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1
Q

Reasons for ad research

A

Plays a key role in decision making, adds confidence to spend money, helps marketers better understand (product, competition, industry, consumers etc.), part of a systematic approach to solving problems for clients.

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2
Q

systematic approach

A

same method or plan

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3
Q

What is marketing?

A

the process of planning and executing to conception, pricing, promotion and distribution of ideas, goods and services.

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4
Q

4 P’s

A

Product, Price, Place, Promotion

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5
Q

Stages of Research development (3)

A
  1. Identify needs
  2. Plan and collect data (cost, timing, how, who, where)
  3. Apply the findings (analyze data a report results)
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6
Q

IMC

A

Integrated Marketing Communication - Speak to consumers with a consistent voice

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7
Q

secondary research

A

Info that has been previously gathered by others. Always start with first to see if what you need is already available.

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8
Q

IMC tools

A

PR, Advertising, Sales Promotion, Direct Marketing, Interactive Marketing, Personal Selling

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9
Q

Primary Research

A

Original information (surveys, interviews, focus groups, etc) Own personal experience

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10
Q

Quantitative

A

Broader, numerical info that is statistically reliable and projectable

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11
Q

Qualitative

A

In-depth, non-numeric info. Consumer’s attitudes, feelings, beliefs. Attempts to find out why.

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12
Q

Direct Marketing

A

Direct mail, telemarketing, mail order catalogs, etc.

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13
Q

Sales Promo

A

Incentive (BOGO, coupon, samples, sweepstakes) measureable

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14
Q

Interactive Marketing

A

Internet, TV, kiosks. Allows for a back and forth flow of info.

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15
Q

Sales Promo

A

Incentive (BOGO, coupon, samples, sweepstakes) measurable

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16
Q

RFP

A

Request for proposal. Write a situation analysis and seek out secondary info to aid creative development.

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17
Q

RFP

A

Request for proposal. Write a situation analysis and seek out secondary info to aid creative development.

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18
Q

Creative Strategy Brief

A

Describes the way you plan to sell the product. The road map for creative team.

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19
Q

Objectives

A

Focuses on exactly you trying to achieve. Good objectives are measurable, have a time frame, and include the audience.

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20
Q

Strategy

A

Plan of attack, how to accomplish your objectives.

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21
Q

Tactics

A

Actual executions, making the plan come to life.

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22
Q

What two objectives do we look for in planning and buying?

