Advertising Exam 2

Relevance

-Alka Seltzer ad: captured everyone's imagination, but reinforced the wrong feeling (the problem) -ad must be relevant to the sponsor's strategy or it will fail

Step 1 in Research Process

-Analyzing the situation and defining the problem -large firms have MIS (Marketing Information System): a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions

on camera

actually on a camera, as an announcer, a spokesperson, or actor playing out a scene

Endcap Promotion

a merchandising method that uses special displays on shelving at the end of aisles in a store -parts of the whole (synergy)

voice-over

in television advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard

Lifetime customer value (LCV)

the total sales or profit value of a customer to a marketer over the course of that customer's lifetime

Top-down Marketing

the traditional planning process with four main elements: starting from top -situation analysis -marketing objectives -marketing STRATEGY -tactics or action programs

Case Study: Mountain Dew

-1960s had Willy the Hillbilly advertising "Ya-hoo Mountain Dew" -BBDO created ad featuring young people enjoying outdoor activities and made Mountain Dew nationwide -Pepsi cola calls it "mass intimacy" -not as good as Red Bull

Step 2 in Research Process

-Conducting informal (exploratory research) -learn more about the market, the competition, the business environment, and to better define the problem -look for whoever has the most information to offer, even competitors -uses primary and secondary research

Case Study: "Carousel"

-Phillips electronics made 21:9 TV with extra width that got rid of black bars at top of screen -assigned account to Tribal DDB who decided they would advertise on the web, not television -brought in Stink Digital and director Adam Berg to do a digital film that would showcase the cinema experience of the 21:9 -most honored ad of 2009, first "film" winner to run solely on the web

viral ads

-YouTube has inspired advertisers to place special video commercials on the web (viral ads) -much like TV commercials, but must consistently entertain while informing about a product -key to effective is intrigue, must invite audience

Situation Analysis

-a factual statement of the organization's current situation and how it got there -presents all the relevant facts about the company's history, growth, products and services, sales volume, share of market, competitive status, markets served, distribution system, past advertising programs, marketing research studies, etc.

Need-satisfying objectives

-a marketing objective that shifts management's view of the organization from a producer of products or services to a satisfier of target market needs -enable the firm to view its business broadly -makes the managers see through the customer's eyes

The Creative Pyramid

-a model that can guide the creative team as it converts the advertising strategy and the big idea into the actual physical ad or commercial -from bottom to top: ATTENTION>INTEREST>CREDIBILITY>DESIRE>ACTION -much like advertising pyramid, translates advertising objectives into copywriting objectives

icon

-a pictorial image that represents an idea or thing -can have a meaning that cuts across national boundaries and reflects the taste and attitudes of a group of cultures

Quantitative Methods: Experimental method

-a researcher alters the stimulus received by a test group and compares the results with that of a control group that did not receive the altered stimulus -used primarily for new product and campaign introductions -use test markets in isolated geographic areas to test the effectiveness of ads or campaigns before a national rollout

The Judge Role

-a role in the creative process that evaluates the quality of their big ideas and decide whether to implement, modify, or discard them -must be self critical enough to give the warrior an idea worth fighting for -need to avoid stifling the imagination of their internal artist -must consider risk

The Artist Role

-a role in the creative process that experiments and plays with a variety of approaches -searches for big idea and then implements it

The Warrior Role

-a role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization -final step: getting idea approved, produced, and placed in media -five key components: strategic precision, savvy psychology, polished presentation, structural persuasion, solve the problem

animatic

-a rough television commercial produced by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape -used primarily for testing purposes

Message strategy

-a simple description and explanation of an ad's overall creative approach -defines target audience, the objectives that must be achieved, and the characteristics of the media that will be used for delivery -has 3 components: verbal, nonverbal, technical -helps creative team sell the ad and helps the managers explain the creative work to the client

Fact-based thinking

-a style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution -tend to be linear thinkers and prefer to have hard data -like logic, structure, and efficiency

