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Assignment 4Positioning, Appeals, and Execution (pp. 54-58, 293-310)I am going to display a variety of ads and you will identify the creative strategies being used in each of the ads. Because some of the ads will have multiple correct answers, please explain why you have identified each element.Example 1I would say that this advertisement is using an emotional appeal. There is some information in the caption, but that is not what catches our attention. The source is celebrity Hayden Panettiere from the show Heroes, so we could say that this ad is using the creative execution of personality symbol. The exploding glass of milk has an element of dramatization. So, this ad uses a combination approach. The positioning of this ad is based on the sources, both the “got milk?” campaign and Hayden are very well known cultural symbols in the United States. The caption positioning on product attributes and benefits of milk. They also specifically identify teens as the product user.I would like you to write similar captions for each of the advertisements in this document. You can bold the creative approaches and explain how each of the appeals and execution approaches are used. If you choose emotional appeal, please specify which type the ad is using. Below is a list of appeals and execution approaches used in the book. AppealsInformational/Rational p.293Emotional p.295Fear p.203Humor p.205Combining Rational & Emotional p.297Reminder p.299Teaser p. 300ExecutionStraight sell/FactualScientific/Technical EvidenceDemonstrationComparisonTestimonialSlice of LifeAnimationPersonality SymbolImageryDramatizationHumorCombinationsPositioningProduct Attributes and BenefitsPrice/QualityUse or ApplicationProduct ClassProduct UserCompetitorCultural SymbolsRepositioning1. Walt Disney World (5 points)Hints: Very few words, Slogan[Type your response here. Make sure you include appeals, execution, and positioning in your answer.]2. Papa John’s (5 points)Hints: Founder, Deals, Technology[Type your response here. Make sure you include appeals, execution, and positioning in your answer.]3. State Farm (5 points)Hints: Mother, not a “feeling” product[Type your response here. Make sure you include appeals, execution, and positioning in your answer.]4. Aflac (5 points)Hints: Company product, New campaign[Type your response here. Make sure you include appeals, execution, and positioning in your answer.]5. Gatorade (5 points)Hints: Few words, target market?, Gatorade before the repositioning[Type your response here. Make sure you include appeals, execution, and positioning in your answer.]
Assignment 4: Positioning, Appeals and Execution

Assignment 4: Positioning, Appeals and Execution

Question # 00060989 Posted By: chun zhang Updated on: 04/12/2015 09:30 PM Due on: 04/13/2015
Subject Marketing Topic Marketing Tutorials:
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Type your response here. Make sure you include appeals, execution, and positioning in your answer.
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  1. neil2103
    Tutorial # 00056914 Posted By: neil2103 Posted on: 04/12/2015 11:39 PM
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