Ad Final Flashcards
Advertising Plans Book
The book that describes in detail the research that was conducted, the advertising objectives, a complete target market analysis and competitor analysis, the insights found, the campaign strategy, the creative strategy and executions, any promotions, a media plan, and a campaign evaluation plan.
Exec Summary
short summary of the ad campaign
Situation Analysis
evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions
SWOT
evaluaties a business's viability in the marketplace. Strengths Weaknesses Opportunities Threats
Advertising Plan
the plan that is used to reach the objectives desired to promote the company
Strategy
foundation on which every other aspect of the campaign is built
Creative plan
“How Statement” How will the strategy come to life through the creative executions?
Sales Promotion
the section of the plans book that contains a complete description of any and all integrated marketing communications that will be used in the campaign.
Media Plan
Includes media strategies, schedules, and budget summary
Evaluation
final step in the plans book–how the advertising plan will be evaluated for effectiveness
ROI
return on investment. Divide net profit by total assets
Creative Roles
delivers a relevant selling message in an unexpected manner
Creative Strategy
the overlaying theme the creative executions will take throughout the campaign–the foundation message you want to get across to the market.
Big Idea
What all your creative is based off of, VERY important!
Hard Sell
Using straightforward facts to sell a product
Soft Sell
Using emotions to put a product in a positive light
Lecture
like a college professor-facts, data, and needed information
Message Approaches
Thinking Approaches: Straightforward, demonstration, lecture, comparison, problem/solution
Feeling Approaches: Drama-dialogue
Straightforward Factual
uses no emotions, tricks, excitement or humor
Demonstration
shows the product being used
Comparison
contrasts product with that of other brands
Problem/Solution
bring up problem, show that advertiser’s plan is the solution
Slice of Life
combines the elements of a problem/solution and a drama approach but uses a “typical person” or “average Joe” to talk about a problem they’re having and how the advertiser’s brand solved the problem
Spokesperson/Endorser
this approach uses a celebrity, spokesperson, or an expert in the field who uses their name or title to add credibility to the brand
Teasers.
this approach teases and tempts the consumers without identifying the product directly so the consumers will listen to the rest of the ad or seek out additional information
Creative Department
contains copywriters and art directors (and creative directors)
Writing Effective Copy
Talk like you’re having a conversation! Record and listen to yourself. Use contractions and short sentences. It’s ok to start sentences with “and” or “but,” and end them with prepositions. Use common words, even slang. Ask questions. Write in an active voice. Only mimic our speaking though, not replicate it exactly.
Headlines
key element in print advertising-sometimes only part of ad that people read
Purpose of Headlines
communicates the creative concept
Types of Headlines
direct benefit, indirect benefit, factual, command how to, news, puzzle/curiosity, questions, associations, humor
Other Types of Copy
Subheads, taglines, slogans, body copy
Body Copy
the main chunk of text with all of the information
Characteristics of Radio Ads
typed in two columns: left-describes the source of sound and is written in all capital letters, right-gives the content of the message and it is written in upper and lower case paced directly across from the source
Conversational Style
Write like you’re talking
Elements of Radio Ads
voice, music, sound effects
Radio Ad Length
10, 20, 30, or 60 seconds (90 words in 30 second radio spot)
Characteristics of TV Ads
storyboard, usually 8-10 frames for a 30 second commercial.
Elements of TV Ads
Video, audio, talent/casting, setting & props
The Television Storyboard
the visual plan of the television commercial that illustrates selected frames to communicate how the story will look, develop, and flow
Visual Communication
A picture is worth 1000 words. Our society depends on pictures.
Types of Color
RGB
CMYK
Full Bleed
Typography
The typography should match the tone of the ad. Serrif and san serif
The Different Layout Styles
picture window, all art, panel big type, circus, frame, Mondrian, silhouette, band, axial
Optical Center
where the viewer looks first when looking at the ad
The Design Principles
balance, unity, contrast, repetition, eye flow, focal point, white space, simplify, optical center, color, font (serif or san serif), text alignment,
Broadcast Media
the process of transmitting sounds and images electronically through TV, radio, or interactive media
Television Systems
Network-where television programs are generated from a centralized location
affiliates-small group of stations that networks are aired through
Types of Television Advertising
Network Advertising-sold by one of the five networks
Local Advertising-for companies located in the area
Participations-shown as part of the program
Spot-the commercials that appear during breaks between shows
Measuring TV Audiences
Nielson
Television Advertising Advantages
Sight, sound, and motion-makes it interesting, entertaining, and memorable emotion creativity formats and targeting creativity demonstration
Television Advertising Disadvantages
Flexibility-so expensive that changing the message is hard
Clutter
Tracking-the measure of viewers doesn’t measure who is ACTUALLY watching the TV.
