Creating the Message Flashcards

1
Q

5 steps to create the message

A
  1. Intent- Purpose of message (who & why)
  2. Message- What is the message and how will you create it?
  3. Media- Where will it be conveyed
  4. Evaluate- How target market receives a message
  5. Action- Does a purchase occur?
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2
Q

Step 1: Intent

A
  • What is the purpose of the ad? What is the marketing objective?
  • ie. Brand trial, brand awareness, brand preference, brand repositioning, brand reminder
    (lesson 1)
  • Who is it for? (Target Market)
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3
Q

Step 2: Message

A
  • WHAT do you want to say
  • WHAT is your POSITION
  • Conduct a SWOT analysis (see jamboard)
  • When determining HOW to convey your message, you can use one or two of the following APPEALS
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4
Q

Step 3: Media

A
  • Where will you display your ad?
  • TV, radio, billboard, magazine, internet, etc.
  • Once you determine the medium, you must decide which specific channels, stations or magazines your ad will be used in
  • Must also decide time
  • Ex. 680 news, Monday to Friday during rush hour traffic
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5
Q

Step 4: Evaluate

A
  • Analyze the effectiveness of the ad
  • Change ad based on target market feedback to make it more effective
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6
Q

Step 5: Purchase

A

Ad is only successful if it leads to additional purchase by the target market

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7
Q

4 Appeals:

A
  1. Biological
  2. Emotional
  3. Rational
  4. Social
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8
Q

Biological appeal

A

Focuses on customer’s needs for health and safety (ie. Pampers-rash proof; car companies- Crash Test Dummies)

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9
Q

Emotional appeal

A
  • Focus on consumer’s feelings (ie. Smoking-old or MADD- drinking & driving skills)
  • Ads often use to humor to attract customers
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10
Q

Rational appeal

A

Focuses on reasoning to the consumer, such as convenience, cost, savings, warranties, ease of purchase, high quality (ie. Prius- great gas mileage OR Walmart- affordable) “duh, of course I should buy this’’

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11
Q

Social appeal

A

Focuses on social acceptance (ie. Weight loss clinics/ cosmetic industry, etc)

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