IMC Exam 2

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Incubation (Wallas' Creative Process Model)

Setting problem aside

Illumination (Young's Creative Process)

"Eureka! I have it!" moment

High BDI and Low CDI

(High Market Share, Monitor for sales decline) The category is not selling well, but the brand is; probably a good market to advertise in but should be monitored for declining sales

High BDI and High CDI

(high market share, good market potential) This market usually represents good sales potential for both product category and the brand

Low BDI and High CDI

(low market share, good market potential) The product category shows high potential but the brand is not doing well; the reasons should be determined

Effective reach

3-10 exposures by target audience, varies widely by brand, and can also vary by vehicle

Advertising Symbiosis

Advertisers should create videos that not only make the product look good but, if shared, will make the viewer look good, too. Called "advertising symbiosis" because the advertiser and the viewer mutually benefit from the act of sharing.

Low BDI and Low CDI

(low market share, poor market potential) Both the product category and the brand are doing poorly; not likely to be a good place for advertising

Great OOH Examples

1. Kill Bill, Vol 1 Billboard 2. Nationwide Insurance: Split Paint 3. The Day After Tomorrow billboard in hudson river 4. Renovated with OBI 5. British Airways Magic of Flying

Criteria for Effective Slogans

Shadow for the brand, memorable, predictable, actionable, elaborative, relation builder

Relevance

Ad-to-consumer, Brand-to-consumer

What are the best means of delivering marketing communications messages to prospective and current users of my brand *in class question we skipped

????

Branded Entertainment Prevalence

A brand appears at least every 3 minutes in prime-time TV shows. $3.46 billion dollars in paid placement and only increasing in usage and importance. Entire branded entertainment industry estimated at around $44 billion today.

Media Scheduling

A plan for the pattern of times during which a given message will appear

Media Planning

A series of decisions involving the delivery of messages to audiences

Setting Media Objectives

A statement of what goals the chosen media are expected to accomplish e.g. create and/or sustain awareness

Managers' (rationalists') Perspective on Advertising Creativity

Ads are promotional tools used to communicate favorable impressions to the marketplace

Guidelines for setting frequency objectives

Ads with high impact require lower levels of frequency When brand awareness is a campaign objective, aim for high reach When products/brands have short life cycles, aim for high reach quickly

Flighting Patterns

Advertising only during purchase cycles allowing for more than one medium or vehicle with limited budgets (inc likelihood of whereat, lack of awareness/interest/retention during nonscheduled times, vulnerable to competitive efforts during nonscheduled)

Guerrilla Marketing

An unexpected advertising approach that disrupts the audiences' environment to get their quality attention, helping brands to convey messages more effectively ex. the ass-kisser project, Worst breath in the world,

Teixeira's Four Steps for making viral ads

Attracting viewer's attention, retaining attention, getting viewers to share the ad with others, persuading viewers

The Unique Selling Proposition (USP)

Benefit: Buy this product/service and you get this benefit Unique: Must be unique to this brand or claim; rivals can't or don't offer it Potent: Promise must be strong enough to move mass millions Ex.) Colgate total mouthwash improve health in 2 weeks, healthy mouth healthy body, diabetes and oral health, #1 recommended most by dentists

In Class Burberry Assignment

Best ad appeal and creative execution style for Burberry's big idea that satisfies guidelines for evaluating creative output. Burberry created fashion trench coat blog: Art of the trench (with UGC and links to purchase burberry items)

Ikea Moving Day (guerrilla marketing example)

Brand Challenge: Demonstrate the purpose of Ikea - to provide a better everyday life - in an intensely competitive environment for decor (Home Depot, Sears, and a dozen others). Big Idea: Target the "anxious urbanites"(young urban dwellers) in Montreal who can't move all their stuff on their own on "moving day" July 1, when 225,000 people in Quebec, Canada move. All at once. Help make a move organized by IKEA a move made better. Objectives: Increase store traffic from previous year Increase store sales from previous year Results: Store traffic increased 14% from same weekend the previous year, Sales increased 24.5% Sales increase from the guerilla marketing effort was equivalent to building, stocking, and opening an additional 300,000 square foot store in that market.

