Promotion 2 (Lecture #20) Flashcards
what are some recent media trends
- TV started high but decreasing, digital steadily taking over
- however:
- digital is looking more and more like TV
- increasing popularity of video content
T or F: core principles of promotion campaigns are changed by media choice
False
T or F: core principles should influence your media choices
true
What are the three components of designing a message?
- develop a position
- creative concept “big idea”
- appeals
describe develop a position
focus on customer benefits
ex. Mastercard “priceless”
- -positioning–compnay that shares your values, “not materialistic”, “family values”
describe creative concept/ “big idea”
imagery, themes, mood
ex. “it’s priceless”–focus on what money can’t buy
- -evoke a mood of appreciation for family
- -the ‘experience’ rather than the ‘purchase’
describe appeals
-specific message content
ex. MasterCard “priceless” • The actual execution of the “big idea” • Warm feelings about family, relationships • Relatable examples of things money can’t buy
What is a good “big idea”(creative concept)?
- Based on solid positioning
* Communicates the positioning with impact
where does impact (of a big idea) come from?
- Relevant: a message that matters to people
- Unique: novel, attention getting, memorable
- Generative: it can extend beyond the initial execution into related ideas to permit evolution
- Emotion: it makes people feel something
def. product ad
focused on selling a good/service
def. institutional ads
focused on building the image of the organizatiom
-similar goals to PR
def. rational appeal
• Presenting rational arguments or information to consumers to influence their beliefs/knowledge
examples:
- product demonstration
- product comparisons
- customer testimonials
def. emotional appeals
• Evoke strong emotions in consumers to
achieve marketing objectives
examples:
- positive emotional appeals (e.g., humour, hope, love)
- negative emotional appeals (e.g., fear, disgust)
- mixed emotional appeals (e.g., nostalgia)
- sex appeals
describe personal selling
- a wide variety of careers involve some element of personal selling
- most interpersonal element of the promotional mix
- critical link between the company and customers
describe the positions sales person covers
- “order-taker”
- e.g., clerk who takes an order at a restaurant or dept store
- “order-getter”
- selling in a more conventional sense of creating demand
- e.g., car salesperson, insurance salesperson
