

Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Workshop Questions: TA valuesWorkshop Questions: TA valuesWhat are the value orientations or valued end-states that are motivating to our target audiences? Do they differ across audiences? How can we find out? What are the attributes and consequences that link to those value orientations? How can our IMC strategy emphasize those attributes and consequences?Persuasion Stages: Persuasion Stages: Where is my Target Audience?Where is my Target Audience?22Compensatory PrincipleCompensatory Principle•Things that enhance movement through 1 stage impede movement through another•Attention grabbing tactics 21A Downside of Sex AppealsA Downside of Sex Appeals•Although they serve as an attention lure, they can cause interference with processing of message arguments and reduction in message comprehension21The Importance of MatchupThe Importance of MatchupA well-chosen endorser can enhance progress at one or more stages.Effective Endorser?Meaningful relationship, or matchup,between the endorser, the audience,and the product or brand.6Which Endorser Qualities are Best?Which Endorser Qualities are Best?•Is it a matter of taste? (Similar endorsers may be best)•Is it a factual matter, not taste? (Expert endorsers may be best)•Is it symbolic or related to attractiveness? (Attractive endorsers may be best)•What about Free Rice? Case client?14Things to Look for in TextThings to Look for in Text•How to Select Endorsers•Use of Humor•Fear Appeals •Functions of Music•Comparative


View Full Document

UIUC BA 323 - Workshop on Creative Implications of Consumer Insights

Download Workshop on Creative Implications of Consumer Insights
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view Workshop on Creative Implications of Consumer Insights and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Workshop on Creative Implications of Consumer Insights 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?