In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. The key to developing a marketing or sales message for a Brand is a well thought out strategy. For a message to be compelling, it must be highly focused and precise. This requires making difficult choices and excluding options that are logical, plausible and attractive. All ads need some type of appeal a psychological basis that motivates the viewer toward the advertisers goals. The creative team can choose from a variety of appeals to help structure the advertising.
Affective strategies are a common approach to developing a strong brand name. When an advertisement gets you to like a brand and have positive feelings for a brand, then the hope is that you will also purchase that brand. Cognitive beliefs about the brand then follow. This approach relies on the attitude development sequence of affective, conative, and cognitive. For some products, affective ads are an effective approach because there are no real tangible differences among the brands. UGG primarily use affective message strategies. The ads are made to evoke liking, positive emotions, and favorable feelings toward the products and the companies who sell them. A generic strategy gives a product attribution. An example of UGG about a few men’s wear UGG running on the breach, from this side to the other side, theirs idea just want to tell consumer to know that UGG can use for a long time and very durable.
According to research, it can be implied that brand awareness tends to be higher in general for brands that are either soft sell when referring to ad awareness (Batra 1995). This means that soft-sell advertising appeals are more efficient to promote brand awareness because it appeals to one’s emotions and the image of the brand stays in the top of the consumer’s mind.
UGG advertising always using as an advertising emotional center of the scene, through advertising UGG will be taken to life through different posters, advertising, the wool tailoring and manufacturing into a series of advertisements to consumers, and then, through advertising, marketing image, warm, comfortable, will also known for customer, and thus focus on product benefits to consumers buying impulse. Meanwhile, UGG will give consumers through advertising to create positive feelings through different ads, UGG has been different from other products to give consumers one kind of emotion, in the ad, UGG never deliberately demonstration of the product's unique, comfort and durability, but allow consumers to experience it all through advertising to promote sales of products or services, and inform the masses about the product or service feature highlights.
Top of the mind awareness is created through making emotional feelings memorable, and brand awareness becomes a direct resultant of this strategy. This further proves that advertising impacts branding in a positive manner. However, “…purchase intentions are significantly higher when the ad copy is not soft sell, but instead focuses on product benefits” (Batra 1995).
Batra, E. (1995)“Advertising theory beyond the context of advertising: Taylor’s six-segment message strategy wheel offers an integrated Model of Political Behavior.” Paper presented at the national conference of the Association for Education in Journalism and Mass Communication.
Abstract
This research study is designed to understand target segment for UGG and what is the typical objective of UGG, and then, it also describe what advertising of UGG use and how they use this approaches as media strategies and creative strategies in advertising. An analysis of these creative strategies and media strategies along with other types of advertising appeals have been used, and presented to consumers of different scene from advertising making to determine which appeals work better for target markets. the last step of this research is describe the budget for media strategies and creative strategies to develop. The different of consumer may have significant differences need, however, all have target markets that are acceptant of modern trends, that lead to some cultural similarities, respond similarly to advertising appeals in certain instances. The research paper focuses on the following research questions. 