Advertising Effectiveness

Paper Summary:

This paper focuses on an article called "Communicating Experiences: A Narrative Approach to Creating Service Brand Image", written by Dan Padgett and Douglas Allen which discusses the topic of advertising effectiveness and the elements that are necessary and critical to achieve success in winning customers' trust and confidence. The paper discusses the authors' suggestion that many different factors and methods can affect communication and advertising to consumers.

Table of Contents:
Brief Discussion of the Article and its Concepts
The Company's Strategy
The Market that the Article Addresses and the General Marketing Theories
Customer Needs Fulfilled by the Company
Competitive Offerings and How They Affect Organizations
What Makes this Article "Great"?
Recommendations for Improvement / Information Learned

From the Paper:

"From the information shared by the article, a lot of consumer needs and benefits can be the possible results. First is the goal of giving importance to consumers' perceptions whereby the services provided must meet the needs and wants of the consumers. Second is the goal of satisfying the consumers' experience of the services. The use of effective advertising methodologies can also result to narrative communication of one's experience from a service. Through different strategies and techniques, the advertisers can address the consumers' needs in their advertising methodologies, thus benefiting the consumers."

Sample of Sources Used:

• Padgett, D., Allen, D. Communicating Experiences: A Narrative Approach to Creating Service Brand Image. (Faxed article)
• Brand Equity, Branding Value - Building Brand Identity and Brand Image. retrieved on May 18, 2006 from Online.Web site: http://www.brandidentityguru.com/big_branding.htm

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