Bmgt 450 Exam 1 Ch 8

Front 1

account planner

Back 1

conducts research and gathers all relevant info about a client's product, brand, target customers. drives the creative process from the client's perspective

Front 2

before working, creative specialists need:

Back 2

background research
product/service specific research
qualitative research

Front 3

DMB&B approach to creative ads

Back 3

develop a creative core/power idea, then build on it

Front 4

DMB&B ad stds

Back 4

does this ad position the product simply and w/unmistakable clarity?

does it bolt the brand to a clinching benefit?

does this ad contain a power idea?

does it design in brand personality?

is this ad: unexpected? single minded? reward the prospect? visually arresting? exhibit painstaking craftsmanship?

Front 5

creating the big idea

Back 5

develop a unique selling position
create a brand image
find an inherent drama
position the product well

Front 6

advertising appeals

Back 6

the underlying content of the ad (overriding format, comedy, drama)

Front 7

execution style:

Back 7

the way that content (appeal) is presented, plot

Front 8

2 types of ad appeals

Back 8

informational/rational: focus on consumers' practical, functional, or utilitarian needs

emotional: focus on social/psychological needs (what pple think)

Front 9

examples of rational appeals

Back 9

feature
competitive advantage
favorable price
news (new and improved, fda)
product/service popularity - 4/5 dentists

Front 10

reminder advertising

Back 10

goal is to build brand awareness/keep the brand in the minds of the consumers

Front 11

teaser ads

Back 11

goal is to build curiosity, interest about a product w/o actually showing it

Front 12

ad execution

Back 12

straight sell/factual mssg
scientific/tech evidence
demonstration
comparison
testimonials
slice of life (pop 4 pkg goods, prob-sol; B2B use slice of death)
animation (cheaper)
personality symbol - central char (maytag repair man)
imagery
dramatization - tell short story; more intense and dramatic
humor
combinations

Front 13

print ad design and layout

Back 13

headline: goal is to attract attention
subheads
body copy: main txt of the ad
visual elements
layout: how the above elements are positioned on the pg

Front 14

tv ad design

Back 14

video: what's seen on the screen. must attract attention and comm a mssg/image

audio: what's heard (voice, music, sound effects)

Front 15

clients eval ads based on:

Back 15

brand's mktg objs
brand's ad objs
creative strategy, objs
does it comm what it's supposed to?
approach approp target aud?
comm clear, convincing mssg?
does execution overwhelm the mssg?
approp to media envi?
is ad truthful and tasteful?