Ad and promo test 2 study guide

What does it mean for an ad to resonate?

• Connect with the audience

• It is important for ads to connect with the audience and to resonate with them over time.

• Dr.J story-> thanksgiving with a big family -> saying part from this ad-> Budweiser ad during Monday night football-> football ad 1999-> Whasssuppp ad used in so many social media and pop culture references-> used in the office for example.

• Bad example for college of Drake- Drake + experience and it was D+

Why do ads fail to resonate with audiences?

1. They lack a big idea

   1. An ad needs to have a central theme that people need to take away-> the positioning comes through here (this can kill ads)

   2. Weak central theme

   3. Too many competing ideas

2. They fall short on execution

   1. Copy is uninspiring -> doesn’t connect with audience

   2. Unattractive design elements

   3. Production techniques could be bad

3. When ads fail to do this, they waste the firm’s money and the consumer’s time.

What examples of audience resonance did we discuss in class?

• Mt Dew kickstart -> puppy monkey baby-> rationale is based on a lot of marketing research related to cultural stuff. They combined the top google searches at the time.

• Johns town local food establishment-> Our sons family restaurant-> very monotoned people process thing peripherally if they want to choose something like food

• Dent crafters-> Tommy whatever his name is -> resonates with Omaha/ Nebraska people

• Skittles-> touch something and it tuns into skittles -> serious take on touching something and it turns into skittles

• Apples-> apple auto healing your credit-> reverend rob

What happens when ads don’t resonate well with audiences?

If ads don’t connect then it is a waste of time and money for firms-> people will tune them out which are downsides to not resonating to the ads we create

What does it mean for an ad to be strategically relevant?

ads get us to think about a lot of things, but what are they getting us to think about?-> funny can help with the resonance but can hinder the relevance

Ads must be relevant to the sponsor’s marketing strategy, or they will fail – even if they resonate well with the audience

Resonance is a necessary, but insufficient condition for successful advertising

• What happens when ads are not strategically relevant?What examples of strategic relevance did we discuss in class?

If they are not strategically relevant then what are consumers really thinking about? Draws away from the overall purpose go the ad. Must make sure that you are getting your marketing objectives across with strategic relevance (resonate and relevant)

It is false that all ads purpose or objective is to entertain. -> Steve Jobs thought that if commercials were too funny they would miss the strategic relevance component -> funny enough -> Justin long

Ad campaign: Justin long -> get a Mac

0. What is creativity? What are the different ways we can define creativity?

• Creativity is often in the eye of the beholder

• Its different for different people

• Is creativity an art? Is creativity a science?

• What other contexts did we compare creative to?

Creativity can be anything as it is seen different by each individual. Creativity can be a science as to come up with something new and unique. Creativity is an art form and we can take inspiration from anywhere.

0. Why does creativity matter?

creativity matters because it informs, reminds, persuades, and resonates

• How does creativity help ads inform?

• Attracts attention and interest, get us thinking about things, attention economy

• Common technique play on words or verbal metaphors

• Visual queues provide instant non-verbal signals or viewers (ship your pants k mart)

• How does creativity help ads remind?

• Create interesting memorable, and entertaining advertisements to transform those reminders

• Takes an everyday situation and adds exaggeration in the delivery (Doritos Time Machine commercial)

• How does creativity help ads persuade?

• Must be reinforced by non-verbal elements creatively

• Music is a powerful tool simulating emotions and nostalgia

• Used to trigger memories of existing g concepts which can be built upon in the ad.

• We can use story lines from movies and pop culture, don’t have to do all that work we just are extending the message

• How does creativity help ads resonate?

• There are also other methods besides humor to resonate with people for a long time

• Some resonate because they stimulate other emotions with a response that is created

• Ex. Extra gum

0. What impact does color have psychologically in advertising?

Color ties into creativity-> something subtle we can tap into schemas with

• Convey important non-verbal info in ads

• When used properly it can do more of the heavy lifting in an ad

• Strategically use colors to create predictable emotions and responses among consumers

• All this stuff is very strategic but consumers rarely stop to think long about how color impacts our choices

• What does each color symbolize to consumers?

