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