MARK 4600: TEST 2
43 Cards in this Set
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Message Theme
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Outlines the key ideas in an ad
Central part of the creative brief
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Message Strategies
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Primary tactic or approach used to deliver the message theme
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Message Strategies Categories
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Cognitive, affective, conative
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Cognitive Message Strategy
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Presents rational arguments or pieces of information to consumers. Deals with beliefs and knowledge
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Affective Message Strategy
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Ads that invoke feelings or emotions
Enhance likeability of a product, recall and comprehension of a message
Resonance and emotional messages
Affective message strategies help develop brand equity through creating an emotional bond with the brand
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Resonance Advertising
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Connects a product with a consumers experiences from the past to create a bond (generations music)
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Emotional Messages
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Attempt to elicit emotions that will lead to product recall and choice
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Conative Message Strategy
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Designed to lead directly to some type of action or response
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Action Inducing Conative Ads
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Encourage consumers (or businesses) to act in some way, to do something
It can be to make an inquiry or access a Web site for more information
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Promotional Support Conative Messages
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Tied with some type of promotion
It may be a coupon, a contest, or a sweepstake
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Types of Cognitive Message Strategies
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Generic
Preemptive
Unique Selling Proposition
Hyperbole
Comparative
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Preemptive
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Makes a claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same claim
Ex: Waterfront Grill
An effective preemptive message strategy can occur when a company is the first to state an advantage or benefit…
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Unique Selling Proposition
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Focuses on a testable claim of uniqueness or superiority
Ex: Bonne Bell “1 and only 1 handed sleek sweep flipstick.”
Such a claim is testable and as a result Bonne Bell must be able to support this claim
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Hyperbole
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Untestable claim based on some attribute or benefit
It does not require substantiation, which makes it a popular cognitive strategy approach
Ex: “I found something better”
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Comparative
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Focuses on a direct or indirect comparison to a competing brand
The brand can be real, mentioned, or fictitious
Brand awareness and message awareness tend to be higher
The negative is that they can be less believable and can create a negative attitude
If the consumer does not believe…
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The Hierarchy of Effects Model and Message Strategy
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1. Bc message strategies correspond to the components of attitude, they can be matched with the stages of the HOE model
2. Cognitive Strategies deal with awareness and knowledge
3. Affective Strategies deal with emotions and the stages of liking, preference, and conviction
4. Conative …
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Executional Framework
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Signifies the manner in which an advertising appeal will be presented
Should be chosen in conjunction with an ad appeal and a message strategy
7 types
a common combination would be emotional appeal, affective message strategy, and slice-of-life execution.
A combination that would be…
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1. Animation
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Originally – cheap method
Usage has increased
Enhanced graphics technology
Rotoscoping
Drawing animated characters into scenes with live characters
Also can be used to merge live video scenes to make it look like it all occurred at the same time
Costs coming down
B2B use
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2. Slice of Live
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1. Made popular by P&G in the 1950s
2. introduction of a problem that a product solves
3. Four distinct stages (think of detergent commercials)
Opens with an encounter between people or with a situation
A problem occurs
Then there is interaction, which can be a voice-over or convers…
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3. Testimonials
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Used in B2G sector and service sector
Involve customers giving testimonies about a product or service
Enhance credibility
Source
Customers
More believable
Paid actors
Testimony benefits are lost
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4. Authoritative
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Seek to convince consumers of the product’s superiority
Expert authority
Scientific or survey evidence can be used to support the claim
It works best if the evidence is independent, such as JD Powers and Associates or Consumer Reports
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5. Demonstration
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Shows product being used
It is used in B2B advertising to show how a product can meet the needs of a business
Works best for TV and Internet
Effective way to communicate the benefits of a product to viewers
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6. Fantasy
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Lift the audience beyond reality to a world of make-believe
Some are meant to be realistic, but most fantasies are irrational and would never really happen
Beyond reality
Common themes
Sex
Love
Romance
Works for perfume/cologne, clothing, and vacation destinations
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7. Informative
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Used extensively in radio
B2B usage
Key is buying situation
Level of involvement
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Reach
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Represents the number of people, households, or businesses in a target audience that are exposed to a media vehicle or message schedule at least once during a specified time period, which is usually 4 weeks
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Frequency
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Average number of times an individual, household, or business is exposed to a particular advertisement within a specified time period, again usually within 4 weeks
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Ratings
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Measure the percent of a target market that is exposed to a medium
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Nielson Ratings
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http://www.nielsen.com/content/corporate/us/en/solutions/measurement/television.html
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Impressions
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Represent the total exposures of an audience to an advertisement
If an ad was shown four times on a TV show with an audience of 2 million people, then the total gross impressions would be 8 million
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Highest Reach (Brand Recognition)
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goal is to create or strengthen mental linkages in the cognitive maps of individuals
TV
Outdoor
Magazines
Internet
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Highest Frequency (Brand Recall)
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goal is to make the brand part of the evoked set of consumers and that is done best through repetition
TV
Radio
Newspapers
Internet
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Shama Kabani
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Marketing Zen
"Need to consider both quantitative and qualitative data"
"More than how many people are using social media, but what they are saying"
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Web 1.0
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Contained static content provided by the creator of the site
Dominated by businesses and was commercially and technically-based
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Web 2.0
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Moved to content that was socially based and generated by the audience
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Web 3.0
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Advance to integration of content and communications with emphasis on real-time communications
Sites were driven by online metrics
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Web 4.0
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Focuses on customer engagement and cloud operating systems
Web participation is essential now
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Digital Marketing
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Involves e-commerce, Internet marketing, and mobile marketing
Types of Mobile marketing
Display ads
Search ads
Video advertising
Text messages
In-app advertising
QR codes, digital watermarks, 2D barcodes
Geo-targeting
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E-Commerce Examples
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1. Selling goods and services on the internet
2. Consist of click only operations that sell exclusively online and brick and clicks that operate a retail store and online
3. Being conducted in both the consumer sector and B2B sector
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E-Commerce Incentive Examples
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1. Financial
2. Convenience
3. Value-based
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Financial Incentives
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Can persuade an individual or business to make the first purchase
The most effective financial incentives are reduced prices, free shipping, and e-coupons
80% of shoppers say they prefer free shipping
Must be meaningful and to generate return traffic to the site the incentive needs …
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Convenience Incentives
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Make the online shopping experience easier and encourages return visits
E-commerce is available 24/7
People can place orders at anytime from anywhere
It is important to have product information online so consumers can conduct research anytime
Online peer reviews are helpful and in …
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Value Based Incentives
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Encourage customers to come back to an e-commerce site, and change purchasing habits long-term
Value-added incentives are things that customers value
For example, personalized shopping and customization of the Web site
Other examples of value added incentives include merchandise that…
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Cyber Bait
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Any lure or attraction that brings people to a website
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MARK 4600: TEST 2