Red

• Symbolize action, masculine appeal,

• Used for meat, soups, frozen food, mens products

• Typically second to blue

Brown

• Earthiness, age, warmth, comfort, woods, mellowness

• Used for food and cosmetics

Yellow

• High impact to get consumers attention -> conjunct with black (high impact)

• Corn, lemon, suntan products

Green

• Health and freshness perceived by consumers ‘mint products, non geo, organic, health foods, soft drink, vegetables

Blue

• Coldest color

• Perceptually people think of coldness, different blues mean different things

• Ice impressions

• Sweet when using lighter tints of blue

Black

• Convey sophistication, high end merchandise ‘works well as a background t contrast with many other colors

Orange

• Most edible color

• Evokes perception of autumn and holidays in the fall

• Flavorful things to eat and drink

0. What is the creative strategy?/ What other names for creative strategy are there?

The creative strategy is a written statement of the most important issues to consider in the development of the ad campaign.

The creative strategy is the creative team’s guide for developing the ad campaign.

It is typically referred to as a creative brief, a work plan, or a copy strategy.

The creative strategy receives input from both the client and the agency.

campaign strategy, marketing strategy

• Who formulates the creative strategy?

• What elements should be considered as part of the creative strategy?

Guide or roadmap for developing the ad campaign -> put together by the creative team (creative brief, work pan, or copy strategy)-> creative strategy receives input from both the client and the agency

0. What is the message strategy?

an explanation of an ad campaign’s overall creative approach

Main idea, details about how the plan will be executed, rationale for execution decisions

developed from information provided in the creative strategy (and any additional research conducted by the agency)

• What main questions should be addressed by the message strategy?

How will the product be positioned?

Who are the best prospects for the product?

What is the key consumer benefit?

What is the brand’s current image?

What is the product’s unique advantage?

• What are the elements of the message strategy?

verbal, non verbal, technical

• What do the verbal, non-verbal, and technical elements entail?

verbal:

• Guidelines for what the ad should say

• Relationship of the copy to the media

  carrying the message

Non Verbal:

• Overall nature of the ad’s visuals / graphics

• Relationship of the visuals to the media in

  which the ad will appear

Technical:

• Preferred approach for executing the ads

• Mandatories – specific requirements for

  every ad (branding, contact info, logos, etc.)

Definition

0. What are the 5 steps of the creative process?

explore, visualize, strategize, implement, and evaluate

0. What does it mean to Explore (Creative Process - Step 1)?

• Search for new information, paying attention to unusual patterns.

• The raw materials for ideas are facts, experiences, feelings, knowledge, etc.

• Look in new and uncommon places for

  information

• Know the advertising objectives

• Brainstorm to generate new ideas

0. What does it mean to Visualize (Creative Process - Step 2)?

• Search for the BIG IDEA and implement it.

• Create a mental picture of the ad before any copy is written or artwork has begun (conceptualization)

0. What is a ‘Big Idea’ in Advertising?

• It is the central theme of the campaign that connects everything together. If forms the foundation upon which everything in the campaign is built.

• It is the most important thing that can be communicated to the target audience. It is the claim that makes the strongest appeal. It is the strongest selling point for the product, service, or brand.

•  It is a bold, creative concept that connects consumer desirewithproductbenefitsinanovel,freshway. It makes the audience stop, look, and listen.

• What examples of ‘Big Ideas’ did we discuss in class?

We discussed the “Get a Mac” campaign and we discussed Mayhem from Allstate, Geico How happy are customers who switch…, and Chevy ‘like a rock"‘

• Why are ‘Big Ideas’ important to advertising success?

• It is the most important thing that can be communicated to the target audience. It is the claim that makes the strongest appeal.

What does it mean to strategize (Creative Process - Step 3)?

to adapt, imagine, reverse, connect, compare, eliminate, personify, parody and develop methods to being creative

• What are the different creative strategies discussed in class?

to adapt, imagine, reverse, connect, compare, eliminate, personify, parody

Adapt

change contexts, think about what else the product might be, aside from the obvious.

Imagine

use imagination to think outside of the box -> let your imagination fly and think outside the box.

reverse

look at things backwards, think about it backwards, take another perspective, creates perception of the opposite of what is expected ex. The adopted child holding the parent.  Ex. Scary ad with kids and how they view their parents when drunk

Connect

bring two unrelated ideas together, tap into existing mental files to connect concepts, allow existing ideas to do the heavy lifting in the ad ex. Darth Vader the force ad with Volkswagen

compare

take one idea and use it to juxtaposition another to help differentiate and define each other.

eliminate

subtract something that matters and see what happens. Try breaking some rules of violating social norms. Boy band not dancing ad

personify

make the product or service come alive by depicting it as a living person

strategy

helps to breathe life into the product/ brand aka mayhem.

perody

have a good time, make fun of a situation, lighten the mood, joke around, make people laugh, don’t be serious

0. What does it mean to implement (Creative Process - Step 4)?

addressing each level of the Creative Pyramid (Think of it as an Advertising ‘To-Do List’)

0. What is the creative pyramid?

Implement the BIG IDEA by carefully addressing each level

• What are the elements of the creative pyramid? In what order do we address them?

