TEST TWO NOTES
TEST TWO NOTES APR 221
Popular in Intro to Advertising
Popular in Advertising
This 5 page Study Guide was uploaded by Kayla Peel on Thursday March 24, 2016. The Study Guide belongs to APR 221 at University of Alabama - Tuscaloosa taught by Dr. Phelps in Fall. Since its upload, it has received 48 views. For similar materials see Intro to Advertising in Advertising at University of Alabama - Tuscaloosa.
Reviews for TEST TWO NOTES
Amazing. Wouldn't have passed this test without these notes. Hoping this notetaker will be around for the final!
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 03/24/16
TEST TWO NOTES 18 FEBRUARY 2016 Major Advertising Participants o Advertiser AT&T, Chevrolet, Gieco o Advertising Agency Ogilvy, BBDO, WeidenKenedy, etc. o Media TV, Radio, Internet o Suppliers Nielsen a major data providing service in NYC and Diemen, The Netherlands that employs 40,000 people worldwide Functions of Advertising Agency o Creative Services o Media Services o Research Services o Account Services Account manager Account executive o Account Planning (voice of consumer) The account planner is the voice of the consumer: they have to know the audience so well that they can approve ads or make edits o Integrated Communications Reasons for outside agency 1. Objectivity 2. Quality/diverse experience 3. Specialized Personnel 4. Working Relationship Reasons for inhouse agency 1. Cost savings 2. Confidentiality 3. Communication 4. Coordination & control 5. Company & product familiarity 23 FEBRUARY 2016 Agency Compensation Methods o Original method was “Commission” Understand this method and he concerns about it that changed the way that agencies are compensated MAJOR CONCERNS: Worried not giving good jobs to make good money o You make more money when you spend more money (big budget) Chose media outlet based on who will give commission back compared to who won’t Worried about not doing enough work to make the money o Slidingscale or Negotiated Commission 15% A budget bigger than it should be Suggesting media over commission If I spend a lot of money in media you will make a lot of money o Fixed Fee: the agency and the client develop an understanding of exactly what work the agency is to do and exactly what they will be paid for their work o Cost Plus: The agency keeps track of all costs for their time, materials, etc. The client pays all of these costs PLUS some greed upon percentage of these costs or dollar amount for agency profit. Cost: what it costs for the agency to do work Every agency is a business so the agency can make a profit Role of Media o Delivery Mechanism o Suppliers: people and organizations that supply specialized services to advertisers (and their agencies) Important suppliers include: Art studios and Web Designers Printers and print production houses Film and video production houses Research companies o Advertising Campaign: consists of an analysis of marketing and communication situations in order to establish objectives and make strategic decisions to be carried out in a series of advertising messages to be placed in advertising media 25 FEBRUARY 2016 Research Process 1. Establish the need for the information 2. Specify research objectives 3. Determine sources for data a) Primary data needed When you actually develop a research study to answer the questions you have (pay someone to do this) b) Secondary sources Information that is already there (on Google or in Library) 4. Develop data collection forms 5. Design the sample The people that are going to participate in your study 6. Collect the data 7. Process the data 8. Analyze the data 9. Present the research results input to campaign planning 1 MARCH 2016 FCB “GRID” o High Involvement/ Thinking (Rational): Expensive, Commitment products Ex: Cars, homes, furnishings THINKFEELDO o High Involvement/ Feeling (Emotional): Appearance Products Ex: Jewelry, cosmetics, fashion goods FEELTHINKDO o Low Involvement/ Thinking (Rational): Habitual Products Ex: Food, household cleaning items DOTHINKFEEL o Low Involvement/ Feeling (Emotional): Impulse/Selfsatisfaction Products Ex: Cigarettes, liquor, candy DOFEELTHINK Types of Strategic Research o Consumer research: understanding the consumer and what influences the purchase and use process o Product research: understanding consumer responses and relationship to the advertised product, service, or idea How the product is used How the product is designed to satisfy the consumer How the product is packaged, distributed, and promoted The products image The position the product holds in the mind of the consumer Image: consumer’s overall perception of the brand Position: consumer’s perception of the brand relative to their perception of competing brands o Market Analysis: Understanding market and cultural trends and identifying market opportunities. o Competitive Situation: Monitoring the efforts of the competition. Ex: Nielson offers competitive analysis for brand, category, sales management, as well as for retail services Ex: Kantar Media offers competitive intelligence services helps companies compute global share of voice by analyzing competitors earned, paid and owned media. Research Basis for o Developing Advertising Objectives Objectives: statements of what you will accomplish with your advertising efforts. Once you have decided on them, they drive the rest of everything Research Points to Responses: Identifying the appropriate response(s) is the most difficult aspect of developing advertising objectives. Basic Response Categories o Think Thinking/Learning Responses Developing Awareness Beliefs about the Brand Knowledge about the Brand o Feel Emotional Responses E.G. happy, sad, fearful, anxious, excited o Do Behavioral Responses E.G. trial purchase, repeat purchase, information search, store visit, website visit, sharing information with others, etc. 3 MARCH 2016 Functions of Objectives 1. Coordination and communication 2. Decision making 3. Evaluation of the campaign Five Characteristics of good objectives 1. Specific response and is measurable 2. Define the target audience 3. Benchmark and degree of change sought 4. Time period 5. Written o E.G. to increase awareness from 20%50% among women ages 1949 with household incomes above $15,000 in one year.
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'