A

Reach and frequency

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23
Q

Consumer Responses

A

Rational/Cognitive , Emotional/Affective, Behavioral/Conative

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24
Q

O’Toole’s 3 point approach to strategy

A
  1. Who or what is the competition?
  2. Who are you talking about?
  3. What do you want them to know, understand, and feel? (how does your brand address a human need)
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25
Rational Motives/Needs
Comfort, convenience, economy, health, quality, dependability, performance
26
Emotional Appeals (Personal states)
Achievement, actualization, ambition, comfort, excitement, fear, joy, love.
27
Emotional Appeals (Social based feelings)
Acceptance, approval, embarrassment, rejection, involvement, respect, status.
28
DDB Needham;s focus on basic human needs
examines emotional and retinal rewards of using a product
29
Creative Brief Example (6 parts)
``` objective target audience message theme support constraints tone/personality ```
30
McCann-Erickson's Approach
Complete the brief from the point-of-view of the consumer (get inside their head)
31
AIDA
Consumer Behavior - attention, interaction, desire, action
32
FCB Grid
High involvement products and low involvement products (T-B). Rational and emotional products (L-R).
33
ROI
Return on Investment
34
Creativity
a new combination of old elements
35
creative advertising
presents a selling idea in an unexpected way
36
Steps to an idea (3)
1 Preparation 2 Ideation 3 Conclusion
37
Common components of a print ad (7)
``` 1 Headline 2 Subhead (or pre head or kicker) 3 Body copy (intro, features, benefits, call to action and connect back to headline or theme) 4 Visual (photo or art) 5 Logo 6 Slogan 7 Mandatories ```
38
2 categories of head lines
Direct and indirect/blind
39
Direct benefit headline
states the most important benefit
40
Reverse Benefit headline
You'll be worse off without the advertised product
41
Factual Headline
Using interesting facts to get attention
42
Selective/Demographic headline
Target a certain group by using words or ideas that refer to them
43
Curiosity headline
Indirect approach that tempts readers with a hint of information
44
News Headline
Presents strong feature in a clear no nonsense way, something is new
45
Command/Directive headline
Tells the reader what to do
46
Question/Interrogatory headline
Ask the reader a question
47
Repetition headline
Repeating lines for emphasis
48
Testimonial/quotation headline
in quotes or written as if spoken by the person
49
Alliterative headline
first letter or consonants in the words sound the same
50
Verbless headline
use just nouns or just adjectives
51
Wordplay headline
unexpected turns or phrases
52
Metaphors, similes, analogies headline
Metaphor: takes the characteristic of one thing and associates it with another Simile: states that one thing is "like" another Analogies: compare two things on the basis of a similar feature
53
Parallel construction headline
repeat the structure of a phrase or sentence
54
Rhyme headline
increases memorability, repetition of sound
55
Emotional headline
appeal to readers emotions, be realistic and down to earth
56
Horn-blowing headline
brag, boast, use superlatives
57
layout
physical grouping of all the elements in an ad as originally conceived by the art director
58
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
59
Sales promotion
The use of any incentive by a manufacturer to induce the trade (wholesalers and retailers) and/or consumers to buy a brand and to encourage the sales force to aggressively sell it.
60
agency structure and functions
account management creative media planning and placement research
61
advantages of newspaper advertising
Credibility, Affluent, educated readers, Short lead time, Flexibility (size, color, sections), Measurability (especially with coupons), Reaches a specific geographic market, Reasonable cost, Pass-along readership
62
advantages of magazine advertising
Aimed at specific groups of readers, High readership among adults and young adults, Quality reproduction and the ability to be artistic/creative, Regional editions available, Boosts brand awareness, Long life, Pass-along readership
63
layout levels/steps
Thumbnails Roughs Comps
64
layout formats (9)
``` 1 Mondrian- rectangles within rectangles 2 Picture Window 3 Copy Heavy 4 Frame 5 Circus - Lively disorderly design 6 Multi panel - comic strip technique 7 Silhouette - text outlines the image 8 Big Type 9 Rebus - "read through images" ```
65
typefaces
Communication tools, have influence, create emotion
66
design principles
``` line shape emphasis/hierarchy visual weight balance formal balance asymmetrical balance optical center proportion sequence/direction/eye-flow unity harmony texture spatiality rhythm color ```
67
radio copywriting tools and tips
keep it simple, repeat idea, mention the advertiser's name early and often, be descriptive, don't use alliteration, make call to action, be conversational, use italics, ellipses, etc.
68
Radio
"theater of the mind," hardest media to write for.
69
Advantages of radio (14)
1 Ability to reach a specific TA 2 Affordable 3 Frequency (same people listen to same stations, they can hear the messages again and again) 4 Flexibility (spots can be produced quickly) 5 High level of acceptance (don't really mind the commercials) 6 Reminder or reinforcement 7 Uncomplicated 8 Omnipresent (it's everywhere) 9 Friendly personable 10 Mental imagery 11 High amount of time spent listening (travel, work, cleaning) 12 Helps build top of mind awareness (create a familiar name) 13 Imagery Transfer (makes you think of TV commercial that relates to it - power of IMC) 14 Memory Benefits of sound
70
Disadvantages of radio
Audience is not always attentive
71
Types of Radio Commercials (10)
1 One Voice - announcer speaks to audience, pitch or straight commercial 2 Dialogue - convo between 2 people (often a "stooge") 3 Multi-voice - a number a voices speaks to audience 4 Dramatization - a brief play or situation, product is introduced as solution 5 Musical Commercial - Jingle 6 Sound Device - sound is used intermittently to make a point 7 Vignette - series of situations linked by repetitive device 8 Interview 9 Endorsement - celebrity or sports star 10 Testimonial - comes from someone on the street
72
Musical Commercial types (3)
Pitch at the end is called - tag Pitch in the middle is called - donut Music under the spot as background possibly up at the end is called - the bed
73
Two type categories
Text/body type - content | Display type - headings, catch attention
74
additive color
mixing colors of light computers and TVs use this add up all colors to make white
75
subtractive color
mixing colors of pigment print add up all colors to make black
76
secondary colors
mixture of two primaries
77
primary colors
colors at their original essence
78
intermediate colors
mixing secondary and primary colors together
79
complementary colors
colors opposite to each other on the color wheel
80
analogous colors
colors next to each other on the color wheel
81
split complement colors
harmony matching a color to one or two of the colors adjacent to its complement
82
Triadic Color Harmony
Using three colors that are equidistant from one another on a color wheel
83
Tetradic Color Harmony
Using four colors that are equidistant from one another on a color wheel
84
Tetradic Split-Complimentary
Using two pairs of split complements that appear immediately adjacent to complementary colors on a color wheel
85
Monochromatic Color Harmony
Combining hues of a single color that have varying levels of value (variations of hue)
86
disadvantages of newspaper advertising
Clutter (Ads make up 60-70% of paper), Declining readership, Poor reach among the young, Short life span, Low quality paper/poor reproduction, Positioning in paper may be undesirable
87
disadvantages of magazine advertising
Higher rates, Reach may be difficult because there are many options in each category, Clutter, Long closing date

Copywriting and Layout (2 decks)

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