Implementation and evaluation
Mountain Dew uses democracy to create a
• In 2007 the Mountain Dew brand team gave
its highly loyal customer base a way to
become more involved with the brand
through an initiative called DEWmocracy. The
goal of this program was to open up the
product development process and have the
brand’s passionate fans create and choose a
new Mountain Dew flavor.
Appeals and execution styles
• The advertising appeal refers to the approach
used to attract the attention of consumers
and/or to influence their feelings toward the
product service, or cause.
• The creative execution style is the way a
particular appeal is turned into an advertising
presented to the consumer.
• Informational/Rational Appeals focus on the
consumer’s practical, functional, or utilitarian
need for the product or service and emphasize
features of a product or service and/or the
benefits or reasons for owning or using a
• When a competitive advantage appeal is used,
the advertiser makes either a direct or an
indirect comparison to another brand (or
brands) and usually claims superiority on one
or more attributes.
• A favorable price appeal makes the price offer
the dominant point of the message. Price
appeal advertisers is used most often by
retailers to announce sales, special offers, or
low everyday prices.
• New appeals are those in which some types of
news or announcement about the product,
service, or company dominates the ad.
• Product/service popularity appeals stress the
popularity of a product or service by pointing
out the number of consumers who use the
brand, the number who have switched to it,
the number of experts who recommend it, or
its leadership position in the market.
• Emotional appeals relate to the customers’ social
and/or psychological needs for purchasing a
product or service. Many feelings or needs can
serve as the basis for advertising appeals designed
to influence consumers on an emotional level.
• A transformational ad is defined as one which
associates the experience of using (consuming) the
advertised brand with a unique set of psychological
characteristics which would not typically be
associated with the brand experience to the same
degree without exposure to the advertisement.
• Combining Rational and Emotional Appeals.
In many advertising situations, the decision
facing the creative specialist is not whether to
choose emotional or a rational appeal but,
rather, determining how to combine the two
approaches. Consumers purchase decisions
are often made on the basis of both emotional
and rational motives, and attention must be
given to both elements in developing effective
• Additional types of appeals not every ad fits
neatly into the categories of rational or
emotional appeals. For example, ads for some
brands can be classified as reminder
advertising, which has the objective of
building brand awareness and/or keeping the
brand name in front of consumers.
• Teaser advertising, which is designed to build
curiosity, interest, and/or excitement about a
product or brand by talking about it not
actually showing it.
• User-generated content whereby ads are
created by consumers rather than by the
company and/or its agency.
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