Mktg 460 Test 1

Front 1

goal

Back 1

creation and cultivation of customer

Front 2

philosophy

Back 2

o Create the customer vs make a sale
o It is not creative unless it sells
o ROI
o Immediate response/ transaction
o Measurable/accountable

Front 3

the creative process

Back 3

o Begins with research
• Know the customer
o Followed by idea generation
• Design, layout, format
o Leading to copywriting
o Ending with CREATIVE MATERIALS
• Communicate a CALL TO ACTION

Front 4

creativity

Back 4

• Having the ability to create (give rise to; cause to exist) things
• Characterized by expressiveness and originality; imaginative
• Combining 2+ elements with imagination & technical skills that have never been combined before
• one of the most commonly used terms in advertising
• How agencies gain their reputations

Front 5

the creative team

Back 5

• Structure and Tasks depends on ad agency size
• Head Coach
o Creative director
• Co-captains:
o Copywriter (left brain)
o Art Director (right brain)

Front 6

creative philosophy

Back 6

• Left and right brains… left more logically, right more artsy
• Rosser Reeves – “Unique selling proposition” (usp
• Jack Trout – “it’s all “positioning”
• Leo Burnett – every product has “inherent drama”
• Don Schultz – “brilliant execution”
• Conrad Levinson – “guerrilla creativity”
o Which relies on the creation & use of a “meme”

Front 7

what is a meme

Back 7

• Self-explanatory symbol (words, action, sounds, picture) that communicates an entire idea
o Lowest common denominator of an idea
o Alters human behavior (motivates, persuades)
o Its simplicity makes it easily understandable in seconds
o Think about Nike: the check mark, “just do it.”
o Start somewhere and build brand identity

Front 8

How does marketing creativity differ from creativity in the arts?

Back 8

• Creativity without strategy is art
• Creativity with strategy is advertising

Front 9

communications

Back 9

• Exchange of thoughts or messages
• Effectively imparting thoughts, messages or information through speech, signals, writing, behavior.
• Consumer insight (based on research) is REQUIRED to enable effective communications
o Knowing what makes the consumer tick

Front 10

Communications Revolutions

Back 10

• The printing press (1450)
• Radio (1920’s)
• Television (1950’s)
• Internet (1990’s)
o Social Media (2000’s)

Front 11

encoding

Back 11

• Put thoughts & ideas into symbolic form
• Task completed by the source
• Goal: receiver understands message
• “Meme’s” are often used – quick communication
• “Know thy customer”

Front 12

message

Back 12

• Contains information or meaning the source wants to convey
• Controlled by the source
• “Know thy customer”

Front 13

channel

Back 13

• Method by which the message travels from source to receiver
• “Know thy customer” (in notes)
o Personal
o Non- personal
o Interactive

Front 14

decoding

Back 14

• Receiver transforms message back into thought
• Frame of reference
• “Know thy customer”

Front 15

functions and processes

Back 15

• Noise
o Extraneous factors that can distract or interfere with message reception
• Response
o Receiver’s reaction to message receipt
• Feedback
o Sender’s interpretation of receiver’s response

Front 16

what is integrated marketing communications (IMC)

Back 16

• A movement that began in the later 1980’s in the U.S.
• An attempt to align and coordinate a firm’s marketing communication activities
• The goal was to “integrate” all the communication efforts the firm was sending out to prospective buyers so that they presented a clear, concise view
• Creating “ONE SIGHT, ONE SOUND” for the marketer

Front 17

key features of IMC

Back 17

• Starts with the customer or prospect & works back to the communicator (encoder)
• Uses ANY FORM of relevant contact as a potential message delivery channel
• Achieve synergy by consistency of message
• Successful IMC requires RELATIONSHIP BUILDING between brand & customer
• Affects the behavior of the communications audience
o AIDA (attention interest desire action)

Front 18

ethical and legal considerations

Back 18

• Making claims
• Using celebrities
• Copyrights
• Trademarks
o Puffery
o Lifestyle claims

Front 19

In conclusion... the goal:

Back 19

ethical creativity
Woo customers with
• Integrity
• Character
• Purpose

Front 20

what is a brand?

