Principles of Advertising Final Review

Principles of Advertising Final Review - Principles of...

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Principles of Advertising Final Review Research 1. Why/how is research used in advertising a. Many types of research goes into an advertising campaign b. Important to understand problems, consumer, future, what’s working and what isn’t c. All ad people are researchers d. Getting to the right strategy/creative i. Passionate search for the truth ii. Connection of the dots iii. Mixing quantitative skills with creativity e. Research: i. To gather information to solve a problem ii. To gain further insight iii. To evaluate how well work is doing 2. Case studies: HP, AFLAC, TRUTH a. HP i. Business was printers ii. Took advantage of the trend of digital cameras: photo developing lab 3. Secondary research- someone else has conducted it a. Why/when it is used i. Directly answer questions ii. Provide important insights prior to primary research iii. Contribute to questionnaire development b. Advantages i. More efficient ii. Quicker c. Limitations i. Availability ii. Accuracy iii. Relevance iv. sufficiency 4. Primary research- do it yourself a. Why/when it is used i. Conducted when secondary is nonexistent, too costly or unreliable b. Quantitative and qualitative—different types and uses i. Qualitative : quality of thought 1. Most appropriate - Background information - Problem solving - Understanding of the relationship between consumer feelings, attitudes, beliefs and behavior - Listen to consumers express ideas in their own words
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2. Group sessions - Focus groups- 3-10 people - Used for product ideas, attitudes, creative evaluation 3. Newer forms - Visuals, homework, presentations 4. Problems: - Blink: Malcolm Gladwell - Focus groups are useless - Uses Herman Miller chair as an example ii. Quantitative 1. 3 approaches - observation research - survey - psysiological (voluntary and involuntary responses) c. Advantages of each type 5. Issues surrounding the use of research in advertising/Malcolm Gladwell/opinion on research 6. Concept, copy testing and tracking research Creative Development 1. Key people in process a. Account planners=creative brief b. Creative department –creative director manages teams of art directors and copy writers 2. Creative briefs-definition and questions a brief answers 3. Different things in advertising may need to achieve and impact on creative development: examples of product feature ads and ads that have specific business/client needs 4. Creative process-four parts a. Creative brief b. Concepts c. Campaigns d. production 5. What is effective surprise? 6. Benefits 7. Concepts a. Idea generation—how does it happen? b. Case studies on ipod, Absolut
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c. Concepts : i. Big idea ii. Can be in any form iii. Never happens in a vacuum iv. Attention to detail d. Campaigns : i. Good ideas are more than one idea ii. “one off” – just one idea that isn’t a campaign iii. Unattended gas station – something bad might happen e. One off: Just one idea that isn’t a campaign 8. Why are there so many bad ads?
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