62 Cards in this Set
Front | Back |
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Marketing Goals
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expressed in sales
-market share, number of units sold, margin (profit)
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Advertising Goals
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Communication oriented
-awareness, interest, desire
*action is ultimate goal
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4 components of a goal
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-what
-whom
-when
-how much
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Reseach
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-determines base line measures
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Perceptual Obstacles
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-perceptions about product/service that stop customers from buying
-ex. don't know about product, not interested, something better, etc.
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Perceptual Opportunities
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-perceptions about product/service that can increase buyership
-ex. DAK: want to do good things, want to have smart kids, audience loves disney parks, etc.
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Base line measures
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-current levels of awareness, interest, desire, etc.
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Secondary Research
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-info that already exists
-Can tell us media use, product use, demographics, psychographics, etc.
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Primary Research
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-finding/creating original info
-surveys, tests, interviews, etc.
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Quantitative Research
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-measures quantity, how much, how many, how strongly an opinion is held, etc.
-statistically analyzed
-ex. scaled surveys (1-10, 1-5, etc)
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Qualitative Research
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-what people think and feel
-open ended questions
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Psychographics
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-attitudes, interests, opinions, etc
-more accurate representation of people that demographics
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Internal Influences
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-needs, motives, perception, learning, personality
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Needs
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-behavior is needs driven
-primary: things to survive
-secondary: things you want to need to live
-unfulfilled need/desire creates a drive toward behavior (motive)
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Maslow's Heirarchy of Needs
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-safety and security: protection, stability, etc.
-social: affection, friendship, belonging, etc.
-ego: self-respect, prestige, success, etc
-self-actualization: self-fulfillment
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Motives
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-force that drives an individual to action
-rational vs. emotional
-positive vs. negative
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Perception
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-behavior of someone's own understanding
-process by which an individual selects, organizes, and interprets stimuli
**advertising is largely about perceptions management
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Selecting Stimuli
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-which is most dominant?
-depends on previous experience and current motives
-advt implication: media scheduling, getting attention
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Schema
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How people classify themselves/ think they are expected to act
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Stereotypes and archetypes
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-Stereotypes: classified people
-Archetypes: stereotype about how someone should act
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Learning
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-process by which individuals acquire the purchase and consumption knowledge
-experiences they apply to future behaviors
-can be intentional or incidental
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3 hit theory
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-repetition
-advertisers want to communicate 3 times in the purchase cycle (media planning)
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Evoked Set
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Top brands that come to mind when thinking of a certain product category (usually 3-7)
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Personality
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-Inner psychological characterists that determine how a person responds to his or her environment
-Essence of individual differences
-Can change during lifetime
-Can influence: product and store choice and responses to communication
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External Influences
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-sociology
-anthropology
-what family has done in past
-reference groups
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Reference Groups
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-culture
-social class (most decisions made here)
-friends
-family (1st reference group)
-individual
*reference groups may have conflicts
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American Culture-Core Values
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-success
-activity
-efficiency/productivity
-progress
-material comfort
-individualism
-freedom
-external comfort
-humanitarianism
-youth
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Message Strategy
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What needs to be said in order to motivate the TM to act
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Creative Process Stages
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1. Fact finding
2. Idea Generation
3. Idea Refinement
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Fact Finding
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-research
-use product
-analyze the situation
*competitors and their message
*target market
*marketing goal
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Idea Generation
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-think of solutions based on facts
-brainstorm
-concepting: developing message strategy options to reach marketers goal
-Message Stragegy
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Message Strategy Considerations
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-type of purchase: gift, self, routine, etc
-type of motivator: rational, emotional, etc
-product capabilities
-brand image
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Idea Refinement
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critical thinking about ideas and rationale
-make sure the idea is: interesting and relevant to TM
-must fulfill marketers goal
-concept testing
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Concept testing
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-feedback from TM about message strategy ideas
-usually expressed in one page print ads
-qualitative: ask open ended questions
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Concept testing results
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-may be a clear winner, but often not
-TM helps find most motivating ideas
-could lead to revised message strategy options
**strategy team must defend ideas
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Creative Brief
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-One page document with info that creative team need to know when making ad
-contains: marketer's goal, key product info, TM info, message strategy and why, mandatories
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Mandatories
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Special requests that must appear in ad
-ex. ad must have a coupon
-ex. ad must show picture of food
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Execution Options
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*must be different from competitors
-testimonial, slice of life, demonstration, fantasy, musical, etc
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Verbal Elements
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Copy: words in ad
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Headline
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-gets attention, draws customer in
-types: news, provocative, selective, promise
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Sub Head
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-used to elaborate on headline; transition
-if you read the headline and subhead, you would understand the ad
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Body Copy/Amplification
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-main bulk of writing in the ad
-use active voice
-vary sentence structure
-metaphorical-imagery
-say a lot in a few words
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Conclusion
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-call to action
-tagline: summarized main idea or benefit
-slogan: unique brand identifier
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Visual Elements
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*verbal/verbal relationship is how the ad words together to communicate the message
-photo, illustration, color, font, layout
-design principles
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Balance
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-relationship of elements to the vertical center of the page
-formal: symmetrical
-informal: asymmetrical
-verbal/visual relationship: ex advertiser for sleek new dishwasher=simple/sleek ad
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Weight
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-visual "weight" of elements
-usually heavier elements at the bottom of the frame
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Contrast
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-Making certain elements stand out by making them different or contrasting
-ex. color, font, etc.
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White Space
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-area of frame w/o elements
-organizes the ad, helps guide visuals
-may not necessarily be white
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Gaze Motion
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arranges motion to direct readers eye through the frame
-culturally based
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Unity
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-How all of the elements work together
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Advertising Campaigns
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-series of ads that work together to communicate a common message
-multiple media channels
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Message Wear Out
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-people tune out after seeing the same message repeatedly
-to avoid wear out, multiple executions are created
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Creative Continuity
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-elements that unify campaign
-aid in recognition of message
-visual and verbal continuity
-attitude
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Post Purchase Dissonance
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-buyers remorse
-advt. wants to solve this
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Model of Motivational Process
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-needs drive motives
-advt. fits into learning & cognitive process
-advt. goal=tension reduction between needs and motives
-advt. used to solve post purchase dissonance
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Tagline
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-summarized main idea or benefit
-used in conclusion of body copy
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Rational and emotional motives
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-Cause strain on buyer
-ex. wanting to buy a nice gift for your mother but not having enough money
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Positive and Negative Motives
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-positive: draws the audience toward a benefit/reward
-negative: things done to avoid a bad consequence
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Advertising Implication of Selection
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-media scheduling ex. time (sleep aid ads at night)
-getting attention-creativity
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Organizing stimuli
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-schema
-stereotypes
-archetypes
-individual
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Personality can influence
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-product choice
-store choice
-responses to communication
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Reference Groups Definition
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-person or group who serves as a point of comparison for an individual in the formation of specific values, attitudes, etc.
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