ADV test 3
Terms in this set (106)
How can psychology tie into an advertising plan?
-Merging psychology and marketing to better understand why consumers buy, otherwise known as consumer behavior.
-Emphasis on unconscious motives.
-pioneered motivational research
-His theory: two basic human motives- security and sex (physical vs emotional)
Two types of products that are difficult to advertise
-common and radical
-common= "parity products"
• lone female copywriter of Foote Cone & Belding
• part of group of rising women copywriters and creative directors
• Clairol: "Does she... or doesn't she?"
- Example of how insight from why a consumer doesn't buy => successful campaign
- Women didn't want to admit to dying their hair, ad emphasized how you'd never know
- Ad headline too "suggestive"
-became highest paid employee at the agency
-1873: started her own agency
Specifies the thinking, tasks, and timetable needed to conceive and implement an effective advertising effort.
Seven main advertising plan components.
Executive summary (Offered to state the most important aspects of the plan. )
Overview (Sets out what is to be covered and structures the context)
Lays out most important factors related to market and consumer. Contains the following:
focuses on development and trends within industry
Complements the industry analysis, emphasizing the demand size
determines who are competitors and discusses strength, weaknesses, opportunities, and threats
Identify the goals of the advertiser in concrete terms
types of objectives
Increase consumer awareness about the brand:
-To change consumer beliefs and attitudes.
-To influence purchase intent.
-To stimulate trial use.
-To convert one-time users into repeat purchasers.
-to encourage brand switching.
-Gelb wants to promote the idea that "yes, you can do it at home"
-FC&B's main campaign objective: change beliefs and attitudes
Good objectives will
-Establish a quantitative benchmark
-specify measurement method and criteria for success
-specify a time frame
Rarely done by advertising agency, usually dictated by the firm.
-Share of Market/Share of Voice
-Object & Task approach: Build-up cost analysis: Building up the expenditure levels for tasks.
What you do, given the situation and the objectives.
The actual "doing" in the execution of an ad plan.
Consists of copy objectives and methods.
Specifies where the ads will be placed and the strategy behind their placement.
Advertiser determines how they will be graded.
-Pioneer of early television advertising
-Hired at cecil, warwick, & cecil in 1934 at 24 to write copy (Comes in as a writer and is mentored in reason why type advertising)
-Hired by ted bates at ted bates in 1940
-Run it for the next quarter century
Brands we have seen before: colgate, m&ms
Essential message objectives and strategies
1) link key attributes to a brand name
2) promote brand recall
3) Persuade the consumer
4) get consumer to feel good about the brand
5) scare the consumer into action
6) change behavior by inducing anxiety
7) define brand image
8) give brand the desired social meaning
9) leverage social disruption and cultural contradictions
10) transform consumption experiences
emphasizing a unique quality of the advertised brand
-Long-term commitment and expense.
-Some creative resistance.
Usage pull (Market penetration)
-How many people remember a given ad
-How many people actually use the product
-Ads with highest usage pull repeated a USP over and over
Consumers are likley to buy a brand...
they can easily recall
Advertisers want their brand to be
-Top of Mind: First brand a consumer remembers.
-In an evoked set: Small list of brand names.
methods to promote brand recall
memory aids: slogans and jingles
Strategic implications of promoting brand recall
-Extremely resistant to forgetting
-Efficient for consumer
Persuade the consumer
Points out to the consumer that there are good reasons why a brand will be satisfying and beneficial.
Strategic implications of persuading the consumer
-Permission to buy.
-Socially acceptable defense.
-High level of involvement.
-Potential for counterarguments.
-Some creative resistance.
Demonstrate a brand's ability to satisfy consumers by comparing its features to those of competitive brands.
Strategic implications of comparison ads
-Can help a low-share brand.
-Provides social justification for purchase of the less popular brand.
-Gives permission to buy.
-Significant legal/regulatory exposure.
-Not used much in other parts of the world.
-Not for established market leaders.
-Sometimes evaluated as more offensive and less interesting than noncomparative ads.
Advocacy position in an advertisement taken by a spokesperson.
Information/entertainment program that is an extended advertisement.
Feel good ads
link the good feeling elicited by the ad with the brand
create a pleasant and memorable association with the brand in the receiver
sex appeal ads
feelings-based advertising that tend to focus on sex from time to time
Scare the consumer into action
Highlights the negative consequences of not using the advertised brand or not taking some recommended action.
strategic implications of scaring the consumer into action
-Plausible threat required to motivate consumers.
-Clear and easy-to-discern link between the alleviation of the threat and the use of the advertised brand is required.
-Some ads have low impact.
change behavior by inducing anxiety
-There is a clear and present problem.
-Way to avoid this problem is to buy the advertised brand.
social anxiety ads
Subcategory of anxiety ads where the danger is negative social judgment.
Define brand image
-Distill the brand's essential meaning with a very sparse use of words and heavy reliance on visuals.
-Attribute-related attitude tracking studies.
strategic implications of defining brand image
-Less counterarguments generated by consumers.
-Little or no legal/regulatory exposure.
-Very common in some categories.
-Rejected quickly if advertised image rings untrue.
-Do not copy-test well.
-Loved by creatives.
Give the brand the desired social meaning
-Depict an ideal usage situation for the brand.
-Pre- and post-exposure tests.
Strategic implications of giving the brand the desired social meaning
-Fewer counterarguments made by consumers.