Value-based thinking

-a style of thinking where decisions are based on intuition, values, and moral codes -better able to embrace change, conflict, and paradox -relies on melding concepts together -attempt to integrate the divergent ideas of a group into an arrangement that lets everyone win

Thumbnail

-a very small (about 3 by 4 inch) rough, rapidly produced drawing that the artist uses to visualize layout approaches without wasting time on details -straight or squiggly lines represent text, boxes show placement of visuals

Creative Strategy

-a written statement that serves as the creative team's guide for writing and producing an ad -defines the target audience, restates the objective of the advertising, specifies the key benefits to be communicated, and offers support for those benefits

Transforming a Concept: Do something to it

-adapt: change contexts -imagine: ask what if -reverse: look at it backwards, opposite could have great impact -connect: join two unrelated ideas together -compare: take one idea and use it to describe another -eliminate: subtract something -parody: fool around, tell some jokes

Qualitative Research

-advertisers typically start with qualitative -research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle -2 types: projective techniques and intensive techniques

poster-style format

-also known as picture window layout and Ayer No. 1 -layout that employs a single, dominant visual that occupies between 60-70% of an advertisement's total area

Subhead

-an additional smaller headline that may appear above the headline or below it -above headline are called "kickers" (overlies) -below headlines are called underlines

Artists

-art directors -graphic designers -illustrators -photographers -production artists

Rough

-artist draws to actual size of the ad -headlines and subheads suggest final type style -illustrations and photos are sketched in -body copy may be stimulated with lines or random gibberish -may present to cost-conscious clients

Marketing Plan

-assembles relevant facts about the organization, its markets, products, services, customers, competition, and so on -forces all departments to focus on the customer -it lists goals and objectives for specified periods of time and lays out the precise strategies and tactics to achieve them

Design Principles

-balance: formal balance (symmetry) and informal balance (elements of different size, shape, color) -movement -proportion -white space (isolation) -contrast -clarity and simplicity -unity -continuity

Creating effective TV Commercials

-begin at the finish -create an attention getting opening -use a situation that grows naturally out of the sales story -characters are the living symbol of the product -keep it simple -write concise audio copy -make demonstrations dramatic but believable -let the words interpret the picture and prepare viewers for next scene -run scenes five or six seconds on average -keep the look of the video fresh and new

Types of Headlines

-benefit headlines: makes direct promise to reader -news/information headline: announces news or promises information ("how to" headlines) -provocative headlines: provoke reader's curiosity -question headline: asks the reader a question -command headline: orders reader to do something, might seem negative but gets attention (obey your thirst)

Resonance

-boom factor -gets your attention and catches your imagination -informational: offering relief from a problem -transformational: using positive reinforcement to offer a reward -most ads lack resonance because theres no "big idea" or they fall down in the execution

Step 4 of Research Process

-conducting formal research -when a company wants to collect primary data directly from the marketplace about a specific problem or issue=conducting formal research -uses qualitative and quantitative research

Relationship Marketing

-creating, maintaining, and enhancing long term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value

Marketing Strategy

-describes how the company plans to meet its marketing objectives (intended route)

Marketing Tactics

-determine the specific short term actions to be taken, internally and externally, by whom, and when

Media Strategy

-document that helps media planners determine how messages will be delivered to consumers -defines target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages

Posttesting of Ads

-enables marketers to evaluate a campaign after it runs -research: advertising effectiveness, consumer attitude change, sales increases

Step 3 in Research Process

-establishing research objectives -company must be clear about what decisions it has to make in order to guide research -research results should provide information that management needs to decide on a new positioning strategy for the company

Reliability

-for a test to be reliable, it must be repeatable: it must produce approximately the same result each time it is administered

Validity

-for a test to have validity, results must be free of bias and reflect the true status of the market -5 people aren't enough for a minimum sample, and if you show the prototype of your toy it will bias their response

Script

-format for radio and television copywriting resembling a two-column list showing dialogue and/or visuals