Top - down

Action

desire

credibility

interest

attention

• How does each element of the creative pyramid impact advertising?

Top - down

Action- where ads fail, motivate consumers to do something. Is the call to action can be explicit and is effective , outline next steps for consumers.

desire-encourage consumers, to envision enjoying the benefits of a product or service, picture yourself or imagine, involves showing consumers,

credibility- want clips to be backed up by facts, use spokespeople or influencers, use research, reviews to also lend credibility.

interest- carries consumer to body of the ad, must keep the consumers involved, appeal to needs and wants, how problems can one solved

attention- first goal of any ad, ad is a stimulus and must break through all of the perceptual screens to be perceived., headlines, visuals, colors etc.

0. What does it mean to evaluate (Creative Process - Step 5)?

The practicality and progression of the BIG IDEA should be routinely evaluated.

• What is the purpose of the evaluation stage?

• The purpose of this step is to produce better ideas, by challenging them.

• What questions should be answered as part of the evaluation stage?

• Certain questions need to be answered:

• Is this idea an Ah! or an Uh-Oh?

• What’s could be wrong with this idea

• What are its weaknesses and limitations?

• What are my biases? The audience’s?

• How might others(mis)perceive this idea?

0. How did Marketing contribute to the emergence of TV (and video) as a communication medium?

Consumers view TV (Video) as the most influential, persuasive, and exciting medium.

If we think about the history of advertising, video was a major breakthrough

• There are a lot of forms of video, and TV is a major groundbreaking version of advertising.

Why do we have free Over-the-Air TV in the US?

Because of major tv networks Marketing provides a lot of value, if it was not for advertising we would not have radio, free OTA Tv, monthly subscriptions, etc.

What are the characteristics of TV viewership in the US?

The average American watches
≈ 4.5 hours of TV daily. By age 65, that’s more than 9 years of TV.

The average child sees ≈ 30,000 TV commercials each year in the United States.

• How many hours of TV does the average American adult watch each day?

roughly 4.27 hours

• How does TV viewing differ by age group?

18-34: 1.54 hours

35-49: 3.43 hours

50-64: 5.50 hours

65+ 7.15 hours

• How many commercials does the average American child see each year?

The average child sees ≈ 30,000 TV commercials each year in the United States.

• How do consumers perceive TV in terms of its influence, excitement, and persuasive ability?

most influential medium→

Ex. Dr.J creating yt accounts pretending to be a woman. -> older technology could not do this, like personalizing ads and collecting data about you

0. What are the advantages of TV advertising?

Mass Coverage

• 98% of households have at least 1 TV

Targeting Selectivity

• Ability to target audience by programming

Prestige

• Consumers perceive TV as most authoritative

Creativity & Impact

• Demonstrations via sight, sound, & motion

Relatively Moderate CPM
• Cost Per Mille (1000) Impressions (Exposures)

• What is mass coverage? How many people have TVs?

• 98% households have at least 1 tv

• People can see and hear it, get the more creative or visually appealing aspect that is not included in radio

Tv has high airtime and production cost, because of the reach it actually makes the cost worth it

• Sometimes you have to pay the price to get to your target audience and eat the cost if that is the only way to reach them (ex. Newspapers costing $46 to reach 1000 people)

• What is targeting selectivity? Creativity & Impact? Prestige?

• Targeting Selectivity

  • Ability to target audience by programming

• Prestige

  • Consumers perceive Tv as most authoritative

• Creativity and Impact

  • Demonstrate via sight, sound, motion

• Relatively moderate CPM

  • Cost per Mile (1000) Impressions (Exposure)

• What is CPM? What does it measure? What is the CPM range for TV advertising?

Cost per mille (1000)

• How does the CPM of TV compare to other media choices for advertising?

TV is one of the more expensive options

0. What are the limitations of TV advertising?

Expensive Production Costs

Expensive Airtime Costs

Heavy Competition
Long Lead Times

Zipping, Zapping, & ______

Fragmented Media Delivery

• Consumers don’t pay attention during the commercial break

  • Zapping-> you change the channel to something else when commercial comes on

  • Zipping-> using a DVR and recording a show and skipping the commercials

  • Be on your other devices (Zoning) aka zoning out to go do other things like get a snack, or use the bathroom

• What types of costs are associated with TV advertising?

