Advertising Exam 2

What is analytics for marketing people?

Looking for patterns in data to describe, predict, and improve marketing performance.

What is strategic planning?

The process of identifying a problem that can be solved with communications. And

then coming up with an idea that solves that problem.

Why do strategic planning?

Determine how a brand can best compete in the market.

T or F: Strategic planning occurs in a complex business world.

True

4 levels of strategic planning

The Business Plan

The Marketing Plan

The Brand Communications IMC Plan

The Advertising Plan

Business Plan

Directs the operation of the entire company or business unit & states overall mission and goal of the company.

Marketing Plan

Developed for a brand or product line.

What is the purpose of a marketing plan?

What is our biggest problem?

Goal of SWOT Analysis

Goal of SWOT analysis is to determine the biggest problem a brand has that can be

solved with communications.

6 steps to the Marketing Plan

1 Situation Analysis including SWOT and PESTLE

2 Setting objectives – typically sales and share of market

3 Assess consumer wants and needs relative to product, segmentation

4 Develop the brand strategy, differentiating and positioning the product relative to

competition.

5 Develop the marketing mix strategy

6 Implementation of tactics and specific marketing efforts

What does SWOT stand for?

Strengths, weaknesses, opportunities, threats

What does strengths mean (SWOT)?

Internal factors - what are we good at?

What does weaknesses mean (SWOT)?

internal factors - things we need to improve

What does opportunities mean (SWOT)?

external factors that could help company

What does threats mean (SWOT)?

external factors that could hurt the company

PESTLE Analysis

Political, Economic, Social, Technological, Legal and Environmental

T or F: All of these PESTLE external factors are evaluated as either opportunities or threats.

True

Strategy

claim you’re making. The promise. It’s what you are trying to convince the consumer about your product.

Human truth

a fundamental aspect of human nature and behavior.

T or F: Indexes allow for quick comparison of demographic information

True

T or F: People remember visuals more readily than words. Visuals communicate faster than words

True

Typography

The art and technique of arranging type to make written language legible, readable, and

appealing.

Reasons for choosing a font

Readability

Style matches the brand image, personality and message

Traditional image vs modern image

Works in all caps and lower upper case

Matches the logo and theme line font of company

Why is Proxima Nova used by over 25,000 websites?

This simple sans serif font provides readability even with poor screen resolution

Kerning

Adjusting the distance between 2 characters.

Tracking

The adjustment of the distance between a group of characters.

Line spacing

This is adjusting the distance between lines of type. Adjusting line spacing affects readability.

Color

The element of art that is produced when light, striking an object is reflected back to the eye.

T or F: Color you don’t see is absorbed by the object

True

T or F: Color you do see is reflected by an object.

True

What are the three properties to color?

Hue, property, value

Hue

The name we give to a color (

Intensity/Saturation

The vividness of the color

Value

How light or dark a color is

3 primary colors

Red, yellow, blue

T or F: Secondary colors are the result of combining the primary colors.

True

T or F: Blue creates a sense of trust.

True

T or F: Green creates a sense of harmony.

True

T or F: Red is bold and assertive.

True

Principles of design

The rules a designer must follow to create an effective composition that clearly

delivers a message to the audience.

7 Principles of Design

Emphasis

Balance and alignment

Contrast

Repetition

Proportion

Movement

White Space also known as negative space

Goal of all ads

Entertain while conveying a marketing strategy

One key aspect of creating effective ads

Learning features and benefits of the product.

Features

Attributes of the product, just things that a product can do, ingredients, parts, pieces,

conditions of a product, hours of operation.

Benefit

What the consumer gets from a feature

Why are we advertising?

What’s the marketing problem that need to be solved?

Who are we talking to?

Define target market

What do they currently think?

Brand destination planning - today)

What do we want them to think?

Brand destination planning - tomorrow

What are we promising?

Must be a promise that matters to the consumer

Why should they believe us?

Must be able to support the argument with details.)

What is destination planning?

What do they currently think & What do we want them to think?

Destination planning

Defining a vision for the future of a brand. And identifying barriers to reaching that vision.

Copywriting

A non-fiction prose written to support a point of view

The 5 principles of good prose and good advertising copy

Voice

Details

Style

Thesis

Organization

Voice

The brand’s personality as expressed in words

Details

The writing is full of specifics. It’s particular not vague.

Style

Form matches content, prose is not overwritten.

Thesis

The ad has a central unifying idea.

Organization

The central idea is presented in some order. Message has a beginning, middle and end

Six techniques writers can consider when coming up with an impactful headline

Parallelism, Misdirection, Repetition, Opposition, Omission, Puns

Puns

A figure of speech in which a word or phrase means more than one thing

Omission

Leaving something out of the headline to create drama and interest.

Opposition

Using words that are opposite to create drama and impact – opposition also in broadcast: saying one thing and showing the opposite to create drama and conflict

Repition

Repeating a word or phrase

Misdirection

Telling a story with a surprise twist at the end

Parallelism

The concept that sentence elements identical in thought should be identical in grammatical form.

What is the essence of story?

Conflict

Storyboard

A helpful tool in developing a TV commercial; Helps the copywriter determine key action and key frames

4 Product-oriented strategic approaches

Generic Claim, Product feature, USP unique selling proposition, Positioning

Generic claim

Sells the product category, not the brand

Product feature

Sells a product feature, appeals to reason, rational decision making

USP unique selling proposition

Sells a benefit unique to the brand

Positioning

The perception consumers have of a product, not unto itself but relative to the competition

3 Consumer-oriented strategic approaches

Brand image, lifestyle, attitude

Brand image

Create and promote a personality for the brand

Lifestyle

Associate the product with a way of life

Attitude

Associate the product with state of mind. An emotion or attitude of the brand is what’s being promoted.

What is an advertising campaign?

Same strategy/promise.

Same story theme with different specifics.

Same tagline or themeline

Same marketing goals

Same target audience.

Often based on the same human truth

Media planning

The process by which advertisers determine where, when, and how often they will run

an ad message in order to maximize return on investment

T or F: Most of a client’s advertising budget is spent on media.

True

Biggest problem facing media planners

Audience fragmentation

Audience fragmentation

So many media options for the individual that large numbers of people are difficult to reach with one media

Programmatic advertising

the use of machine learning to automate the buying and selling of ad inventory in real-time, ensuring that ads target the right person at the right time for the right price.

6 task profile questions

1 What is the purchase cycle? Long or short?

2 What is the level of consumer involvement in the product category? High or low?

3 What is the current awareness level of the product?

4 What is the brand status?

5 How strong is the level of competing advertising?

6 What matters to the consumer?

Why is measuring awareness so important in Task Profile?

If no awareness, consumer has to go through the entire purchasing process before buying.

Measuring awareness process

Awareness

Interest

Consideration

Intent

Evaluation

Purchase

Why is media planning always a trade off?

Because the media planner always has to consider the media selected vs the cost. Can’t afford to reach everyone in the target audience.