Advertising 1 Flashcards
The Creative Process
- Explorer (looking for ideas)
- Artist (write the ad)
- Judge (decide if it’s good)
- Warrior (sell your idea to client)
The big idea
- Must resonate – you remember it later, and it gets attention.
- Must be relevant – on-strategy for your brand
Frequency
The number of times you hear an ad. Some ads are better for a low frequency.
Traditional advertising
• Cable TV, magazines, print-ads, radio, podcasts, bus ads, billboards, direct mail, etc.
• Mostly seen as an interruption
• Sponsors are clear (sponsors are in the ad – tends to make them less effective)
• Has to be directed at general groups of people
o Targeting problem: often reaches the wrong demographic
New advertising
- Mostly digital media
- Sometimes ID’s sponsors
- Paid, earned, shared, owned
- Sometimes combines new media with old media (media mix)
Content marketing
Giving people something that is entertaining, or that they’re interested in.
Ex) Google – makes money from google ads based on customer searches.
Influence or Influencer Marketing
Paying an influential person to promote your product.
Target market
The people you want to make money from.
Audience
The people we want to see an ad.
Stakeholder
Has something to lose or gain from the ad.
The Four P’s of marketing
- Product – Sell a product that people want.
- Place – Sell your product at the right place.
- Price – Sell your product at the right price.
- Promote – Use ad and P.R. to promote your product.
How are prices determined?
- How much a product costs to make (must sell for more)
- Retail mark-up (companies must pay for a spot at a retailer)
- Amount of market competition
- Psychological factors
Anchoring
People evaluate what they’re spending money on based on what the products around it cost. Psychological tactic that makes people concentrate on what they’re saving instead of what they’re spending.
3 Groups of customers
- Existing: Already likes your product. Easy to sell them more.
- New: Can be very expensive – must pay recurring fees to get customers.
- Influencers: Online/real life celebrities who companies target to get sales.
Cost per acquisition
How much it costs to get a new customer. Recurring cost.
3 Types of Distribution
- Selective: Sell your product in a place where people are more likely to buy it.
- Exclusive: High-end products only sold at certain locations to a certain audience.
- Intensive: Making a product available everywhere.
What is out of home media?
Any ad that people see when they’re out and not on their phones. Some rely on being shared on social media.
Ex) Billboards, payphone ads, hot air balloons, bus-benches.
How to do OOH
- Frequency based
- Targets same audience every day
- Often “teaser campaigns” (ex: “Something’s coming…”)
Pros of OOH
- Big audience, low cost
- Visual impact
- Short copy
- Versatility
Cons of OOH media
- Creative restrictions
- Logistics (easy to buy local campaigns, but hard to do cross-country campaigns)
- Guerilla media: possibility of someone taking your media and using it as their own
Sense appeal
Making people feel something when they see your ad by appealing to their five senses.
Ex) a Red Lobster ad might make someone feel hungry.
Central vs peripheral persuasion
- Central: people are paying attention to the ad.
* Peripheral: ad is on in the background.
Headlines
- Benefit Headline: Whatever the product benefit is
- Provocative Headline: Provokes curiosity
- News Headline: Something new to say about the product
- Command Headline: Call-to-action
- Dialogue Headline: Using a quote (ex: Cavalia – “Best Show Ever!”)
- Question Headline: Asks an open-ended question (but can’t be a ‘yes’ or ‘no’ question)
Strategy statement
- Develop a/an _____ campaign targeted to _____ audiences in the _____ stage of the buyer’s journey in/when they are _____. Your budget is $_____ and the campaign must have a/an _____ personality.
- Can be done for anything.