Final assignment

1. ¨Marketing is not a war of products,
it’s a war of perceptions.¨
Al Ries / Jack Trout

2. Culture
Passion
brand
Positioning
Advertising
appeal
Cultural moodboard
Persona
Brand description
Positioning diamond
Advertisement
concept

3. Elements of advertising style
• Appeal (inluding motives and values)
• Communication style (explicit, implicit, direct,
indirect)
• Basic advertising form (Testimonial, drama,
entertainment)
• Execution (e.g. how people are dressed)

4. Advertising appeal
Rational or Informational Appeals, highlights functional benefits
like- quality, economy, value, or performance of a product.
• Feature Appeal
• Competitive Advantage Appeal -.
• Favourable Price Appeal -
• News Appeal -
• Product Popularity Appeal -
• High Quality -
• Low price -
• Long Life –
• Performance -
• Economy -
• Scarcity -
• Other Rational Appeals - purity, more profits, time saving, multifunction, more
production, regular supply and availability of parts, limited space required, artistic
form, etc. that can make advertising effective.

5. Emotional Appeals
An emotional appeal is related to an individual’s psychological and social needs for purchasing certain
products and services. Emotions affects all type of purchase decisions. Types of emotional appeals are as
follows:
• Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy
• Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things they
should or stop.
• Fear - Ads sometimes use fear appeals to evoke this emotional response and arouse consumers to
take steps to remove the threat. Life Insurance
• Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy
mouthwash, deodorant, a safer car, get retirement pension plan.
• Humour - Humour causes consumer to watch advertisement, laugh on it, and most important is to
remember advertisement and also the product connected with humour. For example- Happydent, and
Mentos.
Moral Appeals
Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used to
exhort people to support social and ethical causes. Types of Moral Appeal are as follows:
• Social awakening and justice
• Cleaner and safe environment
• Equal rights for women
• Prohibition of drugs and intoxication
• Adult literacy
• Anti-smuggling and hoarding
• Protection of consumer rights and awakening

6. Develop a commercial/ advertising
adapted to culture of country
• Print
• Video
• Online

7. Presentation
1. Country culture moodboard comparison to
Turkey (incl. Hofstede value dimensions)
2. Product (High low involvement emotional)
3. Description of target segment
4. Persona
5. Passion point description
6. Positioning diamond product
7. Localised commercial/advertising

8. Culture
Passion
brand
Positioning
Advertising
appeal
Cultural moodboard
Persona
Brand description
Positioning diamond
Advertisement
concept

9. • Write down the tree most important things
you have learned this module.
• 1
• 2
• 3