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Advertising Test 3 > Ch. 8 > Flashcards

Ch. 8 Flashcards

1
Q

creative brief

A

provides direction for the execution of the Big Idea and for the evaluation of the creative strategy

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2
Q

Effective advertising is..

A

both an art in its creativity and a science in its strategy

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3
Q

message plan

A

is a rational analysis of a problem and what’s needed to solve that problem

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4
Q

media and message must..

A

work together to create effective advertising

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5
Q

creative director

A

manages the creative process and plays an important role in focusing the strategy of ads and making sure the creative concept is strategically on target.

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6
Q

ad agencies represent

A

“think tank”, to inspire creativity and research into creative thinking

agencies are natural incubators for the three P’s : place, person, and process

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7
Q

creative strategy …

A

solves problems, and problem solving demands creative thinking. Both Big Ideas and big Plans call for creative thinking

  • Has to be both creative and strategic
    ex: Launch of the iPod - the creativity begins with the look of the product, works, and feels. - This all happened before the agency got involved to promote
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8
Q

creative brief

A

(creative platform, worksheet, or blueprint) is the document prepared by the account planner to summarize the basic ,marketing and advertising strategy.

  • gives direction to creative team members as they search for a creative concept, or Big Idea.
  • EX: of a creative brief
  • Why are we advertising at all?
  • What is the message trying to do
  • What are their current attitudes and perceptions
  • What is the main promise we need to communicate
  • What is the key moment to which we tie this message
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9
Q

creative strategy or message strategy

A

what the advertisement says

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10
Q

execution

A

is how it is said

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11
Q

typical brief

A
  • problem that can be solved by communication
    -target audience and key insights into their attitudes and behavior
    -brand position and other branding decisions, such as personally and image
    communication objectives that specify the desired response to the message by the target audience
    -proposition or selling idea that will motivate the target to respond
    -media considerations about where and when the message should be delivered
    -creative direction that provides suggestions on how to stimulate the desired consumer response
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12
Q

tone of voice

A

Touch on such execution or stylistic direction

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13
Q

Facet Model of Effects (Message Objectives)

A 
see/hear
feel
think/understand
connect
believe
act/do
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14
Q

see/hear

A

create attention, awareness, interest, and recognition

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15
Q

feel

A

touch emotions and create feelings

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16
Q

think/understand

A

deliver information, aid understanding, and create recall

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17
Q

connect

A

establish brand identity and associations and transform a product into a brand with distinctive personality and image

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18
Q

believe

A

change attitudes, create conviction and preference and stimulate trust

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19
Q

act/do

A

stimulate trial, purchase, repurchase, or some other form of action, such as visiting a store or website

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20
Q

EX: the road crew campaign had to ..

A

awareness, attitudes, and behavior

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21
Q

targeting with road crew example

A

the 21 to 34 year old single men with. high school education and blue collard jobs… these are the ones that needed to be targeted for ride service

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22
Q

brand position and brand images

A

are created through message strategies and brought to life through advertising execution

ex: “think small” VW Beetle - position itself in the automobile market and created a powerful brand

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23
Q

brand communication

A

creates symbols and cues that make brands distinctive, such as characters, colors, slogans, and tagline

ex: the geico from Gecko,
the Mr.clean

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24
Q

salience

A

that is the brand is visible and has a presence in the market place, consumers are aware of it and the brand is important to its target market

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25
Q

top of mind awareness

A

another objective for branding and positioning campaigns is to create trust

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26
Q

message design

A

planners search for the best message design - the approach that makes the most sense given the brand’s marketing situation and the target audience needs and interests —– this is not graphics but rather problem solving

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27
Q

head and heart

A

the cognitive objectives generally speak to the head and the affective objectives are more likely to speak to the heart

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28
Q

hard sell

A

an informational message that is designed to touch the mind and create a response based on logic

assumption: the target audience wants information and will make a rational product decision

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29
Q

soft sell

A

emotional appeals or images to create a response based on attitudes, moods, and feelings

assumption: the target audience has little interest in a n information search and will respond more favorably to a message that touches their emotions or presents an attractive brand image
ex: a NAPA auto-parts commercial with a dog — selling a hard product with an emotion twist
ex: high emotion - texting a n driving ad

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30
Q

Fraziers six creative strategies

A

preemptive, unique selling proposition, brand image, positioning, resonance, affective/anomalous

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31
Q

ex: of preemptive

A

coffee wars between mcdonalds and starbucks

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32
Q

transmission view

A

the more rational “head” strategies and the ritual view, which is similar to the more feeling based heart strategies

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33
Q

lecture and dramas

A

most ads use the combination of two basic literary techniques to reach the head or the heart of the consumer, lectures and dramas

  • lecture- verbal or visual instruction (effective because you can use a “talking head” like a spokesperson or celeb to give out the main points)
  • drama-viewer makes inferences about the brand (ex: dominos pizza sucking - created drama) - or fairtales or myths,
34
Q

psychological appeal

A

of the product to the consumers is also used to describe a message that speaks to attitudes as well as the heart

appeal- connects with some emotion that makes the product particularly attractive
ex: if the price is emphasized in the ad, then the appeal is the economy, value, or savings

-zoom in to a quicker bar = mouth watering appeal

35
Q

selling premises

A

states the logic behind the sales offer

premise- in which an argument is based or a conclusion is drawn

must identify features or attributes of product

-claim - products benefits ex: nuts of blue diamond “super food and protien “

36
Q

prospect-centered selling premises detoxifies a REASON that might appeal to potential customers…

