test 1 notes-study guide

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Review for Test Wednesday 10/6/10 Chapter 1-Creating an Ad Strategy Concept- Big Idea- How you  want  to say it Strategy- Figuring out exactly  what  you want to say *Want to be in the overlap between concept and strategy Advertising is communication with a goal, not random! How to create a strategy 1. The product- what are we really selling? Different reasons. 2. The consumer- who is your best market, media=imp 3. The marketplace- How will you product stand out?  Primary research- research you do yourself Secondary research- research that has been done for you Ex: internet *Need to start with secondary research to see where gaps are Chapter 2- Researching your clients products Need 1 st  hand experience. Learn what’s in it, use it, try it, use its competitors. Find out  what people think, learn about the product category, go to a library, call 1800 #, surf web/ online- reliable sources Identify what you’re looking for in your research.  -Info what you need vs info you really don’t need What will the product do for me? -Translate features into benefits -Think a step further, what are the results? Chapter 3-Understanding Consumer Behavior People are simple Maslow’s hierarchy of needs (pg  23) -ex: Money=security,  hunger validation, self-assurance , safety Self-Actualization Esteem Love & Belongingness Safety Needs Physiological needs
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A Shopping List of Needs (pg 27)  Chapter 4- Analyzing the Marketplace Market Segmentation- more than 1 target audience. You really need to understand your  target audience Methods of Segmentation -Demographics (census data)- gender martial status, age, race, education, location,  occupation, religion, income, family status Psychographics- attitudes, opinions, habits, lifestyles, social class. Sometimes you can  tell by looking but you need to ask lots of questions.  Buying behavior-  1. Occasions- when 2. Benefits sought- what 3. Usage rate- 80/20 rule 4. Loyalty status- brand-loyal users 5. Readiness stage- aware, interested, informed 6. Attitude toward product- negative to positive What can you do? -speak the audience’s language ex: straightforward ad page 39 -think like the market-segment -ask ?s Chapter 5- Defining Strategic Approaches
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Product Oriented vs. Consumer Oriented  Product Oriented= More rational, generic and calm, product feature, unique selling  proposition, positioning -How people feel about a brand is what makes it unique.
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