Advertising Test #1 (Weeks 1-4)

Advertising (Textbook defenition)

is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences so as to connect an identified sponsor (advertiser) with buyers (a target audience), provide information about products (goods, services, and ideas), and interpret the product features in terms of the customer's needs and wants.

o one way

o not personal

o paid media content

o persuasive

o Addresses channels that are used, purposes of it (connect companies to consumers)

o Addresses functions adverting uses

Advertising is...

advertising clutter

An obstacle to advertising resulting from the large volume of similar ads for most products and services.

one of the main challenges the ad industry faces

identification

information

persuasion

3 basic functions of advertising

identification

o Identifies a product and/or where it is sold

information

o Provides information about product

Explanations, demonstrations, comparisons

persuasion

o Persuade people to buy things and/or associate/believe things about a brand

o Want to evoke something in your identity to you, and how their brand may relate to you

· Strategy (focus/position)

· Message (concept behind message and how it is expressed)

· Media (print, outdoor, broadcast, digital)

· Evaluation (seeing if you met stated objectives)

key components of avertising:

Brand advertising

communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization

· = national or consumer advertising

-Such as that for Gatorade, focuses on developing and reinforcing a long-term brand identity and image

retail/local advertising

advertising that informs consumers about store hours, location, and products that are available or on sale

· focuses on retailers, distributors, or dealers who sell their merchandise in a certain geographical area; retail advertising has information about products that are available in local stores. (TJ MAXX)

direct response advertising

a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product

= tries to stimulate an immediate response by the customer to the message. It can use any advertising medium, particularly direct mail and the internet.

business to business advertising

Targets individuals who buy or influence the purchase of industrial goods or services for their companies

· trade, sent from one business to another

o includes messages directed at companies distributing products as well as industrial purchasers and professionals, such as lawyers and physicians.

institutional advertising

a form of advertising designed to enhance a company's image rather than promote a particular product

corporate identity established

nonprofit advertising

Used by not-for-profit organizations to reach customers, members, volunteers, and donors

· charities, foundations, museums, hospitals, religious institutions, orchestras, etc. Used to solicit dentations

public service advertising

Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.

provides messages on behalf of a good cause (Stopping smoking or drunk driving) (PSA's); are created pro bono (free of charge) and the media donates to the space and time

specific advertising areas

such as health care, green marketing, agribusiness, and international address specific situations or issues and have developed specialized advertising techniques and agencies.

campaign

a series of operations to accomplish a goal

· term that refers to set of related events that are variations on a theme

creating buzz

creating awareness and a sense of anticipation about a company and its offerings

· word of mouth or getting people to talk about the brand—has become an important goal of marketing communication in this era of social media

key players

Those directly involved in policy making process

the most important companies in a particular market

represent job opportunities you might want to consider if you are interested in working in advertising.

advertiser (referred to by the agency as the client) who sponsors the message,

the agency,

the media,

and the suppliers, who provide expertise (also can be consumers as well as the artists).

key players are:

Outside Advertising Agency (weaknesses)

*have to educate advertising agency

*must share sensitive data

*lack of attention to your account because they have many other accounts projects that they are working on.

External Ad Agency

an independent firm that provides specialized marketing, creative, and media-buying services to clients, offering expertise, fresh perspectives, and scalability. They function as partners, managing campaigns from strategy to execution to improve ROI and efficiency.

· because it believes the agency will be more efficient in creating advertising messages than the advertiser would be on its own.

in-house ad agency

a marketing department that operates within a business solely for that business's brand.

· produces ads and places them in the media, but the agency is a part of the advertiser's organization rather than an outside company.

media

refers to all the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies.

media vehicles

particular media programs or publications

traffic department

the department in an advertising agency that coordinates all phases of production and makes sure everything is completed before the deadline

· to handle internal tracking on completion of projects, a department for broadcast and print production (sometimes organized within the creative department), and a human resources department.

creative boutiques

Organizations of creative specialists (such as art directors, designers, and copywriters) that work for advertisers and occasionally advertising agencies to develop creative concepts, advertising messages, and specialized art. A boutique performs only the creative work.

o usually small (two or three people to a dozen or more), that concentrate entirely on preparing the creative execution of the idea or the creative prod-uct.

has one or more writers or artists on staff but generally no staff for media, research, or strategic planning.

