Exam 2- Textbook Compressed- Fall 2006 - Murphy

Exam 2- Textbook Compressed- Fall 2006 - Murphy - Chapter 7...

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Chapter 7 1. Development Advertising Research : a. Idea generation : having its meaning change, relative to competitor and product b. Concept Test : seeks feedback, use consumers as final judge and jury c. Audience definition : market seg. Targeting, audience size, demographic d. Audience profiling : lifestyle: (AIO) activities, interests, and opinions (survey datas) e. Projective techniques : allow consumers to project thoughts and feelings 2. Four Secondary Sources a. Internal Company sources : strategic mrkt plans, research reports b. Government sources : census pop. Housing trends, (ACS) c. Commercial Sources : PRIZM, (collect by zipcode level) d. Professional Publications : periodicals e. The Internet : data are free and sophisticated i. Google provide Free data ! 3. Evaluative Criteria : a. Getting it : b. Cognitive residual : remains in reader’s mind (tagline) c. Knowledge : Brand claim or belief d. Attitude Change : influenced what ppl know and feel e. Feelings and Emotions : monitor quickly (1 st before think) f. Physiology response/change : eye movements, sweat, (Useless! haven’t proved much) g. Behavior Intent and Actual Behavior : (Behaviors hurt much more than help) i. Novel Imagery Distracts readers, rather than Entice ! 4. Account Planning vs. Advertising research a. Account planner : work with account exec. i. Assign a planner to 1 client to stay with the project ii. Planners are more actively involved and have bigger impact iii. Do more development and less evaluative research iv. More Qualitative and Naturalistic than traditional Chapter 8 5. Advertising Plan : a. Surprise = buzz = Free Exposure b. Situation Analysis: client and agency describe situation and factor i. Historical Context : know company’s background ii. Industry analysis : (supply side) developments and trends in industry iii. Market Analysis : (demand side) factors that drive market iv. Competitor Analysis : competitor’s strengths, weaknesses, tendencies c. Fundamental Ad Objective : i. Creating & maintaining brand awareness and interest 1. how easily they can retrieved from memory (ex: AFLAC) a. Danskin is an example of Repositioning!
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Chapter 10 6. Mr. K Toyata: Poets vs. Killers: a. Poets : creatives from ad agency b. Killers : clients (marketing strategy-trained managers) i. Analogy : Mr. K. campaign to McCarthy’s hearing, both controversial and disturbing 7. Creating Brands: a. Brand is not just an object, it is a Social Creation b. Brand has to have creative force behind it i. Or it’s dead/lost at sea like other ads ii. Creative Matters!! iii. Creative is advertising soul, it’s branding’s soul 8. 7 Great Creative Minds (Howard Gardner’s book “ Creative Minds ”) a. Sigmund Freud, Albert Einstein, Pablo Picasso, Igor Stravinsky, T.S. Eliot, Martha Graham, Mahatma Gandhi i. Self Confident ii. Alert iii. Unconventional iv. Hardworking v. Committed obsessively to their work, and social life and hobbies are immaterial vi. Great self-promoters vii. Childlike in critical ways (see things as a child does) b. Downfall to Childlike behavior i.
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