MKTG 477 1st Edition Lecture 32Outline of Last Lecture I. GRPsII. CPMIII. CPM-TMIV. Media SchedulingOutline of Current Lecture I. Major departments in ad agenciesII. Gallup & Robinson III. Guidelines for writing good ad copyCurrent LectureCreative 1. Three major departments found in most advertising agencies?a. Researchb. Mediac. Creative2. Gallup & Robinson system: (criteria)a. Brand name recognitionb. Favorable buying attitude (persuasion)3. Side note *not important for test*: clocks in ads are always set at 10 and 24. Guidelines for writing good advertising copya. Offer a big benefiti. Difference between showing a feature vs. offering benefit?a. Features: focuses on productb. Benefit: Focuses on costumerb. Make the ad easy to see and readi. KISS – keep it simple stupidc. Establish audience identityi. More on the creative sidea. “Speak” to the customerd. Attract by being newi. FTC limits use of “new” in ads to 90 dayse. Be believablei. Change attitude that ad people are “car salesmen”f. Stress that which is uniqueThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.i. USP: Unique Selling Propositiona. Something that sets brand/product/service apart from
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