Final Exam Study Guide
Final Exam Study Guide CAD114
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This 9 page Study Guide was uploaded by Mack Bateman on Thursday April 23, 2015. The Study Guide belongs to CAD114 at University of Miami taught by Dr. Juliana Fernandes in Spring 2015. Since its upload, it has received 310 views. For similar materials see Intro to Advertising in Communication at University of Miami.
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Date Created: 04/23/15
Final Exam Guide Thursday April 232015 130 PM The Creative Side 0 Creative Strategy determines what the advertisement message will say 0 Emphasis on the WHAT Creative Tactics determines how the message will be executed o Emphasis on the HOW Creative Strategv AdvertisingCreativity o By Definition 39 The ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems 0 Emphasis I Fresh and Unique 39 Appropriate relevant to target audience 39 Solution creativity is a special form of problem solving 0 The Two Perspectives in Advertising 0 m 39 Stick with what is proven to work 39 It isn39t creative if it doesn t sell 0 Artists 39 Only artistic value and originality count 39 Down to try something new Young39s Creative Process 0 5 Steps 39 Immersion III Get raw material and data and immerse yourselfin the problem I Digestion III Take the information work it over and wrestle with it in your mind I Incubation III Tu rn the information over to the subconscious to do the work I Illumination III The quotEurekaquot phenomenon I Verification III Study the idea evaluate it refine it for practical usefulness 0 Inputs I For Immersion Digestion Incubation and Illumination III Research Background Research Qualitative Quantitative Research I For Verification III Evaluate ideas reject inappropriate ones refine remaining ones Focus Groups Pretesting Advertising Campaign 0 A set of related marketingcommunications activities that center on a single themeidea that appears in different media across a time period 0 ShortTerm I EX Geico39s quotHump Dayquot campaign or Nike39s quotThe Chosenquot campaign 0 Campaign Theme 0 Central message that is communicated through out all advertising activities 0 Long Term I EX Nike39s quotJust Do Itquot or Subway39s quotEat Freshquot 0 Creative Brief 0 Specifies the basic elements ofthe creative strategy I Problem that must be addressed I Target Audience I Brand Position I AdvertisingObjectives I MajorSelling Idea I Creative Direction Approachesto the MajorSelling Idea Big Idea 0 UniqueSeIIing Proposition USP I Three components D Bene t 0 quotBuy this productservice and you get this benefit or rewardquot III Unique quotMust have something rivals can39t or don t offerquot III Potent quotPromise must be strong enough or attractive enough to move people 0 Brand Image 39 A strong memorable identity forthe brand through advertising 39 Associates with psychological meaning or symbolic association with certain values lifestyles etc o Positioning I Establish a particular place in the customer39s mind for the product or service 39 Based on product attributes benefits price quality use or application type of user problem solved Creative Tactics Execution Style 0 The way an appeal is turned into an advertising message 0 The way the message is presented to the consumer Advertising Appeals 0 Approach used to attract the attention of consumers 0 To influence consumerfeelings toward a product 0 Two Types of Appeals 0 RationalInformational 39 Focus on practical functional or utilitarian needs 39 Emphasizes benefits and features 39 Informative 0 Emotional 39 Relates to social or psychological needs 0 Types of Rational InformationalAppeals 0 Feature 39 Focus on the dominant traits ofa product III EX Car Ads 0 Competitive 39 Makes comparisons to other brands and claims superiority III EX Verizon and Mac Computers 0 Price 39 Makes price offerthe dominant point III EX Wendy39s dollar menu 0 News I News announcement about product III EX Airlines and Cruise lines o Popularity 39 Stresses brand popularity III EX Nutregena Emotional Appeals 0 Love and Affection 39 EX Jewelry Stores 0 Pleasure 39 EX Coca Cola Reminder Advertising 0 Builds Brand Awareness Teaser Advertising 0 Builds interest and curiosity Execution Styles 0 Straight Sell 39 Focus on the product and attributes directly 0 Scientific Technical 39 Variation of straight sell presents technical evidence 0 Demonstration 39 Illustrates the key advantages or product service by showing it in action 0 Testimonial 39 When a person praises product based off of experience III EX Proactive 0 Animation 39 Use ofanimated characters 39 Popularforchildren III EX Frosted Flakes or other cereals 0 Personality Symbol 39 Creating a character to deliver message III EX Gieco Gecko or