Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 6

Discuss the creative decisions in developing an advertising campaign. Before any creative work can begin on an advertising campaign, it is important to determine what goals or objectives the advertising should achieve. The objectives of a specific advertising campaign often depend on the overall corporate objectives and the product being advertised. Once objectives have been defined, creative work can begin on the advertising campaign. Creative decisions include identifying the product's benefits, developing possible advertising appeals, evaluating and selecting the advertising appeals, executing the advertising message, and evaluating the effectiveness of the campaign.
10.1 What is an advertising appeal? Give some examples of advertising appeals you have observed recently in the media.
10.2 Design a full-page magazine advertisement for a new brand of soft drink. The name of the new drink and its package design are at your discretion. On a separate sheet, specify the benefits stressed or appeals made in the advertisement.