Lecture 3

Question 1

What is an advertiser brief?

Answer 1

Written document for the competition. Provides all the necessary basic information to the agencies for them to brainstorm the campaign.
info about the brand (product, brands, markets, market shares, positioning)
marketing objective (increase the market share)
communication objectives(expand the audience, increase the reach)
advertising target
budget
legal constraints and regulations

Question 3

What is the advertising communication process?

Answer 3

1. Advertiser brief
2. Submission to several agencies (4-5)
3. Selection of the agency
4. Creation of the ad (cr, visuals)
5. Pre-test of the ad (to a panel of consumers)
6. Broadcast of the ad
7. Post-test of the ad

Question 4

Explain: submission to several agencies.

Answer 4

On average it takes 3 weeks to work on a campaign project. Includes a creative brief, copy strategy (consumer benefits, tone of campaign such as funny glamorous) and copywriting (visuals and text for both ads and commercials), prototypes/storyboards.

Question 5

Explain: Selection of the agency

Answer 5

Board select according to its own selection criteria (agency size, category, location, experience in the required functional discipline)

Question 6

explain: Creation of the ad (cr, visuals)

Answer 6

After signing the contract.
Creative execution ( visuals, cw, printing)
Commercial making

Question 7

Pre-test of the ad (to a panel of consumers)

Answer 7

Observe reactions. Understanding and interpretation of the message

Question 8

Explain: Broadcast of the ad

Answer 8

Purchase of space ads in the selected media
coverage: reach, frequency, budget
campaign duration

Question 9

Explain: Post-test of the ad

Answer 9

Test on sample of consumers representative of the target audience exposed to the ad. (focus groups, tracking studies, awareness test)

Question 10

How are agencies paid?

Answer 10

commissions

fees (hourly fee or rate, avoid agencies far away)

combination (retainer: fixed monthly fee over a period of time for specific requirements. Performance incentive: based on the ability of the campaign they’ve done and how successful it is)

Advertising agencies (space ads)

Question 11

What are some Key elements in advertising?

Answer 11

Reach - example: billboard. how many people are exposed to the billboard (not automatically that they’ve seen or read the message)

Frequency - the number of times you’ve been exposed to the message

Impact - qualitative value

Engagement - ratings, readership, listenership, click-through rates

Question 12

What are the perks of strong visuals?

Answer 12

-More meaningful than long text, show instead of explain
-grab attention
-stick in memory
- quicker communication

Question 13

What is the external environment of the advertising process?

Answer 13

• consumer behaviour
• strategy
• other marketing communications

Question 14

What is the internal environment of the advertising process?

Answer 14

• Noise is Any Factor That Interferes With the Correct Delivery of the Ad Message.
• Noise is Any Factor That Interferes With the Correct Delivery of the Ad Message.
• Media Plan Produces the Best Set of Media To Reach the Target Audience at the Best Time and Place.
• The Creative Strategy Outlines What Type of Message Needs to be Developed.

Question 15

What is the message reception process?

Answer 15

• Perception
  Receive information through our senses. Perfume is hard to sell online, requires good marketing such as visuals and perception (fenty)
  Exposure
  Attention
  Stopping power
• Awareness
  Attention, relevance, interest, involvement.
• Understanding
  Making it clear. Conscious effort to make sense of the message.
  Association: symbolic connections between a brand and characteristics
• Persuasion
  Influence or motivate the receiver of a message.

Question 16

What is the advertising appeal?

Answer 16

Appeal - if price is emphasized, the appeal is value, economy or savings
Bandwagon appeals - everyone’s doing it
Fear appeals - ex. Volvo, smoking

Question 17

What is Persuasive advertising?

Answer 17

important with increased competition to build selective demand

logic + emotions - an appeal connects with some emotion that can make the product more attractive. Logical dimension such as saving money for retirement, relief based on knowledge. Meaningful only at a certain moment.

Question 18

What are two factors that make a difference when there’s tough competition?

Answer 18

• a strong brand
• pricing

Question 19

How do you make sure you have “locking power” memorability?

Answer 19

through recognition (perception and awareness) and recall (understanding)
Repetition: Jingles, slogans
Key visuals: vivid image to remember the product or message

Question 20

What is vampire creativity?

Answer 20

people remember a commercial but not the product/brand (lavazza ad)

Question 21

How does branding assist consumer’s memory process?

Answer 21

• Identifying the product,
• Positioning it relative to other products
• Making it more valued because of the respect that has been created for the brand name (brand equity).

Question 22

What are the tools used to transform products, lock brands?

Answer 22

• Distinctive names
• Slogans,
• Graphics,
• Characters