APR 221 TEST/EXAM 3 NOTES
APR 221 TEST/EXAM 3 NOTES APR 221
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This 9 page Study Guide was uploaded by Kayla Peel on Saturday April 2, 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 169 views. For similar materials see Intro to Advertising in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 04/02/16
TEST THREE NOTES 22 MARCH 2016 Budget?????? o What is a personal/household budget? In general, what does it include? o What is an advertising budget? What does it include? Revenue? Advertising Budgets o Follow the money… Budgets show priorities o Should include specific items to be funded and amount of funding. o Should include a schedule of spending. o Rational/explanation for spending decisions. (Whose money is it again that you want to spend?) Budgeting Methods o Bad Methods: Arbitrary Basically no method at all AllYouCan Afford “if you’re spending too little, you’re spending too much” o there will rarely ever be a low budget ad so, you’re just throwing away money Competitive Spending Method you will use all the time mixed with others Using only this is not smart It is something you need to use because it could help you but do not use it by itself. Need to know how much your competitors are spending in advertising (you can obtain this information) o Highly used methods Percent of Sales Used by people who do care about advertising Percentage of sales in dollars Problems: o Logic is backwards Unit of Sales Used by people who do care about advertising Distinction between this and Percentage: o For every unit we sell, you set aside a certain dollar amount for advertising. o Good Methods Objective and Task 1. Set advertising objectives 2. Develop Strategy to accomplish objectives 3. Identify Tasks and Tactics 4. Estimate the costs o Empirical Methods (for example, the field market experiment) Field Market Experiment o The basic idea behind an experiment is to see if changing or manipulating one variable will lead to a change in another variable. o Independent variable(s): This is the variable that you will manipulate. For example, you might increase or decrease how much you spend on advertising. o Dependent variable(s): this is the variable that you hope to impact by your manipulation of the independent variable. For example, if you increase ad spending (independent variable) will that lead to an increase of brand sales (dependent variable) EXTRA CREDIT: Communication between parents and children on “the talk”. Take survey and bring back on Thursday 24 March 2016. 24 MARCH 2016 Campaign Planning Framework: o Environmental Consideration Social, Cultural, Economic, Regulatory o General Marketing Considerations Marketing Mix, Strategic Research Inputs o Objective Setting Target Market, Buyer Behavior, Determining the Advertising Budget Message Strategy: is determining WHAT you want to communicate, what is the big idea you will communicate o Strategy, then tactics o Message tactics carry out that strategy so tactics include the details of how you will communicate the idea. (How will you say it and show it in your ads to communicate the idea?) The Development of Message Strategy is About Determining: o What is it about the brand? o Whose mind? (who is our target audience?) o What response do we want? o What competitive frame? (Need to know the perceptions and promises of the other brands. Need to find what is most important to the audience that no one else knows about and exploit it in favor of your product.) Sources of Competitive Information o Kantar Media o TNS Global o Brainjuicer o Anderson Analytics Differential Copy Advantage: a characteristic or set of characteristics, either real or perceived, that will allow advertising to differentiate the product (your brand) from the competition. o Help it stand out o Differences: Physical Differences: the actual composition of the product or service, such as ingredients, style or features. Functional Differences: tangible benefits the consumer receives from the consumption/use of the product Characterization Differences: the psychological consequences/benefits of using the product, such as how it makes the customer feel. Example of a Creative Work Plan (Copy Platform) Client: Joe’s Pharmaceuticals Product/Service: Joe’s Cold and Flu Remedy Planning Period: Spring 2016 Date: March 24, 2016 Key Fact (The one most important fact upon which the creative will be based.) Research indicates a strong consumer interest in overthecounter remedies that relieve cold and flu symptoms fast. Consumer Problem the Product Solves (The problem the consumer is having that the product or service can solve and advertising can address.) Until now consumers could not find an overthecounter medication that reduced fever and relieved cold symptoms as fast as doctor prescribed medications. Communication Objectives (What the advertising needs to do/communicate and the response desired from the consumer.) Introduce Joe’s Cold and Flu Remedy Convince consumers that Joe’s reduces fever and relieves Flu symptoms just as fast as prescription medications. Response: that they believe it works just as good as prescription medicine. Creative Strategy Development A. Target Group Definition 1. Demographics: adults age 1875 HH income $20K + 2. Psychographics: active lifestyle desire immediate gratification B. Principle Competition Tylenol Cold & Flu Nyquil Cold & Flu Advil Cold & Flu C. Consumer Benefit (what the product promises to do for the consumer.) Joe’s will relieve your fever and other symptoms faster than any other overthe counter medication. D. Reason Why (The facts that support/justify the above promise allowing advertising to make the product’s claim.) Scientifically tested formula proven to reduce fever fast Tests also show product relieves other cold and flu symptoms. (yourself, not consumer) E. Tone of Advertising (This is the personality of the advertising) Calm, yet energetic, intelligent and straightforward. Requirements (whatever the advertiser or the Law requires be included in the ad.) Strong Joe’s Brand Identification Joe’s TM ingredient disclaimer Joe’s Logo Questions to answer for setting the appropriate tone Rational Competition Soft Sell Informational Transformational Hard Sell Emotional 1. More rational or emotional? 