As an account executive for an advertising agency, you have been assigned to a new client, a company that has developed a new energy drink. As you begin development of the creative strategy, you are considering different types of ad execution formats and tonality: a. Comparative advertising b. A fear appeal c. A celebrity endorsement d. A slice-of-life ad e. Sex appeal f. Humor Outline the strengths and weaknesses of each of these appeals for advertising the new energy drink.
As an account executive for an advertising agency, you have been assigned to a new client, a company that has developed a new energy drink. As you begin development of the creative strategy, you are considering different types of ad execution formats and tonality: a. Comparative advertising b. A fear appeal c. A celebrity endorsement d. A slice-of-life ad e. Sex appeal f. Humor Outline the strengths and weaknesses of each of these appeals for advertising the new energy drink.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
As an account executive for an advertising agency, you have been assigned to a new client, a company that has developed a new energy drink. As you begin development of the creative strategy, you are considering different types of ad execution formats and tonality:
a. Comparative advertising
b. A fear appeal
c. A celebrity endorsement
d. A slice-of-life ad
e. Sex appeal
f. Humor
Outline the strengths and weaknesses of each of these appeals for advertising the new energy drink.
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