Why Branded Entertainment?

Branded entertainment is how advertisers are responding to connected viewing trends.

Advertising campaign theme

Central message communicated in all the advertising and promotional activities expressed through a slogan or tagline

Media Factors determining frequency

Clutter, scheduling, repeat exposure, editorial environment, number of media used, attentiveness

Practical Value (Berger's six STEPPS)

Communication messages have to relevant. Lists, "did you know." News people can use.

Emotion (Berger's six STEPPS)

Communications with emotional components are more likely to be shared. "When we care, we share."

Public (Berger's six STEPPS)

Content must be easily shareable in all relevant channels. "Built to show, built to grow."

Daily Inch Rate *not sure if on exam

Cost of ad space / circulation x 1000

CPM Calculation

Cost of ad unit / Circulation or audience x 1000

Cost per rating point (CPRP) *not sure if on exam

Cost of commercial time / program rating

Creative People's Perspective on Advertising Creativity

Creativity of an ad is in its artistic value and originality. Ads are communication vehicles for promoting their own aesthetic viewpoints and personal career objectives.

Media Strategy

Decisions on how the media objectives can be attained

Creative Tactics

Determining how the message strategy will be executed

Creative Strategy

Determining what the advertising message will say or communicate

Determinants of Creativity

Divergence and Relevance

Examples of Viral Ads

Ex. Bud Light swear jar Ex. 2: Darth Vader Volswagen Ad

Personality Symbol

Ex. Dos Equis created personality symbol Ex. 2 Mayhem All State Personality Symbol

Testimonial Ads

Ex. Farmer promoting weed killer in print advertisement Ex. 2 Celebrities are often used (Proactive, Sharpie with David Beckham)

Humor

Ex. Huggies Diapers nothing stops leaks better Ex. 2: Chevy Happy Grad user generated content ad

Positioning

Example in Class: Pepsi Max as a diet cola for men advertising campaign

Brand Image Advertising

Example in class: A diamond is forever

Inherent Drama

Example in class: Google's: Search on commercial (Parisian Love). Brilliant ad because focuses on benefit but also tying in emotions around that benefit

Informational/Rational Appeals

Feature: Focus on the dominant product traits Competitive Advantage: Makes comparisons to other brands Favorable Price: Makes price offer the dominant point News: News announcement about the product Product/Service Popularity: Stresses the brand's popularity Example in Class: Olay anti-aging facial cream commercial

Seeking the Big Idea

Finding the inherent drama, Use a unique selling proposition, Positioning, Create a brand image

Illumination (Wallas' Creative Process Model)

Finding the solution

Preparation (Wallas' Creative Process Model)

Gathering information

Medium

General categories of delivery systems, including broadcast and print media

Immersion (Young's Creative Process)

Get raw material and data, and immerse yourself in the problem

Media Objectives

Goals to be attained by the media strategy and program

Two key reach and frequency questions

How much reach is necessary? What frequency level is needed?

Young's Creative Process

Immersion, Digestion, Incubation, Illumination, Verification

Plot Connectedness Brand Placement

Integration of the brand into the plot

Cons of Branded Entertainment

It complicates traditional media metrics, goals and institutional relationships. (hard to measure)

Media selection should be driven by

Media Objectives, characteristics of media, target audience characteristics (understanding media habits is critical), Mediamark Research Inc (MRI), A.C. Nelson Data, competitive considerations

The Big Idea must:

Must be adaptable in today's rapidly changing world Does it work across the variety of media we will use in the IMC campaign? Does it connect with consumers? Marketers have to be able to engage consumers and enter into dialogues with them, not just push messages at them.

