AD Exam 1

How can you make a good strong AD

Research

Advertising = business

accumulated realistic experience, against theory - Theories answer why not how

Leading AD agencies: World's largest ad agencies based on 2015 worldwide revenue

Dentsu BBDO McCann DDB TBWA Y&R Hakuhodo J Walter Thomspon Co Oglivy & N Mather Advertising Publics Worldwide

Polysemy

Different interpretation, more than one possible

Agencies by specialty

Digital Agency CRM/Digital marketing policy Media Agency PR agency Search marketing agency Mobile marketing agency Promotion agency Event marketing agency

Brand awareness

link betters category needs and the brand recall: when the category need occurs and you must remember brands satisfying your need Recognition: when the awareness of the brand reminds you of the category need

Oglivy

"Tell the truth but make the truth fascinating" -David Oglivy Relate audience to your brand and product based on facts How to create advertising that sells 1. The most important decision - how to position your product 2. Large promise- what should you promise the customer? Benefit for the consumer 3. Brand image - building the most sharply defined personality for the brand 4. Big ideas - Remember the advertisement and take action 5. A first-class ticket - image of quality 6. Don't be a bore - involve the consumer. Get her to participate. 7. Innovate - start trend 8. Be suspicious of awards - the pursuit of creative awards seduces creative people from the pursuit of sales 9. Psychological segmentation - targeting 10. Don't bury news 11. Go the whole hog - boil down your strategy to one simple promise 12. Testimonial - avoid irrelevant celebrities 13. Problem-solution - you setup a problem that the consumer recognizes then use product to show customer how it can solve the problem Your role is to sell, don't let anything distract you from the sole purpose of advertising Clearly define your positioning: What and for who? Do your homework. Study your consumer in detail. Talk to the consumers in the language they use everyday Write great headlines and you'll have successfully invested 80% of your money "Got milk?" Highlight the product by making it the hero >The man in the Hathaway shirt Company owner didn't have money but promised not to switch ad companies once successful Ad successful after three weeks Mysterious character with storytelling look caused curiousity for consumers >Hathaway shirt commercial same concept as the most interesting man in the world for Dos Equis Doesn't provide background story for main character >Rolls-Royce "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock" Metaphor of the electric clock for being extremely quiet because electric clocks don't make any noise

Casual meaning is essential

Credibility, emphasize salient benefits, choice depends on deterministic attributes

Best way to confirm AD creativity

Focus Group

Multi-cultural agencies

Hispanic-American African-American Asian-American

AD and Semiotics

Signs and their meanings

Why creative Agencies need to think like consultants in 2017

- Marketing driven by data and technology - new rival is consulting firms (accenture and Deloitte) - digital agency - now a very real threat - CMOs understand data, not creative alone e- drives toppling growth - customer insights and innovations - key to create individualized and scalable experience - Converging business models - consulting and creative agencies - converge - need to show they understand business strategy and role of technology - Creativity - part not whole solution - Embracing data-driven approach - data = key tool - create great customer experience - need to drive message and measure the results - Investing in technical talent - TV —> digital agencies - consultants - easier to find creative talents than vice versa

Dove Real Beauty Campaign

- Not only to increase sales of Dove Products, but also change the concept of stereotyped beauty by targeting women of all ages and shapes - Changes customer's perception of the beauty - TV, magazine, OOH, Conference, Celebrities, etc. (Social Issue)

Top of mind, Recall and Recognition

- Top of mind: unaided brand awareness - brand coming first in consumers' mind when thinking of a particular industry - ex. what comes to mind when you think of carbonated soft drinks (coke) - Brand recall (unaided brand awareness) - ability to correctly and generate and retrieve the brand in their memory - ex. Please name all the brands of Carbonated soft drinks you can think of - Brand recognition (aided) - the extent to which consumers are able to identify a brand by its attributes - ex. Which of the following carbonated soft drinks have you heard of? - a) coke, b) Pepsi, c) Mountain Dew, d) Sprite, E) Dr Pepper

