Cepr 135: Chapter 4

Front 1

Communication Essentials

Back 1

The message (encoding) is transformed into attention-getting form (print ad, tv commercials ) and is transmitted through media and decoded by the customer

Front 2

Noise Examples

Back 2

Message not in line with customer attitudes, message did not reach intended target with desired frequency, competition message is more convincing, competition spent more and had high share of mind, new competitors invested heavily in advertising. If message does not break through, no action will happen and marketers need to revisit creative strategy and execution.

Front 3

DAGMAR

Back 3

Defining advertising goals for measured advertising responses (DAGMAR)

Front 4

DAGMAR

Back 4

The effectiveness of a marketing campaign is lined to this model. An advertising goal is a specific communication task to be accomplish among a defined audience in a given period. Measureable benchmarks.

Front 5

ACCA Model

Back 5

the stages a consumer passes on their way to taking action. Awareness, comprehension, conviction and action. Once action has occurred up to the product/service to deliver promised message.

Front 6

FCB GRID

Back 6

Create the marketing message based on what type of decision

Front 7

Quadrant 1

Back 7

High important, rational decision. Ex. automobile or computer

Front 8

Quadrant 2

Back 8

High importance, emotional decision Ex. Designer Clothing

Front 9

Quadrant 3

Back 9

Low Importance, Rational Decision Ex. Detergent

Front 10

Quadrant 4

Back 10

Low Importance, Emotional Decision Ex. Soft drink, Beer.

Front 11

Creative Objectives

Back 11

Statements that clearly indicate the information to be communicated to the target audience.

Front 12

Key Benefit Statement

Back 12

The primary benefit, the promise

Front 13

Support Claims Statements

Back 13

The substantiation, the proof.

Front 14

Example of Key Benefit

Back 14

The blue menu message promises a key benefit, lower levels of fat and sodium

Front 15

The Creative Strategy

Back 15

The search for the “BIG IDEA”, The concept or central theme that will bind the campaign together.

Front 16

Key Strategic Elements (Creative Strategy)

Back 16

Central Theme, Tone and Style, Appeal Techniques.

Front 17

Appeal Techniques

Back 17

Positive, Negative, Humorous, sexual, emotional, lifestyle, comparative, factual.

Front 18

Creative Execution

Back 18

How to best present the message, product demonstrations, testimonials, endorsements, tagline and slogans.

Front 19

Slogan

Back 19

A slogan is a key element of brand identification. Many of these slogans have stood the test of time. They are strongly associated with the brand name and appear in all forms of advertising.