Exam 2 Study Guide

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

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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)
Background image of page 1

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

View Full DocumentRight Arrow Icon
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. Goals when creating promotions/advertising
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/14/2010 for the course MKTG 4550 taught by Professor Veltri,fra during the Spring '07 term at Colorado.

Page1 / 23

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

This preview shows document pages 1 - 3. Sign up to view the full document.

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