Back 20

A Brand is a :
• Promise
• Persona
• Story

Front 21

every brand has a promise

Back 21

• A promise to the buyer that the product/service will carry the traits for which the brand is known

Front 22

importance of brand personality

Back 22

Every brand is a persona → has personality that gives product a identity/ story

• Consumers connect with brands that cat and behave like HUMANS
• Consumers relate to brands in terms of PERSONALITY TRAITS
• Marketers must determine the kind of person and traits the consumer wants as his/her product FRIEND?

Front 23

personality traits

Back 23

How consumers want their brand friends to:
• Think (logical)
• Feel (emotional)
• Look and dress
• Behave/act
• Socialize
• Consumer/purchase
• Dream/aspire

Front 24

Every brand has a story
Marketers create promotional messages to tell their story

Back 24

• stories should explain what consumers can expect to get.
• Brand stories communicate the meme or USP (unique selling position) or “big idea.”
• (Brand = promise + persona + story)
• Don’t over exaggerate (e.g. “once upon a time”)
o Creates expectations so high that you can’t meet them
o Don’t over promise
o Exceed their expectations

Front 25

how is the brand communicated to consumers?

Back 25

POSITIONING

• (Def.) A marketing strategy that enable marketers to understand how consumers perceive a product or service based on important attributes relative to the competition
• Example: 7-up – “the uncola”
• THE KEY QUESTION: What image should be conveyed to the audience?

Front 26

some ways to position products

Back 26

• Product quality
• Product size
• Product color
• Distribution method
• Time of day
• Price

Front 27

Positioning

Back 27

• Owning an idea in the minds of your prospects and customers – Levinson 2001
• Perception is REALITY. The basic approach to positioning is not to create new & different but to manipulate what’s already up there in the mind; to retie the connections that already exist. – Ries & Trout 2001

Front 28

Positioning… the battle for your mind

Back 28

• Positioning is NOT what you do to the product
• Positioning is what you do to the MIND of a prospect or customer.

Front 29

positioning: the battle for your mind

Back 29

a book by Al Ries & Jack Trout

• Positioning is the way you WANT to have people think of your brand.
• Positioning a leader
• Positioning a follower
o See handout

Front 30

the positioning statement must include three elements

Back 30

1. The target description
2. The competitive benefit (USP)
3. The objective (desired response)
a. generating leads, selling products/services, securing a vote, donation, sponser

Front 31

a "positioning statement"

Back 31

To the [target customer], [name pf brand] is the brand of [competitive frame] that [BENEFIT]

• To the college-bound senior, CNU is the university that “puts students first.”

Front 32

steps for developing a positioning strategy

Back 32

1. Identify the competition
2. Assess customer perception of the competition (Based on important attribute)
3. Determine competitive positions
4. Analyze customer preferences
5. Determine position to occupy
6. Execute your positioning strategy via promotion
7. Monitor the position

Front 33

sensory overload

Back 33

a positioning challenge


• Noise
o More than 3000 promotional messages per day
o 6” of grey matter to process them
• Only simple, relatable messages stick (meme!)
o The little ladders in the customer’s brain
o The magic #7 – bop someone off 7 to get in consumers minds

Front 34

strategy is

Back 34

• The business side of creativity
• Case scenario… see page43

Front 35

strategic planning

Back 35

Goal… objective a and b…strategy… tactic

Front 36

account planning

Back 36

solving the client's problem

Front 37

planning starts with research

Back 37

• Secondary data
• Primary data
• Beware: client interpretation is subjective

Front 38

what should you research

Back 38

define the TARGET AUDIENCE
identify FEATURES AND BENEFITS (page 51)
clarify the current POSITION
align WANTS AND NEEDS with the product
determine the CALL TO ACTION

ASSEMBLE OR ORGANIZE THE FACTS INTO A COPY PLATFORM
"so what" idea

Front 39

copy platform

Back 39

= creative strategy statement
• May be detailed or simple
• Usually no m ore than 1page long
• Should overview:
o Features & benefits (must pass the “so what” test!)
o Competitive advantages/weaknesses
o Positioning statement
o The tone of the message
o The “big idea”
• See page 52 “why use copy platforms”