Levels of explanation in AD theory: Cognitive, social and cultural

- ecological validity - borrows from other groups - drawn on arts and humanities - Cognitive - perception, memory and attitude - rational, conscious consumer thinking - Social - context, place in public discourse - not sufficient to measure memory or attitude in experimental labs - need interaction - Explanation - power is unavoidable - brand advertising myst normalize social practices - ideology

Hovland's "message Learning Theory"

- more people learn and remember from an ad - more persuasive it is - step-by-step - attention - comprehension - yielding - retention of the message - guidelines - repetition of message increases learning - commercials that employ brand users as the message source wear out more slowly than do those that use only straightforward claims and basic support - commercials "wear out" faster among serious TV users - Source characteristics - degree for how trustworthy speaker is - and if an expert on the topic

USP (unique selling proposition)

-"reason why" approach single thing that gives the consumer a reason to buy -M&Ms, Geico

Account Manager and Account Planner

-Account manager Client relationship Project management Planning and coordination Whole AD development process -Account planner Conducting research Market analysis Strategic back-up Building strategies

The role of AD for brands

-Ad not sole form of brand promotion and establishment but necessary 1) effects change internally as well as externally to the company 2) transform the entire business by generating new markets for a brand 3) revitalize a declining brand 4) stop line extensions cannibalizing existing sales 5) change behavior 6) Make other communications more cost-effective 7) Increase growth of a mature brand in a declining market

Media channels

-World of integrated media -interactive media -understanding characteristics of each medium is important -Synergy effect

Copy writer and Graphic designer

-Copy Writer Core message Representing Big Idea Core of the AD -Graphic designer Formatting Creative quality

FCB Model (Thinking vs. Feeling with involvement)

-Expensive, commitment products: informative appeals: heavy copy, provide detailed info on the product (two sided arguments) High involvement, high thinking (learn - feel - do) -Habitual products: responsive appeals: one sided arguments low involvement, thinking (do - learn - feel) -Appearance products: psychological appeals: heavy imagery, little copy vicarious emotional experiences. High involvement, feeling (feel - learn - do) -Impulse/self-satisfaction products: social appeals. low involvement, feeling (do - feel - learn)

The role of advertising in Brand MKT

-Information and persuasion (brand functionality): informs target audience about the values a brand has to offer, the major source of competitive advantage in the market, solutions for the problems consumers have -Building brand ID and maintaining loyalty (symbolism): -Positioning: designing a brand to occupy a distinct and valued place in the target consumer's mind;

Media Planner and Media Buyer

-Media planner Effective planning Achieving communication objective -media buyer Professional negotiator Actual operator (buyer)

Symantec brand opportunity model

-Relevance: where is the strong consumer connection? What is the revealed need of consumers? -Credibility: will consumers believe it? -Differentiation: Can the brand stand out as significantly different than others? -Stretch: Will the brand's meaning have continued relevance in changing times? Will it foster brand extension?

STP Marketing

-Segment: cut the market into pieces and focus on the piece that makes the most sense -Target: choose groups to sell your products or brands -Position: attempt to give your brand a certain meaning relative to its competitors (select the marketing mix for the most appropriate for the target segments)

Integrated Marketing Communications (IMC)

-a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand comm programs over time with consumers, prospects, employees, associates, and other targeted relevant external and internal audiences -goal is to generate both short-term financial returns and building long-term brand and shareholder values: building brand ID and long-term company-consumer relationships is important

Product-related effect: -

-a strong brand can make a positive consumer product evaluation, better perceptions of product quality, higher purchase rates, stronger consumer product confidence, to mitigate the potential impact of a negative trial experience

Branding model

-brand as association network in the mind of the consumer (see perceptual map of positive and negative association) - attitude, values, benefits, users, places/ occasions/ moments/ moods, visual images and attributes [shared symbolic cultural vocabulary]

Strong brands drive improved business performance

-brand enables consumers to take a shortcut through extended product searches and simply buy with assurance -Companies do not compete with products but with brands -Brand associations are often more important than a little bit better quality (ex. coke taste) -Managing the meaning of the brand is an essential management task -Brands have financial value because they have created assets in the minds of customers: brand awareness, brand image, brand personality, emotional bonding, etc.