Typically, these agencies can prepare advertising to run in print and broadcast media as well as in out-of-home (such as outdoor and transit advertising)

media buying services agency

Agencies that specialize the planning and buying of media for clients.

they are in high demand for many reasons, but three reasons stand out: complexity of the media environment, increased staffing costs, and the cost efficiencies of bulk buying across a group of clients.

visionary agencies

Those with innovators, technologists, futurists, and business strategists who do future planning for clients

brand agencies

focus on telling brand stories and building brand equity

creative boutiques

media buying services

visionary agencies

brand agencies

diff types of specialized agencies

agency networks

advertising agencies with branch offices in a number of different cities worldwide

· are large conglomerations of agencies under a central ownership.

are all the offices that operate under one agency name, such as DDB Worldwide (200 offices in 90 countries)

account management function

(sometimes called account services) acts as a liaison between the client organization and the agency.

marketing

· designed to build brand and customer rela-tionships that generate sales and profits or, in the case of non-profit organizations, memberships, volunteers, and donations.

· accomplishes its goal by managing a set of operations and strategic decisions referred to as the marketing mix (or the Four Ps).

the four p's of marketing

Product, Price, Place, Promotion

stakeholders

All the people who stand to gain or lose by the policies and activities of a business and whose concerns the business needs to address.

· all the individuals and groups who have a stake in the success of the brand, including employees, investors, the community, media, business partners, as well as customers.

marketing communications

The various efforts and tools companies use to communicate with customers and prospects, including newspaper ads, event sponsorship, publicity, telemarketing, digital ads, and coupons, to mention just a few.

involves the use of a variety of tools and functions, such as advertising, public relations, sales promotion, direct response, events and sponsorships, point of sale, digital media

brand communication

o · is a message to a consumer about a brand.

the strategic process of how a company shares its identity, values, and story with the world through all touchpoints, aiming to build a consistent, positive image, foster customer loyalty, and differentiate itself from competitors.

(1) marketers (The marketer is any company or organization behind the brand—that is, the organi-zation or company producing the product or service and offering it for sale);

(2) marketing partners, such as advertising and public relations agencies;

(3) suppliers and vendors;

(4) distributors and retailers. =Company or firm behind the brand is the client

key players of marketing·

supply chain

the connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function

o used to refer to this complex network of suppliers who produce components and ingredients that are then sold to the manufacturer.

consumer market

b2B market

institutional market

channell market

4 marketing markets:

consumer markets

The markets for products and services purchased by individuals or households to satisfy their specific needs.

markets (business-to-consumer or B2C) refer to businesses selling to consumers who buy goods and services for personal or household use

B2B market

All the individuals and organizations that want goods and services to use in producing other goods and services or to sell, rent, or supply goods to others.

· markets consist of companies, such as New Pig, that buy products or services to use in their own businesses or in making other products.

General Electric, for example, buys computers to use in billing and inventory control, steel and wiring to use in the manufacture of its products, and cleaning supplies to use in maintaining its buildings.

institutional markets

Organizations with charitable, educational, community, or other nonbusiness goals

include a wide variety of nonprofit organizations, such as hospitals, government

channel market

the members of a distribution chain, including resellers or intermediaries

· Marketing aimed at the intermediaries (resellers, distributors, retailers) who help get products to customers.

Example: A coffee machine company gives stores displays and training so they can sell the machines better.

price copy

a term used to designate advertising copy devoted to information about the price and the associated conditions of a particular product

the part of an advertisement that focuses on the product's price. It often shows how the price compares to the value the customer is getting — basically emphasizing that the product is a good deal

DM/Direct Marketing

o Companies sell directly to customers without using middlemen or stores.

§ They rely on catalogs, online ads, or direct mail to make the sale.

§ Example: Dell sells computers straight to customers via their website instead of through stores.

push strategy

o The company "pushes" the product through retailers by giving them incentives, like discounts or advertising money, to encourage them to sell it.

