MidTerm Functions of Music to Flashcards
Functions of music in ads
attract attention
positive mood
increase receptivity
communicate meaning
classical conditioning and tempo research on music
Sex Appeals in Ads
increase attention/receal
positive affect - but could be turn off for some
cultural issues
Comparative ads - pros/cons
pros/use when - demonstrate advantage over others
both brands known
credible claims
works best in print
cons/don’t use when -
other brand has high loyalty
credibility can’t be established
2-sided message (use when)
- audience does not already agree with topic (brand/ad message), uses competitors brand, is better educated
- Counterarguments are anticipated
Print ad components
- headline (direct/indirect)
- subheads
- body copy
- illustration
- signature
- all elements must blend together so elements of balance/unity/flow established
headlines (print ads)
command reader’s attention
5X readership of body copy Can include promise-of benefit/curiosity/question/news/command
subheadline (print ad)
amplifies main point - keeps headline short - not always used, breaker b/w headline and copy, takes reader from headline to copy/illustration
body copy (print ad)
informative/persuasive text - elaborates central theme
- payoff/proof of promise
- need to decide how much to use
- provides reason why, dialogue, narrative
Signature (print ad)
aka tagline - slogan and logo - tagline is for specific campaign, signature is brand embedded
purpose of signature is to summarize concept/central theme and position product in consumer’s mind
Strategic Planning Variables (OST)
Objectives (statements of what is to be accomplished - measurable)
Strategies (outline how objectives will be achieved)
Tactics (action-oriented details)
Importance of Objectives
IMC - many individuals involved (marketing, media, PR, etc)
all must have clear understanding of core/corp objectives that have been agreed to/signed off by executive
used to set plans and decisions / evaluate and measure
SMART
Objectives must be
Specific
Measurable
Achievable
Realistic
Timely
GOST
Goals = broad primary outcome (purpose of plan)
Objective = measurable steps to achieve goal
strategy = approach taken to achieve objectives
Tactic = tools to pursue objectives/strategies
Planning - External Influences
Economic conditions (cyclical)
Competitor activity (oligopoly, monopoly, direct/indirect)
demographic trends (ie aging population)
social change (ie changing lifestyles)
technology
laws and regulations
**need to identify those which directly influence
Trends (external influences)
aging populations
urbanization
smaller households
concentration of wealth
ethnic diversity
gender equality
health consciousness
social issues
environmentalism
obesity
Planning Model/Hierarchy
Corporate Business Plans (3-5 Years)
Marketing Plan (1 year - marketing background/plan)
Marketing Communication Plan (less than 1 Year)
Corporate Plan
strategic plan formulated at the executive level to guide development of functional plans
Includes:
mission (purpose/operating philosophy)
Vision statement (what organization would like to be)
Corp objectives (overall goals, financially based)
Corp Strategies
Marketing Planning (APIC)
1 year, specific, usually one product & action oriented
1. Analyze – market opportunities
2. Planning - marketing strategies
3. Implementing marketing initiatives
4. Controlling marketing programs
SWOT
Strengths (internal/controllable)
Weaknesses (internal Controllable)
Opportunities (External uncontrollable)
Threats (External Uncontrollable)
Four elements of positioning statements
- describe target consumer & product
- explains why you do what you do & how you fill a need in different way than competitors
Positioning is for…
Brand strategy
Appeals is for…
creative advertising messaging
