basic theory of advertising

Question 1

what is the AIDA Model

Answer 1

Attention (visuals to grab customer attention. colors, celeb, typography)
Interest (show benefits that engage and establish a need)
Desire (build desire thru problem solving, scarcity,testimonials)
Action (encourage action with a strong call to action, discounts, special offers)

Question 2

What is USP

Answer 2

Unique: offer a distinct benefit (taste, color)
selling: relevant to consumer, persuades action
Proposition: clear consumer benefit provided by the product

Question 3

what are the effective USP tips

Answer 3

focus on results, solutions, and benefits ; understand target market;
differentiate from competitors

Question 4

What is brand image

Answer 4

customer perception of brand
exp: nokia ‘connecting ppl”

Question 5

what is brand identity

Answer 5

company’s potraayal of how it wants to be seen
exp: cola - open happiness

Question 6

what are the key elements of an effective USP

Answer 6

cleary stated benefits
sets criteria for buyers
distinguish from competitors
educates
quantities/qualities
brief

Question 7

what is a positioning theory

Answer 7

owning a distinct place in the consumer mind
not abt what u do to the product but what u do to the consumer mind

Question 8

exp of positioning

Answer 8

colgate: protection Lux:Glamour

Question 9

what is the importance of positioning

Answer 9

media, prodct, and adt explosion make it hard to change perceptions once formed

Question 10

how positioning is done

Answer 10

1. be first (being first to occupy a position in the consumer mind).
   exp: Kodak in photography
2. unique position (if not 1st, be unique)
   exp: beck, 1st pop beer in Germany
3. instead of creating smtg new, build on existing perception
4. ignore conventional logic (don’t find concept inside product, look inside prospect mind)

Question 11

what is intergated marketing communication IMC

Answer 11

a strategy ensuring that all forms of communication and messages are linked tgt
promotional mix elements to reach key audiences include advertising, personal selling, public relations, sales promotion and direct marketing

Question 12

what are the benefits of IMC

Answer 12

creates competitive advantage, boost sales and profiles while saving time and money

engage customers and guides them through buying process,at the same time, build image, foster dialogue, strengthen relationship

consistent image foster long term customer relationship, with databases identifying what info each customer needs in their buying journey