mc_2015_final

mc_2015_final - MC 2015 Final Exam Study Guide...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
MC 2015 Final Exam Study Guide Advertising: -Advertising is a function of Marketing - Step One in Advertising: Information Gathering/Research -30-second commercial on average is $100,000 -Print Ads are on average about $100.00 per 1000 eyeballs -Too expensive to guess - Two Types of Advertising: 1.) Advertising -The non-personal, paid-for, persuasive form of communication about a product, company, or cause 2.) Creative Advertising -Makes a relevant connection between a brand and its target audience & presents a selling idea in an unexpected way -In advertising, creativity can: -Inform -Persuade -Remind -Surprise Advertising Models : 1.) Informational Model (Lee) -“We promise this product will deliver this benefit to you” 2.) Persuasion/Transformative Model (Bernays) -Not aimed at rational side -Provides sense of association between brand/product and something intangible 3.) To Remind -People are reminded that there’s stuff out there to buy - What makes advertising great? -The creative team -Audience resonance -Strategic relevance Great Advertising : 1.) The Creative Team -Copywriter develops verbal message -Art Director develops nonverbal message -Creative Director responsible for whole team - What does it mean to resonate? -It means to echo, reverberate or vibrate -This is exactly what successful advertising does
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2.) Audience Resonance : -2 types - Informational offers relief of a problem i.e. “When it absolutely positively has to be overnight.” - Transformational uses positive reinforcement to offer a reward i.e. “Be all you can be.” 3.) Strategic Relevance : -Make sure your ad makes the audience think about the right message Advertising Process: -Objectives : -What do you want to accomplish -Overall communication goal - Strategies (Creative strategy/concept) : -What you want to SAY -The “Big Idea” - Tactics : -How you’re going to say it -Putting your strategy into practice - Communication : -Print -Television -Radio -Internet -Outdoor - Building a Good Strategy: -Know your product/marketplace -Know your consumer -Know the message you want to convey (how to bring the product and consumer together) Identifying Target Market : - Demographic Segmentation : -Appeal to audience defined by race, gender, ethnicity, income - Psychographic Segmentation : -Appeal to consumer groups with similar lifestyles, attitudes, values, and behavior patterns - VALS (Values and Lifestyles) : -Actualizers, fulfilleds, believers, achievers, strivers, experience, makers, strugglers - Product Oriented Strategies : -Generic Claim -Product Feature/Preemptive -Unique Selling Proposition -Positioning
Background image of page 2
- Consumer Oriented Strategies : -Brand Image -Resonance/Lifestyle -Affective/Attitude Reduce to a Single Sentence : -We promise _____(benefit) __________ to __________(target) _________ based on ______(support) ________________ . -Advertising will convince ___(target)
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/17/2008 for the course MC 2015 taught by Professor Dahmen during the Fall '08 term at LSU.

Page1 / 14

mc_2015_final - MC 2015 Final Exam Study Guide...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online