The use of sex appeals in advertising is a well-documented phenomenon that has been prevalent across various industries. Advertisers often leverage sexual imagery or suggestive content to captivate audiences and create a lasting impression.
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Fear appeals in advertising are based on the psychological principle that leveraging fear can trigger emotional responses, leading to action
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A well-crafted humorous ad can create an emotional connection, fostering a positive association with the brand and leaving a lasting impression long after the ad is over.
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Advertising wear-out, commonly known as ad fatigue, is a concept where an advertisement loses its impact over time because of overexposure. This means if an ad is displayed repeatedly to the same audience, it could lead to diminished response rates.
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Comparative advertising involves directly comparing the features or prices of one product or brand with those of another.
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Out-of-Home (OOH) advertising refers to any form of advertising that reaches the consumer while they are outside their home.
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‘Slice of Life’ advertising is a style that aims to depict real-life situations and experiences in advertising campaigns. It focuses on capturing authentic moments that resonate with the target audience.
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Advertising awareness metricsIn addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics.There are four main advertising awareness metrics that can be measured through a questionnaire, namely;unprompted advertising
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Brand awareness: often the first marketing communications goalBrand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications plan for a new brand is to build awareness of the brand.What is brand awareness?As suggested
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Marketing strategy in the promotional eraToday most firms operate in line with the marketing concept or the societal marketing concept. However, if we go back in time, firms tended to operate with a sales and/or promotional focus.This video highlights Crocker Bank from 1970. It is taken from a documentary on the advertising industry entitled Art
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