§ Example: A soda company gives a store money to promote and display its drinks.

pull strategy

a marketing strategy that stimulates consumer demand to obtain product distribution

o The company tries to create demand among customers, so customers go to the retailers asking for the product.

§ Instead of motivating retailers, it motivates consumers.

Example: A toy company runs TV ads for a new doll, so kids ask their parents to buy it at the store.

customer service

Activities and benefits provided by a business to its customers to create goodwill and customer satisfaction

refers to the help provided to a cus-tomer before, during, and after a purchase.

company's willingness to help

usually includes a "follow up"

added value

the difference between the cost of purchasing raw materials and the price the finished goods are sold for

· refers to a strategy or activity that makes the product more useful or appealing to the consumer as well as to distribution partners.

branding

· how companies use communication to make a brand meaningful and memorable.

basis to launch new products on focus on consumer aspirations/identity

brand

a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products

· is how people perceive a company or product.

o It is shaped by experiences, information, and communication.

distinctive

association

benefit

heritage

simplicity

reflective brand names often reflect on one or more of the following:

brand idenity

the name, logo, associated imagery, tone, colors, and typography of the brand

cues are generally the brand name, but they can also be visual symbols—think of the "swoosh" graphic that symbolizes Nike and the leaping cat for Puma.

not just names and logos; it can also include iconic characters (e.g., Pillsbury Doughboy, Ronald McDonald).

logo

a symbol or design that serves to identify an organization or institution

similar to a cattle brand in that it stands for the product's source.

trademark

A brand that has exclusive legal protection for both its brand name and its design

trademark is a legal sign that indicates ownership. Originally, trademarks were simple symbols or initials that sil-versmiths etched into their products, the "mark of the trade." Today

brand sounds

· are powerful brand cues, such as Apple's startup sound or Intel's audio logo.

o These cues trigger memories, impressions, and expectations about a brand.

brand positioning

A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors' brands.

how a brand is perceived in consumers' minds compared to competitors (e.g., higher quality, cheaper, premium).

brand promise

A business's agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values.

· is what consumers expect the brand to deliver when they use it.

· Strong brands clearly communicate and consistently deliver on their promises.

brand personality

a set of human characteristics associated with a brand name

· humanizes a brand by giving it human traits (e.g., fun, bold, rebellious).

o Visuals like packaging and imagery help communicate and reinforce brand personality.

brand identity

Those elements that are instantly recognized as representing a particular business or product.

· elements (identity, position, promise, image, personality) work together to form a coherent brand meaning.

o A brand ultimately exists as an impression in consumers' minds, based on performance and delivered promises.

reputation

An idea held by the public about something or someone

· is built on what people say about the brand and reflects its integrity.

o Brand integrity means being consistent, honest, and delivering what the brand promises.

brand value

the total value of a brand that has two sides

o Consumer value: familiarity reduces risk and builds confidence in buying.

o Corporate value (brand equity): the financial value of the brand.

The actual dollar worth of a brand as an asset

Derived from brand equity but expressed as money (how much brand is worth in dollars)

brand equity

· combines relationships, identity elements, reputation, performance, and intellectual property.

o Top brands like Google and Coca-Cola have high equity because people are willing to pay more for them.

the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service

· the financial and intangible value a brand adds to a product.

o Consumers often pay more for a recognizable brand, even for identical products.

Refers to the value and power a brand holds in consumers' minds.

Built through perception, reputation, emotional connection, trust, and brand meaning.

Allows a brand to charge higher prices, launch new products successfully, and maintain loyalty even when alternatives exist.

