ADVT 250 1st Edition Lecture 7Outline of Last Lecture I. NeedsII. MotivesIII. PerceptionIV. Advertising Implication of SelectionV. LearningVI. Personality VII. External Influences Outline of Current Lecture I. Core American Values (continuation of last lecture)II.Current LectureI. Core American Values1.) Achievement and Success: Americans come to college to get a job, be successful. A different culture may come to college to find one’s self.2.) Activity: we values activity (even though we are overweight). Even convenience food allows us to continue activity.3.) Efficiency and Productivity: Outcome focused. Focus on the end product, not the process. Partly because we are on a linear time scale (moments in time will never happen again). This changes how much of a hurry you are in, how much you value a moment. You only have one shot at this! 4.) Progress: we can never quite be happy with what we have. Put pressure on ourselves to improve and change.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.5.) Material Comfort: we do put value on our material things. (Opposite of this = Amish). Advertising is obviously equating things with happiness. Leads to living beyond our mean.6.) Individualism: from the beginning of this country it has been me vs. nature, me vs. them. There’s only one you, be you, etc. 7.) Freedom: from dictatorship, freedom of expressing, speech, etc. Harley Davidson advertisements usually show freedom.8.) External Conformity: Although we value individualism and freedom, if someone is toostrange we usually call them weird and make us uncomfortable. He used Michael Jackson as an example. 9.) Humanitarianism: on the whole we do believe in taking care on others. We’re only as strong as our weakest link. We expect corporations to not only make money but to give back as well. Ex: in the 1930’s people wanted to help those suffering from the depression, however in the booming 1980’s we were less concerned with humanitarianism.10.) Youth: advertisers hope to get you to be brand loyal from a young age so maybe you’ll be brand loyal forever. Clothing, cosmetics, plastic surgery, etc are usually devoted youth. We don’t value elderly people because we are so extremely scared of death. -------------------------------------------------------------------------------------------------------------------------------The Advertising Creative ProcessMessage StrategyII. Stages of the Creative Process (any creative process)1.) Fact finding: this is when people do research about product sales, who’s buying what,practice using the product ourselves, primary and secondary research. - Situation Analysis: A review of the marketer’s situation: -Competition (who are the primary competitors for us?) Ex: Disneyland. Primary competitors are any way people spend leisure time. Secondary competitors are like six flags or Dollywood.-Competitor’s Message (Must know what the competitors are saying! It would be awful to accidentally repeat their message.)-Target Market (really have to understand the person we are talking to. We have to spend our money wisely so we must speak to the people that have the most influence choosing us)-Marketing Goal (what do we want to achieve? Sales increase, etc.)2.) Idea Generation: - Thinking of message solutions based on the facts- Reserve initial judgment of ideas1.) Brainstorming (put every viable option out on the table. The first good idea is not always the best. Must push ourselves to continue coming up with new ideas!)2.) Concepting- Developing message strategy options for reaching the marketers goal via communication.3.) Message Strategy- what needs to be said in order to motivate the target market to act. (What will MOST motivate target market to ACT?)- Message strategy Considerations1.) What type of purchase is it for the target market: Routine, special, self, others2.) Which type of motivator is more important: Rational or Emotional3.) Product capabilities: we can’t over or under promise. Be realistic of product. Do not want to be accused of false advertising.4.) Brand Image: we’re going to talk about Disneyworld differently than universal studios.3.) Idea Refinement: - Thinking critically about initial ideas- Making sure of rationale- Making sure the idea is:-Interesting to the Target Market-Relevant to the Target Market-Fulfills the marketer’s goal- Concept testing: Getting feedback from the target market about the message strategy ideas.- Concepts usually expressed in one-page prints ads.- Most often Qualitative:-Target Market sees the ideas then asked open-ended questions.- There may be a clear winner, but often not, - Target Market ideas are used to help you find the most motivating ideas- Could lead to revised strategy options, new options, etc- Ultimately, the strategy team has to determine and defend the strategy Message strategy Considerations1.) What type of purchase is it for the target market: Routine, special, self, others2.) Which type of motivator is more important: Rational or Emotional3.) Product capabilities: we can’t over or under promise. Be realistic of product. Do not want to be accused of false advertising.4.) Brand Image: we’re going to talk about Disneyworld differently than universal studios.Message stagey Example: Disney Animal Kingdom- Begin by talking with park designers - Understand mission of park- Record personal feelings and thought- Notice how others interact with park and each other- Notice colors, sounds, detail- Experience all attractions, etc- Determine the Essence of the park- Disney’s animal Kingdome is a Celebration of Life (Essence of DAK)-Animals, Environments, Cultures- Through research we learn:- DAK visitors who love the park have a sense of exploration- They feel good about the experience- a park with a mission- They love the details and narratives- They love the variety of experiences- Family vacation decision makers want:-Quality family interactions- Experiences all members can enjoy-Escape from daily routine-Smart Kids-To been seen as good parents by others-To feel good about their decision to spend family’s vacation $ here.- DAK is a gift you can feel good about giving your family- DAK will be a new family Disney Tradition- DAK is where families come to discover new life- DAK will be meaningful experience