Brand value (how to measure)

-brand financial performance: profits generated by the brand -influence of customer choice (brand power): portion of decision to purchase contributed by the brand -Strength of brand relative to competition: brand performance relative to competition

Price-related effects of brand

-brand leaders can command higher prices, more immune to price increase, lower levels of price sensitivity

New Environment

-content is key: attract consumers' attention, relevant to the brand, target oriented -Viral marketing is closely related to IMC -Fragmented media audience: crisis of traditional media, importance of internet and mobile media (easy to find out ad effectiveness), segmented target, desire, and need -Importance of non-traditional ads: new organization, need for new measurement: reach (unique visitors, GRPs, other demographics), resonance (brand lift, sales generated, interaction rates) -some advertisers still avoid it because of adblock

Brand Themes

-core of the entire campaign -distinctive value and personality -reflecting a brand positioning -closely associated with MKT objectives

High vs. Low involvement

-high involvement (central route) scrutinizes the product-relevant information presented in an advertisement; unfavorable attitude toward weak and specious information -low involvement (peripheral route): not expanding the effort to think about the product-relevant argument; focusing on attractiveness or prestige of the product's endorser

New Media Environment

-interactive media: communication with customers through media -target segmented media: social media -accurate audience tracking: monitoring how much consumption of a product is influenced by advertising; companies collect cookies to track who sees advertising and how it affects purchasing choices

Magic bullet or hypodermic needle theory

-media fired the message directly into the audience's head without their own knowledge, causes immediate reaction in audience's mind without hesitation -media injects the message into the audience's mind and it causes changes in audience behavior and psyche towards the message. Audience are passive and they can't resist the media message

Essentials of advertising

-paid (lower vs. higher budgets and ad quality) -mass mediated (appropriate target media) -persuasive (clear and consistent message)

Brand personality

-personification of the brand -A brand personality framework Big 5 -Sincerity: down-to-earth, family-oriented, honest, sincere, wholesome, cheerful -Excitement: daring, trendy, exciting, imaginative, unique, up-to-date -Competence: reliable, hardworking, intelligent, successful, confident -Sophistication: upper-class, glamorous, charming, feminine, smooth -Ruggedness: outdoorsy, masculine, western, tough, rugged

IMC simplified

-process of using a wide range of comm tools working together to create widespread brand exposure -tools include advertising in mass media, sales promotion, point-of-purchase materials, direct marketing, personal selling, digital signage -expanding consumer contact points through a variety of promotional tools (broadcast media, out-of-home, personal selling, point-of-purchase, print media, WOM, PR, internet media, direct marketing, sales promotion, product placement, sponsorships) -IMC should focus on target audience -should be based on the understanding of media circumstances -Consistent big idea -- core brand value (understanding the relationship between consumers, media, and brands is very important for the success of IMC) KNOW RELATIONSHIP BETWEEN IMC AND - target audience relationship - Main theme

Effects of brand

-strong brands influence consumer choices -strong brands command premium for the products and services -strong brands create passionate loyalty

What is advertising?

-the Latin root Adverter: to turn towards -One of the marketing tools (ultimate goal = to sell product) -Relation to media: need to understand the relationship product has with the media

Managerial perspective

-the final step in bringing an offering to the market -how to post its brand in the consumer's eye

Consumer perspective

-the only step that consumers see before consumption -to make easy and confident about the consumption (cognitive miser)

What is a brand?

-trade mark -promise of performance -reassurance of quality -proprietary visual, emotional, rational images associated with a company or product -association network in the mind of the consumer -feeling a product invokes

Implicit communication in advertising

-who, when, why, etc? -cultural and situational factors -hidden meaning of culture - covert

Choice and concentration are most effective for print ads

...

Brand research and competition analysis

1) Marketing analysis: a review of pricing, resources, competitors' activities, etc. 2) Communication analysis: message and media strategies, media budget, etc. 3) Target analysis: target insight, target & brand relationship, etc.

