JOUR 2403: EXAM 2
70 Cards in this Set
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Say/Do/Confirm
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Say: planned message (see ad for food) Do: product service (eat product) Confirm: unplanned (hear from another cource that it's good for you)
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Traditional communication vs. new comm.
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Now the consumer talks back. Based on consumer experience, we control.
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planned vs. unplanned
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planned (ads): controllable, able to control influence
unplanned (PR, word of mouth): limited control. Unable to control influence but bigger impact.
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packaged goods
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disposable, about awareness. fairly inexpensive
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durable goods:
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longer lasting (cars)
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services
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not a tangible product. (car insurance)
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retail
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clothes and shit
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direct marketing:
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ads that pop up based on previous seraches
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public relations
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creating events
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cause marketing
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for a good cause. pepsi "do some good" ad
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event marketing
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building a products marketing program around a sponsored event , such as the olympics or a golf tournament
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holding company
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Financial agreement/arrangement, each agency is operated by itself but owned by a larger company
Example: Omnicom, WPP, Publicis
----A way for entities to structure themselves around different pieces of the marketing communication puzzle = gain more business
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Four Main Groups Within the Ad Agency
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Account Management
Account Planning
Creative Team
Media
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account managment
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-client relationship. -job: keep yourself out of trouble and moving forward.
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Media/communication planning
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-two parts—planning and buying. determining placement of the advertising.
-Responsible for quantifying money spent and building relationships with the media
-Job: figure out how t get ideas to the consumer
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creative
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development of advertising.
Job: moving from strategy to creative. Most visible agency function
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account planning
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-consumer insight
-Job: making everyone in the agency understand the consumer and the culture of the brand
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brand positioning
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the act of designing the company's offer and image so that it occupies a distinct and valued place in the target customer's mind
*** Positioning is what you do in the mind of the consumer
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leadership
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anything that is large, a brand who is not comparing themselves to anyone else; Nike talks about the joy of sports
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price/value positioning
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(example: Walmart, Luxury brands – high end / low end)
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market segmentation
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(secret deodorant positioned to women; could be gender, age… positioned to a target audience)
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use or need segmentation
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when you need it.
nyquil/dayquil
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Positioning statement
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To (target segment and need) our (brand) is (a concept) that (point of difference)
ex. To busy professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that is easier/ more reliable way to stay connected on the go
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objectives
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what we are going to accomplish, what problems advertising will solve, goals for the project
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strategies
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how we are going to get there, to the goal achieved
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tactics
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what tactics we will use to get this out in the marketplace (usually most specific)
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Insight
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case studies, finding insight, ortho fire ant killer example.
--"Gardeners have an internally driven desire to create and nurture a living thing...." besides FIRE ANTS
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4 areas planners look for insight
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-trends (the future)
-your brand (what motivates us)
-customers
-competitors
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ColeHann
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-Everyone’s moms favorite brand--heels
-The 20 hour day
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Axe
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How young guys wanted to be seen:
independent
Confident
Respected
Worthy
What Axe body spray said about them:
Uncertain
Try-hard
Naïve
Experimental
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four steps in creative process
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1. Development of the creative brief
2. The creation of creative concepts
3. Expansion of these concepts into a campaign
4. The production of the campaign
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concept vs. campaign
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Concept: Big idea.
Never happens in a vacuum
Can be in any form
Campaign:
Good ideas are more than 1 idea
“One off" - that's a great idea, but there is only one idea there, not a base for other ideas
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creativity
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The generation, development and transformation of ideas that are both novel and useful for problem solving
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design
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Is the human capacity to plan and produce desired outcomes
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How is technology impacting the agency creative process and structure?
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-exposes agencies to new tools and information
-shift from print, tv, radio
-to a hybrid model
-to a growing digital ecosystem driven by complex
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creative technologists
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focus is on technology, they help drive the creative process and integrate ideas with technology (using Facebook, twitter, interactive features, YouTube etc.)
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T-shaped person
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-Big T: knowledge (horizontal), expertise (vertical)
-Experts or specialists in a particular area but still have extensive knowledge in a wide range of other areas
-Depth of Skills and expertise over the ability for that person to apply their skills in an area of expertise other tha…
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what is a brand and where do they live?
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-A brand is something that lives in your head
-It’s a promise that links a product or service to a consumer
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what makes a good brand?
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-A good brand has to establish that its different in some way (unique and simple to grasp), it needs to prove that it is worth saving as a mental file
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What is the brand asset valuator?
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--A tool for figuring out how your brand is performing relative to all other brands in the market—not just the brands in your category
--It also indicates what you must do to keep your brand strong and healthy
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four pillars of brand asset valuator
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Differentiation—what makes your brand unique
Relevance—how appropriate this difference is to the audience you want to reach
Esteem—how well regarded your brand Is in the marketplace
Knowledge—how well consumers know and understand your brand
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What is the difference between branding and a brand?
