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jamieji
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Creativity in communication
Creativity determines the outcome under message effect
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The creative brief
The strategic platform that guides the creation of advertising
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Role of account planners
Consumer's advocate in the process of creating a creative strategy brife; take lead in writing the creative brief& identify an insight
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3 types of type face that is easy to read
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Commercials appear on.in
TV, Websites, iphones, shopping malls, elevators, airports, Youtube, jumbotrons
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Nixon VS Kennedy
- are example of picture most tell a story
- The mother tongue of the brain is the imgae
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9 Humorous formats
- 1.Kids (e Trade)
- 2. Contry folks (VW, Lysol and American Gothic)
- 3. Animal (Buc-ee's, Comcast slow turtles, Burger King's subservient chicken)
- 4. Odd juxtaposition ("A bad haircut..." for a salon campaign)
- 5. Family relationship
- 6. Celebrities(7-11 radio commercials-must be careful of being dumb/offensive)
- 7. Characters(Little Ceaser's )
- 8. Parodies(Progressive's Flo"Moby Dick" parody, Mona Lisa in Prince ad for tomato sauce)
- 9. Outrageousness("Little Soldier" ad for vasectomy center, Old Spice's "oder blocker" ads, Outpost. com)
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Conclusion of Target Model
Target use it dataset, a computer model, timing and discretion to create brand loyalty among pregnant shoppers
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When you're here, you're family
Olive Garden
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A good creative brief giving a good creative person
Something to be creative about-BB
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What is an insight from Heather
Make you say"ah ha!" The task is not so much to see what no one else has seen, but to think what no one has though about something that everyone sees.
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Illustration should support the selling point the brand wants to communicate
Bad e.g. Cannon "Man with snake twince around his shoulder
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Illustration should form a complementary relationship with headline
- Be Don juan, Not Dont Knotts
- Does it matter that you don't know
- no
- Target:50-64, high income
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The way to register the brand
Repetition and visual
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Examples of build Campaign
- Combo Campaigns" what your mom would feed you, if your mom were a man"
- McDonal's "heartsell" ad
- Consistency, repetition
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Budweiser"colt" Budweiser" brotherhood
- Example of generate Trust
- Great branding is great story telling
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Broccoli Ballerinas( Clever ,simple, real life, inexpensive) is the exmpale of
Position the Brand
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McD's "Big talk " is example of
Using Emotion
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Anacine (headachemedicine)V Alka Seltzer (Stomacahce mediche)
Does it fit
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Sales promotion
Use of incentive techniques that create a perception of greater brand value
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3 thing: Future of TV
- User participation will grow with digital/interactive media
- TV is everywhere; phones, tablets, etc
- Both of these are changing how advertisers approach TV
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Corporate/Brand Home Pages
The website where a business provides current and potential customers with details on the brand
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Prilosec sponsorship of Bunco
- 14 milion women play Bunco in the US, most of them middle-aged. 6/10 say their Bunco group influences purcahse decision.
- 70% of heartburn sufferers are women.
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What does a rating point (Nielsen)indicate?
1 percent of all television households in an area who were tuned into the measured program
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4 Disadvantages of Newspapers
- Clutter
- Creative constrain
- short life
- Limited segmentation
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Product placement ___ is important
- Leverage . Success is measured by media impressions.
- Authenticity is key
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Measured/unmeasured percentage
- 56% measured
- 44% unmeasured
- Unmeasured is slowly growing at the expense of measured due to ad dollar shift more to PR
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5 Disadvantage of TV
- Fleeting message
- Poor attentive and attitude
- poor geography selectivity
- clutter
- High Absolute Cost
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Central premise of the direction of IBP
Advertising, branding, and entertainment are converging and collapsing on each other. hence branded entertainment.
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Effective reach
Number/% of consumers in the audience that are exposed to an ad some minimum number of times.
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4 Advantages of TV
- Cost per contact
- Coverage, frequency and repetition
- Creative
- Audience selectivity
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Health Choice's Key Question
Live improve Comedy from Second City via the internet that spoofs office meetings while featuring the product
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SEO
- Search Engine Optimization
- Process where the volume and quality of traffic to a website from search engines is improved based on users' profiles
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BMW's Web Films
- Evolved from brand entertainment
- Great value of branded entertainment:DVR proof
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7 important Changes in Advertising
- 1. fee-for-service
- New media options are blurring the lines between pr and advertising. News stories can be written by marketers
- Ad agencies have become leaner since being publicly traded
- Globalization. Media is no longer constrained by borders
- Free content online
- Consumer control of content
- Hyperclutter is an issue now that consumers can avoid it( TIVO)
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4 Advantage of Magazine
- Creativity
- Audience interest
- Audience selectivity
- Long life
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6 Advantage of Newspaper
- Creativity
- Cost
- Credibility
- Timeliness
- Audience intrest
- Geographic selectivity
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Media Efficiency cost per thousand (CPM)
- the cost 1,000 members of an audience using a particular medium
- Cost of media buyx100/TOTAL audience
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Media Efficiency cost per thousand-target market(CPM-TA)
cost of media X1000/TARGET audience
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Message Weight
Total mass of advertising delivered; gross number of messages /exposure opportunities in a given time
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2 reasons of interactive Media
- 1 This type of advertising/IBP is growing rapidly
- 2. Generally works in a fundamentally different way. Consumers seek out the advertising and then interact with brand communication.
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Gross Impressions
Sum of exposures to the entire media placement in the entire media plan
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5 Reasons for growing popularity of firect marketing
- Convience
- Change of lifestyle
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4 Disadvantages of Magazines
- 1. Cost
- 2. Long lead time
- 3. Limited reach
- 4. Clutter
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4 Disadvantages of Radio
- Creative Constrained
- Chaos buying process
- Poor attention
- Fragmented Audiences
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5 Risk of Sales Promotion
- 1Creating price orientation
- 2. Borrowing future sales
- 3. Alienating Consumers
- 4. Managerial Time/Expense
- 5. Legal consideration
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___ of purchases involve POP
70%
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Pop advertising
Convey the benefit, highlight price information
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5 Advantages of Radio
- Timeliness and flexibility
- Creativity
- Target Audience Selectivity
- Reach and Frequency
- Cost
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Support media
Used to reinforce a message being delivered via another media vehicle
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To compete in the future as a viable advertising medium, newspapers will have to do what?
- Continue to provide in-depth coverage local issues
- Take advantage of social networking
- Become more mainstreemin IBP
- Be accountable to advertisers
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Magazine don't have limited creative opportunities
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Television is broken down into 4 distinct categoris
- Network
- Cable
- Syndicated
- Local
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The little Cesae's Congo line and singing Baby were used as examples in class for which strategic guidline
Use eccentric Casting
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It is much___ to use humor in an ad than it is to just play it straight
Harder
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Which of the following is guidline for event sponsorship
Plan for the before and after
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When will product placements add the greatest value
when they are intefrated with other elements of an ad plane
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Brand Entertainment
entails the development and support of any entertaiment propoerty where a primary objective is to feature one's brand in an effort to impress and connect with consumers in a unique and compelling way
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Motel 6 campaign
Consistancy
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Citibank is the bad example of __
A headline must be relevant
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