BUS-M 300 1nd Edition Lecture 23 Outline of Current LectureI. Moments of TruthII. For an Ad Campaign To Be Successful, SCABIII. USPIV. Research on AdvertisingV. Measuring Advertising EffectivenessCurrent Lecture I. Moments of Trutha. Stimulusi. This is where advertising comes inb. First moment of truth (Shelf)c. Second Moment of truth (Experience)II. For an Ad Campaign To Be Successful, SCABa. Stopping Poweri. Attract Attentionb. Clarity of Messagec. modify beliefs/ Attitudesd. change BehaviorIII. USPa. USP: Unique Selling PropositionThese 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 wingsiii. Ex. You can do it, we can help.IV. Research on Advertisinga. Consumer remember ads better if:i. Larger print size (increase memorabilityii. Color ads (vs. B/W)iii. Shorter headlines (greater ad recognition)b. Length of a commercial does not affect recall and recognitionc. People don’t need to believe ads to remember themd. Response to advertising is greater for low-market share brands than for high-market 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 Effectivenessa. Aided recall: Ask people about the ad and prompt them about ad’s partsi. Stopping powerii. Message clarityb. Attitude Test: measure peoples attitude change after seeing the adi. Modify beliefs/attitudes c. Sales Tests: Advertising’s affect on actual salesi. Change Behaviorii. Most difficult to test ad effectivenessd. 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
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