1. Creative Approaches

2. What kind of appeal should the ad have?
Rational
Emotional
Endorsement

3. Comparative Advertising
Explicit – where the identity of competitive products are known
Implicit – where the the identity is not disclosed
Limitations – consumers don’t like the hard – sell, sponsor misidentification, unsuitable for market leaders

4. 2 – sided vs 1 – sided ads 2 sided ads are seen to be more credible
Consumers appreciate the ‘honesty’ of the company in admitting its shortcomings
The –ve points are relatively unimportant, but not trivial
Perceived to be negatively correlated to the attribute where the product claims superiority

5. Open ended vs Close ended
Where the risk of the message being understood is low, open – ended ads are likely to to succeed and build greater brand attitudes
Since consumer generates the beliefs, it is that much powerful.
“The consumer is not a moron. She’s your wife.” – David Ogilvy

6. Inoculative advertising
Defensive – when leaders are under threat from upstarts - reactive
Premptive – taking proactive action before the threat emerges - proactive

7. Refutational Advertising
It is a preferred approach to market situations in which the advertising goal is to build resistance to attitude change against competitive attack
Myth vs Reality
Putting the facts straight

8. Emotional Creative Advertising
Rely on emotions elicited through ads to create positive attitudes to product. Product attributes/benefits, if at all are referred to indirectly.
Lifestyle advertising (‘Slice of life’ ads)

9. Endorsement Advertising
Celebrity
Expert
Satisfied consumer
Announcer
The personality characteristics of the endorser can get associated with brand imagery

10. Status products and snob value product advertising
Aspirational
Exclusive
Depends on the target segment

11. Distraction
Elements in the ad which distract are deliberately inserted so that CAs are not formed to influence attitude