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67 Cards in this Set
- Front
- Back
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criteria for something to be advertising
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The communication must be paid for
The communication must be delivered through mass media The communication must be attempting to persuade |
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what is copywriting?
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Uses language to awaken interest in - and generate sales of products and services.
Gets attention, gets the message across, gets the customer to buy the product. Causes a person to exchange his or her hard-earned money for a product or service. |
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8 elements of persuasive copy
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Gets Attention
Focuses on the customer Stresses Benefits Differentiates your product from the competition Proves its case Builds value Establishes credibility Closes with a call to action |
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successful ads should:
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Grab attention without confusing
Show empathy for the audience Present key benefits Use a memorable device Elicit positive feelings |
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what is a target audience?
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A particular group of customers singled out by an organization for an advertising or promotion campaign
In today’s changing marketplace advertisers have to understand, respect and embrace the diversity of American consumers (Chapter 3 in Creative Strategy in Advertising) |
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what is a target segment>
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The subgroup of the larger market chosen as the focal point for the marketing program and advertising campaign
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possible target segments
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usage patterns
commitment levels demographic and geographic info psychographics and lifestyles benefits sought. |
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what is positioning>
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The process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the target consumer’s mind.
Effective positioning strategies should be linked to substantive benefits offered by the brand. Folgers Positioning Strategy: “Tolerate Mornings” |
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what is STP marketing?
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segment: breaking down diverse markets into manageable segements
target: choosing specific segements for focal point of marketing efforts positioning: allowing the marketing mix to yield disitincitve appeal for target market |
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what is VALS
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Values and Lifestyle System
System of studying lifestyle segmentation Demographics Motivators Market researchers must understand: Primary Motivation Resources Advantage = Predictive power |
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how to prioritize target segments
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What segment members want vs. the organization’s ability to provide it
Size of the segment and its growth potential (purchasing power) Intensity of competition |
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which segments are better
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smaller b/c larger means they are probably established competitors
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what is branding
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The Impression of a brand:
Identity Image |
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what is brand identity
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Persona/Public Face
Presentation of itself |
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what is brand image
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How the brand is perceived by the public
Identity Elements |
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what is brand identity
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Name
Logo Tagline Color Palette Architecture Sounds |
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what is strategy
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Info: research and fact gathering
Insight: strategy Inspiration: execution and big idea |
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strategy
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An ad has two parts: what you’re saying and how you’re saying it.
The “what” - is your strategy. The plan of attack, the ad’s big idea, its selling argument. The “how” - is the execution of that strategy. |
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purpose of strategy
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Provides guidance and direction for the brand’s advertising
Provides long-term focus Provides guidance and direction to the creative team Provides agreement between the client and the agency Saves time in decision making |
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strong strategies are
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Fact-based
Persuasive Broad enough for multiple executions Clear Devoid of executional considerations Inherently competitive |
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componenets of strategy selection
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Key Target: In psychographic terms
Brand Offer: What rational & emotional benefits will the consumer receive? Tone Statement: The selling attitude (ex. Humorous, emotional, dramatic, fun, etc Brand Character: Long-term values of the brand (ex. Motel 6 – simple, unpretentious, good-humored) Communication Reaction: What the target should think, feel, or do after seeing the ad (Written in 2 parts – Rational & Emotional) Rationale: Why will this strategy work best? |
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4 basic types of strategy
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Convenience: Focuses on product usage and performance and related benefit, such as faster, easier, less mess, etc.
Superiority: Focuses on your product being better than someone else. Economy – cheaper Value – better quality for the price Image: Focuses on attributes. Associative (pop star/soda) Assumptive (brand acting like a leader without proving it) Pure attitude (fashion) Service: Both tangible and intangible Restaurants – tangibles are food and price, intangibles are service and ambiance |
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what is the strategic focal point
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The Advertising Strategy
is built around the Strategic Focal Point |
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what is a creative brief
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A flexible outline of the strategy
Can embody several different forms Creative Strategy Creative Work Plan Copy Platform Creative Blueprint |
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purpose of a creative brief
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Serves as a roadmap to keep the client & creative team on track
To inspire great creative work A great creative brief can lead to imaginative and persuasive ads, and get you there quickly |
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first step of creative process
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RESEARCH
• Know the creative brief backwards and forwards Go to the factory, visit the retail branch Talk to the sales people Use the product, talk to people who use the product |
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step 2 of creative process
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THE GROOVE
be a customer, change venue, etc. |
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step 3 of creative process
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THE BIG IDEA
Look to the strategy statement |
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step 4 of creative process
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THE LITTLE IDEAS
Use the big idea as a springboard for little ideas that support the campaign theme LITTLE IDEAS |
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whipple facts
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1964-1990: 504 Different Commercials
• 1975: Whipple was 2nd most recognized face in America • Customers hated Whipple, but the tissue had record sales in the billions |
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todays whipple
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HEAD ON
Breaks through clutter with repetition & crude production style • Entered pop culture “BUZZ” • 234% growth rate between 2005 -2006 |
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your weapons in advertising
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Strategy
• Brand Equity |
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few pointers to creating ads
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Gather as much info as possible
• Dramatize the benefit • Come up with a promise • Be able to please your reader in a few seconds |
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how to get to ad heaven
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• What would make you want to buy the product?
• What is the central truth about your product? • Try the competitor’s product • Avoid style, focus on substance • Your ad’s claim should be incontestable |
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basic AD elements
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Headline
Visual Body Copy Tagline (Slogan) |
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writing headlines
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Don’t just start writing. Break it down.
