ADVC2025 Final

KPIs for Each Stage of the Consumer Pathway

- Awareness: Key message playback; ad awareness; brand awareness; top-of-mind awareness; unaided awareness; - Involvement: Brand attribute levels; brand affinity; time spent with brand. - Consideration: Purchase consideration; store traffic; top 3; quota requests; website visits. - Purchase: Trial; penetration; purchase volume/value. - Consumption: Customer satisfaction; usage occasions; purchase requests. - Relationship Building: Repeat purchase rate; resistance to price rises; purchase requests. - Advocacy: Buzz and blog levels; net promoter scores; review quality/accuracy.

7-Steps of the Consumer Pathway

- Awareness: Launching a product, communicating a belief, telling of an event/offer - Involvement: Increase emotional engagement before a purchase - Consideration: Shift up the order of consideration by facilitating favorable comparison - Purchase/ Conversion: Convert intent into action at the point of purchase - Consumption: Improve the user experience - Relationship Building: Must also be informed by consumer feedback and insight. Understanding consumers can help brands connect with them and make them feel special. - Advocacy: Loyal, happy consumers are not always brand advocates. These consumers should be valued and incentivized and rewarded for sharing their positive brand experiences.

Meaning of Transparency

- Being open with customers (and other stakeholders of your company) - Providing open feedback -Being upfront - Not hiding relevant information -Being honest - Providing access to information -Sharing relevant information - Creating a shared understanding - Communicating clearly

Cause Marketing Definition & benefits to brands

- Cause marketing is NOT: "Corporate Philanthropy," the giving (without expectation of direct corporate gain) of charitable financial and in-kind grants by companies or their corporate foundations. - Cause marketing IS: Cause Marketing encompasses a wide variety of commercial activity that aligns a company or brand with a cause to generate business and societal benefits. - Benefits to the brand: Millennials are more likely (87% vs 83%) to reward brands by purchasing a social or environmental benefit. More likely to switch brands (91% vs 85%) to one associated with a cause. - 79% of consumers would donate to a charity supported by a trusted company.

Purpose-driven branding

- Consciously conducts its business according to its purpose. Customers want to know what a brand stands for and what motivates their decisions. - It is important for brands to connect purpose to their brand because consumers want brands to align with their values

The IAB Six Core Objectives

- Fend off adverse legislation and regulation. - Coalesce around market-making measurement guidelines and creative standards. - Create common ground with customers to reduce costly friction in the supply chain. - Share best practices that foster industry-wide growth. - Generate industry-wide research and thought leadership that solidifies Interactive as a mainstream medium. - Create countervailing force to balance power of other media, marketing, and agency trade groups.

Public Relations Society of America (PRSA) Principles

- Free Flow of Information: Protecting and advancing the free flow of accurate and truthful information--maintain integrity in relationships with the media. - Competition: Promoting healthy and fair competition among public relations professionals--ethical hiring processes and preserving intellectual property rights. - Disclosure of Information: Building trust with public by revealing all information needed for decision making. Safeguard Confidences: Client trust requires appropriate protection of confidential and private information. Conflicts of Interest: Avoid real, potential or perceived conflicts of interest to build trust with clients, employers of publics. Enhancing the Profession: Work constantly to strengthen the public trust in the profession. Improve, adapt and expand professional practices.

International Brand Communications Elements

- Global insights, "human truths" - beliefs or emotions are fundamental & powerful - Translatable conceptsMMid - avoid clichés - Global problems / issues - current & worldwide - Aspects of transparency & authenticity - Social media enables global communication - Encourages people to share their brand stories

Public Relations Society of America (PRSA) Values

- Honesty: Adhering to the highest standards of accuracy and truth in advancing the interests of those we represent. - Expertise: Acquire a responsibly use specialized knowledge and experience. - Independence: Provide objective counsel to those we represent, accountable for our actions. - Loyalty: Faithful to those we represent, while honoring our obligation to serve the public interest. - Fairness: Deal fairly with clients, employers and competitors, respect the right of free expression.

Types of Brand Authenticity

- Natural: From the earth, not artificial. "People tend to perceive as authentic that which exists in its natural state in or of the earth, remaining untouched by human hands; not artificial or synthetic." I.e. Naked Juice, Florida's Natural, Snapple. - Original: Goods, first to make. "People tend to perceive that which possesses originality in design, being the first of its kind, never before seen by human eyes not a copy or imitation." I.e. Kleenex, Band Aids - Exceptional: Services. "People tend to perceive as authentic that which is done exceptionally well, executed extraordinarily by someone demonstrating human care; not unfeelingly or disingenuously performed." I.e. Experiential Education - Referential: Experiences. "People tend to perceive as authentic that which refers to some other context, drawing inspiration from human history, and tapping into our shared memories, longing and nostalgia; not derivative or trivial." I.e. Disney World - Influential: Transformations. "People tend to perceive as authentic that which exerts influence on other entities, calling human beings to a higher goal and providing a foretaste of a better way; not inconsequential without meaning." I.e. Patagonia

Ghostwriting Strategies

- Prewriting is an important first step - research your target audiences and brand voice along with relevant topics that connect your brand to your audience. - Keep it short - use lists, bullets, tips, etc to make the content easy to understand. - Make it scannable - 90% of readers only scan articles. Use headings, subheads, and call-outs so the read will understand what your topic covers with a quick scan. - Use images - images can be understood quickly and easily (right-brain thinking) to reduce the cognitive load on the reader - Use hyperlinks - you may not be an expert on the topic you are writing about. Don't worry, hyperlink to an expert source and you are covered. - Call to action - don't forget to include a next step for your reader. Often this is taking them to a social media site or website (conversion!)

