Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Advertising and Promotional Strategy > Lecture 6 > Flashcards

Lecture 6 Flashcards

1
Q

The primary role of advertising is to

A

communicate

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Advertising is a source of both entertainment &

A

aggravation

It motivates, stimulates, fascinates, teases….. just plain
informs.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Advertising shapes our

A

needs, desires, attitudes, beliefs & goals as well as creates brand image, positions a brand, creates brand awareness, induces product trial, etc.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Creative Strategy

A

Determining what the
advertising message will say
or communicate

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Creative Tactics

A

Determining how the
message strategy will be
executed

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

The 2 opposing viewpoints:

A
  1. Advertising is only ‘creative’ if it SELLS the product.
  2. ‘Creativity’ of an ad should be evaluated in terms of its
    artistic or aesthetic value & its originality.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

ADVERTISING CREATIVITY:

A

The ability to generate
fresh, unique and appropriate ideas that can be used as
solutions to communication problems.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

The ‘Silhouettes’ campaign for the iPod is an example of

A

Creative Advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

One of the most popular approaches to creativity in advertising was developed by

A

James W. Young (former creative V.P. at the J. Walter Thompson agency).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

The Creative Process

A 
Immersion
Digestion
Incubation
Illumination
Verification
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Immersion

A

Gathering raw materials & info through background research & immersing yourself in the problem

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Digestion

A

Taking the info, working it over, & wrestling with it in the mind

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Incubation

A

Ceasing Analysis, putting the problems out of your conscious mind & turning the info over to the subconscious to do the work.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Illumination

A

A Sudden Inspiration or Intuitive Revelation

About a Potential Solution. The birth of an idea - the “Eureka! I have it!” phenomenon.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Verification

A

Studying the idea to see if it still looks good or
solves the problem - then shaping the idea to
practical usefulness..

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Account Planning

A

Process of conducting research & gathering all relevant info about a
client’s product or service, brand & consumers in the target audience.
Conducted by account managers, account executives, account planners, etc

17
Q

Inputs to the Creative Process

A

Background Research Product/Service-Specific Research

Qualitative Research input

18
Q

Background Research

A

Agencies provide creative people with ‘General
preplanning input’. Also use informal fact finding techniques.
Includes information on client’s product, the target mkt, the competition, general
trends, mktplace developments, specific ads & ad techniques that could be useful, etc.

19
Q

Product/Service-Specific Research

A

Agencies provide creative people with ‘Product/service-specific preplanning input’.
‘Problem detection’, ‘perceptual maps’, psychographic studies, etc.

20
Q

Qualitative Research input

A

Techniques used are:
In-depth interviews,
Focus groups,
Ethnographic research, etc.

21
Q

Verification & Revision

A

Evaluate ideas generated so far (in the illumination stage), reject inappropriate ones,
refine & polish remaining ideas & give them final expression.

Techniques used are:
Directed focus groups,
Portfolio tests,
Storyboards & Animatics,
Message communication studies, etc.
22
Q

Verification and Revision of Ideas: OBJECTIVES

A

Evaluate Ideas Generated
Reject Inappropriate Ideas
Refine Remaining Ideas
Give Them Final Expression

23
Q

Verification and Revision of Ideas: TECHNIQUES

A

Directed Focus Groups
Message Communication Studies
Portfolio Tests
Storyboards & Animatics

24
Q

Getting Creative Input

A

Work in and learn about the client’s business!

Read anything
related to the
product or
market!

Use the
product to
become
familiar with
it!

Listen to what
people are
talking about!

Ask everyone
involved for
information!

25
Q

The Creative Strategy Development

A
  1. Basic Problem or Issue that Advertising Must Address
  2. Advertising and IMC (Communication) Objectives
  3. Specify Target Audience
  4. Major Selling Idea or Key Benefits to Communicate
  5. Creative Strategy Statement
  6. Supporting Information and Requirements
26
Q

Copy Platform

A

A written work plan that specifies the basic elements of the creative strategy
(also called creative contract, creative blueprint, creative brief, etc).

27
Q

Advertising Campaigns

Most ads are a series of…

A

…messages that make up an ad campaign. Often in

a variety of media that center on a single theme or idea.

28
Q

Advertising campaign plans are typically done on an __ basis.

A

annual

29
Q

__ long-running ad campaigns are very hard to come by.

A

Successful

30
Q

Marketing
Communication
Activities

A

Interrelated
Integrated
Coordinated

31
Q

Marketing
Communication
Activities Centered on a
Theme or Idea

A

In Different
Media

Over a Time
Period

32
Q

Advertising Campaign Themes

A

The central message that will be communicated in all of the various IMC activities

33
Q

The Major Selling Idea

A

Vital part of the creative strategy is determining the central theme that will become the “major selling idea” of the ad campaign.

“We try harder”
“Where’s the beef?”
“Just do it”
“Like a rock”
“It keeps going & going”
34
Q

Best known approaches to find the major selling idea are:

A
  • Using a Unique Selling Proposition (USP).
  • Creating a brand Image.
  • Finding the inherent drama.
  • Positioning.
35
Q

Unique Selling Proposition

A

Benefit
Unique
Potent

36
Q

Approaches to the Major Selling Idea: Creating a Brand Image

A

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

The creativity sales strategy is based on a strong, memorable brand identity through image advertising

Often used for products such as soft drinks, perfume, liquor, clothing, airlines

37
Q

Approaches to the Major Selling Idea: Inherent Drama

A

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog

Focus on consumer benefits
with an emphasis on the dramatic element in expressing them

38
Q

Approaches to the Major Selling Idea: Positioning

A

Establish a particular place in
the customer’s mind for the
product or service

Based on product attributes/
benefits, price/quality, use or
application, type of user,
problem solved

Advertising and Promotional Strategy (12 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions