MMK266 Assignment 2 Oral Interview Preparation

Flashcards for MMK266 Assignment 2 Oral Interview Preparation

Why did you choose narrative advertising?

I wanted to create emotional involvement to make the ad more memorable and I thought using a storyline that viewers can connect to would lead to a stronger impact and a positive perception of decaf coffee.

Why did you choose Positive Message Framing?

I thought since young people respond better to positive messages, it would be an easy way to make decaf co’s products look like an opportunity for improving their life, rather than something they can’t afford.

Why did you choose Social Norms?

I wanted to take advantage of young people responding to validation, and doing what other people are doing to create a sense of belonging and influence their purchasing decisions.

What is your attitude change strategy

I decided to change the existing belief of decaf coffee being unappealing and too expensive by highlighting its benefits and aligning it with lifestyle improvements that resonate with young consumers.

Targeted Belief

The belief that decaf coffee is expensive, which was a key barrier for students/young adults.

how did you use narrative advertising?

I used a storyline of a student and a ‘creative’ enjoying their coffee in different settings/lifestyles, where they’re established by a split screen and then close in the same screen.

how did you use positive message framing?

I emphasised on the gains of decaf coffee such as the variety that decaf co now offers, the value of the product as well as how choosing decaf coffee emphasises having self direction.

how did you use social norms?

I highlighted that many students and young adults are opting for decaf coffee due to its variety, convenience and experience. I used a montage of characters to show this, to reinforce that decaf co products are widely accepted, thereby encouraging others to follow

where did you get the idea for your ad?

when thinking about how I can show that decaf coffee is worth paying for, it came to me quickly to emphasize how it fits into every lifestyle – so I wanted to base my ad on different lifestyles and thought using split screens and integrating aspects that a lot of young adults and students would see or find in their lives.