The Explorer Role

-gathering information -a role in the creative process that searches for new information, paying attention to unusual patterns -brainstorming: a process in which two or more people team up to generate new ideas, often a source of sudden inspiration

Corporate Objectives

-goals of the company stated in terms of profit or return on investment, or net worth, earnings ratios, growth, or corporate reputation

Marketing Objectives

-goals of the marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives -derive from corporate objectives

Sampling Methods: Probability Samples

-greatest accuracy is gained (also called random samples) -everyone in universe has quantifiable chance of being selected -every person must be known, listed, and numbered so each can have an equal chance of being selected -expensive and sometimes impossible

Creative director

-head of a creative team of agency copywriters and artists -ultimately responsible for the design: final form the ad takes

Company websites

-help visitors find the information they need quickly and efficiently -"F" layout is good because it matches the scanning pattern of most web page readers -colors and photographs are carefully chosen to enhance layout, attract internet users, and guide their gaze through the page

Comprehensive layout (comp)

-highly refined facsimile of the finished ad -generally quite elaborate, with colored photos, final type styles and sized, sub visuals, and a glossy spray coat -copy for comp is usually typeset on a computer, positioned with visuals, and printed full color proof -at this stage, all visuals should be final

The Integration Triangle

-illustration of how perceptions are created from the various brand message sources -planned messages=SAY messages (what companies say about themselves) -product and service messages=DO messages (represent what a company does) -unplanned messages=CONFIRM messages (what's what others say and confirm about what a company says and does)

Qualitative Methods: Intensive techniques

-in depth interviews: carefully planned but loosely structured questions help the interviewer probe respondent's deeper feelings -focus group: the company invites six or more people typical of the target market to a group session to discuss the product, service, or marketing situation (best used in conjunction with surveys) -ethnographic research: trying to understand behavior and culture by going out and talking to people wherever they are, doing whatever they do (Holiday Inn Express with road warriors)

Stakeholders

-in relationship marketing: customers, employees, centers of influence, stockholders, the financial community, and the press -different stakeholders require different types of relationships

Relationship of Advertising to Sales and Profits

-increases in market share are closely related to increases in the marketing budget -sales normally increase with additional advertising, then the rate of return flattens then declines -sales response to advertising may build over time, but the durability of advertising is brief so a consistent investment is important -there are minimum levels below which advertising expenditures have no effect on sales -there will be some sales even if there is no advertising -there are saturation limits above which no amount of advertising can increase sales

Secondary data

-information that has previously been collected or published -readily available and can be gathered quickly and inexpensive

Step 5 of Research Process

-interpreting and reporting the findings -final report needs to make the findings clear to the company's managers and relevant to their needs -researcher should make recommendations for management action and be discussed in a formal presentation

Creativity

-involves combining two or more previously unconnected objects or ideas into something new

Writing Radio Copy

-left side has speaker's names and sound effects and music -right said has dialogue (audio) -needs to be intrusive but not offensive -greatest challenge is making script fit the time slot

Writing Television Copy

-left side is titled "Video" and right side is "Audio" -video column describes camera angles, action, scenery, and stage directions -audio column lists the spoken copy, sound effects, and music

Creating Effective Radio Commercials

-make the big idea crystal clear -mention the advertiser's name early and often -take time to set the scene and establish the premise -use familiar sound effects -paint pictures with your words -make every work count -be outrageous -ask for the order -remember that radio is a local medium -presentation counts a lot

Creative Concept Research

-measures the target audience's acceptance of different creative ideas at the concept stage -timing: before agency production begins -research: concept testing, name testing, slogan testing

Product Messages

-messages communicated by a product, its packaging, price, or distribution elements -have great impact: when a product performs well, customer infers a positive message that reinforces the purchase decision

Service Messages

-messages resulting from employee interactions with customers -typically have greater impact than planned messages

Unplanned Messages

-messages that emanate from gossip, unsought news stories, rumors, or major disasters -companies have little control over unplanned messages, but the messages can dramatically affect customer's attitudes

