Management

The role of ad likability in predicting an ad's campaign performance.(Table)(Report) Journal of Advertising| June 22, 2008 | Bergkvist, Lars; Rossiter, John R. Bergkvist et al said "Ad likability, which measures how much the consumer likes or dislikes the ad, has emerged as one of the most important copy-test measures that advertisers use to decide whether to approve the ad for a campaign" Advertisers in India give importance to create likeable ads. in my opinion, academiciams and students who are into advertising show less interest in testing the likeability items. like customized marketing efforts Ads can also be customized as per the needs of the audience. The first step in AIDA model indication the importance of getting the attention of the audience. Once they are attrated audience, the task of converting them into Customer will become easy. What do they like really is the vital question here? Audience to a movie don't say to the movie directors about their...

Cognitive Dissonance (CD) is an uncomfortable feeling caused by two confounding ideas. As a consumer an individual is optimistic about his decision (in purchasing a product or service). when there is an inconsistency in the opinions or beliefs or behaviours, CD occurs. He confirms his decision with others or with the media messages. When he feels he is incorrect in his decision or behaviour in the buying process, his consonance is getting disturbed and enters into 'cognitive dissonance'. The so called objectives of advertising viz. Informing, Persuading and Reminding should have a strategy in its message to take care of reducing or eliminating dissonance. The message strategies in advertising to reduce cognitive dissonance is applicable in pre-purchase stage and post-purchase stage. When a consumer feels the brand already decided by him is not delivering the expected benefits and when there is dilemma to go for other competitive brand, he is dissonant about his belief. Th...

Creativity enables the ad creator to arrest the attention of the audience. How can creativity be "defined" in case of ad making. Is it possible to define it. What is the comprehensive definition of creativity in ads. Is creativity a science or art. If it is science what formulae decide the success of creative ads. if it is an art how it can be executed to win the hearts of the audience. is creativity to make TV ads is same as the creativity to make Print ads. These are the few questions which can give a picture of creativity. These questions will be addressed one by one.answers.com defines creativity as the ability to produce something new through imaginative skill, whether a new solution to a problem, a new method or device, or a new artistic object or form. Is new things are creative according to this definition, is giving solution to a problem is creativity. Therefore any definition to creativity cannot be comprehensive or authoritative. Anyone's or everyone's vie...