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.
Media planner
Identifies the area that will get the most money/exposure for specific ads.
Who regulates ads?
- Canadian Radio-Television and Telecommunications Commission (CRTC): Explained by ASC (Ad Standards Canada)
- Liquor, Gaming, and Cannabis Authority of Manitoba (LGCA): informed by ASC. Enforces alcohol advertising guidelines for all media, including online.
Spillover media
Seeing ads that are meant for another target audience.
Ex) Canadians seeing American ads on T.V.
Why are some ads not effective?
- Exposure: If a bad media outlet is chosen, we might not even see the ad.
- Comprehension: Messages we don’t understand because we don’t engage with them prevent an ad from doing its job.
- Retention: Forgettable – we don’t remember them later.
Evoked set
Brands that come to mind when ready to buy.
Degree of choice
Can you access the brands you want?
Dissonance
Feeling bad about a large purchase (post-purchase decision)
Product life cycle
- Introduction: P.R. gets word of your product out
- Growth: Expansion through advertising once people know who you are (more market share)
- Maturity: May need to rebrand to stay interesting
- Decline: People stop buying your products as they used to (you can tell a product is in decline when they start marketing their products for other uses)
Advertising creative pyramid
- Call to action
- Desire
- Credibility
- Interest
- Attention
Budget
- Planning/overtime (including salaries)
- Luxuries (mostly for celebrities)
- Equipment
- Hierarchy of decision makers
- Food (must feed your team by law)
Phases of production
- Pre-Production – planning/script
- Production – shooting
- Post-Production – editing
Magazines
- Print, zines, social media, apps, curation (Zinio/Texture), self-curation (Flipboard/Pulse)
- Most popular Canadian magazine is Canadian Living
- Frequency beats size
- Subscription = guaranteed funds, and newsstand = reader wants to read it TODAY.
Retail display allowance
When a brand pays to be in a preferable location.
Service journalism
Performing a public service to sell magazines (ex: promising to help your lifestyle).
Full bleed
When the colour runs off the page in a magazine ad. Costs 15% more in the U.S., but is the same price as a ‘no bleed’ ad in Canada (lack of advertisers).
No bleed
When there is a white border in a magazine ad.
Magazine: trap door
An ad on the front cover that can be uncovered by a fold.
Magazine: gate fold
When a page extends for an ad.
Magazine cover: blow ins
When ads fall out of the magazine (ex: subscription pages).
Magazine: island thirds
When ads go on either side of the editorial content (and try to look like editorial content)
Magazine: saddle stitched
Magazine is stapled together.
Magazine: perfect bound
Magazine has a spine and can stand on its own (expensive but last longer).
Subhead
The second-largest text in an ad.
• Call-to-action
• Bridge
• Kicker (meaning it can come before the headline and lead into it)
Ad copy
- Straight-Sell: Just the facts
- Institutional: Corporate philosophy
- Narrative: A story
- Dialogue
- Monologue
- Device Copy: Calls attention to itself because of its quirkiness
- Po-Mo (Post-Modern): Copyrighter writes themselves into the ad and addresses
Rules of ad design
- Balance/symmetry
- Proportion (size of stuff in relation to other stuff)
- Sequence (hierarchy – lead your reader)
- Unity (everything points to the same direction – no contradictions)
- Dominant element (photo or headline)
Thumbnail
Tiny sketch of what you want the finished ad to look like.
Rough
Full sized sketch of your ad.
Comp
All the parts of your ad are in place and layout is done on the computer.
Dummy
Mock-up to show people (ex: client) how your ad is going to work.
Client-Agency relationship
It's like dating! 1. Pre-relationship 2. Development 3. Maintenance 4. Termination • An agency can fire a client and a client can fire an agency.