Quantitative Methods: Survey

-most common method of gathering quantitative research -when the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers -political polls are a common type of survey -surveys can be conducted by personal interview, telephone, mail, or internet

Blocks to creativity

-must shift gears from fact-based thinking to value-based thinking -when people in an agency start "thinking like the client'' -when an agency has served an account for a long time and all the fresh ideas have been worked and reworked

Delivering on the Big Idea: Visual and Verbal

-nonverbal aspect of an ad carries at least half the burden of communication -creates mood of ad -determines the way it feels to the audience -mood flavors the verbal message

Bottom-Up Marketing

-opposite of top down marketing -focuses on one specific TACTIC and develops it into an overall strategy -bottom: marketing tactics ^ marketing strategy ^ marketing results

Layout

-overall orderly arrangement of all the format elements of an ad: visual, headline, subheads, body copy, slogan, seal, logo, and signature -helps both agency and client develop and evaluate, in advance, how the ad will look and feel -helps creative team develop the ad's psychological elements: the nonverbal and symbolic components -once best design is chosen, layout serves as blueprint

Ways to set advertising budgets

-percentage of sales -percentage of profit -unit of sale: specific dollar amount set for each box, case, barrel, or carton produced -competitive parity: allocates dollars according to the amounts spent by major competitors -share of market/share of voice: percentage share of total industry advertising comparable to desired share of market -objective/task: defining objectives, determining strategy, estimating cost to execute that strategy -empirical research: running tests in different markets with different budgets -quantitative mathematical models: computer based programs -all available funds: used by small firms with limited capital

Advertising Plan

-plan that directs the company's advertising effort -starts where marketing plan leaves off -analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created

The Four Sources of Brand Messages

-planned messages -product messages -service messages -unplanned messages *each influences a stakeholder's relationship decision, so marketers must know where these messages originate, what effect they have, and the costs to influence or control them

Dummy

-presents the handheld look and feel of brochures, multipage materials, or point of purchase displays -assembles dummy by hand, using color markers and computer proofs, mounting them on sturdy paper and cutting and folding them into size -put together to look exactly like finished product

Account Planner

-primary role is to represent the consumer in process of planning advertising -Stanley Pollitt of London agency is considered to be "father" of account planning -nurtures relationship between consumer and brand -in large agencies, account planners (research perspective) work side by side with account managers (business perspective)

7 distinct approaches to developing a positioning strategy

-product attribute: setting brand apart -price/quality -use/application -product class: position against brands that offer same benefits -product user -product competitor: against competitors -cultural symbol or icon

Product life cycle

-progressive stages in the life of a product -including introduction, growth, maturity, and decline -stages that affect the way a product is marketed and advertised

Banner Ads

-purpose is to bring internet users to a website other than the one they intended to visit -effective banner ads are simple, focused, and clear about a product's benefit -make use of striking image and emphasize a palette of rich, powerful colors

Questionnaire Design

-questionnaires must be pretested -have 3 important attributes: focus, brevity, and clarity -4 types: open ended, dichotomous, multiple choice, and scale -questions should elicit a response that is both accurate and useful

Design

-refers to how the art director, graphic artist, or graphic designer chooses and structures the artistic elements of an ad -designer sets a style-the manner in which a thought or image is expressed- by choosing artistic elements and blending them in a unique way

Marketing Strategy: Positioning

-refers to the place a brand occupies competitively in the minds of consumers -based on consumer perceptions, which may or may not reflect reality -strong brands have clear, often unique position in the target market

Primary data

-research information gained directly from the marketplace -typically more expensive and time consuming

Sampling Methods: Universe

-research should as nearly as possible reflect the universe of prospective customers -universe=entire target population -sample: must decide who to survey, how many to survey, and how to choose the respondents

Quantitative Research

-research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations -3 types: observation, experiment, survey

