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Marketing Communications > Ch8/9 > Flashcards

Ch8/9 Flashcards

1
Q

Creative execution Style

A

Critical creative tactic, the way that a message appeals presented.

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2
Q

Ad execution techniques

A
  1. Straight sell / factual
  2. Scientific / technical evidence
  3. Demonstration
  4. Comparison
  5. Slice of Life (Ordinary life scene or situation)
  6. Testimonial
  7. Animation
  8. Personality symbol ( Dovercat)
  9. Imagery (recognizable scene, ex: fine dining)
  10. Dramatization
  11. Humour
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3
Q

message structure

A

The structure of a persuasive message can influence its effectiveness.

affected by the order of presentation, conclusion drawing, message sidedness, verbal vs. Visual balance.

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4
Q

Order of presentation

A

Items presented first and last are remembered better than those presented in the middle.

The strongest arguments should be presented early or late in the message but never in the middle.

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5
Q

Primacy or recency effect

A

Items choice is dependant on several factors: target audience level of opposition, length of message, and level of detail in message.

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6
Q

Conclusion drawing

A

Marketing communicators must decide whether messages should explicitly draw a firm conclusion or allow receivers to draw their own conclusion.

Dependent on: target audience, type of issue or topic, and the nature of the situation.

The more intelligent your target audience the more you can allow them to draw their own conclusions and still be successful.

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7
Q

Message sidedness

A

One-sided message: mentions only positive attributes or benefits, most effective when target audience already holds favorable opinion of product

Two-sided message: presents both good and bad points, more effective when the target audience holds an opposing opinion or is highly educated.

Refutation: a special type of two-sided message

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8
Q

Verbal / visual balance

A

Both the verbal and visual portions of an ad influence the way the message is processed

verbal and visual portions can be used concurrently to enhance message processing.

They can also be used and congruently the juxtaposition engages the consumer and encourages more effortful processing.

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9
Q

When are Design Elements for printing advertising used?

Types of design elements for print messages

A

Used when competing brands are so similar is difficult to find or create a unique attribute.

Types include:

  1. Headlines
  2. Body copy
  3. Visual
  4. Layout
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10
Q

Headlines

A
  1. direct- Straightforward and informative in terms of the message they present in the target audience who they are directed.
  2. indirect- Not straightforward about identifying product or service or getting to the point often more effective at attracting attention because they provoke curiosity.
  3. subheads- Breaks up body copy to make message more readable and highlight key sales points are content also reinforces headline and slogan or theme.
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11
Q

Body copy

A

Often flows from points made in the headline

content depends on the advertising appeal and/or the execution being used

Is directed by the creative strategy.

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12
Q

Visual (use and types of decisions)

A

Dominant element

must attract attention communicate an idea or image and work in a synergistic fashion with headline and body copy.

Some key decisions:
1. Identification marks (brand, company, trade name)

  1. Photos or hand drawn or painted illustration
  2. Colours
  3. Focus of visual
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13
Q

Layout

A

Physical arrangement of the various parts of the ad including:

  • headline
  • subhead
  • body copy
  • illustration
  • identifying marks.
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14
Q

Microphone advertising

A

Longer version of video message

message format originate from in identified sponsor

Used to motivate online viewing, discussion, and distribution without payment

intention is to persuade.

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15
Q

Steps of pre-production

A
  1. Selecting director
  2. choosing a production company
  3. Bidding
  4. cost estimation and timing
  5. production time table
    - set construction
    - location
    - agency and client approvals
    - casting
    - wardrobes
  6. Pre-production meeting
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16
Q

Steps of production

A
  1. Location vs. Set shoots
  2. Night / weekend shoots
  3. Talent arrangements
17
Q

Steps of post-production

A
  1. Editing
  2. Processing
  3. Recording sound effects
  4. Audio/video mixing
  5. Opticals
  6. Client/agency approval
  7. Duplicating
  8. Release/shipping
18
Q

Forms of verbal talking in audio messages (radio, podcast)

A

Straight announcer

dialog

announcer / actor

customer interview

19
Q

Audio logos

A

Jingles / songs

20
Q

Low involvement- transformational (brand attitude)

A

the emphasis of benefit claim is stronger than the emotional portrayal of a negative motive.

21
Q

Low involvement- informational (brand Attitude)

A

should have very obvious benefit claim with an unusual execution-style.

22
Q

High involvement - transformational (brand attitude)

A

Persuasion require strong emphasis on emotion

A positive attitude towards the ad leads to a positive brand attitude

the target audience must relate to the execution-style and feel the ad supports their lifestyle.

23
Q

High involvement - informational (brand Attitude)

A

Considerable and accurate benefit claims are required

many benefits can be presented but they must be organized and presented in a manner that respects the current attitude of the target audience.

24
Q

Reasons for measuring effectiveness

A
  1. Avoiding costly mistakes
  2. evaluating alternative strategies
  3. increasing advertising efficiency
  4. determining if objectives are achieved.
25
Q

Reasons not to measure effectiveness

A
  1. Cost
  2. Research problems
  3. Disagreement of what to test
  4. Objections of creative specialists
26
Q

The testing process

A

Tests at various stages

stage 1: concept testing
stage 2: rough testing
stage 3: finished art of commercial testing
stage 4: Market testing or post-testing.

27
Q

Concept generation testing

A

Conducted very early in the campaign used to explore consumers responses to ad concepts expressed in words, pictures, or symbols

Measures positioning statements, copy, headlines, and illustrations.

Alternatives are exposed to consumers who match the target audience their reactions and evaluations are sought through focus groups, direct questioning, surveys, Etc…

Provides qualitative and/or quantitative data evaluating and comparing alternative concepts

28
Q

Rough art, copy, and commercial testing ( advantages and disadvantages)

A

Advantages:

  • control
  • cost-effectiveness
  • endorsements by independent third parties
  • achievement of credibility

Disadvantages:

  • Consumer may become a self-appointed expert - number of ads that can be evaluated is limited
  • a halo effect is possible
  • preference for ad types may overshadow objectivity
29
Q

Rough commercials definition and categories

A

An unfinished execution that may fall into 3 categories:

  1. Animatic rough ( succession of drawings/ cartoons, rendered artwork, still frames, simulated movement)
  2. Live-action rough (live motion, stand in talent, limited props/minimal opticals, location setting)
  3. Photomatic rough (succession of photographs, real people/scenery, still frames, simulated movements)
30
Q

Pre-testing finished print messages

A

Portfolio test- lab method

readability test- flesch formula

diagnostic measures- account for shortcomings of other methods

31
Q

Theatre tests

A

Invitation to view Pilots of proposed TV programs, audiences responses to commercials can be compared with normative responses.

32
Q

On-air tests

A

Insert commercials into actual programs in certain test markets

33
Q

Physiological tests of finish ads

A

Pupil dilation
galvanic skin response/ electrodermal response
eye tracking
brain waves

34
Q

Post-test of print ads

A

Inquiry test
recognition test
tracking studies
recall test

35
Q

Post-test of broadcast commercials

A 
Single-Source tracking 
comprehensive measures 
test marketing 
tracking studies 
day after recall test

Marketing Communications (4 decks)

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