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90 Cards in this Set
- Front
- Back
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The Ideal Power Idea Should Have
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1. be describable in a simple word or phrase
2. be likely to attract the prospect's attention 3. revolve around the clinching benefit 4. allow you to brand the advertising 5. let prospects vividly experience the goods |
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Account Planning
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process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience.
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Unique Selling Proposition
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strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer
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USP Benefit
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buy this product or service and you will benefit this way or enjoy this reward
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USP Unique
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must be unique to this brand or claim; something rivals can't or don't offer
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USP Potent
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the promise must be strong enough or attractive enough to move people
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Brand Image
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-particularly important when brands are similar
-every ad must contribute to the complex symbol that is the brand image |
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Inherent Drama
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characteristics of the product that makes the consumer purchase it
- hard to find but always there - most interesting and believable of all appeals |
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What is Creativity Sales Strategy Based On?
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a strong memorable brand identity through image advertising
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Inherent Drama Focuses on
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consumer benefits with an emphasis on the dramatic element in expressing them
- warm emotional messages |
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Informational/Rational Appeals
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focus on consumer's practical, functional, or utilitatian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.
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Feature Appeals
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focus on the dominant traits of the product or service
- highly informative - usually for technical and high-involvment products |
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Competition Appeals
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the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.
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Price Appeals
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makes the price offer the dominant point of the message
- sales, promotions, everyday low prices |
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News Appeals
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some type of news or announcement about the product, service, or company dominates the ad.
- often for new products |
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Popularity Appeals
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stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.
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Transformational Ads
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one which associates the experience of using the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement.
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Transformational Ads Create
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Feelings
Meanings Images Beliefs |
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Transformational Ads Must The Product Use Experience
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Richer
More Exciting Warmer More Enjoyable |
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Levels of Relationship With Brand : Product Benefits
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most basic relationship indicates how consumers think about brands in respect to product benefits
- measured by how well advertising communicates product information - consumers not very brand loyal |
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Levels of Relationship With a Brand : Personality
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consumer assigns a personality to the brand. judgement has moved beyond attributes or delivery or benefits
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Levels of Relationship With a Brand: Emotions
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based on feelings or emotional attachments. result in positive psychological movement toward a brand.
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Straight Sell
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straightforward presentation of information concerning the product or service.
- often used with rational appeals |
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Scientific/Technical Evidence
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often cite technical information, results of scientific or lab studies, or endorsements by scientific bodies or agencies to support claims.
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Imagery
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the ad consists primarily of visual elements such as pictures, illustrations, and/or symbols rather than information
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Demonstration
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illustrates the key advantages of a product by showing it in actual use or in some staged situation.
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Testimonial
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a person praises the product on the basis of personal experience with it.
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Slice of Life
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based on problem/solution approach and how the product can resolve the problem
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Animation
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animated scenes are drawn by artists, and cartoons, puppets, or other types of fictional characters may be used.
-popular for things targeted at children |
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Personality Symbol
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developing a central character or personality symbol that can deliver the advertising message and with which the product can be identified.
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Dramatization
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focus is on telling a short story with the product or service as the star
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Print Ad Components
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Headline
Subheads The Body Copy The Visual or Illustrations Layout |
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Headlines
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words in the leading position of the ad - will be read first or are positioned to draw the most attention
- select good prospects |
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Subheads
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smaller then the headline but larger then the copy. enhance the readability of the message by breaking up large amounts of body copy and highlighting key sales points.
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Body Copy
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main text portion of the print ad. most be long enough to communicate advertiser's message yet short enough to hold readers' interest
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Visual Elements
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often the dominant part and plays an important role in determining effectiveness. must attract attention, communicate an idea, and work in synergistic fashion with the headline and body copy.
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Layout
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physical arrangement of the various parts of the ad, it shows where each part of the as will be placed and gives guidelines to the people working on the ad.
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Brand Development Index
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Percentage of brand to total U.S. sales in market / percentage of total U.S. population in market * 100
- the higher the number the greater the potential - high = high market share -low = low market share |
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Category Development Index
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percentage of total product category / percentage of total US population in market * 100
- shows how well the product category does in a specific market - high good market potential - low poor market potential |
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Continuity Scheduling
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continuous pattern of advertising without gaps or nonadvertising periods
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Pulsing Scheduling
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continuity is maintained but at certain times it is stepped up
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Flight Scheduling
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intermittent periods of advertising and nonadvertising.
-seasonal |
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Reach
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measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
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Frequency
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number of times the receiver is exposed to the media vehicle in a specified period.