-Creation of brand-social realities.
-Perceived cost advantage over the very expensive network TV.
-Non-standardized rate structure.
-May not be very effective for high involvement categories.
-Science is unclear as to how well this technique works
placing products in movies and tv shows
strategic implications of branded entertainment
-Low counterargument if the placement is not too obvious.
-May reduce defensive measures by consumers.
-Appear more prevalent and popular than it actually is.
Leverage social disruption and cultural contradictions
-Tie brand to a social/cultural movement.
-Find a point where the social fabric is frayed (usually gender, race, age, politics, labor, economy) and suggest your brand gets it.
-Make your brand the unofficial sanctioned brand of the counter-culture.
Example: Marlboro and independence, Mountain Dew and Gen-X slackers, Pepsi and 1960s youth revolution
-Hard to execute but can be massively successful
Transform consumption experiences
-Attempt to create a brand feeling, expectation, and mood that are activated when the consumer uses the product or service.
-Can be extremely powerful due to a merging of ad and brand experience.
-Fosters long-term commitment.
-Can ring false and hurt the brand.
Traditional measured media
TV, radio, magazines, newspaper, outdoor.
-Coupons, product placement, events
-Digital can be considered "measure" or "unmeasured" depending on context.
Specifies the media in which advertising messages will be placed.
Category of media. TV, radio, or newspapers.
option for placement within a media class.
Within the media class, placing ad's on ABC, ESPN, etc.
Bled of different media used to effectively reach the target audience.
Shows where and when advertisements will be placed. It will also show the estimated cost of the placed advertisements. Radio, TV, billboards, Oscars, Influencers, building wraps, etc.
Main media objective
Vehicle chosen reaches the desired target audience.
Demographics, geography, lifestyle and attitude, using categories, geo-targeting.
Incredible mass of detailed consumer information.
Uses consumers data and demographics to create different audiences that are similar and where buying behavior can be predicted. Marketers commonly use this.
Number of people in a target audience exposed to a media vehicle.
Number of consumers in the target audience that are exposed to an ad some minimum number of time.
Total mass of advertising delivered.
represent the sum of exposures to the entire media placement in a media plan
(potential ad impressions or opportunities, message imoressions)
pattern of placement of advertisements in a media schedule
strategic scheduling alternatives
continuous scheduling: Pattern of placing ads at a steady rate over a period of time
pattern of scheduling heavy advertising and no advertising in an alternative manner
combines elements from continuous and flighting techniques
Dramatic changes to media
Programmatic Advertising: Media buying. The purchase and sale of advertising in real time using an algorithm.
Mobile: Ads can follow you, they can be tailored to what the advertiser might think you want to see, it is now very easy to advertise.
Three reasons media strategy is critical
Advertisers need media to reach audiences.
Advertisers direct billions of dollars to media companies.
Part of having a successful campaign, is knowing where the audience is.
Over 70 percent of all advertising dollars in the U.S. still go to
traditional print, radio, and TV media
The right solutions is often to
blend traditional and new or digital media
Advantages of newspaper and digital newspapers
Audience interest and demographics
disadvantages of newspapers and digital newspaper
advantages of magazines
Long life: Pass-along readership
Limited reach and frequency
Long lead times
advantages of television
Coverage, reach, and repetition
Cost per contact
Audience selectivity: Narrowcasting
disadvantages of television
High absolute cost
Poor geographic selectivity
Poor audience attentiveness
Measuring TV audiences
TV Households: Estimated # of houses in a market that own a television
Households using TV: # of houses tuned a TV program during a particular period
What's the point of advertising on TV when it can be so expensive?
Audience size/ Reach/ Ratings
Target audience selectivity
Flexibility and timeliness
Poor audience attentiveness
Chaotic buying procedures
types of advertising
Local Spot Radio
National Spot Radio
Taking an ad and making sure it gets viewed by the right audience. Media Buyers actually negotiate prices and the placement of the ads.
agency of record
Agency that is authorized to purchase advertising
Major broadcast networks and major advertisers gather together at the start of advertising sales periods.
independent organization that specializes in buying large blocks of media time and space and reselling it to advertisers.
Sales force automation
includes a myraid of functions such as contact management, sales qupte automation, sales order information, and reporting functions
elements often contained in a marketing database
visibility increasing promotional tool
seam selling approach
bring together a tema of salespeople, technical specialists, field engineers, and supply chain executives to provide a total business solution for a client
the discount the manufacturer offers to its channel partner based on the volume of products it buys during the deal period
a report of an event which the advertiser writes and distributes to the media in hopes that they will write about or feature the event
advantages for using personal selling to assist in solving communication, promotion and sales problems
ability to respond to questions directly
ability to tailor sales message
ability to read body language and tone
main advantages of using personal selling as a part of the overall promotions mix is the sales person's ability to
tailor the message to the customer in real time
primary purpose of sales promotion
encourage purchase or build interest in a product during a specified time period
Media that beats all other media in letting the advertiser present in-depth information for less cost
Media format that shows growing revenues and is considered to be the leading medium with advertisers
an important component of a good web site's design is its ability to keep consumers at the website. this is described as being a web site's...
serious disadvantage that must be taken into account when using newspapers
declining and aging readership
includes a spectrum of text, still-image, animated graphics, streaming-video, and interactive advertising
although sponserhsip reminds viewers of the brand, it offers little opportunity to...
convey detailed brand messages