Brand
The act of trying to give a brand personality (can be through rebranding)
- Differentiates the products in a market
- Promise to deliver consistent and reliable standard (high or low quality)
- Bundle of values
- Personality
Types of branding
- Individual Branding
- Family Branding
- International
- National
- Regional
- Local
- Private Label Branding
- Licensed
Benefits of branding
- Brand loyalty
- Price inelasticity (prices stay the same)
- Long-term profits
- Brand extensions
Brand mascot
Designed to be the living embodiment of the brand’s personality. They come and go and change over time. Ex) Pilsbury Doughboy, Ronald McDonald.
Personal brand
The image of yourself that you project, either intentionally or non-intentionally. Reflects what can happen with a product. Highs and lows; some emerge unscathed and some disappear forever. Ex) Oprah.
The world’s top brands
- Apple
- Amazon
- Microsoft
- Coca-Cola
Individual Branding
Different target audiences for each brand. Own campaigns.
Family Branding
Naming all of your products under the same brand name
International Branding
Marketed the same way worldwide.
Ex) Coca-Cola
National Branding
Branding is changed nationally. Ex) Old Dutch
Regional Branding
Marketed differently per region
Local Branding
Changes per every market
Private Label Branding
Retailers pay to companies to make products for them, and then they sell those products as their own.
Ex) Old Dutch is paid by Superstore to make President’s Choice.
Licensed Branding
Paying to license a brand so that it can be sold for more
CRTC Alcohol guidelines
- Advertising must not encourage the general consumption of alcohol.
- Advertising must not promote the irresponsible or illegal use of alcohol.
- Advertising must not associate alcohol with social or personal achievement.
- Advertising must not be directed to persons under the legal drinking age.
- Advertising must not associate alcohol with the use of motor vehicles or with activities requiring a significant degree of skill or care.
Brand equity
The totality of how people feel about your brand
Corporate identity
While the brand is the product, the corporate identity is the organization (or “business”)
Creative brief
These communication pieces come from the account-planning department of ad agency – the (non-creative) link between the agency and the client. The brief “informs” the creative, and should never be copied into the finished ad.
Parts of a creative brief
- Strategic Benefit
- Brand Character
- Target Audience
- Tone
- Consumer Insights
- Mandatory Elements
Sales promotion
Influences consumer attitudes
Examples of sales promotions
- contests
- coupons/discounts
- loyalty programs
- points of purchase
- joint promos
- premiums (free crap!)
What is the point of a promotion?
Accelerates purchases and changes behaviour
Trade promotions
Promotions for retailers and sales staff
Spiff
Brands pay sales people a flat amount to sell their brand
Buyback allowance
If a brand releases a product onto shelves and doesn’t sell, they can buy back from the store and replace the item
Co-op advertising
A brand pays another store to be one their ads
ex) A shoppers flyer with a coke ad on it
Ad Agency
An independent organization specializing in developing big ideas and preparing advertising plans, ads, and other promotional tools for advertisers
Full-Service Advertising Agency
A beast with many departments, specialized people heading them and numbers of subordinates under them
Creative Boutique/Design Studio
Not responsible for client relationships, campaign-strategy planning or media planning; they are solely responsible for the creative idea and its execution.
Media Buying/Planning Agency
Specialize in media planning, scheduling and buying.
Interactive or Digital Agency/Digital Production Company
Interactive agencies specialize in digital and online media production and marketing.
In-house Agency
Departments that work solely work for that company, and not any other client
B2B Agency
“Business-to-business agencies” represent clients who market products to other businesses.
Startup
Newly established businesses and agencies.
Content Studio
Internal “brand marketing units” that create brand stories for clients.
Account Services/Planning
“the suits”
Account services: client relationships. Is comprised of account executives, managers and directors, liaises with the agency’s many clients, and writes creative briefs
Creative
Writes the ads, is responsible for the product.
Finance and Accounts
This department handles salaries, benefits, vendor costs, travel, day-to-day business costs and money.
Media Buying/Planning
Procures the advertising time and/or space required for a successful advertising campaign across all media
Production
Gives the okay for the project, communicating with photographer or illustrator, working with printers, or hiring typographers, programmers, and TV directors to get an ad campaign produced
