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Task 2 Answer

The document discusses three different views on the most effective approach to advertising: an art director argues that creating an emotional bond with consumers is most important, a copywriter believes informative advertising about product features is key, and an account manager says that the only measure of success is increasing sales. It provides more context for each view - the art director thinks emotional stories make messages more memorable, the copywriter argues informative ads work best for complex products, and the account manager believes advertising should motivate consumers to purchase a brand. The client wants the debate participant to choose one of these viewpoints to guide marketing for a new electric car.

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36 views1 page

Task 2 Answer

The document discusses three different views on the most effective approach to advertising: an art director argues that creating an emotional bond with consumers is most important, a copywriter believes informative advertising about product features is key, and an account manager says that the only measure of success is increasing sales. It provides more context for each view - the art director thinks emotional stories make messages more memorable, the copywriter argues informative ads work best for complex products, and the account manager believes advertising should motivate consumers to purchase a brand. The client wants the debate participant to choose one of these viewpoints to guide marketing for a new electric car.

Uploaded by

Marium Raza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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TASK 2

You have been asked to participate in a debate in your office about three different views on
advertising effects. Your office has the assignment to introduce a new electric car. A copywriter
says informing consumers about the product’s features is most important in creating effective
advertising. An art director argues that creating an emotional bond with consumers in more
important. One of the account managers says that the only advertising performance that
counts is sales. Your client wants to be single-minded and tells you to pick one of these
viewpoints to guide the new marketing communication. Discuss your point of view.

Discussion

These three professionals are arguing about what makes brand communication purposeful,
which is referred to as ‘effect.’ Ads are created to have an effect, that is, some impact on the
people who read or see their message.

The art director will probably argue that the stronger the emotional hook, the stronger the ad’s
impact and the more likely it is that the consumer will remember the message. Informative
messages are made more memorable when if they are presented with an emotional story.

The copywriter believes that the most effective advertising is cognition based. In other words,
information processing – thinking things through – leads to a cognitive response such as
understanding. The information is then filed in memory and can be recalled when needed. This
informative approach toward advertising is particularly important for products that are complex
such as cars or computer software or that involve a high price or high risk, such as vacations or
medical procedures.

The account manager embraces a sales oriented philosophy toward adverting effects, which
suggests that advertising can move the masses to action. He believes that sales are the only
true indication of message effectiveness and the power of advertising is determined by its
ability to motivate consumers to buy a brand. By increasing consumer knowledge and changes
consumer’s attitudes, advertising is capable of persuading people who had not formerly bought
a brand to buy it, at first once and then repeatedly.

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