In class exercise: 2009 Dirty, Dirty Domino's Pizza

Nose picking incident Product feedback was pretty negative But they discovered they didn't understand their customers target consumers valued personal relationships they developed with pizza service Had to change more than the pizza Had to be seen as honest and transparent

Reach

Number or percentage of different audience members exposed at least once in a time period

Frequency Priority is used when:

Objective is brand recall, product or service is directed to special consumer segment

Divergence

Originality, Flexibility, Elaboration, Synthesis, Artistic Valule

TV Pros and Cons

PROS: 98% reach potential including upscale demographics, exposure frequency opportunity, sight/sound/motion and intrusiveness can increase message impact, high geographic flexibility, further targeting flexibility via selection of dayparts, programs, and markets CONS: High cost to achieve effective reach/frequency, less targetable, high clutter and competitive activity, declining effectiveness and commercial audiences, increased commercial zapping with growth of DVR, high production and talent costs

Print Pros and Cons

PROS: Choice of broad or selective reach, target special interest and psychographics, creative flexibility, geographic flexibility, potential for relevant content, great for considered purchase products and products requiring more explanation and info, appetite appeal, coupon and promotional opportunities, help to balance frequency distribution/reach lighter TV viewers, add synergies to mixed media, placing URL in ad increases web views, longevity CONS: Selective perception (easy to skip), builds reach more slowly than broadcast media, lack of immediacy, not intrusive, long lead times for closing

Radio Pros and Cons

PROS: Demographic targeting by radio format, build high frequency with a station's audience, lower CPMs and out of pocket costs, reach impulse buyers out of home, station's on air talent, promotion, and merchandising opportunities CONS: Audience fragmentation (over 10,000) stations dividing up available listening audience, results in small ratings for most stations, acquiring significant reach may require use of many stations, low attention levels, especially for music formats, lack of visuals restricts communication and use of sensory appeals, smaller coverage areas, and radio's daily reach may be declining

Brand Development Index (BDI)

Percentage of brand to total US Sales in market / percentage of total US population in market x 100

Category Development Index (CDI)

Percentage of total product category sales in market / Percentage of total US population in market x 100

Index Number

Percentage of users in a demographic segment / percentage of population in the same segment x 100

Why people share content

Positive High Arousal: Awe, excitement humor Negative High Arousal: anger, anxiety Positive Low Arousal: contentment Negative Low Arousal: Sadness *Positive framings are more viral *Shock and inspiration are more viral *the KEYS are positivity and arousal

Wallas' Creative Process Model

Preparation, incubation, Illumination, Verification

Slice of Life Advertising

Presents problem and product is solution Ex. Hallmark card commercial

In a movie, the lead actor is shown wearing Zelus Running Shoes in several scenes. marketers of Zelus are using nontraditional support medium of:

Product Placement

Branded Entertainment

Product placement, product integration, advertainment, content sponsorship, ad-supported VOD, emerging mobile

GRP Calculation

Reach x Frequency

Social Emotional Appeals

Recognition, status, respect, involvement, embarrassment, affiliation, rejection, acceptance, approval

Verification (Wallas' Creative Process Model)

Refining the idea

Media Objectives should:

Reflect the brand's marketing objectives, specifically identify the target market, specify how many times those people should see the messages during the intro and sustaining periods, reflect a balance between how many people will see a message and how many times they will see it

Other Appeals

Reminder, teaser, User generated content

Psychological Emotional Appeals

Safety, security, fear, love, affection, happiness, joy, nostalgia, joy, sentiment, excitement, sorrow, grief Ex. MasterCard creates an emotional bond with product benefit and spending quality time with son at baseball game

Berger's six STEPPS for contagious content

Social Currency, Triggers, Emotion, Public, Practical Value, Stories

Verification (Young's Creative Process)

Study the idea, evaluate it, reshape it for practical usefulness

Slogan

Summation line that briefly expresses the company or brand's positioning and the message it is trying to deliver to the target audience

Digestion (Young's Creative Process)

Take the information, work it over, wrestle with it in your mind

Emotional Appeals

Target personal states or feelings

Four Basic Steps for developing media plan

Targeting Objectives Tactics Scheduling

Target Rating Points (TRPs)

The # of people in the primary target audience the media buy will reach, the number of times they will be reached

Transformational Ads

The ad creates feelings, meanings, images, and beliefs.. It makes the product use experience richer, more exciting, warmer, more enjoyable Ex.: Corona find your beach, Skyy Vodka advertising