Radio Systems
AM-came first, lower quality than FM, longer waves
FM-higher quality than AM, shorter waves
Satellite-broadcast primarily to cars over large distances
Web Radio-audio that is packaged and mimics radio
Types of Radio Advertising
Produced-ads that are professionally produced by an ad agency
Straight Read-no dialogue/characters, just read by a good, strong voice
Live Reads-radio personality reads an ad live on the air from a script/fact sheet
Endorsement-the radio personality personally recommends an advertiser’s product or service, often done live
Radio Advertising Advantages
Communicate when the target is ready to shop
Local Appeal
Targeting-can target people based on what music they are listening to
Cost
Speed and Flexibility
Visual Imagery
Radio Advertising Disadvantages
Inattention
Clutter
Lack of visuals
Scheduling
Types of Online Advertising
Pay per click
Pay per impression-advertiser pays every time website gets 1000 visitors
Pay per action-advertiser pays when consumer buys or submits something
Display-banner ads etc.
Search Engine-ads that appear at the top of search engine results
Video Ads-Youtube and stuff
Social Media Network
Online Advantages
Targeted Two-way conversation Easy to track Feedback Cost Effective
Online Disadvantages
Clutter
The ignore factor
Not everyone uses the Internet
Competition
Types of Magazine advertising
Display ads-take up part of a page
Spreads-cover multiple columns or pages, usually double-page span
Advertorials-designed to look like an article in the magazine
Magazine Advertising Advantages
Targeted
Long Life
Pass-Along Readers
High Production Quality
Magazine Advertising Disadvantages
Long lead time
Clutter
High cost
Inflexibility
Types of Out-of-Home Ads
Billboards -bulletins (ones you're used to) -wallscapes -digital -mobile Street Furniture Transit
Out-of-Home Ads Advantages
Compliments other ads
Constant exposure
Low CPM
Flexibility
Out-of-Home Ads Disadvantages
Low exposure time
Brief message
Can be considered clutter
Types of Alternative media
Movie Theaters
Product Placement
Point of Purchase (P0P) Remember the soda box creations at Smith’s
Everything Else
Media Planning
a series of decisions made to determine what the best means of delivering ads to prospective buyers is
Aperture
the ideal time that a potential customer is the most susceptible to receiving an advertising message
Reach
a measurement of the number of people exposed, at least once, to an advertising message
Frequency
the number of times an individual is exposed to an advertising message
CPM
Cost per thousand
Impressions/Exposure
Exposure: those people who report watching a particular TV show or listening to a particular radio station at a given time
Impressions: the sum of exposures for all media
Rating Points
number of viewers of a television show captures expressed as a percentage
Calculating Cost Per Thousand
CPM=(the cost of the ad)/(Impressions) x 1000
Continuity
media dollars are scheduled at the same amount each month throughout the campaign
Pulsing
a combination of the continuous and flighting strategies: media dollars are spent continuously throughout the campaign, but during certain times of the year the spending spikes while at other times it drops
Flighting
media dollars are spent in a pattern with periods of intense spending followed by periods with no spending
Sales Promotion
direct incentives offered to consumers, for a limited time, to encourage immediate sales-short term
Advertising vs. Promotions Similarities &
Differences
Similarities: both generate/increase sales and meet objectives
Differences: Advertising focuses on long-term results. Advertising is emotional, sales promotions are rational.
Purposes of Promotions
Build awareness Create interest Provide information Stimulate demand Reinforce the brand
Push Strategy
marketer attempts to take their products to the consumer, or information is “pushed” toward the consumer i.e. POP displays
Pull Strategy
promotions are used to motivate consumers to seek out and request the product. i.e. TV commercials
The different types of Sales Promotions
Price deals, Flash sales (limited time), Buy more/save more, coupons, samples, contests, sweepstakes, games, premiums-tangible product given for free with purchase
Trade Promotions
technique aimed at increasing demand for products in retail stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more
Point-of-Purchase Displays
POP- just remember the soda box creations at Smith’s on holidays and the Super Bowl.
Sponsorship
advertisers that sponsor a program on television accept part of the responsibility for the production costs of that program
Event Marketing
the activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization
Loyalty Programs
Based on purchases, consumers collect points, miles, inches, or other items that can be redeemed for awards
Licensing
renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory
What to do when pitching
Start strong Speak up Be entertaining and have fun Face the audience Look good Show your personality Smile Move Make eye contact Know your cues and respect your time Take turns speaking with your partners Should flow like a story Be unique
What not to do when pitching
Don't read or talk to the slides No "umms" Don't "wing it" Don't announce your mistakes Don't have overly loud music Don't stand in front of the slides
The hook
Start of strong! Capture your audience’s attention and pull them into the presentation!
Presentation slides
Make the slides look great
Select legible fonts and make them large enough to see
Use quality visuals, but don’t use too many
Use color
No more than 4-6 bullet points, show them one by one
Only talk about the slide you are on
No big paragraphs
Imbed videos
Limit animations
Be consistent
Less is more
Wizard of Ozing
Be more awesome than people expect! Be exceptional and unbelievable! Don’t show anyone the “man behind the curtain.”
drama
dialogue between characters
