TEST #2

inherent drama

the characteristic of the product that makes the consumer purchase it

creative strategy

determining what the advertising message will say or communicate

creative tactics

determining how the message strategy will be executed

the creativity debate

role of advertising is to give consumers a reason to buy vs role of advertising is to make an emotional connection

advertising creativity

the ability to generate fresh, unique and appropriate or relevant ideas that can be used as solutions to communications problems

divergence

the extent to which the various elements of an ad are novel, different, or unusual

relevance

the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer

smith’s five dimensions

originality, flexibility, elaboration, artistic value, synthesis

originality

rare, surprising, unique

flexibility

links a product to range of different ideas, usage

elaboration

unexpected details, extends basic ides to be more intricate

artistic value

aesthetically appealing verbal, visual, or sound elements

synthesis

blends normally unrelated objects or ideas

barriers to creativity

fear of unknown, looking stupid, attachment to old ideas, past successes, resistance to change

young’s creative process: immersion

get raw material and data, and immerse yourself in the problem

young’s creative process: digestion

take the information, work it over, wrestle with it in your mind

young’s creative process: incubation

turn the information over to the subconscious to do the work

young’s creative process: illumination

“eureka! i have it!” phenomenon

young’s creative process: verification

study the idea, evaluate it, reshape it for practical usefulness

account planning

process that involves conducting research and gathering all relevant information about a client’s product or service, brand, and consumers in the target audience

• planner job: provide key decision makers with all the information they require to make an intelligent decision

advertising campaign

set of interrelated and coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified time period

campaign theme

a strong idea with a central message that will be communicated in all the marketing communication activities

slogan/tagline

reduces the key idea into a few words or a brief statement, serves as summation of the brand’s positioning, as well as the message it is trying to deliver to the target audience

major selling idea

basis for the central theme or message idea in an advertising campaign

• strongest singular thing you can say about your product or service

• claim with the broadest and most meaningful appeal to your target audience

major selling idea vs campaign theme

the what of the message in simple, specific, clear language vs creative expression of the major selling idea

creative brief (consumer POV)

written document, which specifies the basic elements of the creative strategy

• basic problem » advertising objectives » target audience » major selling idea » creative strategy statement » supporting info » schedule

client brief (company POV)

explains the company’s goals, needs, background and what it wants the campaign to accomplish

unique selling proposition

clear promise explaining the unique and powerful benefit a product offers that competitors cannot or do not provide

• create a lasting competitive advantage and be legally supportable

goal of image advertising

develop an image that will appeal to the target audience

positioning

advertising is used to position a product/service in the customer’s mind based on product attributes/benefits, price/quality often used when a firm has multiple brands competing in the same market

the one-off, single, or individual ad

solitary idea with a single execution, usually cannot be extended into a campaign of equally good executions

advertising appeals

the approach used to attract the attention of consumers to influence consumer feelings toward a product, service or cause

execution style

the way an appeal is turned into an advertising message and the way the message is presented to the consumer

informational/rational needs

focus on the consumer’s practical, functional or utilitarian need for the product or service and specific reasons for owning a particular brand

feature appeal

focused on the dominant traits of the product

competitive appeal

makes comparisons to other brands

popularity appeal

stresses the brand’s popularity

popularity appeal

stresses the brand’s popularity

• social proof: if a lot of people are using it, it must be good

price appeal

makes price offer the dominant offer

• we’ll cut your printing costs or we’ll cut you a check

news appeal

news announcement about the product

emotional appeals

relate to the customers’ social and or psychological needs to purchase a product or service

• personal: safety, security, fear, love

• social: recognition, status, respect

transformational ads

associate the experience of using the advertised brand with a unique set of psychological characteristics not typically associated with the brand experience or to the same degree without exposure to the advertisement

• creates images, feelings, beliefs

• make the experience more enjoyable

straight sell technique

relies on a straightforward presentation of information about the product or service such as specific attributes or benefits

scientific evidence

evidence supports performance or efficacy claims

• 98% skin felt firmer

demonstration ad

illustrates the key advantages of a product by showing it in actual use

comparison ad

allows advertisers to directly communicate advantage over competitors

testimonial ad

person speaks on behalf of the product or service based on his or her personal use of and/or experiences with it

• normal, everyday consumers

slice of life execution

ad attempts to portray a real life situation involving a problem, conflict, or situation consumers may face in their daily lives

