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MKTG3307 Contemporary Marketing Issues > Week 11 Creative Advertising > Flashcards

Week 11 Creative Advertising Flashcards

1
Q

Explain the CAN model.

A

C - connectedness - target
A - appropriateness
N - novel

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2
Q

What are the 4 ways to segment the market?

A
  1. Demographics
  2. Geodemographic
  3. Psychographic
  4. Behaviour
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3
Q

List the essential message objectives and strategies.

A
  1. Promote Brand Recall
  2. Link key attributes to the brand name
  3. Persuade the Consumer
  4. Get consumer to feel good
  5. Scare Tactics
  6. Anxiety
  7. Define Brand Image
  8. Give brand social meaning
  9. Leverage Social Disruption
  10. Transform consumption experiences.
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4
Q

Explain promote brand recall.

A

Consumers are likely to buy a brand that they can remember and can easily recall.

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5
Q

Advertisers want their brand to be:

A
  1. Top of mind: first brand consumers rmbs

2. In a evoked set: small list of brand names

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6
Q

What are the methods for promoting brand recall?

A
  1. Repetition - easier retrieval of brand names from consumer’s memory
  2. Memory Aids - slogans and jingles
  3. Point-of-pruchase branding: in-store visuals
  4. Strategic implications of repetition, slogans and jingles.
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7
Q

Characteristics of promoting brand recall.

A
  • Extremely resistant to forgetting
  • Efficient for consumer
  • Long-term commitment/expense
  • Competitive interference
  • Creative resistance
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8
Q

Define in-store visuals.

A

Trigger retrieval of the brand name and memories of the ad at the point-of-purchase

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9
Q

How to link key attributes to the brand name?

A

USP - emphasising on a unique quality of the advertised brand.

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10
Q

Strategic implications of linking key attributes to the brand name?

A
  • Big carryover
  • Very resistant
  • Long-term commitment and expense
  • Some creative resistance
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11
Q

Ways to persuade the consumer?

A
  1. Reason-why ads
  2. Hard-sell ads
  3. Testimonial
  4. Demonstration ads
  5. Infomercial
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12
Q

Define Reason-why ads.

A

Points out to the consumer that there are good reasons why a brand will be satisfying the beneficial.

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13
Q

What are the strategic implications of reason-why ads?

A
  • Permission to buy
  • Socially acceptable defense
  • High level of involvement
  • Potential for counterarguments
  • Legal/ regulatory challenges/exposure
  • Some creative resistance
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14
Q

Define hard-sell ads.

A

reasons why with urgency.

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15
Q

Strategic implications for hard-sell ads?

A
  • permission to buy now
  • socially acceptable defense
  • low credibility
  • legal/regulatory challenges/ expenses
  • some creative resistance
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16
Q

Define comparison advertisements.

A

Demonstrate a brand’s ability to satisfy consumers by comparing its features to those of competitive brands.

e.g. samsung vs. apple 2017

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17
Q

Define Testimonial.

A

Advocacy position in an advertisement taken by a spokesperson.

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18
Q

List the different versions of testimonial?

A
  1. Celebrity testimonial
  2. Expert spokesperson
  3. Average-user testimonial
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19
Q

Strategic implications of testimonial?

A
  • Popular people can general popularity for the brand

- People similar to the consumer, or an expert can be powerful advocates for the brand

20
Q

Disadvantages of using celebrity/spokesperson?

A
  • consumers may forget who likes what, when stars promote multiple goods and services
  • can generate more popularity for the star than for the brand
21
Q

Define demonstration ads and their strategic implications.

A

Product feature are demonstrated.

  • inherent credibility of seeing is believing.
  • can be used as social justification
  • provides clear permission to buy
  • fairly heavy regulatory/ legal exposure
22
Q

Define Infomercial.

A

Information/ entertainment program that is an extended advertisement.

23
Q

Strategic implications of infomercial.

A
  • long format gives advertisers plenty of time to make their case
  • day-parts make infomercials better deals for advertisers when network ratings are fall
  • has the advantage of looking like an entertainment show
  • genre of ads has a negative public image
24
Q

Ways to get consumers to feel good?

A
  1. Feel-good ads
  2. Humour ads
  3. Sex-appeal ads
25
Q

Define feel-good ads.

A

Link the good feeling elicited by the ad with the brand.

  • by leveraging the tendency for humans to distort information in the favour of liked brands.
26
Q

What are the strategic implications of feel-good ads?

A
  • eager creatives
  • may perform better in cluttered media environment
  • may generate competing thoughts and connections
27
Q

Define humour ads.

A

Create a pleasant and memorable association with the brand in the brand in the receiver.

28
Q

Why do people find ads humorous?

A

Due to the incongruity between a relative vague message delivered and a surprise outcome.

29
Q

Strategic implications of humour ads?

A
  • Humour can be very effective if they joke is integral to the copy platform.
  • very eager creatives
  • humorous messages may adversely affect comprehension
  • very funny message can wear out very quickly
30
Q

Define Sex-appeal ads.

A

Feelings-based advertising that tend to focus on sex from time to time.

31
Q

Strategic implications of sex-appeal ads.

A
  • higher attention levels
  • higher arousal and affect
  • possible poor memorability of brand due to interference at the time of exposure
  • product-theme continuity excludes many goods and services
  • legal- political, and regulatory exposure
32
Q

What are ways to scare the consumer into action?

A
  • fear-appeal ads
33
Q

Define fear-appeal ads.

A

Highlights the negative consequences of not using the advertised brand or not taking some recommended action.

34
Q

Strategic implications of scare appeal?

A
  • plausible threat required to motivate consumers
  • clear and easy-to-discern link between the alleviation of threat and the use of the advertised brand is required
  • some ads have low impact
  • if you provide fear appeal - you must provide a solution too
35
Q

What does anxiety ads convey?

A
  • there is a clear and present problem

- way to avoid this problem is to buy the advertised brand

36
Q

Define social anxiety ads.

A

Subcategory of anxiety ads where the danger is negative social judgement.

37
Q

Define brand image ads.

A

distill the brand’s essential meaning with a very sparse use of words and heavy reliance on visuals.

38
Q

Ways to give the brand the desired social meaning.

A
  1. slice-of-life ads
39
Q

Define Slice-of-life-ads.

A

Depict an ideal usage situation for the brand.

40
Q

How is slice-of-life-ads evaluated?

A
  • pre and post-exposure test

- communication test

41
Q

Strategic implications of slice-of-life ads.

A
  • fewer counterarguments made by consumers
  • legal/regulatory advantages
  • iconic potential
  • creation of brand-social realities
42
Q

How to leverage social disruption and cultural contradictions?

A

Tie brand to social/culture movement.

43
Q

Define transformational ads.

A

attempt to create a brand feeling, expectation, and mood that are activated when the consumer uses the product or service.

44
Q

How are transformational ads evaluated?

A
  • field studies
  • tracking studies
  • ethnographic methods
  • communications tests
  • small-scale experiments
45
Q

Strategic impilcations of transformational ads?

A
  • can be extremely powerful due to a merging of ad and brand experience
  • fosters long-term commitment
  • can ring false and hurt the brand
  • ethical issues

MKTG3307 Contemporary Marketing Issues (9 decks)

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