| | 6a and 6b (chapter 6) |
| No. | Strengths (3) | Weaknesses (2) | Recommendations (2) | | | | Evidence (used once only) | Theory |
| 1 | Functional orientation
- evidence
- tangible product adv (features, performances, benefits) | Inconsistent Messages
(say, do, confirm) | It is recommended that supermarket A is to include the term 'while stock last' in adv so as to .. Result of implementing consequences theory (journals on this theory) | | | Strength 1 |
| 2 | Symbolic/experiential orientation
- cartoons, facial expressions, colours, pictures, animations
- emotional
- price ('8' - lucky/prosperity, '9' - longevity) | Consequences theory | | | | Strength 2 |
| 3 | Category-dominance orientation (strengths only)
- brand name/logo of adv (evidence)
- e.g. FairPrice advertisement, Rolex, key sponsors | Trustworthiness theory | | | | Strength 3 |
| 4 | TOMA | Symbolic/experiential orientation | Symbolic/experiential orientation | | | Weakness 1 |
| 5 | Hierarchy Effect | Functional orientation | Functional orientation | | | Weakness 2 |
| 6 | CPM |
| | Attributes
- what attracts ann advertisement
- features, product image, design, benefits | Attributes : features, product image, design,benefits -lack of attributes | Attributes | Laddering Process |
| | Consequences
- adv/benefits of using advertised products/services
- must believe/buy/agree your benefits & adv | Lack of Consequences | Consequences |
| | Values
- quality
- experience post-purchase
- warranties, (money-back) guarantees, 3rd party endorsement, testimonial evidences, awards won, year of history, reputation | Values
- critical weakness is that it lacks of…. Deemed to be a signofocant weakness… failed to apply Value Theory (journals)
- if the whole industry does not offer ____, do not take it as a weakness
- no need for comparison | Values |
| | Unique Selling Proposition (USP)
- Superiority
- Unique
- Distinctive
*trademarks, patents, awards won | lack of testimonial. Eg: this lack of testiminal is feem to be a significant weakness that would affect the target market. The advtisement failed to apply on the value theory.(find journals on value) |
| | Brand Image (Search : Transformational Advertising if you cant find brand image journals)
- brand logo
- fashion, prestegious products - category domiance strength |
| | Resonance
- reflect audience life experience
- testimonial evidences
- before & after images | Resonance
- celebrity not good, lacks worthiness | Resonance
- change endorser (Jack Neo/Tiger Woods) |
| | Emotional
- colours, pictures, images, font size, choice of words, testimonial evidences | | Emotional |
| | Pre-emptive
- message of superiority
- 'No. 1 top seller brand', 'Voted by many'
- country of origin |
| | Celebrity Endorser
- TEARS model (credibility & attractiveness)
- trustworthiness, Expertise
- physical attractiveness, respect, similarity (to target audience)
- Brian Wong | Celebrity Endorser
- Jack Neo | Celebrity Endorser
- It is recommended that XXX should engage XXX to endorse in the brand to increase attraciveness, expertise… Celebrity Endorser Theory (journal) |
| | Typical-person Endorser | Typical-person Endorser | Typical-person Endorser
- in order to increase attractiveness, recommended that XXX should engage a typical-person endorser (journal) |
| | Humour
- cartoons, facial expressions, vocab | | Humour
- cartoons, facial expressions, vocab |
| | *page 197 - theories |
| 7a and 7b (chapter 7-10) Media used ( strength and weakneses) |
| | You must have more strength than weaknesses. |
| | pick the strength from Figure 9.1 pafe 284 on text book (will send u soon) |
| | explanation must get from journals |
| | Weaknesses - link back to demographic and psychographic **Roy Morgan** |
| | On chapter 7, VEHICLES means the advertisement ( where did u see the adv) |
| | 8 ( RECOMMENATION) |
| | understand REACH & Frequency |
| | how do you aim to overcome the weakness |
| | eg: despite the weakness I can choose to continue to use the media, read up on Reach and Frequency to explain this |
| | referencing is needed! |
| | 9 (conclusion) |
| | because of the weakness, it is therefore recommended …...... This should use the media |
| | OR |
| | recommend a complete new media and focus only the advantages of the proposed media |
gladyss
StrengthsWeaknesses.xlsx