Ad Rates for TV programming

• TV ads are a lot of money and (Sunday Night football is $828, 501)

The number 1 factor that drives the pries is viewership

Expensive Production Costs

Expensive Airtime Costs

• What is the marketing term for changing the channel to avoid commercials?

zapping

• What is the marketing term for fast forwarding to avoid commercials?

zipping

• What is the marketing term for multitasking to avoid commercials?

zoning

0. How do networks determine pricing for TV advertising?

Average Cost for a 30 Second TV Spot

What challenges do TV advertisers face today?

Zipping, Zapping, Zoning?

Time Shifting?

Streaming Services?

Social Media Content?

• What are advertisers doing to counter fragmented viewing behaviors?

Other media options for different forms of video advertising:

• Frequency

• Content Type

• Suggested

  Length

• Content Tips

• Used to be able to go ons streaming services and have no ads, but now not so much

• Over the top-> watching reruns of the office ex. -> not through cable so over a Roku or firs stick, chrome cast, including through a smart tv so its coming through internet and not cable.

• Connected tv -> subset of OTT an actual device actually connected to the tv CTV-> a connected tv that supports video streaming

• What is fragmented media delivery?

the different social media channels or other services now to watch media and tv (Hulu, TikTok, YouTube, etc.)

• How do streaming services impact TV advertising?

More services are starting to implement ads and to pay a price more for no ads

• Why have streaming services recently integrated ads into their platforms?

to make more money and pertain to different markets on different platforms

• How are advertisers responding to new forms of entertainment media?

they are finding new ways to resonate with audiences and adjust their content to fit different platforms

• What is OTT? What is CTV? How do they differ? What examples did we discuss?

• Connected tv -> subset of OTT an actual device actually connected to the tv CTV-> a connected tv that supports video streaming

• What is AVOD? What is SVOD? How do they differ? What examples did we discuss?

Advertising based video on demand -> ad supported and are available at a lower cost for consumers

Subscription based video on demand -> services charge a monthly fee

YouTube has gotten so bad at making ads a little jostling

0. What are storyboards?

• Before we begin video editing, we should map out our ideas with a storyboard.

• This helps us to make sure we’ve included everything we need for the ad.

• It also helps us to determine if everything will fit in the allotted time for the ad.

Like a comic book, you should be able to read it with stills, visuals sound effects, elements that would show what the actual production might look like

We use them asa roadmap for ideas -> get all the ideas down on paper and include everything we need in the ad

• What are the main elements that should be included in storyboards?

• One full page of storyboards per 30 seconds of video
• Visuals (typically drawings or sketches for each scene) • Script of audio copy that will be spoken in the ad
• Outline of body copy that will appear in the ad
• Plan for sound effects that will be used in the ad
• Plan for music that will be played in the ad
• Timing elements outlining length of each scene
• Notes for other elements that will be used in the ad

0. What are the different formats for video ads?

straight announcement

presenter

testimonial

demonstration

musical

slice of life

• What is a straight announcement commercial? What are its characteristics?

• Oldest and simplest type of commercial

• Announcer delivers a sales message

• Adaptable to almost any product or

  situation

• Announcer can deliver the sales

  message on camera or as a voice

  over

• Does not require elaborate production, which saves money

• ex. td ameritrade

• What is a presenter commercial? What are its characteristics?

• Uses a person or character to present the product and present the sales message

• Presenters may be celebrities, experts, professionals, or actors playing a role

• Presenter doesn’t have to be a real person (i.e., animation).

ex. ed Sheeran ketchup commercial

• What is a testimonial commercial? What are its characteristics?

•   A satisfied user explains how effective the product or service has been for them

•   If celebrities are used, they should be believable and not distract from the product

•   Satisfied customers are a good source for testimonials because they can genuinely be very persuasive

• What is a demonstration commercial? What are its characteristics?

•  Products or services are demonstrated in real life situations to help viewers visualize how they will perform

•   Demonstration can persuade audiences more effectively, and (sometimes) more quickly than a spoken message

•   The video medium is uniquely suited for visual demonstrations

• What is a musical commercial? What are its characteristics?

•   Music and/or jingles in video ads can be used to help ads resonate and remain salient for longer periods of time

•   Music and/or jingles can provide continuity to an ad campaign over time

•   Various sources for music

  •   Buy the rights from owner

  •   Use music in the public domain

  •   Compose an original song or jingle

  • ex chilis baby back rib commercial

• What is a slice of life commercial? What are its characteristics?

