advertising exam 2
yellow
- associated with exuberance - eye catching - can use with some foods, particularly fruit
types of headlines
- benefit - news/information - provocative - question - command
black
- conveys sophistication (fashion, technology) - seldom used with foods - eye catching contrast
contrast
- creates emphasis - provides natural grouping ex: use headlines with bold, large font or reverse color background
blue
- exudes decisiveness - can use with foods - emotes coolness of temperature and attitude
bottom-up plan
- market results - marketing strategy - marketing tactics
top-down plan
- mission statement - situation analysis - marketing objectives - marketing strategy - marketing tactics
contents of a marketing plan
- mission statement - situation analysis - marketing objectives - marketing strategy - marketing tactics - explain how efforts will be evaluated - propose marketing budget
IMC approach
- mixes marketing and communication planning - starts with the customer and work back to the brand - helps broaden company's perspective, so that message tactics come from a consideration of broader marketing strategies
orange
- most "edible" color, good with most foods - evokes autumn and warmth
facts about developing copy for radio
- must be intrusive - has two columns, speakers names on the left side and dialogue (the audio) on the right side -script has to fit the time slot and the writing must be very clear for listeners
methods of allocating advertising funds
- percentage of sales - share of market - empirical research - objective/task
layout principles
- short copy blocks (less than 20% of the entire ad) - ads for high-involvement products do better with long informative copy - company logos not more than 5-10% of total area & at lower right bottom - ads scoring in top 1/3 have visuals averaging 82% of the space - when headline appears below illustration, ad gains about 10% more readership - the use of conveyors
red
- symbol for blood and fire - high action and masculine appeal - can use with some foods
brown
- symbol for earth, woods, age, warmth - can use with most products
green
- symbol for health and freshness - can use with some foods, particularly mint
creative mix
- target audience - product concept - communications media - advertising message
grouping
- use small groups, group related elements - put address in small block - unrelated information should be separated by white space, lines and borders
factors that influence media strategy decisions
1. scope of the media plan- domestic or international 2. sales potential of different markets- BDI, CDI 3. competitive strategies and budget considerations 4. media availability and economics- the global marketer's headache 5. nature of the medium and mood of the message 6. message size, length and position considerations 7. buyer purchase patterns
four desirable qualities of a conveyor
1. they must be attention getting 2. they must be understood by the reader 3. they should contain no negative or easily ridiculed connotations 4. they should be perceived as an indirect expression of the product's benefits
support statement
a brief description of the evidence that backs up the product promise
tone or brand character statement
a brief statement of either the advertising's tone or the long-term character of the brand
situation analysis
a detailed description of the brand's current marketing situation
percentage of sales
a method of advertising budget allocation based on a percentage of the previous year's sales, the anticipated sales for the next year, or a combination of the two
share of market
a method of allocating advertising funds based on determining the firm's goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firm's budget
continuous scheduling
a method of scheduling media in which advertising runs steadily with little variation - advertisers use this for products consumers purchase regularly ex: commercials scheduled on radio stations
ad impression
a possible exposure of the advertising message to one audience member
storyboards
a sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views
mission statement
a short, aspirational description of the organizations purpose
objective statement
a specific, concise description of what the campaign is supposed to accomplish or what problem it is suppose to solve
slogans
a standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement
seals
a type of certification mark offered by such organizations as the Good Housekeeping Institute and Underwriters' Laboratories when a product meets standards established by these institutions seals provide an independent, valued endorsement for the advertised product
marketing plan
a written guide for the present and future marketing activities of an organization
creative brief
a written statement that serves as the creative team's guide for writing and producing an ad. It describes the most important issues that should be considered in the development of the ad 1. an objective statement 2. a support statement 3. a tone or brand character statement
impact dimensions
ad must capture an audience members attention and then hold it, it should resonate with them
message size, length and position considerations
affect the mechanics element
scope of the media plan
affects decisions regarding the market, the money, and the media elements
buyer purchase patterns
affects every element of the media mix markets, money, media, mechanics, methodology
media availability and economics
affects global marketers, which is one reason their per capita advertising expenditures are so much lower
nature of the medium and mood of the message
affects the media and methodology elements
competitive strategies and budget considerations
affects the media, mechanics, and methodology
sales potential of different markets
affects the money and market elements, determines where to allocate advertising dollars
art directors
along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together, responsible for the nonverbal aspect
white space
always leave some of this on the outside of your layout
flighting scheduling
an intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all - advertisers use this for products and services that experience large fluctuations in demand throughout the year ex: tax services, lawn-care products, cold remedies
emotional appeal
appeal to psychological, social or symbolic needs "pull at the consumer's heartstrings"
question headline
asks the reader a question ex: "what makes our tire customers smarter and richer than others?"
