Ch. 7 Flashcards
Exec Summary
short summary of the adverting campaign
Situation analysis
an evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions
SWOT
an evaluation tool used to determine a business’ viability in the marketplace- looks at internal and external factors
Advertising Plan
what will be accomplished by the advertising campaign
Strategy
the most important part of the advertising campaign, key consumer insights, key brand insights
Creative Plan
creative strategy, tone and manner of advertisements, creative executions
Sales Promotion and Integrated Marketing Communications
this includes all of the areas within the promotional mix such as public relations, promotions, direct marketing, and personal selling
Media Plan
media strategies, schedules, and budget summary
Evaluation
a description of how the advertising plan will be evaluated for effectiveness
ROI
Relevance- important to the target market, makes a connection
Original- one of a kind, fresh, unexpected
Impact- grab attention, stimulate, and influence the audience
Creative Roles
art director, copywriter, creative director
CMYK
the color used by professional printing companies- Cyan, Magenta, yellow, black
Creative Strategy
the overlying theme the creative execution will take throughout the campaign and “the foundation of the message you want to get across to the target market. “
Hard Sell
approach that relies on facts and information
Soft Sell
approach that relies on the senses and emotions
Lecture
the same techniques that a college professor uses to present a lecture- facts, data, and needed information is presented in the ad often using bullet points, graphs, and charts and questions and answers
Drama
uses a story to talk about the product- characters talk to each other and not to the audience, much like a tv show or movie
Message Approaches
how the message should be communicated
Straightforward Factual
this approach uses no emotions, tricks, excitement or humor- the facts are simply presented in an honest, candid manner
Demonstration
shows the product being used and what it can do for the consumer
Comparison
contrasts other brands against the advertiser’s brand to show the superiority of the advertiser’s brand
Problem/Solution
shows a problem the consumer may be having and then shows how the product is the solution
Slice of Life
combines elements of a problem/solution and a drama, but uses a “typical” person or average joe to talk about a problem they’re having and how the advertiser’s brand solved their problem
Spokesperson/Endorser
uses a celebrity, spokes person, or an expert in the field who uses their name or title to add credibility to the brand
Teasers
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
Print Ad Elements
Eye flow, taglines, spacing, headlines, copy
Writing Effective Copy
Record yourself talking, use contractions, write in short sentences, its okay to start with and or but, end with prepositions, use common words, slang, ask questions, write in an active voice, use examples, write like youre telling a friend a story, write to your target market, don’t go overboard, read everything out loud
Headlines
key element in print, communicates creative concept
Purpose of Headlines
communicate creative concept
Types of Headlines
direct benefit, indirect benefit, factual, command, how to, news, puzzle/curiosity, Questions, associations, humor
Body Copy
text of the ad
Other types of copy
subheads, taglines, slogan
Conversational Style
s
Elements of a Radio Ad
voice, music, sounds effects
Radio Ad Length
10, 20, 30, or 60 seconds are the most common- 60 seconds is the most popular length because no price difference
Characteristics of TV Ads
s
Elements of TV Ads
Video, audio, talent/casting, setting & Props
The television script
s
The Television Story Board
the visual plan of the television commercial that illustrates selected frames to communicate how the story will look, develop, and flow
TV Commercial
s
Visual Communication
s
Types of Color
s
Typography
s
The different Layout Styles
s
Optical Center
s
The design Principles
s
Broadcast Media
s
Television Systems
PBS, Network, Cable and Satellite, Syndication
Types of Tv advertising
network advertising, local, advertising, participations, spot, sponsorship
Measuring TV audiences
s
TV advertising advantages
sight, sound, and motion, emotion, formats and targeting, creativity, and demonstration
TV Advertising disadvantages
Cost, flexibility, clutter, tracking
Radio Systems
s
Types of Radio Advertising
Produced, Straight Read, Live Reads, Endorsements
Measuring Radio Audiences
s
Radio Advertising Advantages
s
Radio Advertising Disadvantages
s
Types of Online Advertising
pay per click, pay per impression, pay per action, display, search engine, video ads, social media network ads
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, spreads, advertorials
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
billboards, posters, wallscapes, digital billboards, mobile billboards, street furniture, transit
Advantages out of home
compliments other advertising, constant exposure, low cpm, flexibility
Disadvantages out of home
low exposure time, brief message, can be considered clutter
Types of alternative
movie theaters, product placements, point of purchase, anything else
Media Planning
series of decisions made to answer the question, what are the best means of delivering advertisements to prospective purchasers of my brand or service?
Aperture
the ideal time when a potential customer is the most susceptible to receiving an advertising message
Reach
a measurement of the number of people exposed at least once by an advertising message
Frequency
number of times an individual is exposed to an ad
CPM
cost per thousand
Impression/Exposure
a count of the number of people with open eyes or listening ears facing the medium-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
cost of ad/impression x 1000
Timing Strategies
continuous, flighting, pulsing
Sales Promotion
s
Advertising vs. Promotion
generate sales, achieve business and marketing objectives, increase number of customers, increase use of product, build brand image
differences- ads long term, promotion short term, sales promotional is rational, generate immediate sales, promotions are more direct, and promotions add tangible value
Purposes of Promotions
build awareness, create interest, provide information, stimulate demand, reinforce the brand
Push Strategy
the marketer attempts to take their product to the consumer, or product information is pushed toward the consumers
Pull Strategy
promotions are used to motivate consumers to seek out and request the product and either place an order or make a purchase
Different Types of Sales Promotion
price deals, coupons, sweepstakes, etc
Trade Promotions
s
Point-of-Purchase Displays
s
Sponsorship
s
Event Marketing
s
Loyalty Programs
based on purchases, consumers collect points, miles, punches, or other items that can be redeemed for rewards
Licensing
s
What to do
lots of energy, remember your purpose, start strong (hook), Spread the presentation around, flow like a story
What not to do
don’t read the slides, don’t talk to the slides, don’t um, don’t ramble, don’t wing it, don’t announce you made a mistake, turn the music down, don’t stand in front of your slides
The hook
engross the audience with something cray crazy
Wizard of Oz
wow your audience with your presentation
Strength
elements the company does well, the positive attributes that aid the company in meeting its objectives, and those areas where they have a distinct advantage over the competition
Weaknesses
elements the company does not do well and that put them at a distinct disadvantage from their competition
Opportunities
areas where the company can improve its market share, increase profits, and improve customers
Threats
any elements that threaten the perceived value of the brand, the ability of the company to be successful, or may change the way the company does business
