The Advertising Appeal refers to the approach used to attract the attention of the consumers and/or to influence their feelings toward the product, service or cause. The Informational/rational appeals focus on the consumer’s practical, functional or utilitarian needs for the product or service and emphasize features and/or benefits of a product/service or reasons for owning or using a particular brand. Implementation and evaluation focus on telling “decision makers what is going on in a program, how the program has developed, and how and why programs deviate from initial plans and expectations.” Rather than focusing on outcomes, implementation evaluation pays attention to inputs, activities, processes and structures within programs.
Lecture on Creative Strategy Implementation and Evaluation