Practice-based ad models

1) hard sell- direct sales appeals (clear-cut product related appeals and product recommendation with emphasis on sales representation) 2) soft sell- building the brand equity (human sentiments are emphasized over clear-cut product related appeals, make consumers think about brand more positively awareness and consumer loyalty)

High-low context culture

1) indirect vs. direct 2) implicit vs. explicit 3) visual vs. verbal 4) symbols vs. facts 5) abstract vs. concrete

Effects of brand personality

1. Increase consumer preference and usage 2. Evoke emotions 3. Increase levels of brand trust and brand loyalty 4. Self-brand connections (congruency effect): "a well structured brand personality allows marketers to distinguish a brand in a product category"

Web 2.0 media circumstance

1. interactive comm: brand --> consumer (traditional); brand <--> consumer (interactive) 2. direct and fast comm: quick responding to consumer feedback is important 3. Role of consumer has changed: passive receiver --> active reactor -people can distribute information via social media. Distribution is free (cost effective) and can lead to viral marketing, but failure to uphold positive relationship and kindled negative feelings will prevail against positive feelings

Client Orientation

2-3 agencies (final pitch) The client brief - MKT objective -MKT analysis - Budget amount - Comm. Objective suggestion

Marketing Communication Process

5 Step Strategic planning process 1. Selecting the target audience: 2) Understanding the target audience's decision making: 3) Determining the best positioning 4) Develop a communication strategy 5) Setting media strategy

Advertising Strategy

Account manager and Planner Four main questions they need to ask 1. What does the client expect the campaign to achieve? 2. To whom does the speak? 3. What is the key consumer or market insight that gives consumers a reason to believe the claim made in the advertisement? What is the desired reaction the campaign must produce in consumers?

Creative brief

A guideline for creativity What is the product of service? Who/what is the competition? Market analysis - positioning, competition, etc. Who are we talking to? Target definition (demographic and psychographic) What consumer need or problem do we address? What does the consumer currently think about us? Target insight What one thing do we want them to believe? Core benefit What can we tell them to make them believe this? Supportive factors What is the tonality of the advertising? Total budget amount?

Strong strategic plan leads to better creativity

A strong strategic planning leads better creativity The heart of the strategic planning is understanding the relationship between the target audience and brand Five key questions for the strategic planning 1. Product - What are you marketing? 2. Market assessment - What is the brand status in the market? 3. Source of business - Who is our core or potential target? 4. Competitive evaluation - Who is our main competitor? 5. Market objective - What should we achieve? The precise purpose the campaign must accomplish

Brand positioning

Abstract psychological attributes and associations that a brand may evoke for consumers

World's 15 Largest Digital Agency Networks

Accenture Interactive IBM Interactive Experience Deloitte Digital Epsilon Wunderman PwC Digital Services

More importance of MKT objective

Ad strategies should be made to achieve MKT objectives The more specific objective, the more effective for creating a good creativity (campaign) "Achieve 50% brand recognition with target audience as defined by the ability to recognize our logo, describe at least one of our products; achieve a 2% response rated"

Promotion

Advertising PR Personal Selling Corporate Communication Direct Marketing Communications

Brand Identity/ loyalty and equity(Marketing strategy)

Brand ID is the total promise that an org makes to consumers (how it wants to be perceived) [MIDDLE STEP]; Brand loyalty is consumers repeatedly purchasing the same brand to the exclusion of the competitor's brand [FINAL STEP]; Brand equity is setting up brand assets linked to a brand like its name, logo, and symbol [FIRST STEP]

Brand attitude strategy

Brand and benefit link How individuals evaluate a particular brand Creating and increasing, maintaining and modifying

2 Communication Strategies

Brand awarness strategy and brand attitude strategy Brand awarness - recognition & recall Bradn attitude - Building favorable brand realtionship

Roles of Advertising

Building positive brand attitudes Increasing consumer's engagement Influencing Sales volume

Attribution theory

Causal attribution strives to explain why and how people make inferences about their own attitudes and reasons for their behavior. The types of causes that receivers see underlying events have a significant impact on how customers react to a company.

