JOUR 331 Quiz #1 Study Guide
JOUR 331 Quiz #1 Study Guide JOUR 331
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This 7 page Study Guide was uploaded by Lauren Notetaker on Tuesday April 19, 2016. The Study Guide belongs to JOUR 331 at California Polytechnic State University San Luis Obispo taught by Ellen Curtis in Spring 2016. Since its upload, it has received 84 views. For similar materials see Contemporary Advertising in Journalism and Mass Communications at California Polytechnic State University San Luis Obispo.
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Date Created: 04/19/16
JOUR 331-01 Ellen Curtis Quiz #1 Study Guide Advertising Industry Overview Advertising uses paid media to promote a product or service o Online o Offline o Mobile Advertising Fundamentals and Best Practices Things to consider o Neilson reports 75% of all Americans are on social networks o 25% of all online time is on social networks o Women make 80% of all buying decisions of consumer goods o Women have a veto vote on the other 20% of purchase decisions o Women make up 60% of Facebook’s 600 million users 4 M’s: Motivation, Message, Media, Maximization o Motivation Consumer needs – why consumers buy a product? why do they hire a brand? Positioning – how is a product different from their key competitors? What makes the product in the mind of the consumer different and special? Segmentation – recognizes how different groups of consumers might choose to buy your products differently Motivation Matrix breaks down why people buy the brands they buy Rational (mind) – What do I know about the brand? Physical (senses) – How does this brand feel to the touch? Emotional (feelings) – How do I feel about the brand? Status (identity) – What do other people think of me if I own this brand? Time Genre (cultural age) – Where does this brand live in time? Fictional (beliefs) – Things I believe about the brand based on fantasy and lore o Message (REMA) Relevant – does the message matter to the target audience? Does the message connect clearly to the brand? Engaging – does your message grab your target’s attention and keep it? Is the message so engaging they want to share it? Memorable – does the message last beyond the turn of the page, click of the mouse or the click of the remote? Actionable – does the message motivate the target to do something? o Media Who – is the media reaching the people who we want it to reach? Why – is the media meeting the objective why we are advertising? What – what are the best ad vehicles to reach the target audience? Where – where is the best place to reach our target audience? When – when is the best time to reach the target audience? o Maximization Integration – what other marketing tactics can we use to reach the target audience and maximize our impact – PR, direct mail, social media? Optimization – how can we optimize what we are doing? What do the metrics tell us? Innovation – is there a breakaway opportunity to jump on before the competitor? Advertising Best Practices o The 4 C’s: clarity, consistency, creativity, commitment Clarity Clear budget, marketing goal, brand positioning, advertising objective, etc. Consistency Consistent brand image, advertising message, media presence Creativity Creativity with advertising and media (window advertisement next to toilet in public restroom) Is it relevant, engaging, memorable, and actionable? Use the media as the message Commitment Commitment to advertising success: are you willing to do what it takes to ensure success? Strategic Planning The role of strategic planning o The fundamental value of planning is context to catalyze powerful creative ideas The target audience/consumer (mind and heart) The business The marketplace Technology/media capabilities The cultural zeitgeist o Uncovering key consumer insights through empathy and synthesis about how people relate to a brand or product. o Persuasive conveyed with humility Areas of strategic planning o Account planning o Brand planning o Trend planning o Strategic planning o Connections planning o Media planning o Social media strategy o Data analytics The account planner o The account planner serves as the voice of the consumer o Attributes Empathetic Storyteller Champion of the consumer Trend identifier Analytical Tech savvy Insatiably curious Visually oriented (loves infographics) o Tasks Understand the meaning of the brand Understand target audience’s relationship to brand Articulate communication strategies Prepare creative briefs based on an understanding of the consumer and brand Evaluate effectiveness of communication in terms of how target reacts to it o Deliverables Personas Customer journeys Integrative communication architecture Creative briefs Thought leadership/POVs Personas o The characteristics, interests, behaviors and lifestyles