Chapter 10 Notes
Chapter 10 Notes MKTG4025
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This 2 page Class Notes was uploaded by Allison Notetaker on Thursday February 25, 2016. The Class Notes belongs to MKTG4025 at University of Cincinnati taught by Sean Rugless in Spring 2016. Since its upload, it has received 37 views. For similar materials see Advertising Management in Marketing at University of Cincinnati.
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Date Created: 02/25/16
Advertising Chapter 10 Notes: Context for Message Strategy: o Advertising Strategy (planning, creative, media placement) o Message Strategy Objectives (what to say, quickly) and methods (how) Message: has different roles and objectives Objective #1: Promote Brand recall o Memorable, makes consumers remember brand o Methods: A. Repetition Ads B. Slogan and Jingle Ads C. Point-of-Purchase Branding Objective #2: Link key attributes back to the brand name o Methods: A. Unique Selling Proposition (USP) Ads: emphasizes a unique property of brand or product Objective #3: Persuasion o Methods: A. Reason-why Ads: highlights benefits to consumer, permission to buy (luxury), high involvement B. Hard-sell Ads: high pressure, urgent, buy now C. Comparison Ads D. Testimonial Ads: celebrity endorsement E. Demonstration Ads F. Infomercials Objective #4: Affective Association o Methods: A. Feel Good Ads: positive association btw brand & consumer B. Humor Ads: pervasive/breaks through clutter, may adversely affect comprehension/too funny to support brand or message C. Sex-appeal Ads Objective #5: Scare the consumer into Action o Methods: A. Fear-Appeal Ads: threat must be plausible, need clear and reliable solution (global warming) Objective #6: Change behavior by Inducing Anxiety Objective #7: Define the brand image o Methods: A. Image Ads: product info is almost exclusively visual Objective #8: Give the brand desired social meaning o Methods: A. Slice-of-life ads: Apple/Coca-cola B. Branded Entertainment: Product Placement/web Films Objective #9: Resolve Social Disruption and cultural Contradictions Tie the brand to social/cultural movements Objective #10: Transform Consumption Experiences Transformational Ads: experience emphasized In the end…. o Message development is where the advertising and brand battle is won or lost… o Creatives have to turn client wishes into effective advertising o Creatives need to get into the mind of the consumer/target audience Messages are received by different people in different ways o Advertisers need to merge culture, mind, and brand
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