American Advertising Federation (AAF) Principles

- Principle 1: Seek the truth and serve the public. - Principle 2: Exercise the highest personal ethics in the creation and dissemination of commercial info to consumers. - Principle 3: Advertisers should clearly distinguish ad, PR and corporate communications from news and editorial content and entertainment both online and offline. Principle 4: Advertisers should disclose payment and/or receipt of a free product, affecting endorsements and endorsers in the interest of transparency. Principle 5: Advertisers should treat consumers fairly based on the nature of the audience to whom the ads are directed and the product/service being advertised. Principle 6: Advertisers shouldn't compromise consumers' personal privacy, and the consumers' choice to provide demographics/info on themselves should be transparent. Principle 7: Advertisers should follow federal, state and local advertising laws. Principle 8: Advertisers and their agencies should discuss and be able to show ethical concerns openly amongst themselves.

STEPPS: What makes social media contagious?

- Social Currency: People care about how they look to others. They want to seem smart, cool, & in-the-know. Make them feel like insiders. I.e. being in an elite group. - Triggers: Top-of-mind means tip-of-tongue. Consider the contact & grow your habitat so that people are frequently triggered to think of your product/idea. I.e. the crocodile of Lacoste. - Emotion: When you care, you share. Emotional content often goes viral - so focus on feelings rather than function. - Public: Built to show, built to grow. The more public something is, the more likely people are to imitate it. Design products & initiatives that advertise themselves & create visual behavioral residue (they used the example livestrong bracelets). - Practical Value: News you can use. Highlight value and package knowledge and expertise so people can easily pass it on. - Stories: Information travels in what seems like idle chatter. Stories are vessels - so build a Trojan Horse, a narrative/story that people want to tell that carries your idea along for the ride.

Central Communications Platform

- Strategic: Positions topics (issues) related to your Brand Associations; enhances Brand Attitudes? - Influential: How does it make and impact, cut through the clutter? - Simple: Is it unique? Easy to understand? - Ownable: Can it help drive an emotional connection with the brand? Does it address the consumer insight? Does it overcome motivational barriers? - Emotive: Is it useful, entertaining, and relevant? Allow consumer to join in the brand conversation?

7 Types of Infographics

- The List Infographic: Supports a claim through a series of steps. It is best used to support a specific claim or argument. Your list can go from top to bottom, left to right, or it can even move across your canvas! - The Comparison or Vs. Infographic: Compares two things in a head-to-head study. It is best used to highlight differences between two similar things or highlight similarities between two unlike things. It is also used to prove how one option is Superior or inferior to the other option. - The Flowchart Infographic: Provides a specific answer to reader choices. It is best used to provide personalized answers for readers or show how multiple situations can reach the same conclusion. - A Visual Article Infographic: Makes a piece of writing more visual. It is best used to cut down on text or make an article more interesting and enjoyable to consume. It also increases sharing potential through social media. - The Map Infographic: Showcases data trends based on location. It is best used to compare places, culture, and people through setting centric data and demographics. - The Timeline Infographic: Tells a story through chronological flow. It is best used to show how something has changed over time or make a long, complicated story easier to understand. It can also show how one thing leads to another. - A Data Visualization infographic: Communicates data through charts and graphs. It can even showcase data through design. It is best used to make data-driven arguments easier to understand and make facts or statistics more interesting to absorb.

Examples of Transparent Actions by Brands

Cheerios recalled more than 1.8 million boxes of Gluten-Free Cheerios that contained wheat in them. They were open about the situation and explained to consumers and the media that they were "embarrassed and truly sorry." In addition, the company "instituted additional flour handling protocols at all facilities to ensure this will not happen again."

Interactive Advertising Bureau (IAB) Principles

Regardless of native advertising unit type, the IAB advocates that, for paid native ad units, clarity and prominence of the disclosure is paramount. - Use language that conveys that the advertising has been paid for, thus making it an advertising unit, even if that unit does not contain traditional promotional advertising messages. - Be large and visible enough for a consumer to notice it in the context of a given page and/or relative to the device that the ad is being viewed on. Simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is paid advertising vs. what is publisher editorial content.

Using the brand of your choice, provide an example of unethical communications in the areas of a) paid, b) earned and c) owned media.

Victoria Secret employs unethical brand communications. - Paid: The company released a "Perfect Body" ad campaign that ran on TV that featured solely women of the same thin body type. - Owned: The company's Instagram page didn't feature women of color in social posts until mid-2019. - Earned: The company came out with a statement saying that they were not going to include transgender individuals in their annual fashion show.