2. More in your face with the ad or not? 3. Think about the competition and what they do. ASSIGNMENT: Due Tuesday Do a creative plan Product: Harley Davidson Motor Cycles Target: Demographics: Psychographics: Adult age (5year span, you choose) Family Oriented With College Education or above Sports Enthusiasts Household Income of $65,000 and above Love the feeling of freedom 29 MARCH 2016 Transformational Advertising: advertising that connects the emotions felt while watching the ad with the brand so that the consumer experiences the same emotions when the product is used. An Ad MUST: 1. Gain attention 2. Create interest 3. Establish Credibility 4. Create and/or Increase Desire 5. Call for Action Key Elements in Print Advertising o Visuals Functions: Capture the reader’s attention Help to communicate the big idea Pull reader into the headline and text Help make the ad believable o Headline Types of Headlines: Benefit Headlines o telling consumers, this is what we are promising you with this brand Provocative Headlines o Provoke thought. You want people to think about it. News/Information Headlines o You have some news for your audience. o There is something that they don’t know about that means something to them that you can show them. Question Headline o It is you asking a question o Have to be asking a question that is interesting enough that people find worth thinking about to find the answer. Command Headline o You writing a command o Difficulty here: To write a command that doesn’t make the audience feel like you are talking down to them Major Functions of Headlines: Attract Attention o The visual Select the Reader o You saying something that is important to them that will make them pay attention to your ad. Lead the Reader into Body Copy o Remember: visual, headline, and then body copy Can lose them at any stage o Need that headline to help increase that desire for the brand Can Present the Selling Idea o Subhead: secondary headline that typically serves at least one of the following purposes: Communicate a key sales point Typically, a secondary point that you want to communicate to the audience but isn’t as important as what was said in the headline Reinforce the headline Using this to echo what you said in the headline o Body Copy Basic Elements in the Construction of Body Copy: 1. Leadin Paragraph (very general sense when talking paragraph) o Serve as a bridge or transition from the headline into the rest of the body copy. 2. Interior Paragraphs o This might be a sentence or a paragraph o Where you are providing that information, building that desire, getting across the believability. o Often when you see where you are putting in that information for the reason why o Basically Explaining 3. Trial Close o Where you are having that call to action/response the first time o You aren’t going to ask/give it just once o Basically asking for that action but will come back and ask again. 4. Close o Asking for that action/response again. o Going back and creating that desire again Common Pitfalls in Writing Copy: 1. Obfuscation: to make it confusing o Have to know/understand the audience well enough to communicate clearly with them. 2. Filibustering o Need to be able to communicate the point you want to get across and then stop 3. Cliché/Triteness o Overused sayings o If you twist them in a way just for your audience, it can become powerful again 4. MEMEME o In terms of the person that is paying for the message o You are talking to the consumer not the client that is paying for it. o Have to be thinking about what we are talking about and what It can do for the CONSUMER. o Really have to remember who you are writing it for. Typography o When selecting type, you must consider: Readability Appropriateness Is it appropriate for what you are trying to communicate? Harmony/Appearance You should be able to use the same fonttypefamily all in the ad Emphasis Dramatics o There are 5 Major groups: ROMAN SANS SERIF SQUARE SERIF SCRIPT ORNAMENTAL o Points: height of the type o Picas: width of the type o Leading: the space between the lines of type GENERAL RULE: NEED TO KNOW YOUR AUDIENCE 31 MARCH 2016 Pulling it all together o Developing a layout that works Layouts serve 2 functions Mechanical function Symbolic function Qualities of a Unified layout Balance o Formal: stable to the eye; symmetrical o Informal: asymmetrical; still balanced Eye movement: o Balance o Gaze Motion o Pointing Devices o Size o Gutters of White Space o Proportion o Contrast o White Space o Clarity and Simplicity Video Tactics o Ways that visuals can communicate the message Narration Demonstration Symbolism o Effective TV Commercials 1. TV is a visual medium. Let the pictures tell the story 2. Look for that one frame – the key visual – that sums up the intended message 3. Grab the viewer’s attention in the first few seconds. Attention to TV commercials does not build 4. Never make the viewer do a lot of mental work. The message must be uncomplicated and singleminded 5. Have a “moment of affirmation” – show that the product has a payoff 6. Every word must work. Be specific and avoid talky scripts. Production – Process o Preproduction Selecting a director Choosing a production company Bidding Cost estimation and timing Set construction Location Agency and client approvals Casting Preproduction meeting Production Location versus set shoots Night/weekend shoots Postproduction Editing Processing Audio/video mixing Client approval Release/shipping o Rough Cut: the ad has been edited so that the scenes flow smoothly but the sound effects, narration, etc. is not included yet, all the visuals: no sound. o Answer print: the final commercial that will be shown to the advertiser for his/her approval EXAM THREE REVIEW/ PRACTICE Worth 100 points Material covered includes: budgeting, message strategy, message tactics, and a little tiny bit of production Creative work plan 1. Name the three BAD budgeting methods: 2. What are the 4 steps in the “Objective Method”? 3. Describe the main components of the “Field Market Experiment”: 4. Describe the differences between an independent and a dependent variable, give an example: 5. Give a few examples of sources of competitive information: 6. What is “Transformational Advertising”? 7. What is “obfuscation”? 8. What is “filibustering”? 9. Describe the “MEMEME” Pitfall in copy: 10. What are the five major font groups used in typography? 11. What happens in the “postproduction” portion of the production process? 12. What is a “rough cut”? 13. What is an “answer print”?
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