• For instance, if you’re advertising Bourbon, consider: - Age ideas - Kentucky ideas - History of brand ideas - How you drink it ideas • If an ad needs a headline, write 100. • If the visual is strong, don’t let the headline overpower it. • Likewise, if it’s just a headline, it needs to be really powerful. |
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headline
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Gain attention
Select prospects Give a benefit Link to body copy Identify brand |
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visuals
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Determine which is dominant – copy or visuals?
Copy should determine the visual used Visual should illustrate the main benefit stated in the headline Layout should draw readers into the copy |
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writing body copy
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5 Rules for effective speechwriting (Winston Churchill)
- Begin Strongly - Leave a picture in the listener’s mind - Have one theme - End dramatically - Use simple language • Write like you talk • Write like you would talk if you were the brand • Before you write, have the basic structure of your argument in mind • Body copy should reflect the overall concept of the ad • Pretend you’re writing a letter |
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writing body copy cont.
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Break copy into as many short paragraphs as possible
• When you’re done writing, read it aloud • When you’re done, go back and cut it by 1/3 • Be objective • Kill off the weak ad - “Good is the enemy of great” |
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body copy
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Lead paragraph should expand on the theme of the headline
Copy should cover all sales point in a logical sequence Should provide the info needed to convince the greatest number of satisfied prospects to take the next step in the buying process Make it believable and interesting to read End with a call to action |
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tagline (slogans)
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Short phrase that accompanies brand name or logo
Changes over time Conveys company/brand benefit Conveys the brand personality |
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methods for creating taglines
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Link a product feature with an abstract need
make a promise Single Words (always good in threes) as benefits Suggest risk of not using the product tagline to logo |
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effective communication
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Simple is hard to miss (ex. stop sign)
Simple breaks through clutter Simple is more believalbe Simple is easier to remember Keep paring away until you have the essence of your ad |
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body copy organization
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Like an essay, good copy has a beginning, a middle, and an end
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beginning of body copy
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Think of the first line of body copy as the next sentence after the headline.
Remember: People read copy to finish what the headline started – draw them in. |
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middle of body copy
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This is where the selling facts go
If they’ve stuck with you this far, they want details Stick to the ad’s Big Idea |
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end of body copy
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This is where the call to action should go
Encourage an active response Act now, Sale ends May 21st Call our 800 # or visit the website for info Close with what you want the consumer to do |
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what is IMC
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Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communications tools into a seamless program that maximizes the impact on consumers at a minimal cost.
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DOVE campaign for real beauty
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Worldwide IMC launched in 2004
Developed after the brand commissioned a global study that found only 2% of women around the world describe themselves as beautiful Campaign included: Print ads Website Interactive billboards Viral videos Outreach programs/workshops |
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IMC includes
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Direct Marketing
Internet Marketing Sales Promotion Public Relations Promotional Products Sponsorships Cause-Related Marketing Guerilla Marketing Advertising |
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what is sales promotion
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The use of short-term incentives (coupons, rebates, sampling, etc.) to create an immediate sale
Sales Promotion can: Inspire trial use Reinvigorate relationships with consumers Help reinforce the advertising message |
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advertising vs. sales promo
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advertising:
Creates action over time Relies on emotional appeals Adds intangible value Contributes moderately to profit sales promo: Creates immediate action Relies on rational appeals Adds tangible value Contributes great to profit |
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contests sweepstakes and games
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Contests Require skill, ability or some other attribute (Ex. Volvo Treasure Hunt)
Sweepstakes Based on luck; enter to win (My Coke Rewards) Games Based on luck but rewards repeat visits (McDonald’s Monopoly) |
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what is a premium
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An item given for free or greatly discounted
Self-liquidating premium: Offers consumers something at a reduced price when they buy the primary brand The packaging can be the premium |
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coupons
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78% of U.S. households use coupons
64% are willing to switch brands with coupons Drawbacks: Could only be brand-loyal redemptions Train customers to not pay full-price Counterfeiting, improper redemptions, etc. |
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sampling
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Can be given:
In-store Special events Inserted on or in packages of related products Mailed Delivered directly to consumers home |
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continuity programs
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Instill repeat purchases and help brand loyalty
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rebates
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Send in proofs of purchase for rebate check
Disadvantages: People don’t always redeem rebate Company may not always honor rebate if info is missing |
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point of purchase advertising
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Takes place in the store where buyer has to choose between one brand and another
Advantages: 50% of $ spent at supermarkets and mass merchandisers is unplanned Many purchasing decisions made at the store |
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public relations
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Management of communication between the organization and its “publics”
News Releases: Most common way to deliver an organization’s message Special Events: How will it benefit your organization? Crisis Management: Organization needs to know how to respond to emergencies |
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advertising vs. public relations
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advertising:
Paid Control “Biased” public relations: Can’t buy Less control “Objective |
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promotional products
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Use Strategically – Items should be designed to increase memorability, communicate, motivate, promote, or increase recognition.
Should be relevant and consistent with brand image |
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special packaging
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Very effective at differentiating the product
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sponsorships
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Corporations spent $25 billion in 2001 for naming rights
The right sponsorship can expose your brand to your target audience, give you a venue for product sampling, and generate positive publicity |
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cause related marketing
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Associates a company or brand with social causes to promote consumer goodwill
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guerilla marketing
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The use of unconventional marketing to pull maximum results from minimum resources
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