CASE STUDY: Being creative requires more than being funny. Targeting consumer needs with the right advertising appeals is critical in marketing. In advertising, there are many choices to be made concerning the message that should be conveyed. How to convey that message needs to be strategic and well-conceived. One of the most important first steps is to determine what the purpose of the campaign is and the specified target audience. By clearly knowing the purpose and the intended target audience, then creative talents can be focused on what should be the appropriate common theme and which set of advertising appeals and execution styles should be employed. An advertising appeal is an approach that uses a type of message intended to influence the way the consumer relates to what is being sold. In order to reach the consumer, the right appeal needs to use and that is based on objective of campaign and the type of consumer being targeted.

Brand appeal is the most effective way of advertising Starbucks because majority of the people around the world are already familiar with the product. By doing a brand appeal they would just avoid the old user to switch to other coffee store in a way that they would increase the affection of consumers towards the products. Starbucks is a prime example of brand appeal to the masses, along with luxury brands, like Dior or Jimmy Cho that appeal to higher end consumers. People will pay money to be part of a brand that they feel carries a certain kind of status, value or quality.

Usually these same items can be purchased for much lower prices if they're generic, but brand appeal allows companies to add additional cost simply due to packaging, labeling and other branded aspects that really have nothing to do with product quality or type. Coffee lovers actually complain that Starbucks coffee tastes burned, but the company was still able to charge more by offering tons of drink choices, quality branding, and a relaxed environment including free Wi-Fi.

Question: Which advertising execution style would be well suited with the Brand Loyalty appealfor Starbucks? Explain in detail please

(NOTE: Anadvertisingmessage can be presented orexecutedin numerous ways: Straight sell or factual message Scientific/technical evidence Demonstration Comparison Testimonial Slice of Life Animation Personality Symbol Imagery Dramatization Humor Combinations)