BUS M 300 1nd Edition Lecture 23 Outline of Current Lecture I Moments of Truth II For an Ad Campaign To Be Successful SCAB III USP IV Research on Advertising V Measuring Advertising Effectiveness Current Lecture I Moments of Truth a Stimulus i This is where advertising comes in b First moment of truth Shelf c Second Moment of truth Experience II For an Ad Campaign To Be Successful SCAB a Stopping Power i Attract Attention b Clarity of Message c modify beliefs Attitudes d change Behavior III USP a USP Unique Selling Proposition These 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 is a theme or slogan for a product or service highlighting differentiating benefit s relative to the competition ii Ex Red Bull gives you wings iii Ex You can do it we can help IV Research on Advertising a Consumer remember ads better if i Larger print size increase memorability ii Color ads vs B W iii Shorter headlines greater ad recognition b Length of a commercial does not affect recall and recognition c People don t need to believe ads to remember them d Response to advertising is greater for low market share brands than for highmarket share brands Why i Percentage base is so low that an increase ona percentage base is higher e In 67 of studies advertising doesn t increase sales in older products i Being able to maintain market share sales is good enough in fierce competition V Measuring Advertising Effectiveness a Aided recall Ask people about the ad and prompt them about ad s parts i Stopping power ii Message clarity b Attitude Test measure peoples attitude change after seeing the ad i Modify beliefs attitudes c Sales Tests Advertising s affect on actual sales i Change Behavior ii Most difficult to test ad effectiveness d Sample Question Gracias Printers attempting to develop ad campaign for its printers in Spanish French markets The brand manager should be aware that i For established products the best advertising is to maintain product s market share
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