Quality conflicting with Speed
"Quality" Customer desire
Quality
Trade off
in zone of comfort
"Fast"
Business Speed
desire
Quality
Trade off
in zone of comfort
"Fast"
Business Speed
desire
Eleven Common Executional Styles for Advertising
Slice-of-Life - Depicts people in normal settings, such as at the dinner table or in their car. McDonald's often uses slice-of-life styles showing youngsters munching on French fries from Happy Meals on family outings. Lifestyle - Shows how well the product will fit in with the consumer's lifestyle. as his Volkswagen Jetta moves through the streets of the French Quarter, a Gen X driver inserts a techno music CD and marvels at how the rhythms of the world mimic the ambient vibe inside his vehicle. Spokesperson/Testimonial - Can feature a celebrity, company official, or typical consumer making a testimonial or endorsing a product. Sheryl Crow represented Revlon's Colorist hair coloring, while Beyoncé Knowles was named the new face of American Express. dell Inc. founder Michael Dell touts his vision of the customer experience via Dell in television ads. Fantasy - Creates a fantasy for the viewer built around use of the product. carmakers often use this s...
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