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[ADVERTISING]: FINALS > Lesson 9 - Message Planning & Strategies > Flashcards

Lesson 9 - Message Planning & Strategies Flashcards

1
Q

The art of science of advertising come together with an idea that solves in an original way

A

Message Planning

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2
Q

This is what the advertising says

A

Creative Strategy

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3
Q

How it is said

A

Creative Execution

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4
Q

Media and Message Strategy Work in Parallel. True or False?

A

TRUE

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5
Q

This includes:
- Target and Media Research
- Media Objectives
- Media Mix Selection
- Scheduling and Budgeting

A

Media Planning

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6
Q

This includes:
- Media Tactics
- Monitoring

A

Media Buying

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7
Q

This includes:
- The creative brief
- Media Objectives

A

Message Planning

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8
Q

This includes:
- Copywriting
- Design and Production
- Adaptions for IMC areas & international campaigns

A

Message Execution

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9
Q

This includes:
- Objectives and Effects
- Copy Testing
- Performance Results

A

Evaluation

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10
Q

Includes creative strategy and Key execution details

A

The Creative Brief

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11
Q

It is prepared by the account planner

A

The Creative Brief

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12
Q

It summarizes the basic marketing and advertising strategy

A

The Creative Brief

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13
Q

It is a creative concept

A

The Creative Brief

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14
Q

What are the 8 components of the creative brief?

A
  • Problem
  • Target Audience
  • Brand Position
  • Proposition / Selling Idea
  • Key Insights
  • Communication Objectives
  • Media Considerations
  • Creative Direction
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15
Q

[Components of the Creative Brief] That can be solved by communication. Answering the question, why are we advertising it at all?

A

Problem

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16
Q

[Components of the Creative Brief] For whom? What are the attitudes towards the brand?

A

Target Audience

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17
Q

[Components of the Creative Brief] other branding decisions, such as personality and image. Answers the question, what is the advertising trying to do?

A

Brand Position

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18
Q

[Components of the Creative Brief] That will motivate the target to respond. Answers the question, what is the key moment to tie this advertising?

A

Proposition / Selling Idea

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19
Q

[Components of the Creative Brief] Into their attitudes and behavior. Answers the question, what are their current attitudes or perception?

A

Key Insights

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20
Q

[Components of the Creative Brief] That specify the desired response to the message by the target audience. Answers the question, what is the promise we need to communicate?

A

Communication Objectives

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21
Q

[Components of the Creative Brief] about where and when the message should be delivered.

A

Media Considerations

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22
Q

[Components of the Creative Brief] provides suggestions on how to stimulate the desired consumer response. Answers the question, what tone of voice should be used?

A

Creative Direction

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23
Q

This answers the question, what do you want the message to accomplish?

A

Message Objectives

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24
Q

It includes the following:
- Create awareness or announce something
- Inform or persuade
- To create sales
- Build or change demand for a brand

A

Message Objectives

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25
Q

What are the different Facets Model of Effects?

A
  • See / Hear
  • Feel
  • Think / Learn
  • Believe
  • Connect
  • Act
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26
Q

[Facets Model of Effects] Create Attention, Awareness, Interest, Recognition

A

See / Hear

27
Q

[Facets Model of Effects] Touch emotions and create feelings

A

Feel

28
Q

[Facets Model of Effects] Deliver information, aid understanding, create recall

A

Think / Learn

29
Q

[Facets Model of Effects] Change attitudes, create conviction, and preference

A

Believe

30
Q

[Facets Model of Effects] Establish brand identity and associates, transform a product into a brand with distinctive personality and image

A

Connect

31
Q

[Facets Model of Effects] Stimulate trial, purchase, repurchase, or some other form of action

A

Act

32
Q

This is important in planning a message strategy and answers the question, what moves this group?

A

Targeting

33
Q

It includes:
- Demands of the brand
- Brand positions and brand image
- Consistent positioning
- Brand salience

A

Branding

34
Q

What are the creative strategy approaches?

A
  • Head and Heart
  • Systems of Strategies
35
Q

Head is _________ and heart is _______________

A

Cognitive ; Affective

36
Q

Hard sell appeals to the _________________
Soft sell is to __________ and involves ________________

A

Mind ; Attract ; Pull of Emotions

37
Q

Hard sell is ________

A

informational

38
Q

Soft Sell is _____________

A

Emotional

39
Q

Cognitive objectives appeal to the ___________

A

Mind

40
Q

Affective objectives appeal to the ______________

A

Emotions

41
Q

Who is the man behind Frazer’s Six Creative Strategies

A

Professor Charles Frazer

42
Q

Who invented the Taylor’s Six-Segment Strategy Wheel?

A

Ron Taylor - University of Tennessee

43
Q

What are the six-segment in taylor’s strategy wheel?

A
  • Rational
  • Ego
  • Social
  • Sensory
  • Routine
  • Acute Needed
44
Q

Combination of two literary techniques

A

Lecture & Dramas

45
Q
  • Serious instruction given verbally.
  • Speaker presents evidence
  • Argument to persuade the audience
  • Talking head
A

Lecture

46
Q
  • To make inferences
  • Stories about their products
  • E.g. Fairytales, movies, novels, parables, and myths.
A

Drama

47
Q

[Selling Strategies] Sell products based on tested principles

A

Selling premise

48
Q

[Selling Strategies] Based on prediction about how the product will perform.
More on assumption.
Example: Tide. Consistent in the claim na kapag ginamit young sabon sa white na admit may mas ipuputi pa siya.

A

Claim

49
Q

[Selling Strategies] Example: Joy Liquid soap. “Isang patak, bisang katutak.”

A

Support

50
Q

What are the 4 selling strategies?

A
  • Selling premise
  • Features/Attributes
  • Claim
  • Support
51
Q

What are the 4 customer-focused selling premises?

A
  • Benefit
  • Promise
  • Reason Why
  • USP (Unique Selling Proposition)
52
Q

Emphasizes what the product can
do for the user by translating the product features into something that can benefit their customers.

A

Benefit

53
Q

That looks to the future and
predicts that something good will
happen if you use the product.

A

Promise

54
Q

Emphasizes the reason why you should buy something.

A

Reason why

55
Q

Is a promise that consumers will get this unique benefit by using this product only.

A

Unique Selling Proposition (USP)

56
Q

What are the 8 Message Formula?

A
  • Straightforward
  • Demonstration
  • Comparison
  • Problem Solution / Problem Avoidance
  • Humor
  • Slice of Life
  • Spokesperson
  • Teasers
57
Q

factual or informational message
conveys information without any gimmicks, emotions, or special effects.

A

Straightforward

58
Q

Focuses on how to use the product
and what it can do for you.

A

Demonstration

59
Q

○ Contrast two or more products to
show the superiority of the
advertiser’s brand.

○ Seeing is believing

A

Comparison

60
Q

○ Product as a solution. The product
helps avoid a problem.

○ Help avoid future problems.

A

Problem Solution/Problem Avoidance

61
Q

a creative strategy because it grabs
attention, and they hope people will transfer the warm feelings of being entertained to the product.

A

Humor

62
Q

An elaborate version of a problem
solution staged in the form of a drama in which “typical people” talk about a common problem and resolve it.

A

Slice of Life

63
Q

The ad uses celebrities we like,
created characters, experts we respect, or someone “just like us” whose advice we might seek out to speak on behalf of the product to build credibility.

A

Spokesperson

64
Q

These are mystery ads that don’t
identify the product or don’t deliver enough information to make sense, but they are designed to arouse curiosity.

A

Teasers

[ADVERTISING]: FINALS (6 decks)

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