➡️ Example: You choose Apple not just out of habit, but because of what it represents — design, innovation, and identity — that's brand equity.

brand loyalty

· comes from positive experiences, transparency, empathy, useful content, and special moments.

brand relationships

communication aimed at delivering reminders about familiar brands and building trust

create goodwill and personal attachment, increasing revenue potential

full service agency

an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production

account

curative

media

full service agency includes 3 work stream columns

- Objectives = answer communication challenges with campaigns that advertising can address

- Research insights

- Target audiences

- Brand positioning

- Creative strategy/Big Idea

- Creative Brief

- Creative tactics

- Media strategy/schedule

- Budget

- Evaluation

Ad Plans Book

external noise

physical sounds that interfere with communication

· which hinders the consumer's reception of the message, includes technical and socioeconomic trends.

internal noise

thoughts, emotions, and physical sensations that interfere with listening

· includes personal factors that affect the reception of an advertisement, such as the receiver's needs and wants, language skills, purchase history, information-processing abilities, and other personal factors.

feedback

· s the reaction the audience has to a message.

o It can be obtained through research or through customer-initiated contact with the company,

mass communication

the communication of a concept or message to large audiences

· traditionally one-way communication with the message moving from the source to the receiver—from a company to a target audience. However, interactive communication is two-way communication—a dialogue or conversation—

effects

the idea being that effective brand communication will achieve the marketer's desired impact and the target audience will respond as the marketer intended.

brand objectives

What you want the brand to achieve

· are statements of the measurable goals or results that the message is intended to achieve.

o AIDA model (c. 1900): Attention → Interest → Desire → Action

§ Developed by St. Elmo Lewis

§ Assumes a predictable sequence (hierarchy of effects model)

o Think/Feel/Do model (1970s): Advertising influences thinking, feelings, then actions

two advertising models

FCB model

Thinking (Rational)/Feeling (Emotional) vs. Low Involvement/High Involvement

Thinking/High Involvement: Expensive Commitment Products

Thinking/Low Involvement: Appearance Products

Feeling/High Involvement: Habitual Products

Feeling/Low Involvement: Impulse/Self-Satisfaction Products

diamond model - 6 Facets of the Model of Effects

perception emotion cognition association persuasion behavior

exposure,

selection

attention,

interest,

relevance,

curiosity,

awareness,

recognition

The key factors driving perception, then, are...

IMC (Integrated Marketing Communications)

carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

subliminal effects

below one's absolute threshold for conscious awareness

· are message cues given below the threshold of perception. In other words, they don't register.

affective responses

when consumers generate feelings and images in response to a message

· mirror our feelings about something: anger, love, fear, hate. The term affective describes something that stimulates wants, touches the emotions, establishes a mood, creates liking, and elicits feelings

emotional responses

· connecting with consumer's inner-most feelings.

Expressions of feelings like happiness, sadness, anger, and fear.

wants and desires

excitement

feelings

liking

dislike

emotional responses drive:

cognition

· refers to how consumers search for and make sense of information as well as how they learn and understand something.

information processing

· thinking things through—leads to a cognitive response.

o A consumer may need to know something so as to make a decision, and the information gathered in response to that need leads to understanding.

cognitive learning

which happens when people actively seek facts and information to understand a product before buying it.

Association Branding

A brand-naming model that involves creating a subtle link between a parent brand and the new brand.

the technique of communicating through symbolism; we might say that symbolic meanings are transferred through the process of _____

The transfer of meaning connects personal meanings to goods and other symbols, such as celebrities.

brand linkage

reflects the degree to which the associations and ideas presented in the message, as well as the consumer's interest, are connected to the brand and transform it from a product to a recognizable and memorable brand image

brand symbolism

· Through association, a brand takes on a symbolic meaning, which means that the brand stands for certain qualities. It represents something, usually something abstract.

brand transformation

o What happens when a product takes on meaning and is transformed from a mere product into something special.

attitude

is a state of mind: a tendency, inclination, or mental readiness to react to a situation in a given way.

beleifs

when people are convinced of something, their attitudes are expressed as___

direct action

immediate response (e.g., return order form)

indirect action

· : delayed response (e.g., recall message later in store)

trial

buying

effectiveness

contacting

advcoating/referrals

prevention

factors that drive behavioral response

facets model of effects

· The six-factor model explains how brand communication works by creating a coherent brand perception when the effects work together.

surrogate effects

changing an attitude that leads to a behavior

o like attention, interest, motivation, and memory are used to help a message stay in consumers' minds over days or weeks.

effie awards

industry awards showcase the best in advertising and marketing communication