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Media Factors Determining Frequency
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Clutter
Scheduling Repeat Exposure Attentiveness Editorial Environment Number of Media Used |
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Determining Relative Cost of Media-Print CPM
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CPM=cost of ad space (absolute cost) / circulation * 100
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Determining Relative Cost of Media-Print CPRP
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CPRP=cost of commercial time/program rating
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Television Pros
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Mass Coverage
High Reach Impact of sight, sound & motion High prestige Low cost per exposure Attention getting Favorable image |
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Television Cons
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Low selectivity
Short message life High absolute cost High production cost Clutter |
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Radio Pros
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Local coverage
Low cost High frequency Flexible Low production cost Well-segmented audience |
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Radio Cons
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Audio Only
Clutter Low attention getting Fleeting message |
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Magazine Pros
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Segmentation potential
Quality reproduction High information content Longevity Multiple readers |
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Magazine Cons
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Long lead time for placement ads
Visual only Lack of flexibility |
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Newspaper Pros
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High coverage
Low cost Short lead time for placing ads Timely Reader controls exposure Can be used for coupons Ads can be placed in interest sections |
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Newspaper Cons
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Short life
Clutter Low attention getting Poor reproduction quality Selective reader exposure |
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Outdoor Pros
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Location specific
Highly repetition Easily notices |
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Outdoor Cons
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Short exposure time
short ads poor image Local restrictions |
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Direct Mail Pros
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High selectivity
Reader controls exposure High information content Repeat exposure opportunites |
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Direct Mail Cons
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High cost per content
Poor image Clutter |
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Internet Pros
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User selects product information
User attention and involvement Interactive relationship Direct selling potential Flexible message platform |
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Internet Cons
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Limited creative capabilites
Websnarl Technology limitations few valid measurment techniques Limited reach |
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Network
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Affiliated stations are linked making purchasing time simplified
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Spot
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Commercials shown on local stations, could be national
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Buying Time By Sponsorship
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advertisers assume responsibility for the production and perhaps content
can capitilize on the prestige associated with show |
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Buying Time By Participations
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participating sponsors share cost, can be regular or sporadic, they lack control of the program
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Buying Time By Spot Announcements
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may be purchased by daypart of adjacency
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Sweeps
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when Nielsen measures viewing audiences in every local television market (at least 4 times per year)
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Network Radio
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Three national networks
Over 100 regional area networks A multitude of syndicated programs |
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National Spot
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About 20% of all spots
allows greater flexibility & targeting purchase transaction can be difficult |
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Local Radio
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nearly 80% of advertisers
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Ways to classify Magazines
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By audience
by geography by size |
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Problems & Issues Newspapers Must Address
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Attracting and retaining readers
loss of classified ads cross media buys on-line versions competition from other media circulations |
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The role of support media
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To reach those people in the target audience that primary media may not have reached and to reinforce, or support their messages
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Promotional products marketing
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the advertising or promotional medium or method that uses promotional products such ad specialties, premiums, business gifts, awards, prizes, or commemoratives
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Advertising in Movie Theater Pros
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High Exposure
Audience Mood Cost Good Recall Lack of Clutter Proximity Segmentation |
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Advertising in Movie Theater Cons
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Irritation
Cost |
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Branded Entertainment
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Product Placements
Product Integration Advertainment Ad-Supported VOD Content Sponsorship |
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Branded Entertainment Pros & Cons
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Pro: Viewer acceptance
Cons: High Absolute Cost Extreme Home Makeover |
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Direct Marketing
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The total of activites by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospective customer
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Objectives of Database marketing
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improve selection of market segments
stimulate repeat purchases cross selling other products customer relationship management |
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Infomercials One Step
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The media is used directly to obtain an order
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Catalogs Two Step
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may use one medium to obtain inquiry and qualify prospect. typically a second medium completes sale
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Outbound Telemarketing
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Telephone calling by the marketer to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient
Pro: Interactive Con: Poor Image |
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Inbound Telemarketing
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marketers' facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number.
Pro: convenient Con: labor-intensive |
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Direct Marketing
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The total of activites by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospective customer
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Objectives of Database marketing
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improve selection of market segments
stimulate repeat purchases cross selling other products customer relationship management |
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Infomercials One Step
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The media is used directly to obtain an order
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Catalogs Two Step
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may use one medium to obtain inquiry and qualify prospect. typically a second medium completes sale
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Outbound Telemarketing
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Telephone calling by the marketer to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient
Pro: Interactive Con: Poor Image |
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Inbound Telemarketing
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marketers' facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number.
Pro: convenient Con: labor-intensive |
