Reading Task #4

Summary
“Creative Tactics Decisions” is a chapter from the text book “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003, p306) which was published in Canada. In this chapter, the authors, Belch, G., Belch, M. and Guolla, M., explore the strategy of implementing and executing advertising message. The authors state three types of creative strategy decisions that are “execution style, message structure, and design elements” (Belch, G. et al, 2003, P168 p), which are quite significant when developing creative tactics. In addition, the authors suggest numerous ways that advertising message can be presented, such as “straight sell or factual message, comparison, testimonial, slice of life, fantasy and humor” (Belch, G. et al, 2003, P168). Importantly, the authors point out that these techniques can be combined to present the advertising message. Moreover, in the section of message structure, the authors indicate that “order of presentation, conclusion drawing, message sidedness and verbal visual & message” (Belch, G. et al, 2003, P172-175) are the four main points of “message structure” (Belch, G. et al, 2003, P172). Also, the author introduce that message sidedness can be presented in two ways that are one-sided message and two-sided message (Belch, G. et al, 2003, P174), in particular most advertiser use one-sided messages. Furthermore, the authors emphasize the creative tactics for television. They use several examples to points out that “TV is a unique and powerful advertising medium because it contains the elements of sight, sound, and motion, which can be combined to create a variety of advertising appeal and executions” (Belch, G. et al, 2003, P179). Finally, in the section of evaluating creative designs, the authors mention the process of evaluation and guidelines for evaluation. In conclusion, the authors reveal numerous ways to present advertising message, the element of message structure, and they also noted the way to evaluating creative designs.

Critique
The article is a section from the academic book, “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003). In this chapter, the author’s purpose is to present the way of executing the creative decisions. Generally, the authors present the theories clearly and exactly. To instance, the authors state topic sentence at the beginning of some chapter and the authors state the definition of several specific words, such as “direct headlines and one-side message” (Belch, G. et al, 2003, P174). Meanwhile, the authors give appropriate pictures of advertisements as examples to support the theories. For example, the authors give the advertising of Sybase company to explain what is “testimonial exection”(Belch, G. et al, 2003, P170). In addition, the text is well-organized and easy to read, for it is easy to find the topic sentence in each paragraph and the author use space and big letter to point out different sections. For instance, the fonts of several significant words are bolded. Finally, the text is quite useful, since it help me to get the theory of research paper.

reading task #3

Summary
“Planning Creative Strategy” is a section from the text book “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003, p306) which was published in Canada. In this section, the authors, Belch, G., Belch, M. and Guolla, M., explore the three primary decision, which are “creative theme, message appeal, and source” (Belch, G. et al, 2003, P145) that are required for a complete creative strategy. First of all, the authors introduce several approaches of searching for “creative theme” (Belch, G. et al, 2003, P146) and offer solutions for making effective advertising that are “using a unique selling proposition, creating a brand image, finding the inherent drama, and positioning” (Belch, G. et al, 2003, P147-149). In addition, the authors define “message appeals” (Belch, G. et al, 2003, P149) as “the approach used to attract the attention of consumer and to influence their attitude toward the product, service, or cause” (Belch, G. et al, 2003, P149). Importantly, the authors introduce five types of “message appeal” (Belch, G. et al, 2003, P149) that are “rational appeals, emotional appeals, fear appeals, humor appeals, and combining rational and emotional appeals” (Belch, G. et al, 2003, P149-p155). Moreover, the authors state the third creative strategy decision that is the source of the “message appeal” (Belch, G. et al, 2003, P149). Also, the authors point out that source characteristic includes “source credibility, source attractiveness, and source power” (Belch, G. et al, 2003, P157). Especially, the authors play emphasis on source attractiveness which frequently used by advertisers. In conclusion, the author reveal the theory of creative strategy of advertising and the authors explore various approaches for determining the creative theme; they also indicate different types of “message appeals” (Belch, G. et al, 2003, P149) and the source characteristics.

Critique
The article is a section from the academic book, “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003). Introducing the theories of advertising and promotion are purpose of the authors, since the authors present the theories clearly and exactly. Meanwhile, the authors give appropriate pictures of advertisements as examples to support the theories. For example, the authors give the accurate definitions of “advertising appeal” (Belch, G. et al, 2003, P149) and “campaign theme” (Belch, G. et al, 2003, P145). In addition, the text is well-organized and easy to read, for it is easy to find the topic sentence in each paragraph. For instance, the fonts of several significant words are bolded. Furthermore, the vocabularies of the article are formal, such as compliance, execution. Finally, the text is quite useful for helping me to understand the subject. To illustrate, the authors not only present the importance of creative theme, but also guide several approaches of searching for creative theme.

Reading Task #2

Summary
“Sale Promotion” (Belch, G. et al, 2003, p306) is a section from the text book “Advertising & Promotion” (Belch, G. et al, 2003, p306) which was published in Canada. In this section, the authors, Belch, G., Belch, M. and Guolla, M., introduce the theory of sale promotion, which is quit important for company’s marketing program. First of all, the authors introduce the characteristics of sales promotion and the two types of sales promotion that are consumer sales promotion and trade sales promotion. In addition, the authors gave examples to explain that recent years, a increasing number of money was spent on sales promotion because of several reasons that are “the growing power of retailers, declining brand loyalty, increased promotional sensitivity, brand proliferation, fragmentation of the consumer market, short-term focus, increased accountability, and competition”(Belch, G. et al, 2003, p310). Moreover, the authors state the plan of sales promotions, which includes the goals of sales promotion, the strategies of sales promotion and the “sales promotion tactics decisions” (Belch, G. et al, 2003, p316). Feather more, the authors exposed that “sales promotion strategy option” (Belch, G. et al, 2003, p323) is quit important to sales promotion. In this part, the authors insist the effects of sampling, and they also point out the strengths and limitations of sampling. Next, they stress the methods of sampling, such as, “Door-to-door sampling and sampling through media” (Belch, G. et al, 2003, p326). In conclusion, the authors imply that sales promotion play an important role in marketing program, and they also suggest the plan of sales promotion.

Reading task #1

Source: Belch, G., Belch, M., Guolla, M. (2003) McGraw-Hil Ryerson Limited, Canada Toronto, Advertising & Promotion

Summary

“Television Media” is a section from the text book” Advertising & Promotion” which was published in Canada (2003,p230). In this section, the authors, Belch, G., Belch, M. and Guolla, M., introduce the strategies of television media. First of all, the authors explain that TV is the most important media of advertising because it combine “visual images, sound, motion, and color presents”. In addition, the authors expose that television media has several advantages, such as “strengths, impact, coverage, cost effectiveness, captivity attention, selectivity and flexibility” (2003, p232, p234). However, the authors stress that TV media also has some limitations that are “cost, lack of selectivity, fleeting message, clutter, limited viewer attention and distrust & negative evaluation” (2003, p235, p237). Moreover, the authors focus on three main types of buying television advertising time which are network advertising, spot advertising sponsorship advertising and two specialty television advertising that mention “cable & satellite technology” and “specialty network” (2003, p242, p242). Finally, the authors indicate that when advertisers purchase time on a program, they have to know the size and the characteristics of the audience who watch the program; therefore, measuring the TV audience is quit necessary. In conclusion, in this section, the authors state the advantages and disadvantages of TV media. Also he indicate several types of TV advertising and the way to measuring the TV audience that are the basic strategies of TV media.

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