of the person your ad is targeting Customer journeys o The journey a consumer goes through when exposed to an ad and through the point of sale o Onboarding stage loyalty stage retention stage Consumer insight o Consumer insights are the fuel that fires the ideas o The consumer insight process Insight begins the research Objective: to puzzle out a key insight that will help motivate the target audience to respond The Creative Brief Creative brief: a blue print, a guide, even a source of inspiration o Details objectives, audience/community, message or utility and the context in which to engage o Discusses the who, what, where, and when The Break Down (using examples from REI’s #OPTOUTSIDE campaign) o Business Goal What is the business problem we are trying to solve? REI wanted to build loyalty with its 5.5 million members o Advertising Objective What is the advertising trying to achieve? Ignite a grassroots effort to engage REI’s 5.5 million members and gain more members o Target Audience Who do we want the advertising to reach? REI members and new prospects o Desired Action What do we want our target audience to do? Spend Black Friday pursuing the outdoors o Most Motivating Reward What is the one thing we can say or do to get our target to act and share? Life outdoors is a life well deserved o Barriers to Taking Action What are the blockers to our target from taking action? 8.9 million people shopped on Black Friday o Support What are the key messages that support our reward? REI will have no Black Friday promotions and won’t process any online orders until Saturday. Most employees got a paid day off o Personality What is the personality of the brand? Inspiring, Educating, Outfitting o Strategic Insight What is going on inside the minds of our target audience? Is there a frustration, aspiration, related life need, emotional connection or shared belief to tap into and leverage? What is the marketplace insight? What is happening culturally or with the competition that might be useful to consider? I’d rather be hiking than in a crowded mall. o What does success look like? What will we measure to know our ideas are working? Positive social chatter Positive press Finding the creative idea in the brief o The idea in the motivating reward o Can come from the strategic insight Getting Creative Creativity is nonsense that leads to a breakthrough How does one embrace one’s inner stupid? o You have to O.F.F. (Open, Flow, Fun) Open: open yourself and let your guard down Flow: let go of control and negativity Fun: laugh, take breaks, have energy “What iffing” - is an effective way to unlock creativity Creative Techniques o Start backward or with pictures o Copy an existing idea and build on it, fix it and make it your own o Clustering – word clusters for idea generation Getting an Idea 11 ways to get an idea o Is there an idea in the product or logo? Cow & gate example Time magazine capturing the moment in time McDonald’s M arches o Is there an idea in the packaging? Cutting silk and owning the color purple o Is there an idea in how the product is made? Indestructible car; raining nails o Is there an idea in where the product is made? o Is there an idea in the product’s history? Levi’s historical style VW bug o Is there an idea in the product’s old advertising? Kernel Sander’s KFC Wife Savers o Is there an idea in something that’s happening around you? Volvo – Survive the Crash o Is there an idea in showing what happens with the product? Space Wagon – Society of Claustrophobics Telling a story in the picture Mercedes Benz – soap road, traction Nike basketball team Michael Jordan’s shoes Marilyn Monroe and anti-gas medicine Dog food ANZ bank – there are better places to stash your money o Is there an idea in showing what happens with or without the product in the same ad? Range Rover – driving alongside traffic in the sand Mitsubishi Lancer – for a smoother ride o Is there an idea where the ad will run? The media/medium is the message (i.e. using the headline as the image) Two-page spread of bear trap (opens and closes with the magazine) How to get better ideas o New and improved ideas Work like an athlete. Replicate optimum ideation conditions Know what works for you to get inspired Get inside the product Talk about the product with a friend Listen and observe How to know your ideas are great o Idea greatness checklist If you don’t have to wonder too much about it, it’s probably a great idea If you still like it after 3 days Campaignability – a great idea should instantly suggest lots of words and pictures Could turn into a series of advertisements Ex: Absolut Appeal campaign has been running for 25 years; so broad that there’s endless ideas to stem from the campaign Your Spidey senses are tingling (excitement)
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