JOUR 331, Week 5 Notes
JOUR 331, Week 5 Notes JOUR 331
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This 2 page Class Notes was uploaded by Lauren Notetaker on Sunday May 1, 2016. The Class Notes 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 10 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: 05/01/16
JOUR 331-01 Ellen Curtis Week 5 Advertising Plan Elements Strategy – provides an overview and broad direction for the advertising campaign o Ex: build brand awareness through high levels of exposure in specific media, position the brand as a local, high-quality and healthy product and encourage local retailers to stock the product in the most visible places in the store o Agency team develops a detailed advertising plan to put the strategy into practice Creative – describe the important messages that each advertisement will convey and the techniques used to attract attention and communicate the messages clearly o Plan will describe any response mechanism (reply coupon or website address), so the advertiser can make arrangements to handle to response Media – details of the target audience, the number of advertisements and their cost o Describes the size of press advertisements and the running time for TV and radio commercials and on what networks or programs o Indicates how frequently advertisements will appear and the time span for the complete campaign in order for the ad campaign to reach its target Metrics – used to measure the success of the campaign o Compare numbers from before and after the campaign The Peanut Butter Principle: Sticky and Spreadable Ideas The nuts who make peanut butter ideas o Made to Stick – Chip and Dan Heath o Contagious Why Things Catch On – Jonah Berger Six key qualities of an idea made to stick (SUCCES) o Simplicity Saying something short is not the mission Stripping the idea down to its core o Unexpectedness For an idea to endure, it must generate interest and curiosity Car crash (girls in car and checks phone) commercial o Concreteness To make your idea clear, explain ideas in terms of human actions, visualize it Ex: proverbs such as “a bird in the hand is worth two in the bush” Body bag – anti-tobacco commercial o Credibility To get your audience to believe your idea, it has to be credible o Emotion Ideas that stick make people feel something Teenagers don’t stop something because it might kill them but they will if they think they are being tricked by Big Tobacco Barbie commercial – You Can Be Anything o Stories Facts tell. Stories tell. They get people to act. Six key principles of why an idea spreads (STEPPS) o Social currency We share things that makes us look good o Triggers Stimuli that prompt people to think about related things. Top of mind leads to tip of tongue Ex: Milk and cookies. o Emotion When we care, we share. Naturally contagious content usually evokes an emotion. Bionic arm/Iron Man commercial o Public Built to show, built to grow. Apple logo facing upright on the laptop o Practical value Make the ideas useful. People like to help others, if your idea can show how to make your product useful, it will get shared Corn on the cob o Stories People don’t share information, they share stories. So wrap your idea in a story. To make your idea stick and spread, don’t forget your SUCCES STEPPS
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