MARK 4600 1st Edition Exam 2 Study Guide Chapters 7 10 13 Chapter 7 Advertising Design Message Strategies Overview o Message theme Outlines the key ideas in an advertisement Should be central part of the creative brief o Message strategy The primary tactic or approach used to deliver the message theme Cognitive Strategies o Presents rational arguments or pieces of information to consumers o Generic Messages An advertisement that directly promotes the product s attributes or benefits without any claim of superiority Seldom appear in a business to business advertisement because few firms dominate an industry to the extent Campbell s or Nintendo Makes the brand synonymous with the product category o Preemptive Messages A claim of superiority based on a product s specific or benefit with the intent of preventing the competition from making the same or similar statement Ex crest toothpaste s reputation as the cavity fighter preempts other companies from making similar claims even though all toothpastes fight cavities o Unique Selling Proposition An explicit testable claim of uniqueness or superiority that can be supported or substantiated in some manner o Hyperbole An untestable claim based on some attribute or benefit Does not require substantiation which makes this cognitive strategy quite popular o Comparative Advertising Allows an advertiser to directly or indirectly compare a product to the competition on some product attribute or benefit May or may not mention the competitor by name Affective Strategies o Advertisements that invoke feelings or emotions and match those feelings with the good service or company display o Enhance the likability of the product recall of the appeal or comprehension of the advertisement o Resonance Advertising Connects a product with a consumer s experiences in order to develop stronger ties between the product and consumer Comfort Marketing Type of resonance advertising that has emerged as marketers are looking for new ways to encourage consumers to purchase branded products rather than generic versions Reassures consumers that looking for value that a branded product has stood the test of time o Emotional Advertising Attempts to elicit powerful emotions that eventually lead to product recall and choice Conative Strategies o Are designed to lead directly to some type of consumer response o The attitude sequence for conative message strategies is conative cognitive affective o Action inducing conative advertisements Create situations in which cognitive knowledge of the product or affective liking of the product may come later after the purchase or during product usage o Promotional Support Conative Advertisements Tied in with other promotional efforts including coupons phone in promotions or a sweepstakes that a consumer enters by filling out the form on the advertisement or by going to a particular retail store Hierarchy of Effects Model Cognitive Strategies o Awareness o Knowledge Affective Strategies o Liking o Preference o Conviction Conative Strategies o Purchase Executional Frameworks Signifies the manner in which an ad appeal will be presented Animation o Becoming increasingly popular and its use has risen dramatically o For years it was rarely found in business to business advertising many believed animation appealed to children but not to businesspeople o This has changed business ads on tv now take advantage of high quality graphics to illustrate a product s uses with animation Slice of Life o Advertisers provide solutions to the everyday problems consumers or businesses face o Allows the advertiser to highlight the ways a product can meet business or personal needs o Four components Encounter Problem Interaction Solution Testimonial o Has been successful for many years especially in business to business and service sectors o A customer relating a positive experience with a product offers a testimonial o Can enhance company credibility Authoritative o Advertisers seek to convince viewers regarding a product s superiority o Expert authority When an advertiser employs a spokesperson with expertise in order to convince viewers that a given product is superior to other brands in some authoritative manner Demonstration o Shows how a product works o Offers an effective way to communicate the product s benefits to viewers o Business to business ads often present demonstrations Fantasy o Lift the audience beyond the real work to make believe experience o Some are meant to be realistic others are completely irrational o Viewers often recall more clearly the irrational ads o The most common fantasy themes involve sex love and romance o Business to business advertising does not ordinarily employ fantasy primarily because of fear that members of a buying center will not take it seriously Informative o Present information to the audience in a straightforward manner o Most common on radio than on tv or print because consumers ignore them o Consumers who are highly involved pay attention to informative ads o Correct placement is crucial Chapter 8 Traditional Media Channels Reach Represents the number of people households or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period which normally consists of 4 weeks Frequency The average number of times an individual household or business within a particular target market is exposed to a particular advertisement within a specified time period Ratings Measure the percentage of a firm s target market that is exposed to a television show or the number of readers of a print medium Cost per rating point CPRP o Measures the relative efficiency of a media vehicle relative to a firm s target market o Cost of media buy vehicle s rating Gross Impressions Total exposures of the audience to an advertisement Does not account for the percentage of the total audience that sees the advertisement Media Selection Highest Reach o Television Highest Frequency o Out of Home or Television Chapter 9 Digital Marketing Marketing Advice by Shama Kabani Face to face is no longer primary method for a large number of people Social media and twitter have become very popular In measuring web traffic you need to consider both quantitative and qualitative data Goal is to increase web traffic Characteristics Web 1 0 o Static content provided by creator o Dominated by institutions o Commercially and technically based Web 2 0 o Content is socially based and audience generated Web