A

benefit, promise, reason why, and unique selling proposition

37
Q

substation - need to provide proof and also

A

needed to make a claim believe is support

38
Q

straightforward message

A

is factual or informational, conveys information without any gimmicks, emotion, or special effect

39
Q

demonstration

A

how to use the product or what it can do for you

kellogs cereal - use cereal Bowls

40
Q

comparision

A

contrast two or more product to show the supercity

41
Q

problem solution message

A

the product is a hero

42
Q

humor

A

useful creative strategy or comedian

43
Q

spokesperson or endorser

A

celebs - bring trust and believability into the brand

44
Q

teasers

A

mystery ads that dont identify the product or dont deliver enough information to make sense, but are designed to arise coursity

45
Q

E score and Q score

A

e score- a system of rating for celebrities, athletes and other news makers that measure their appeal

q score - measure of the familiarity of the celebrity as well as a company or brand

46
Q

messages that get attention

A

ex: super cuts - expired meter ad

has to get exposure through the media buy and get attention thought message

47
Q

messages that create interest

A

getting attention reflect the stopping power of an advertisement, keeping the attention reflect the ads PULLING POWER.

ex: open an ad with a question

48
Q

messages that resonate

A

amplify the emotional impact of a message by engaging a consumer in a personal connection with a brand are said to resonate with the target audience

49
Q

messages that create believably

A

gives the ad credibility and believably

ex: spokesperson

50
Q

messages that are rembered

A

messages have to stop, pull, and stick

ex: smokey the bear campaign

ways marketers do this :

slogans, taglines, jingles

51
Q

messages that touch Emotion

A

feeling based responses : love, fear, anxiety, and envy, sex attraction

ex: appetite - mouthwatering craving - get the ad with the zoomed in image - buy product

52
Q

messages that inform

A

companies provide new information on products and even lead consumers to know about new uses for old products

53
Q

messages that teach

A

people learn though instruction, ads on demos

ex: brush your teeth

54
Q

messages that persuade

A

affect attitudes and create belief

testimonials and messages that generate word of mouth about the product

endorsements - celebs
conviction - before and after

permission to believe a claim or selling premise

55
Q

messages that create brand associations

A

brand takes on a distinctive character and meaning

image advertising - rep a band , create that image in the consumers mind

56
Q

messages that drive action

A

drive people to act by offering something free or at a discounted price

call to action

reminder advertising - keep brand name in front of consumers - ex: coupons or loyalty program

57
Q

when advertising gives consumers permission to believe in a product,

A

it establishes the platform for conviction

58
Q

creativity

A

can be defined as generating novelty and uniqueness that makes something ring true

59
Q

big ideas are…

A

creative concepts

idea- concept in the mind
concerting - refer to the process of coming up with a new idea

60
Q

cliches

A

generic and non original ideas

ex: hospital ads

61
Q

big ideas

A

they are risky because they are by definition new, unexpected and untested

ex: of good big ideas - smokey and the bear, nike - just do it

62
Q

ROI of creativity

A

Relevant, Original, Impact

R- the target audience
0-new and fresh - Got Milk
I-impression on the audience-breakthrough ad - stopping power and that comes from an intriguing idea

63
Q

copycat advertising

A

using an idea that someone else has originated

64
Q

divergent thinking

A

used to describe a style of thinking that jumps around exploring multiple possibilities rather than using rational thinking to arrive at the right or logical conclusion

65
Q

right brain thinking

A

another term for divergent thinking - intuitive, holistic, artistic, and emotionally expressive

66
Q

left brain thinking

A

logical, linear, and orderly

67
Q

creative thinking

A

1- think about the problem as something that involves a mind shift - out of the box
2-strategy language behind you - creative leap - creative risk

tire company “because so much is riding on your tires”

68
Q

break through ad

A

has stopping power that comes from an intriguing idea

69
Q

to get a creative idea..

A

you must leap beyond the mundane, formal business language of the strategy statement and see the problem in a novel and unexpected way

70
Q

emotional high

A

getting a great advertising idea that is also on strategy

71
Q

characteristics of creative people

A

problem solving, playful, the ability to visualize, open to new experiences, conceptual thinking

72
Q

creative process to get an idea

A 
step 1: immersion
step 2: ideation
3: Brainfog
4:Incubation
5:Illumination
6:Evaluation
73
Q

creative aerobics

A
  • facts
  • new names
  • similarities
  • new definitions
74
Q

brainstorming

A

6 - 10 people come up with ideas

has to be positive and no judgment

ex: what if, an unexpected association, twist the obvious, exaggeration

HOW TO PREVENT:
ex: the look alike, the tasteless

75
Q

managing creative strategies

A

extension - an idea with legs (generative)
adaptation - taking an idea global
evaluation - go/no go decision

76
Q

structural analysis

A

1 - evaluate the power of the narrative or the story line (heart)
2- evaluate the strength of the product claim (head)
3- consider how well the two are integrated - that is how the story line brings the claim to life

77
Q

copy testing

A

formal method to evaluate the effectiveness of an ad, either in draft form or after int has been executed

78
Q

vampire creativity

A

means the creative storyline overpowers the brand message

79
Q

slogans

A

“get met, it pays” -metlife, “just do it” - nike

80
Q

tagline

A

“nothing outlast the energizer. it keeps going and going and going”

Advertising Test 3 (3 decks)

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