Aflac Goose o Imagery I Primarily visual elements Promotions 0 Sales Promotion 0 A direct inducement that offers an extra value or incentive forthe product to the salesforce distributors or the ultimate consumer with the objective being to create an immediate sale 0 Aspects I An extra incentive to buy I A tool to speed up sales 0 Reasonsfor Growth of Sales Promotions I Declining Brand Loyalty III Purchasing on price value basis Increased PromotionalSensitivity III Save money I Brand Proliferation III Lots of brands little differentiation I Competition III Gain competitive edge I Short Term Focus III Immediate sales increase I Clutter III Attention attraction Two Broad Types of Sales Promotions 0 ConsumerOriented Sales Promotion I Promotions directed at consumers the end purchasers of goods and services I Vehicles of Promotion III Samples Given a free trial of product at a small quantity D Coupons Oldest and most widely used A redeemable promofor purchase III Rebates Refunds Offers by the manufacturerto return a portion of product price III Bonus Packs A n J A J C IJ 1 LI v urrers consumer an EXU39a amount or proouct at me regular price by providing with large container 0 Trade Oriented Sales Promotion I Promotions directed to motivate distributors and retailers to carry a product and make and effort to push to customers I Vehicles of Promotion III Trade Allowances Discounted deal if buying in bulk to stock promote or display products III Point of Purchase Display Promotional materials used to display and sell products 0 EX End of Aisle displays banners posters shelf cards etc Evaluation of Effectiveness Why should you measure the effectiveness of your promotional plan 0 Allows decisionmakers to evaluate the performance of specific program elements 0 Provides input for the next plan campaign 0 Research Intelligent Information 0 Measuring Effectiveness of the Promotional Plan 0 Pros I Avoiding Mistakes I Alternative Strategies I Increase efficiency in general I Determine if objectives are achieves o Cons I Cost of measurement I Research problems I Disagreement on what to test I Objections of creatives I Time 0 What Where When and How to Test 0 What I Source Factors I MessageVariables I Media Strategies m Alhnro U VVIICIC I Lab tests I Field Test 0 How I AppropriateTests 0 When I Pretesting I Post testing 0 The Testing Process 0 May occur at various points throughout campaign development 0 Steps I Concept generation research III Conducted early in the process III ObjectivesTo explore targeted consumers responses to a potential ad or campaign and have consumers evaluate advertising alternatives III Tested Positioning statements copy headlines illustrations colors source III Common Methods Focus group mall intercept internet surveys I Rough Art Copy and Commercial III Nearly finished versions III Popular Tests Comprehension and Reactions Tests ConsumerJuries I Pretesting III ConsumerJuries Portfolio Tests Physiological Measures Theater Tests Rough Tests Concept Tests Readability Tests Comprehension Reaction Tests I Post Testing III Dummy Ad Vehicles III OnAirTests InternationaIAdvertising Why are international markets importantfor advertising 0 Stagnation of Domestic Markets I Too many products I Competition 0 Growth and Profit Opportunitv 39 Untapped regions and countries 39 Consumers with needs and wants 0 Economic Necessity 39 Competition is global 39 Marketers must be able to compete globally The Four Aspects of the International Market 0 Economic Environment 39 Economic conditions determine present and future for potential consuming core III Standard of living III Wealth distribution III Currency stability III Exchange rates III Economicinfrastructure 0 Cultural Environment 39 Factors D Language III Lifestyles III Values III Norms and Customs III Ethics and Moral Standards D Taboos 0 Demographic Environment 39 Factors III Size of population Numberof households Age distribution Education levels Employment rates III Income levels 0 Political Environment 39 Government policies 39 Laws and regulations I Nationalism 39 Political stability 39 Attitudes toward multinational companies 0 Global Marketer39s Dilemma o Offerthe same product marketing and advertising everywhere o Adapt the product marketing and advertising to each society 0 Global Marketing Advantages 0 Lower advertising production costs 0 Ability to explore good ideas worldwide 0 Ability to introduce products quickly 0 Consistentinternational brand Image nBetween Approach 0 Standardizing products 0 Localizing messages 0 quotThinking globally acting locallyquot 0 Pattern Advertising 0 Adsfollow the basic approach but themes copy and visual elements are adapted to differences in local markets
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