MARK 4600 1st EditionExam # 2 Study Guide Chapters: 7 – 10, 13Chapter 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 consumerso 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 mannero Hyperbole  An untestable claim based on some attribute or benefit  Does not require substantiation, which makes this cognitive strategy quitepopular 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 Strategieso 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 affectiveliking 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 storeHierarchy 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 dramaticallyo 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 graphicsto illustrate a product’s uses with animation - Slice-of-Life o Advertisers provide solutions to the everyday problems consumers or businesses faceo 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 - Demonstrationo 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 crucialChapter 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