Advertising Appeals

The approach used to attract the attention of consumers To influence consumer feelings toward a product, service, or cause

Impressions (Gross Rating Points GRPs)

The combined measure of reach and frequency indicating the weight of a media plan

Coverage

The potential of audience that might receive the message through the vehicle

Media Vehicle

The specific carrier within a medium category

Creative Execution Style

The way an appeal is turned into an advertising message The way the message is presented to the consumer

Incubation (Young's Creative Process)

Turn the information over to be the subconscious to do the work

three categories of brand placement

Visual, Verbal, Plot Connectedness

Cons of OOH

Waste coverage, limited message capability, wearout, cost, measurement problems, image problems

Social Currency (Berger's six STEPPS)

We share things that make us feel smart and in the "know." Yes, even cat memes!

Triggers (Berger's six STEPPS)

We share what we're thinking about and those tend to be things we can remember. (lists and bizarre stories). How can we be top of mind?

Cost Per Thousand (CPM)

What a communication vehicle charges to deliver a message to 1,000 members of its audience. Used commonly for print media

Stories (Berger's six STEPPS)

What promises is the brand making to consumers across touch points? People love stories and the more brands can craft their stories in the context of a broader narrative, the better.

Media Targeting

Who should we advertise to? Through which media vehicles? Where should we advertise?

Pros of OOH

Wide local coverage, high frequency, geographic flexibility, creativity, creation of awareness, efficiency, sales effectiveness, production capability, timeliness

Where do most consumers get their primary information from?

Word of Mouth

Product Integration

Works best when product is incorporated into the lives of the characters and fits with their personalities and the storyline Ex. Modern family filmed using apple iPhone Ex. 2: Pinot Noir Up, Merlot Down in Sideways wine movie

The rationalists of creative advertising argue:

advertising must sell the product or service

Marketing Factors determining frequency

brand loyalty, brand share, usage cycle, brand history, share of voice, purchase cycles, target group

Verbal Brand Placement

brand mentions in dialogue (33% of placements) recall is higher for verbal vs visual

Brand Pulsing

brand or product is shown repeatedly but not too intrusively throughout the course of the video.

Cost elements of advertising space

circulation, size, position in publication, editions chosen, production requirements, frequency, use of color

Pulsing Patterns

combo of flighting and continuous (not required for seasonal products)

Issues with branded entertainment

easy for product placement to fade into the background, blatant and repeated placements may lead to customer backlash, and nobody is measuring reach/frequency/GRPs

Advertising appeals focus on functional or utilitarian needs and emphasize product features and benefits are known as __________ appeals

informational

Out-of-Home Advertising (OOH)

is advertising that reaches the consumers while they are outside their homes. 71% OOH is billboards and street furniture, other % alternative media, transit, and radio

A major reason for the continued success of outdoor advertising is:

its ability to innovate through technology

Branded Entertainment Effectiveness

leads to higher sales Visual presence of the brand with a verbal mention has a positive impact. However, when the placement is blatant or forced, it negatively affects stock price.Context has to be consistent with brand image can increase brand recall and brand attitudes

Message Factors determining frequency

message complexity, message uniqueness, new vs continuing campaigns, image vs product sell, message variation, whereat, advertising units

Visual Brand Placement

on-screen presence of the brand (53% of placements) Ex. Izzie from Grey's anatomy drinking Izze drink, ET Reese's pieces, Top Gun aviator glasses, The Firm Red Strip Beer, Risky business and the italian job wayfarers and mini cooper, Ally McBeal Nick and Nora PJs, Sex and the city Manolo shoes, and Friends coca-cola

Continuous Patterns

serves as a constant reminder to the consumer and covers the entire buying cycle which allows for media priorities (high cost, potential for overexposure, limited media allocation possible)

Straight Sell or Factual Message

simply communicate benefits of product Ex. Neutrogena sunscreen health defense

Frequency

the average number of times the receiver is exposed to the media vehicle in a time period

Reach Priority is used when:

the objective is brand recognition, the brand is national, consumers are diverse, product has a short life-cycle

virality

the tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another; the quality or fact of being viral.


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