BUS-M 311Exam # 2 Study Guide Chapters 5-7- Ad appealso The approaches used to gain the attention of consumers and persuade them to behave as the advertiser intended o Combine rational and emotional elements because consumers rarely purchase things strictly because of some rational need - Approaches to Budgeting, how they work and which are most popularo The optimal budget level is the point at which marginal revenues and marginal costso Top-down approach Entail someone from the top of the organization establishing a budget that is then passed to managers to allocate it to their best advantage Types of top-down approaches- Affordability- Arbitrary allocation- Percentage of sales - Competitive parity - Return on investment o Bottom-up approach Bases marcom objectives on broader marketing objectives, and then determine the costs involved in pursuing and attaining those objectives More effective way of budgeting Types of bottom-up approaches - Objective and task- Payout planning - Quantitative models - Creative Briefso Also known as the copy strategy or creative platformo A plan that guides the development of an advertising message or campaigno Steps Basic problem advertising must address; insight Advertising objectives Target Focus of sale Reasons why Tone - Creative Strategy o Begins with a thorough assessment of the marketing and promotional situation and a determination of what needs to be communicated to the marketer’s target audience o Concludes with a number of possible ways that the message can be conveyed to the target o Creative objective-why the advertising is being run The desired result or goalo Creative strategy-what the advertising message will say or communicate; the content o Creative execution-how the message strategy is implemented ad where; the context - Elements which make brands catch on and ability to recognize examples of each - Inherent Drama- dramatized consumer benefits use creative executions that present the benefit in a friendly, approachable mannero Jolly Green Giant or Poppin’ Fresh Dough are examples - Marketing Objectiveso Objectives should be SMART Specific Measureable Attainable Realistic Time-Bound o Generally stated in the firm’s marketing plano Establish the results of all 4Ps working together within a given time period o Marketing Communications Objectives Establish the desired changes in consumer beliefs and behavior that result from implementing promotional strategies and tactics - Names and functions of the various hierarchical response models discussed- Neurometrics- measures real-time brainwaves and predicts behavioro Attention-the fundamental brain function resulting in a unique pattern of brainwave activityo Emotional engagement- tracks emotional arousal o Memory- identifies the makers of memory activity as a person watches a message or engages in an experience - Rational vs. Emotional appealso Rational appeals- supply consumers with practical, functional, or utilitarian reasons why they should want to own and use a brand such as: Features or attributes Competitive advantages Favorable price and value Product news Popularity vs. competitors - Steps in Graham Wallas’ Creative Processo Preparationo Incubationo Illuminationo verification- Steps in James Webb Young’s Creative Processo Immersiono Digestiono incubation- Types of Advertising Appeals and their applications (Humor, Fear, Transformational)o Demonstrationo Comparison advertisingo Testimonials o Slice-of-lifeo Animationo Personality symbols o Imageryo Dramatizationo Humoro Transformational appeals Link brand usage with a distinctive and desirable psychological experience whichotherwise would not be associated the brand The message communicates that, by using a brand, a consumer will enjoy an emotional experience that transcends its functional benefit- USPo Unique selling propositiono Each advertisement must make a proposition to the consumer which the competition either cannot or does not offer and is compelling enough to persuade the target to
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