Advertising Review Flashcards

Flashcards based on lecture notes about consumer categorization, advertising creativity, planning grids, and music in advertising.

Consumer Categorisation Model (Jones, 2004)

Classifies consumers based on their purchasing relationship with a brand, emphasizing retention and growth of existing customers.

New Category Entrants

New consumers entering the market for the first time (e.g., teens starting to use razors). Rare in saturated markets.

Growing Segments

Demographic or societal shifts cause some groups to grow (e.g., demand for healthy food). Smart brands align with these trends.

Stealing from Competitors

Gaining customers from rival brands in the same category (e.g., Coke vs. Pepsi). Often involves comparative advertising.

Increased Purchase Frequency

Getting current customers to buy more often. Often more effective than converting non-users.

Defensive Strategy

Focusing on retaining existing customers in shrinking markets (e.g., cigarettes, dairy). Holding ground becomes a win.

Advertising Effectiveness (Jones, 2004)

Most effective when it reinforces existing buyer behavior. Existing customers are more profitable and cheaper to reach.

Brand Growth

Most brand growth comes from getting occasional buyers to buy a little more, not from converting new users.

Efficient Targeting

Focuses on loyal customers and favorable switchers.

Creativity (Shalley et al., 2000)

The production, conceptualization, or development of novel and useful ideas, processes, or procedures.

CAN Model (Shimp, 2010)

Ensures creativity serves a purpose: Connectedness, Appropriateness, Novelty.

Connectedness (CAN Model)

The ad must resonate with the target audience, reflecting their values, experiences, or aspirations.

Appropriateness (CAN Model)

The message and execution must be relevant to the brand and align with its positioning and image.

Novelty (CAN Model)

The ad should be fresh, original, and unexpected to cut through clutter and gain attention.

FCB Grid (Vaughn, 1980)

Planning grid that helps determine whether a campaign should use emotional, rational, or mixed appeals based on involvement and decision type.

High Involvement + Think

Rational appeals (e.g., insurance, technology).

High Involvement + Feel

Emotional appeals (e.g., cars, luxury goods).

Low Involvement + Think

Informative/reminder ads (e.g., toothpaste).

Low Involvement + Feel

Emotional/fun appeals (e.g., snacks, fizzy drinks).

Informational Motive

Problem-solving or functional (e.g., insurance, tech).

Transformational Motive

Emotional, symbolic, or experiential (e.g., fashion, travel).

High Involvement

Consumers think carefully before buying (e.g., cars).

Low Involvement

Decisions made quickly or routinely (e.g., soft drinks).

Emotional Advertising

Appropriate for low-involvement, impulsive purchases and products with symbolic or experiential orientation.

Rational Advertising

Appropriate for functional, high-involvement products (e.g., insurance, home electronics) with features, specs, price comparisons.

Blend of Rational and Emotional Advertising

Appropriate for products with both symbolic and functional benefits (e.g., luxury cars) to build both trust and affection.

Music in Advertising

Communicates emotion quickly and powerfully, affecting viewers physiologically, emotionally, and behaviorally.

Advantages of Music in Advertising

Boosts emotional engagement, brand recall, and builds brand associations through repetition. Works across different media formats.

Suitable Scenarios for Music in Advertising

Emotional or storytelling-driven ads, youth-oriented brands, and ads designed to enhance mood or shopping atmosphere.

Pre-Existing Music (Pros)

Known songs can immediately trigger emotional and cultural associations.

Pre-Existing Music (Cons)

Use of hit songs is often expensive and legally complex with the risk of alienating users.

Original Music (Pros)

Commissioning music ensures brand fit and is surprisingly affordable. Output becomes the brand’s exclusive property.

Original Music (Cons)

May lack initial impact or cultural recognition. Risk of weak execution or poor production.