Why creative agencies need to think like consultants

Compete against consulting firms like Accenture and Deloitte Data led strategy, not just creative is king Data enables companies to discover customer insights and innovate products accordingly. It's also key to creating an outstanding customer experience that is both individualized and scalable. Creativity is part of the solution, not the solution Brand awareness needs to also have customer experience

Ad and culture

Created and based - but also interpreted Intertextuality: ways in which one text refers to other texts

Client orientation - building strategy - creativity - creativity test

Creative brief: clarifying what clients want, clear comm. objectives, target information (insight), brand information, tone and manner suggestions, budget amount Producing creativities test creativity: focus group

Creativity should be based on

Creativity should be based on MKT objectives Understanding of the target consumers and market situation is critical 1. Developing the advertising strategy 2. Developing the media strategy 3. Developing the creative idea 4. Pre-testing creative executions 5. Creative production 6. Campaign execution 7. Campaign evaluation Ad-tracking surveys

Information Processing Theory

ELM (Elaboration Likelihood Model) -a dual route (central vs. peripheral) but multi-process theory -dual routes refer to attitude change that are based on different degree of effortful information processing activities -central route: relatively extensive and effortful information processing aimed at scrutinizing and uncovering the central merits of the issue -peripheral route: less effortful information processing influenced by internal or external factors not associated with the core of the issue such as visual cues or celebrities ex. Apple homepage v. Facebook

Elaboration-likelihood model

Elaboration: it's topics, arguments, implications, consequences, promises and executional elements. 3 Forces: - motivation (need for info about brand-based benefits) - ability or expertise to grasp the arguements - opportunity to process benefit based claims

Top 10 US Hispanic-American Agencies

Eventus Lopez Negrete Communications Conill Alma Bravo Group (WPP) Latin Works (Omnicom) Dieste (Omnicom) Grupo Gallegos GlobalHue Casanova Pendrill (Interpublic)

2 logics of AD

Individualism (western) - low-context Collectivism (eastern) - high - context

IPARK Case Study

Key benefits What is the most valuable benefit the brand can offer to consumers Positioning strategy (brand impact should be considered) Finding consumers' insights Consumers' desire and relationship to brand Creating a fact book Background knowledge for consumers, product, & market situation Using a variety of secondary research Primary Research tool Survey or direct observation For Ipark, national wide consumer research was conducted (Brand recall & recognition, brand image, consumer behaviors, etc) Ipark (telephone interview) 1. Top of mind: 11% 2. Recall: 51% 3. Recognition: 72% 4. Brand preference: 6.5% 5. Brand image innovation > luxury :> high-tech > firmness > eco-friendly Top of mind (unaided brand awareness) A brand coming first in consumers' minds when thinking of a particular industry When you think of sodas, what do you think of first? Brand recall (unaided brand awareness) The ability of the consumers to correctly generate and retrieve the brand in their memory Please name all the brands of soda you can think of Brand recognition (aided brand awareness) The extent to which consumers are able to identify a brand by its attributes Which of the following carbonated soft drink brands have you heard of? Coke pepsi dr. pepper sprite 1) Creative brief (made by strategy people to represent creative people) 1. Clarifying what clients want 2. Clear comm. Objective 3. Target information (insight) 4. Brand information 5. Tone and manner suggestions 6. Budget amount 2) Producing creativities 3) Creativity test 1. Focus group interview a) One of the most common forms of qualitative research b) Exploring reactions to alternative ad messages and approaches c) 6-12 interviewees are appropriate for one group d) The role of moderator is extremely important 4) AD Tracking 1. To measure the effectiveness of the advertising campaign: Telephone survey a) Ipark i) Top of mind: 11% --> 15.5% ii) Recal: 51% --> 55% iii) Recognition: 72% --> 75% iv) Brand preference: 6.5% --> 6.5% v) Brand image One. Innovation > High-tech > Exciting > Firmness > eco-friendly

Understanding Brand and Target

Key benefits: what is most valuable benefit? - Positioning strategy Finding consumers' insights: consumers' desire and relationship to brand Creating a fact Book: secondary research, background knowledge Confirm and check findings through research

