mc_2015_final

mc_2015_final - MC 2015 Final Exam Study Guide Advertising:...

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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
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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
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- 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)
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mc_2015_final - MC 2015 Final Exam Study Guide Advertising:...

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