•  Dramatizes a real-life situation

•   Often deals with problems of a

  personal nature (such as personal hygiene)

 Hint dropped, product tried, happy ending

to problem

•   Good at getting attention and creating

  interest

•   Believability can be difficult to achieve

 Actors must be highly credible, trustworthy, and persuasive(ex. poo pourie commercial)

0. What are the “best practices” & recommendations for creating effective video ads? What examples did we use?

• begin at the finish

• create an attention getting opening (snickers)

• keep things simple (budweiser and geico commercial)

• Remember that Characters Are Living Symbols of the Product (head and shoulders commercial with the NFL)

• Make Demonstrations Dramatic but Believable (ex. SNL jar opener)

• Let the Visual Elements Speak for Themselves (apple MacBook Air ad )

• What does it mean to begin at the finish? Why is this important?

 Concentrate on the final impression the commercial will make

• What does it mean to create an attention getting opening? Why is this important?

An opening that is visually surprising or full of action, drama, humor, or human interest sets the context and allows a smooth transition to the rest of the commercial.

• What does it mean to use characters as living symbols of the product? Why is this important?

Characters should be appealing, believable, non-distracting, and relevant.

• What does it mean to keep things simple? Why is this important?

 Ideas should be easy to follow.
 Keep the number of elements to a minimum.

• What does it mean to make demonstrations dramatic but believable? Why is this important?

Relate to people problems but also maybe in a humorous or exxageraated way to play on everyday struggles someone might be facing to help solve the problem they have

• What does it mean to let the visual elements speak for themselves? Why is this important?

 Some of the best TV ads communicate just as well with the sound turned off.

 Use conversational language.
 Avoid “ad talk,” hype, and puffery.

0. What are the characteristics of audio listeners in the United States?

 Of all daily ad-supported audio time spent by adults in the US

•   67% is Spent Listening to OTA (Terrestrial AM/FM) Radio

•   19% is Spent Listening to Podcasts

•   11% is Spent Listening to Streaming

  Audio

•   3% is Spent Listening to Satellite Radio

• How much time to Americans spend listening to audio?

Americans spend about 20% of their days listening to audio, which is about 4-5 hours per day, on average.

• How does this differ by age cohort?

•   18-34-year-olds spend about 50% of their listening time on radio, and about 35% of their listening time on podcasts.

•   Older listeners spend about 75% of their audio time on radio.

• How much time is spent listening to different types of audio media?

•   67% is Spent Listening to OTA (Terrestrial AM/FM) Radio

•   19% is Spent Listening to Podcasts

•   11% is Spent Listening to Streaming

  Audio

•   3% is Spent Listening to Satellite Radio

What are the most common radio formats (genres) in the US? Which formats (genres) are the most popular?

• Adult contemporary and country are big -> country and contemporary are the most popular music genres for most age groups

• News talk is more popular amongst men

• Advertisers typically purchase radio based on a stations format rather than its programs, as most stations adopt a standard programming format

News/Talk
Adult Contemporary Country
Rock
Alternative
Top 40

Classic Rock Sports
Pop Contemporary Spanish
Easy Listening Jazz
Classical

Classic Hits

What are the main advantages of radio advertising?

Repeated Exposure & Impact • Can Build an Audience Quickly

Targeting Selectivity• Specialized Formats Select Audience

Cost Efficiency • Among the lowest CPM

Timeliness• Short Lag Times to Implementation

Imagery Transfer • Transfer of Visuals from Other Media

Local Relevance & Impact • Transfer of Visuals from Other Media

• What is repeated exposure and impact?

can build an audience quickly→ repeatedly saying or projecting an ad so it sticks with people

• What is targeting selectivity?

specialized formats select audience

• What is cost efficiency? How does the CPM of radio relate to other media choices?

among the lowest cpm, radio is one of the cheaper options for cpm

• What is timeliness?

short lead times to implementation

• What is imagery transfer?

transfer of visuals from other media

ex. You see an ad on YouTube, and you hear the audio and you can imagine the visuals because you have seen the ad before

• What is local relevance & impact?

radio works well on the local level

0. What are the main drawbacks of radio advertising?

1. How does the lack of visual media impact audio advertising?

2. How does audience fragmentation impact audio advertising?

3. How does the brevity of audio advertisements impact audio advertising?

4. How does listener attention and distraction impact audio advertising?

Lack of Visual Media-> does not stick with consumers as easily

Advertisements Are Brief (Require Repetition)

Follow-Through (Action) Can Be More Difficult

Audience Fragmentation Across Stations

Listeners Typically Are Otherwise Occupied

Measurement Challenges (with OTA Radio)