Selecting the Target audience

Loyalty Model Grouping: Cost implications and brand loyalty - Repeat purchase (strengthen existing - loyalty and loading devices, premiums, sweepstakes) - Trial - generate brand awareness and favorable attitude (Coupons, refunds and rebates, sampling) Managers should consider the value of successfully reaching the target audience Loyal: Inexpensive to maintain at current level of use; focus on reminding them of their positive attitude to the brand, reinforcing brand equity, it can be expensive if our objective is increasing their usage Vulnerable: They have positive brand attitude but do not see us necessarily better than other brands in the category; they see no risk in switching though they are happy with our brand; marketers need to build a positive brand attitude in their mind for the brand and provide them benefits for trial **always keep benefit for brand loyalty** Frustrated: They are not satisfied with the brand, even if they reularly use it; marketers should aim as much at the barriers to switching as at building a favorable attitude to the brand Switchable: somewhat expensive to deal with as a potential target; they will be receptive to effective advertising and promotion for other

Media

Media Expert Cost-effective media planning Finding the best way to convey the message Allocating budget (Media) Understanding MKT & Comm. Objectives Being familiar with numbers (efficacy) Having good negotiation skill Media Planner and Media Buyer

Creativity

Marketing Comm. Expert Create unique ideas Attracting consumer attention Making simple but clear message Understanding MKT & Comm. Objectives Understanding cultural background Having keen insight Copy writer and Graphic designer

meaning and messages

Meaning - power of receiver Message - power of sender not synonymous - experimental viewing (collective)

Message strategy (creative)

Message strategy (creative) Promote brand recall ---> repetition, slogans, and jingles Ex. Nike -- just do it DeBeers -- diamonds are forever Apple -- Think Different BMW -- The Ultimate Driving Machine Link a key attribute to the brand name ---> USP Audi -- commercial demonstrating power Persuade the consumer ---> reason-why, hard-sell, testimonial, advertorial, etc. Affective association (good feeling) ---> feel-good, humor ads, etc. Scare the consumer into action (negative feeling) ---> Fear-appeal ads Define the brand image ---> image ads Leverage social disruption and cultural contradictions ---? Tie brand to social/cultural movements as a way to resolve cultural contradiction Transform consumption experience ---> transformational ads

Importance of Objectives

Nivea ad Marketing objectives: making people remember brand, prove care for customers, increasing sales or MS Communication objectives: Brand re-positioning: new brand image (new tech); role of reminder - beach (consumer contact point)

IMC Plan

No definitive plan, but... 1. communication objective 2. target audience 3. brand research 4. audience strategy 5. creative approach 6. media plan 7. budget estimates 8. effectiveness evaluation

The creative execution

Particular way the creative team addresses the creative brief considering all required elements 1. Copy writing (the headline, sub head, & the body copy, etc) Ex. Volkswagen "Think small" 2. Art work (visual impact -- illustration, desing, & layout, etc.) 3. Storyboard (TV) Audio and special effects (3D rendering, etc.)

The Four Ps of Marketing

Product Price Place Production

How does a brand work?

Product-related; price-related; communication-related

Psychology and Marketing

Psychology: systematic study of human behavior. Marketing: systematic study of human behavior in the marketplace

Campaign evaluation

ROI (return on investment) on advertising campaign 1. Pre- and post-launch survey for brand awareness (AD tracking) 2. Social media data analytics for brand engagement (e.g., clicks, page views) 3. Sales data 4. Media content analysis 5. Calculation of AD ROI by ratio of revenue to advertising and media costs Market share analysis

For a successful campaign

Role of media is increasing because of interactive media For a successful campaign Clarified objectives! Client: The marketing objectives should be clarified. The clients should explain what they want to achieve through the campaign Agency: The agencies should grasp the real meaning of the objective Clarify what you can and can't Client usually wants something beyond their budget

Classic Model of Communication

Sender -> message -> medium -> decoding -> receiver -> sender -sender oriented -no empathy included in receiver -monologue - magic bullet/ needle

Strategy

Strategic Marketing Experts Finding customer insight Analyzing market situation Understanding brand value -esp. important to examine relationship between brand and consumer Understanding consumers in varied markets Understanding the business of their clients Understanding media markets Understanding the role of communication Account Manager and Account Planner

Composition of Ad Agency

Strategy, creativity and Media

Information Processing Theory (AIDA)

