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36 Cards in this Set
- Front
- Back
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5 Factors of Ad
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Paid communication
Sponser is ID Tries to inform or persuade Reaches a large audience Messages conveyed through many different kinds of non-personal mass media |
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Advertising
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Objective and strategies that our used to impact consumers thoughts, feeling, and actions; form of marketing communication
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Players of AD
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Advertiser
Agency Media Suppliers/Vendors Target Audience |
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Marketing
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the way the product is designed, tested, produced, branded, packaged, priced, distributed, and promoted
creates communicates, and delivers value to customers |
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Types of Marketing
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consumer
business to business institutional channel |
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Marketing Mix
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Product
Distribution Pricing Marketing Communication |
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Ad Departments
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Account Management Director
Creative Director Account Service Brand/Account Planning (Consumer Inside Group) Creative Dept: Art Dir. / Copy Writer Production Traffic Media HR |
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Types of Agencies
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Full service Ad Agencies; “In House”, Specialty (pharmacy, tech, multi-cultural), Interactive/Digital, Direct Response, Creative Boutique (smaller, highly creative, focused), Media Buying Services (just buy media--> cost efficiency)
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Account Management Director
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manage the money of the account
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Creative Director
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supervisor of all the creative execution within the industry
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Account Service
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the conduit for all the info that flows between client and agency
*coordinate the work within the industry *foster a creative environment and support them develop a set of expectations in the client and the agency nurture the client relationships |
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Brand/Account Planning
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*work to understand the consumers behavior to the client, product and service the agency works on
*go out and talk to customers and get their thoughts about purchases of generic product bring this info back to the company and come up with a strategy, and leads to creative execution |
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Creative Dept.
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rained in skills of art direction: visual, proportion, where a photograph and illustration works
*CW is a writer that understands elements of a creative suite *Creative Technologist: creative within the digital department. In global group they work as a tech. force with a trad. AD and CWs |
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Production
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realize vision of creative team
make sure this is plausible and efficient detail oriented, able to work under pressure |
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Traffic
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*controls the process of the flow in the agency
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Media
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*IDing media and being able to acquire the space and time for the vehicle at the appropriate price
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out of register
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blurry, not reproduced as it is supposed to
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Buzz
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getting people to talk
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IMC
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unify all marketing communication messages and tools to send a consistent, persuasive message promoting the brand's goals
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synergy
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aligning together for promotion (coke and american idol)
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Consumers
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Social Class, Family, Reference Groups (polit. leader, teacher), Demographic
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Demographic
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gender, age, household income, occupation, education
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High Involvement Decisions
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cars, computers, expensive, emotion laden products
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Low Involvement Decision
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products purchased regularly
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Quantitative Research
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Quantitative collecting, interpreting, information in order to make better decision about what to communicate
Primary research, done for or by a marketer Secondary research, made available to a number of users. MRI data made available to agencies, marketers and the media Psychographics (Demo population analysis) |
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Qualitative Research
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Attitudes, beliefs, motivations, lifestyles: HOW DO PEOPLE FEEL ABOUT THINGS?
* Characterized by: small sample sizes, probing open ended questions, obtaining more rich, detailed data Not projection: it is not science. Need Quan. To get us started, it is a combination of both research. |
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Consumers
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Social Class, Family, Reference Groups (polit. leader, teacher), Demographic
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Demographic
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gender, age, household income, occupation, education
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High Involvement Decisions
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cars, computers, expensive, emotion laden products
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Low Involvement Decision
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products purchased regularly
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Quantitative Research
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Quantitative collecting, interpreting, information in order to make better decision about what to communicate
Primary research, done for or by a marketer Secondary research, made available to a number of users. MRI data made available to agencies, marketers and the media Psychographics (Demo population analysis) |
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Qualitative Research
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Attitudes, beliefs, motivations, lifestyles: HOW DO PEOPLE FEEL ABOUT THINGS?
* Characterized by: small sample sizes, probing open ended questions, obtaining more rich, detailed data Not projection: it is not science. Need Quan. To get us started, it is a combination of both research. |
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Rational Strategy
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hard sell, product, benefit, often price as message (like Walmart and their valued pricing).
This _ feature is important. |
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Emotional Strategy
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soft sell, image oriented, implication, metaphor as message; prospect
When I use, I feel. |
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Positioning
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Positioning is simply concentrating on an idea- or even a word- that defines the company (or the product/service) in the minds of the consumer
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Positioning Aim
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*to the (target audience), (product, service, company) is the (frame of reference) that provides (primary benefit or promise) by (support points).
*To a health conscious consumer, MILK is the drink that is the natural, essential complement certain foods and snacks. (Tagline: “Got Milk?”) |
