MARKETING:REAL PEOPLE,REAL CHOICES
MARKETING:REAL PEOPLE,REAL CHOICES
10th Edition
ISBN: 9780135199893
Author: Solomon
Publisher: RENT PEARS
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Chapter 13, Problem 11QA
Summary Introduction

To determine: The steps in developing an advertising campaign and the definitions of creative brief, appeal, execution format, tonality, and creative tactics.

Introduction: An advertising campaign is used to promote a particular product/service or any other kind of company’s initiatives at the right place and time and in front of the right kind of target market.

Creative briefis a kind of document which the company’s creative professionals use to design and develop creative deliverables such as advertisements, websites, visual designs, etc.

Advertising Appealsis a kind of strategy used in communicating with the customers by companies to grab their attention and persuade them to make buying decision.

Execution Format is the way in which a message is communicated to the people through the ad campaigns.

Tonality is the message an advertisement gives to the customers, the feelings it provokes in the customers, and the perception it creates of the brand in the minds of customers.

Creative Tactics is the creative strategy which helps the company to plan out what kind of message can be conveyed to the customers about the products or services.

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Adapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.
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