Front 40

creative brief

Back 40

• Is prepared from the copy platform or the researched information
• Includes the following component:
o Objective
o Target audience
o Current position
o Desired position
o Features/benefits
o Message
• What you say = the “big idea”
• How you say it = the tone
• See page 53 – VCU Brand Center example

Front 41

words of caution

Back 41

• Tone or voice of an ad is more important than the concept
o Loud or obnoxious?
o Soft and sexy?
o Logical and persuasive?
o Fun and carefree?
o Etc.
o Must know your target audience and find the right tone to communicate your message

Front 42

all marketing communications should be

Back 42

clearly positioned
directed to a particular target market
created to achieve a specific objective
undertaken to accomplish objectives within budget

Front 43

followers

Back 43

"me too" response
must be DIFFERENT
NEW POSITION
look for CRENEAU

Front 44

creneau traps

Back 44

factory trap - fill hole in factory rather in mind of customer. must understand the consumers perceptions and needs(pringles)

technology trap-great technological achievement will fail IF there is no crenaue in the mind to be filled ex. brown forman distillers - frost 8/80 the first "dry, white whisky"

everybody trap- trying to be "all things to all people" vs tied to a specific position. ex politicians

Front 45

to be successful in a competitive environment

Back 45

followers must carve a specific niche in the market

Front 46

easiest way to be a leader

Back 46

get there first

Front 47

the 1st brand into the brain gets

Back 47

about twice the long term market share of the 2nd brand.

plus, relationships once developed are NOT easily changed

consumers have BRAND PECKING ORDER in their brains

Front 48

leaders should

Back 48

constantly reinforce the original concept that made them "first" in the consumers' mind -- coke "the real thing"


ignore the competition & sell the basic concept

Front 49

leaders have to build a leadership position on the prospect's terms-

Back 49

NOT on their own terms

Front 50

leaders MUST

Back 50

-stay "in tune" with their industry & innovations
-adapt new products/services as soon as they signs of promise
-recognize that the power of the organization is derived from the power of the product... the position that product owns in the prospect's mind
-introduce new brands in uniquely position each bran in the consumer's mind

Front 51

what dethrones a leader?

Back 51

change.

-but sometimes a name change can help bridge the gap from one era to the next
Direct mail ass. --> direct mail marketing ass/ --> direct marketing association

Front 52

controlling the creative process (read over)

Back 52

1. get the facts
2. brainstorming with a purpose
3. pick up a pencil before you reach for the mouse
4. find visuals/ references
5. working with the rest of the team
6. preselling the creative director and account executive
7. selling the client
8. getting it right
9. maintaining continuity
10. discover what worked and why

Front 53

leo burnett step 10 quote

Back 53

nothing takes guts out of a great idea like a bad execution

Front 54

forrester research report

Back 54

word o mouth, blogging and social networking will withstand tightened budgets... these findings stand in contrast to previous economic downturns

Front 55

consultant

Back 55

rain maker, very few jobs, repackaged free lancer

Front 56

account manager

Back 56

dark side
understand product, marketing, consumers

Front 57

account planner

Back 57

conduit between the account manager, creative team, and consumer

Front 58

online media: marketers shift emphasis to

Back 58

middle of the funnel like discussion boards, paid search, email marketing

Front 59

one "rule" is always true

Back 59

advertising is a business

Front 60

creative schizophrenia

Back 60

the internal conflict between the stuff you want to do and the stuff clients make you do

Front 61

creativity is not isolated right brained activity

Back 61

it reflects originality and appropriateness, intuition, and logic. it requires both hemispheres

Front 62

miley csikszentmihaly

Back 62

bringing both brain hemispheres together is a "flow... a phenomenon constructed through an interaction between procedures and audience"

Front 63

aaker suggests there are three types of relationships between parent brands and subbrands

Back 63

endorser, co driver, and driver brands

Front 64

endorser brand

Back 64

this brand is endorsed by Nike parent brand - Nike+ (running gadgets)

Front 65

co driver brand

Back 65

this brand is equal to the parent brand in terms of its influence with consumers and sometimes appears as a competitior- adidas

Front 66

driver brand

Back 66

with this brand the parent maintains primary influence as a driver and the subbrand acts as a descriptor, telling consumers that the parent company is offering a slight variation on the product or service they have come to know and trust - Nike women