average frequency
average number of times a member of the target audience is exposed to an advertiser's message during a given time period total impressions / total audience
effective frequency
average number of times a person must see or hear a message before it becomes effective
media planning
conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place and time
media scheduling methods
continuous, flighting, pulsing
members of the creative team
copywriters, art directors, creative directors (creatives)
cost efficiency
cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium's total circulation
marketing tactics
decisions about daily operations, short term actions
message-distribution objectives
define where, when, and how often advertising should appear
audience objectives
definitions of the specific types of people the advertiser wants to reach
informal balance
easier to attract the reader's eye
judge
evaluates the results of experimentation and decides which approach is most practical
artist
experiments and plays with a variety of approaches, looking for an original idea
radio scripts
format for radio and television copywriting resembling a two-column list showing dialog and/or visuals
marketing objectives
goals of the marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives
sales-target objectives
goals related to increasing or maintaining sales volume and market share - should be specific to product and market - quantified to time and amount, realistic
basic principles of design
grouping, contrast, balance (formal vs. informal), movement, white space
print ad components
headlines, subheads, body copy, slogans, seals, logos, signatures
creative directors
heads a creative team of agency copywriters and artists that is assigned to a client's business; is ultimately responsible for the creative product—the form the final ad takes
high BDI/high CDI
high market share and good market potential
high BDI/low CDI
high market share but monitor for sales decline
news/information headline
includes many of the "how-to" headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information ex: seaworld announcing the birth of a whale and using the headline "its a girl"
low BDI/low CDI
low market share and low market potential
low BDI/high CDI
low market share but good market potential
effective reach
measures the number or percentage of the audience who receive enough exposures for the message to truly be received
pulsing scheduling
mixing continuity and flighting strategies in media scheduling - advertisers use this for products like soft drinks ex: soft drinks are consumed all year, but more heavily in the summer
command headline
orders the reader to do something ex: sprite ads, "obey your thirst"
communication objectives
outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness
warrior
overcomes excuses, idea killers, setbacks, and obstacles to bring a concept to realization
media vehicle
particular media programs or publications
copywriters
people who create the words and concepts for ads and commercials, responsible for the verbal message
movement
predict the eye movement of the reader ex: visuals, which attract the most attention
rational appeal
provide information about functional and utilitarian aspects of the products
provocative headline
provokes the reader's curiosity so that, to learn more, the reader will read the body copy ex: lay's chips "i bet you can't eat just one"
explorer
searches for new information, paying attention to unusual patterns
subheads
secondary headline in advertisements that may appear above or below the headline or in the text of the ad, usually has a text size smaller than the headlines
marketing strategy
select the target market, position the product, determine marketing mix
logos/signatures
special design of the advertiser's name (or product name) that appears in all advertisements it is like a trademark because it gives the advertiser individuality and provides quick recognition at the point of purchase
objective/task
that defines objectives and how advertising is to be used to accomplish them. It has three steps: defining the objectives, determining strategy, and estimating the cost
formal balance
the center of any element is placed in the center vertical line
product concept
the consumer's perception of a product as a "bundle" of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs
CPM
the cost of reaching 1,000 people in a medium's audience, compares the cost of various media vehicles ad cost / the number of thousands of people in the audience
reach
the number of people or households in a target audience that are exposed to an advertiser's message at least one time during a given time period
brand development index (BDI)
the percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area
category development index (CDI)
the percentage of a product category's total U.S. sales in an area divided by the percentage of total U.S. population in the area
rating
the percentage of households or individuals exposed to an ad medium
target audience
the specific group of individuals to whom the advertising message is directed
creative process
the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways 1. explorer 2. artist 3. judge 4. warrior
body copy
the text of an advertisement it is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads
message weight
the total size of the audience for a set of ads or an entire campaign - expressed in gross impressions and gross rating points
communications media
the various methods or vehicles that will be used to transmit the advertiser's message
conveyor
the visual or verbal element in an ad that indirectly "conveys" the benefit to the reader or viewer exs: metaphors, cliches, puns
headlines
the words in the leading position of an advertisement—the words that will be read first or that are positioned to draw the most attention
gross rating point (GRP)
total audience delivery or weight of a specific media schedule reach (rating) x frequency (average)
gross impressions
total of all audience delivered by a media plan reach (raw number) x frequency (average)
media objectives
translate the advertising strategy into goals that media can accomplish - audience objectives - message distribution objectives
benefit headline
type of headline that makes a direct promise to the reader ex: america runs on dunkin
empirical research
uses experimentation to determine the best level of advertising expenditure. By running a series of tests in different markets with different budgets, companies determine the most efficient level of expenditure
advertising message
what the company plans to say in its advertisements and how it plans to say it—verbally or nonverbally
relevance dimensions
when an ad is completed, it must be relevant to the strategy or it will fail- even if it resonates with the audience