• focus is on the negative consequences that results from not using a product

persuasion and fear

a medium amount of fear is the most persuading

personality symbol

develop a central character or personality symbol that can deliver the advertising message and with which the product and service can be identified

imagery

encourage consumers to associate the brand with the symbols, characters, and or situations shown in the ad

dramatization

creates a suspenseful situation or scenario in the form of a short story

• often use the problem/solution approach as they show how the advertised brand can help resolve a problem

headline

words in the leading position of the ad

subhead

smaller than the headline, larger than the copy

body copy

the main text portion of a print ad

visual elements

illustrations such as drawings or photos

layout

how elements are blended into a finished ad

needledrop music

pre-recorded music that advertisers license from a music library instead of creating an original song for the advertisement

video tactic

what is seen on the screen and generally dominates the commercial

• must attract viewers attention and communicate an idea, message, and or image

audio tactic

includes several elements such as voice, music and sound effects

• voice-over

jingle

catchy songs about a product or service that usually carry the advertising theme and a simple message

script

written version of a commercial that provides a detailed description of its video and audio content

storyboard

series of drawings used to present the visual plan or layout of a proposed commercial

preproduction

all work before actual shooting, recording

production

period of filming, taping, or recording

postproduction

work after spot is filmed or recorded

media planning

 series of decisions involving the delivery of messages to audiences

media plan

The actual document detailing these decisions

medium

The general category of media channels (broadcast, print, direct, outdoor, support)

media

various categories of delivery systems, including broadcast and print media

media vehicle

The specific carrier within a medium category (e.g. USA Today, The Office)

goal of the media plan

to find a combination of media that will enable the marketer to communicate the message

• in the most effective manner, to the largest number of potential customers at the lowest cost

problems in media planning

insufficient information, inconsistent terminology, time pressure, difficulty measuring effectiveness

media index

shows whether a target audience is overrepresented or underrepresented in a media vehicle

brand development index (BDI)

factors rate of product usage by geographic area into decision process and measures how well a specific brand sells in a market

• high: the brand is performing well there

• low: performing poorly

category development index (CDI)

provides information on potential for development of total product category and not specific brands, measures how well the entire product category sells in a market

• high: strong category demand and market potential

• low: weak category demand and poor market potential

reach

the potential audience that might receive a message through a media vehicle

frequency

number of times the receiver is exposed to the media vehicle in a given time period 

duplicated reach

When ad is placed on two shows, has potential exposure in both (overlap)

unduplicated reach

When ad is placed on two shows, the total number exposed once

reach and frequency trade off

heard by more people (reach) or by fewer people more often (frequency)

gross rating points

reach x frequency

• overall audience of media plan

effective reach

percentage of audience reached at each effective frequency increment

• Fewer than 3 is considered insufficient

• More than 10 is considered overexposure and thus ineffective

brand loyalty

inverse relationship; the higher the loyalty the less frequency required

brand share

inverse relationship; the higher the share the less frequency required

usage or purchase cycle

products needing to be replaced or bought more often require higher frequency

brand history

new brands require higher frequency

share of voice

when strong competition exists, higher frequency is required

target group

the ability to learn and retain messages has an impact on frequency

message factors determining frequency

• simpler and unique message needs less

• new campaigns creating an image require higher frequency

media factors determining frequency

• more clutter requires higher frequency

• media that allow for more repeat exposures, continuous scheduling require less frequency

continuity schedule

Regular pattern of advertising without gaps or non advertising periods

• pros: serves as a constant reminder to the consumer, covers the entire buying cycle, allows for media priorities

• cons: higher costs, potential for overexposure, limited media allocation possible

flighting schedule

Intermittent periods of advertising and non advertising

• pros: cost efficient, may allow for inclusion of more than one medium

• cons: lack of awareness during nonscheduled times

pulsing schedule

Maintains continuity, but promotional efforts are stepped up at times

• pros: same as continuity and flighting

• cons: not required for seasonal products

media schedule

strategic timeline or content calendar used to plan, organize, and publish marketing campaigns, advertising placements or social media posts across various channels

absolute cost

actual total cost required to place a message in a medium or vehicle

relative cost

relationship between the price paid for advertising time or space and the size of audience delivered

cost per thousand (CPM)

cost of reaching 1,000 people with an advertisement, commonly used to compare the cost efficiency of different media options

cost per rating point (CRPR)

cost of reaching 1% of a target audience through broadcast advertising, calculated by dividing the commercial’s cost by the program’s rating

media kit

information provided by a media company about its audience, advertising options, prices, CPM/CPC rates, and engagement levels to help advertisers decide if the platform fits their target audience and budget