Quantitative Methods: Observation method

-researchers monitor people's actions -count traffic that passes by a billboard, measure a TV audience through instruments, or study consumer reactions to products displayed in supermarket -Universal Product Code (UPC): identifying series of vertical bars with a 12 digit number that adorns every consumer packaged good

Sampling Methods: Nonprobability Samples

-researchers often use because it's easier, less expensive, and less time consuming (convenience samples) -respondents are selected on the basis of their availability (ex: because they volunteered) -not every person has an equal chance of being included, so no guarantee that sample is representative -can't be confident in validity of responses

Art director

-responsible for NONVERBAL aspect of the message -determines the design and how the ad's verbal and visual symbols will fit together

Sound Effects (SFX)

-sounds other than music or dialogue used in radio and television

Sales-target objective

-specific, quantitative, realistic marketing goal to be achieved within a specific period of time -may be expressed in terms of: -total sales volume -sales volume by product, market segment, customer type -market share in total or by product line -growth rate of sales volume in total or by product line -gross profit in total or by product line

Case Study: Target

-successful because of positioning -"Expect more. pay less" you'll save money and have a better shopping experience -in house lines like Xhileration and Cherokee -lots of RED -Target ads are fun and quirky, softer and focus on lifestyle themes -Andy Warhol

Case Study: Holiday Inn Express

-targeted road warriors: independent business people who spend as many as a hundred nights per year on the road -predominantly male and pay for own travel bills -observation based qualitative research: observed road warriors to get to know their audience -made drive ups: hotel that provided the basics, afforded them control, and showed them respect -used slogan "Stay Smart" and increased brand awareness by 40%

Advertising Strategy

-the advertising objective declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference -advertising strategy describes how to get there, consists of 2 substrategies: creative strategy and media strategy

Audio

-the sound portion of a commercial

Body copy

-the text of an advertisement that tells the complete story and attempts to close the sale -it is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads

animation

-the use of cartoons, puppet characters, or demonstrations of inanimate characters that come to life in television commercials -often used for communicating difficult messages or for reaching specialized markets, such as children

Planned Messages

-traditional marketing communication messages (advertising, sales promotions, personal selling, merchandising materials, publicity releases, event sponsorships) -least impact because seen as self serving -should be coordinated to work toward a predetermined set of communication objectives

Advertising Strategy Research

-used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles -timing: before creative work begins -techniques: consumer attitude and usage studies, media studies, qualitative interviews

Pretesting of Ads

-used to uncover and diagnose possible communication problems before a campaign begins -timing: before finished artwork and photography -research: print testing, storyboard testing, radio commercial pretesting

Qualitative Methods: Projective techniques

-used to understand people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives -ask questions like "What kind of people do you think shop here?"

SWOT Analysis

-uses the facts contained in the situation analysis to point out strengths, weaknesses, opportunities, and threats for the brand -strengths and weaknesses=company capabilities -opportunities and threats=environmental factors

Incubating a Concept: Do Nothing to it

-when brain is overloaded with information about a problem, walk away for a while -serves two purposes: -puts the problem back into perspective -rests the brain, lets the problem incubate in the subconscious, and enables better ideas to percolate to the top

Visualization

-where the search for the "big idea" takes place -includes task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concepts of how to communicate what needs to be said

Advertising pyramid

From bottom to top: AWARENESS>COMPREHENSION> CONVICTION>DESIRE>ACTION -compared to the number of people aware of the product, the number of people who take action is usually quite small

Camera-ready Art

a finished ad that is ready for the printer's camera to shoot-to make negatives or plates-according to the publication's specifications

storyboard

a sheet preprinted with a series of 8-20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views

Synergy

an effect achieved when the sum of parts is greater than that expected from simply adding together the individual components

Copywriter

person who creates the words and concepts for ads and commercials (verbal)

Creative Process

step in which the creative team develops a message strategy and begins the search for a big idea

Creatives

the people who work in the creative department, regardless of the speciality

Integrated Marketing Communications (IMC)

the process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make consecutive contact with the company/brand through a variety of media

Value

the ratio of perceived benefits to the price of the product