The AIDA model: attention -> interest -> desire -> action Flaws: not interactive, can't capture audience's attention in a world where comm is a dialogue Web 2.0 - difficult

The creative AD development process

The creative AD development process Creativity: The ability to consider and hold together seemingly inconsistent elements and forces, making a new connection Creativity in advertising: Creating a new and interesting way to convey a brand's message to its consumers. It should be created based on its marketing (comm. ) objective

Pitch

The most important business of agency The traditional way for agencies to get new account Pitch Process 1. Client brief 2. Identification of potential agencies 3. Gathering credentials 4. Shortlisting agencies 5. Chemistry meetings 6. Pitch briefing sessions 7. Tissue sessions 8. Negotiations 9. Pitch day Decision and meetings

Positioning

The values and associations, both tangible and intangible, that are linked with a given brand in relation to its competition

Dos Equis - most interesting man

Too old, needed younger man More present tense, than past tense Interesting has evolved over time Hard to form connection to single representative Mr. Goldsmith --> Mr. Legrand

Persuasion Theory

Understanding the effect of positive or negative advertising - focal point

IMC (Integrated Marketing communications)

Using a variety of media channels to optimize the effectiveness of brand marketing communications (above the line + below the line = through the line)

Communication-related effect

Well known and liked brands... -Bring about the "halo effect": bias shown by customers towards certain products because of a favorable experience with other products by the same manufacturer or maker. Driven by brand equity -Can use "humor" for advertising campaigns -Can lead their consumers to counter-argue with negative information about the brands

Determine best positioning

What is it? (brand awareness) and what does it offer? (brand attitude)

Client or sponsor

a company or organization that pays for the ad

Self-Persuasion

degree of persuasion: linked to the way receivers become involved with and react to the message Active role in the meaning

Ads are mass mediated

delivering through a medium designed to reach a large number of people; all ads should target masses, not small groups or individuals; attempting to persuade: comm. designed to get someone to do something

Low involve (feeling)

do --> feel --> learn

Low involve (thinking)

do --> learn --> feel

Types of positioning

external positioning: the niche the brand will pursue relative to all the competitive brands (you want ad to be interesting and memorable, brand tries to create distinctive competition position based on design features, pricing, distribution, or comm strategies; internal positioning: the position achieved regard to the other, similar brands marketed by the firm (BMW multi-series based on different target audiences [BMW 7 vs. BMW 1]); Repositioning: firm believes that a brand needs to be updated to address changing market condition

High involve (feeling)

feel --> learn --> do

Media effects on sales

for max audience reach, digital and mobile media are more effective than TV

Ads are paid

if it's not paid, it's not an ad

Learning theories

individuals differ in their ability, readiness and motivation to deal with a persuasive message reinforcement is helpful active > passive meaningful responses are learned more easily

High involve (Thinking)

learn --> feel --> do

Need for new measurements

only 17% of agencies surveyed reported using a relevant reach metric for all campaigns New thinking "interactivity"

Understanding Target audience and decision making

probable stages involved in making a decision Each stage in the process - low involvement: timing is important, not complicated - smell strategy high involvement - plenty of time 0 search and information needed (complex decision)

Attribution theory

theory of reasoned action contends that behavior is rational and rarely caused by one or two beliefs. - purposeful, goal-oriented, and unaffected by feeling and emotions - disclaim that superiority across brand attributes increases credibility - effectiveness of positive and negative claims in AD - underscores the importance of causal inference, or a person's "perception of why things occur"; the chain of events and consequences are important.

Explicit communication

verbalized content messages Ostensive - intention is clear

Focus groups

way to evaluate advertising in ad tracking surveys

Halo effect

what you AD and what you make money on can be two very different things place on your best horse Apple/ Sirius XM (Howard Stern)

Top Creative and Media agencies on Youtube

you can improve the odds of making a video viral but you cannot make it viral Have to pay for view of the advertisement, but depends on how good the AD is Weiden + Kennedy OMD "You can get millions to watch a video, but you can't force them to like it. If the only goal is to get people to see an ad, that's what television is for," Mr. Winkler said.