Chapter 9 Flashcards
whats a one-sided message?
mentions only positive attributes or benefits
is only effective when the target audience is less educated or already holds a favourable opinion about the topic
whats a two-sided message?
presents both good and bad points
most effective when the target market holds an opposing opinion or is highly educated
may enhance credibility of source as seen as less biased and more objective
message strategy vs big idea vs execution
message strategy: what to say/major selling argument
big idea: brings strategy to life
execution: how to say it/appeals and techniques
Generic message strategy
instead of promoting a brand, you promote the entire category.
e.g. eat meat / banananananana etc.
pre-emptive message strategy
making a claim that none of your competitors have so that it appears unique. if competitors copy, they appear as a ‘me-too’ (weaker).
e.g. touch id, 64bit, gold phone… mer iphone
unique selling proposition strategy
characteristics of USP are:
1) each ad makes proposition to the consumer such as “buy this product and you will get this benefit”
2) prop is unique to the brand. that is, no competition can (or are willing to) claim it
3) prop must be able to pull new customers to your brand.
brand image strategy
use for brands that are so similar you cannot differentiate in any other way.
uses image advertising to create a memorable identity
Inherent drama strategy
find the inherent characteristic of the product that makes the consumer purchase it. Messages generally presented in a warm, emotional way e.g. Hallmark greeting cards.
positioning strategy
positions a product in consumers minds
products can be positioned on the basis of product attributes, price/quality, usage or application, product users or class.
positioning and usp often overlap
resonance strategy
attempts to strike a chord with viewers in order to evoke positive associations or good memories with the product.
affective
uses a purely emotional approach. (can be happy, or fear)
what’s the ‘big idea’?
it is the point where consumer insight meets inspiration and gives a form to the strategy into something that is relevant to target market. It brings strategy to life.
rational appeals
focus on practical, functional or utilitarian need for the product or service and emphasise features of a product.
emotional appeals
relate to the customers social or psychological need for purchasing a product or service
fear appeals
aim to evoke an emotional response to a threat of some sort of danger
humor appeals
humour appeals are the most well remembered ads
attract and hold consumers attention
enhance mood
increase liking of ad (and thus of brand)
distract from counter-arguments
straight sell/ tactical
straightford presentation of product information
rational
scientific/technical evidence
showcases lab tests, technical info, endorsements by scientific orgs.
rational
demonstration
seeing is believing, shows how the product or service works
rational/emotional
comparison
compares product advantage with competitors or objects or symbols
rational/emotional
testimonial or celebrity endorsement
person, staff or celebrity discuss personal satisfaction with product
emotional/rational
slice of life
product solves a problem in real-life situation
emotional/rational
animation
stylised execution
emotional
imagery
focus on visual elements like pictures illustrations and symbols
emotional
dramatisation
tells a story where product is hero
emotional rational
humour
self explanatory
emotional
whats a headline of a print ad?
the words that introduce the ad. that is the words that will be read first.
usually larger type, set apart from body copy or text proportion to give prominance
most important part of a print ad as only 20% of readers read body copy
whats a subhead of a print ad?
secondary headline, smaller than headline, larger than body copy.
used to enhance readibility of the message by breaking up large amounts of body copy and highlighting key sales points.
organise the body copy, reinforce headline / advertising slogan or theme
whats the body copy of a print ad?
the main text portion of the print ad
what are the visual elements of a print ad?
illustration. dominant part of print ad.
must attract attention, communicate an idea or image, and work in a synergistic fashion with the headline and body copy to produce an effective message
whats the layout of a print ad?
physical layout of the different elements
Name all the elements of a print ad
1) headline
2) subhead
3) body copy
4) visual elements
5) layout
what is a ‘script’ in a tv commercial, advergame, or purpose built website?
shows detailed description of video and audio content across time
whats a storyboard
a series of drawings used to present the visual plan or layout of a proposed commercial. also contains descriptions of the audio
whats an animatic
a moving production of the storyboard along with the soundtrack.
this may be produced if more finished form of the commercial is needed for client presentations or pre-testing
what does the production phase involve?
1) preproduction
all activities that occur before the actual shooting and recording of the commercial
2) production
the period during which the commercial is filmed and recorded
3) postproduction
activities and work that occur after the commercial has been filmed and recorded
Persuasive Communications (the right message):
- connects emotionally with the target audience.
- May need to connect in different ways for different audiences
- Contains a key insight or big idea.
- is distinctive, memorable and creative.
What message does unplanned messages tell us?
News stories, gossip, rumours, independent or govt agencies, word of mouth.
What message does planned messages tell us?
Brand and product knowledge, such as features, benefits, image and purchase information.
What message does service messages tell us?
The responsiveness, reliability, assurance and empathy of staff; the service facilities such as the waiting room.
What message does product messages tell us?
How well it works, its price, its distribution, quality, image.
What does Moriarty’s message consistency triangle consist of?
Say, do and confirm.
The campaign theme is:
A central or unifying idea around which a campaign is built. It is a central message that can be coordinated across all marketing communications activities and media platforms.
What is refutational messages?
Present both sides of an issue, before refuting the opposing viewpoint.
What are the sources of creative insight?
- market research
- talking to customers
- use the product
- ruminating on data
- store visits
- ask questions
- observation
Define message strategy:
The major selling idea shoo;d emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience.
Strategic Triad includes:
Consumer
Product
Competition
What are Mojo’s eight creative principles?
- isolate the basic grassroots humans want.
- preach to the converted
- keep it simple
- impact with a big idea and a brilliant execution
- appeal primarily to the heart, not the head
- talk in a friendly, human and local tone of voice
- make the message sympathetic to the medium
- build in ingredients for long life and repetition.
Define advertising appeal:
The appeal can be said to form the underlying content of the advertisement, and the execution the way in which that content is presented. Advertising appeals and executions are usually independent of each other; that is, a particular appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.
What are the barriers to ‘big ideas’?
- Increased advertising accountability
- Increased time pressure
- Decreased goal boundaries
- Increased media fragmentation
- Increased consumer cynicism
- Increased brand parity
What other two terms, is the ‘copy platform’ also known as?
Creative platform or work plan.
What does the copy platform focus on?
Energy and keeps the creative team ‘on strategy’.
What are the 9 points of a copy platform?
- advertising problem
- advertising objectives
- distinctive feature
- target audience
- target competitor
- positioning
- creative strategy
- execution
- supporting copy points.
What are some of the guidelines for evaluating creative output?
- consistent with brand’s marketing objectives?
- consistent with brand’s advertising objectives?
- consistent with creative strategy objectives?
- does it communicate what its suppose to?
- approach appropriate to target audience?
- communicate clear, convincing message?
- does execution overwhelm the message?
- appropriate to the media environment?
- is the advertising truthful and tasteful?
