Unit 6

Unit 6 (250 words)

  • Evaluate the creative strategy used by the Lambesis Agency for DASANI bottled water as well as the two line extensions. Why DASANI Drops and DASANI Sparkling been very effective?
  • Find a company using advertising campaign based on emotional appeals and analyze its effectiveness
  • Explain the concept of transformational advertising. Find an example of a company that is using transformational ads and discuss the ads might enhance the experience of using the product or service
  • Discuss the role of headlines in a print advertising. What is the difference between a direct headline and an indirect and when might each type be used?

Answers:

  1. The creative strategy used by the Lambesis Agency for DASANI bottled water was to emphasize the purity and clean taste of the product, using a minimalist design with a focus on the blue color that represents freshness and purity. The two line extensions, DASANI Drops and DASANI Sparkling, were also successful because they provided new ways for customers to enjoy the product. DASANI Drops appealed to those who wanted to add flavor to their water, while DASANI Sparkling targeted those who preferred carbonated beverages. Overall, the creative strategy was effective because it focused on the product’s core value of purity, while also expanding the product line to offer new and exciting options to consumers.
  2. Coca-Cola’s “Share a Coke” advertising campaign is an example of an emotional appeal-based advertising campaign that has been very effective. The campaign used personalization to create an emotional connection with consumers, by featuring individual names on Coca-Cola bottles and encouraging people to share them with friends and family. This strategy created a sense of community and social interaction, while also promoting the product.
  3. Transformational advertising is a marketing approach that goes beyond the functional benefits of a product or service, and focuses on the emotional and psychological benefits that consumers can experience. An example of a company that uses transformational advertising is Nike, which promotes its products by inspiring customers to become their best selves, both physically and mentally. Nike’s “Just Do It” campaign encourages consumers to push themselves beyond their limits, empowering them to achieve their goals and transform their lives.
  4. Headlines in print advertising play a crucial role in grabbing the attention of potential customers and communicating the main message of the ad. A direct headline clearly and directly states the main benefit or promise of the product, while an indirect headline is more subtle and creates curiosity or intrigue to entice the reader to learn more. A direct headline might be used when the main benefit of the product is well-known, while an indirect headline might be used when the benefit is not immediately obvious, or when the advertiser wants to create a sense of mystery or suspense. Ultimately, the choice between a direct or indirect headline depends on the specific product or service being advertised and the target audience.

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