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Exam 2 Study Guide

Exam 2 Study Guide - Advertising and Promotions Exam 2...

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Advertising and Promotions Exam 2 Study Guide CREATIVE STRATEGIES Positioning and Creative Positioning drives the creative strategy The creative embodies the brand positioning Creative strategy usually should continue the historic brand positioning o being creative does not always equal effective What’s Creative? Creativity : “a quality possessed by persons that enables them to generate novel approaches in situations, generally reflected in new and improved solutions to problems.” o new ways to solve problems Advertising Creativity : “the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communications problems.” o Unique – Gets people’s attention and spurs them to think about it o Appropriate – To be appropriate and effective, a creative idea must be relevant to the target audience. Within what you are being asked (marketing planner) o Problem solving assigned to creativity o Problem: suits vs. creative Suits: drive sales, want to see results on bottom line (stick with what works) Creative: want to be creative, win awards (try something new) Positioning Strategies Product Attributes o ex: Apple- easy to use o ex: Kleenex: softer and stronger Price/Quality – Perceives good quality, price is an indicator of good quality o ex: Southwest Product Benefits – Attributes create benefits o ex: smart phones- everything you need wherever you are (freedom)convenience, organization Use/Application – Used for a particular use/user o ex: snake light flashlight- use when you need both of your hands Product Class – Broad difference between o ex: Vinyl window shades (why choose over wood) Users – Particular needs for particular users, different messages to different people o ex: SUV’s: teens vs. moms/families Competition o ex: I can’t believe it’s not butter! (positioning as butter)
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Cultural Symbols o ex: Jolly Green Giant, Pillsbury Dough Boy Good Creative Motivates Processing Good communications catch the attention of the target o Stopping power make you pay attention, focus attention o Target self-identification Good communications maintain the interest of the target o Relevance personal relevance, of interest to me o Benefit communication o Support *Gets you to process and maintain interest Influences on Opportunity to Process Media choices o Pacing commercials:30 seconds to 1 minutes print ads: you can self-pace o Clutter what is going on around you, 4 commercials during a break o Context Message structure o Order of presentation do you start with strongest claims o Position of brand name identification beginning or end Creative Strategy – Determines what the advertising message will say or communicate.
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Exam 2 Study Guide - Advertising and Promotions Exam 2...

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