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--branding is how you go about establishing your differentiated meaning in peoples minds
--A brand is the idea while branding is the transmission of the idea
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What is the relationship between brand ideas and brand strategy?
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Brand strategy is the plan you develop to convey your brand idea
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where does the word brand come from?
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old norse word brandr, which means to burn
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is it harder or easier to brand yourself now compared to in the past?
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--there was less competition so it was easier for them to brand themselves back in the day.
--Today, with increasing competition and globalization, it makes it harder for a product to stick out and brand itself
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do the best brands connect on a emotional or rational level
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emotional
-Ex: downy with the soft teddy bear jumping into soft clothes
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How did Country Time Lemonade lose trust in its customers?
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--People found out it wasn’t made with any lemons
--unplanned marketing
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what should every strategy have?
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element of distinction
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concept, strategy, campaign (put these in order)
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1. Strategy—refers to the overall marketing or selling approach/ the thinking behind the concept
2. Concept/idea--what will you do?
3. Campaign--how will you do it?
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When should a brand focus advertising on expanding market share vs. brand share?
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--The brand should focus on expanding the market is it has 75% share of the market
--Having a 75% share means that for every 20 people I can talk into coming into the market, 15 of them will automatically buy my product. I can therefore benefit threefold by expanding the market
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BUPA healthcare
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--health care provider, needed new campaign
--main competition was National Health Service which was available for all, however they weren’t able to pay enough attention to all patients
--They explained why BUPA cared by telling people that they deserved to stay healthy
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Flower and Plants Association
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--How do you get people to buy flowers if its not for a special occasion?
--They persuaded women to buy flowers not as gifts but for themselves
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creative brief
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General components; Client, product/service, product and market background, competition, business/advertising objective, media, target market, proposition/promise/benefit
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what is the singe starting point for a campaign
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strategy
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four spheres of convention
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Corporate conventions—how a company sees itself and how it works
Marketing conventions—the way companies in a category go to market, ex: banks offering friendly, personal service
Communication conventions—the way companies in a category advertise their products, ex: pizza ads showin…
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6 areas campaigns can be developed
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top of the mind, attribute, benefit, territory, value and role
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what is meant by the term "disruption"
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Is all about brands in permanent transition, all about control in permanent turbulence
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XO Beer campaign
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--New French beer company: Every rule they could find about beer advertising they broke it—no pictures of girls, dark beer, high in alcohol content,
--The night they were launching the beer, some rando company took all the XO beer out and replaced it with their beer that was the exact…
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4 page process model
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--Preparation
--Incubation: the problem is internalized and becomes a largely subconscious activity
--Illumination: possible solutions to the problem transition from subconscious to conscious thought
--Verification: solutions are tested and may be applied if it shows to be viable…
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componential model
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3 factors are necessary for creativity to occur in any domain
1. Domain-relevant skills
2. Creativity-relevant processes
3. Intrinsic motivation for the task
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performance model
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the creative process at the “beginner” level
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mastery model
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the creative process at the “advanced” level (problem finding/ problem defining)
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metacognitive knowledge
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Person—everything you believe about yourself as a thinker
Task—your perception of the resources associated with a project
Strategy—devoted to the completion of the task
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consumer era
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1965 until now. Characterized by a shift from advertising and marketing, focused on the product to getting into the head and the heart of the consumer. Ex: Nike “just do it” campaign
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product era
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defined by focus on the intrinsic qualities of the product or service. Took America from Plymouth rock to the Vietnam war in the company of wonderful Vertues. 17th century and remained for 300 years
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Brand Sustainability Map
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--Limited quadrant - losers, struggling brands
--reluctant quadrant - command respect,generate little emotion
--emotional quadrant -the home of brands that maintain respect in spite of quality issues, limited distribution, high price
--sustainable
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3 c's of trust
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credibility, care, congruency
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Goodguide.com
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--Employs a team of chemists, toxicologists, nutritionists, sociologists and life-cycle analysis experts to research and rate consumer products on health, environmental impact and impact on society
--Allows consumers to search their products and find out honest ratings
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Importance of design (pepsi vs. new coke)
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--Design stimulates peoples senses and emotions to create preferences
--Coca cola added yellow to their design—which brought a surprising energy and optimism that enhanced the imagery and packaging, sales went up
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7 questions a creative brief should answer
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Why are we advertising at all?
What is the advertising trying to achieve?
Who are we talking to?
What do we know about them?
What’s the main idea we need to communicate?
What is the best way of planting that idea?
How do we know we’re right?
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JOUR 2403: EXAM 3