{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

ADPR 3130 Lecture Notes Exam 1

ADPR 3130 Lecture Notes Exam 1 - ADPR 3130 Lecture Notes 29...

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
ADPR 3130 Lecture Notes 29 January 2009 Brand Personality and the Creative Brief I. What brand personality is a. Brand personality is the human characteristics associated with a brand b. The symbolic meaning of brands that goes beyond physical attributes and functional beliefs II. Why Brand Personality is Important a. Helps determine how the brand is differentiated at the symbolic level from its competitors b. Provides guidelines whether communication efforts to position the bran have been successful c. Understand consumers who express themselves through the brands III. Insights from everywhere a. “Hi, I’m a Mac” IV. Brand Personality Dimensions a. 42 personality attribute items big 5 dimensions i. Sincerity ii. Excitement iii. Competence iv. Sophistication v. Ruggedness V. Researching Brand Personality a. Quantitative research i. Research b. Qualitative research i. Projective Techniques c. Research Question i. To what extent do consumers exhibit different brand personality between Verizon and AT&T? VI. Brand Personality Research – Survey a. Survey i. Asking consumers to rate your brand on various personality adjective ii. Relate the brand to human characteristics iii. Use 42 brand personality traits VII. Brand Personality Research – Projective Techniques a. Word-Association task i. Asking consumers to provide the first set of words that come to mind b. Sentence Completion i. Asking consumers to complete a partial sentence
Image of page 1

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

View Full Document Right Arrow Icon
ii. Encouraged to respond with the first thoughts that come to mind c. Storytelling i. Asking consumers to tell stories about their experiences with a brand ii. Setting, characters, opposition, symbols, mood, plot VIII. Creative Brief a. This is the document that provides guideline for creating advertising messages for the bran b. Summarizes the research and consumer insights for the creative team c. Every ad agency has its own version of the creative brief d. No consistent template, everyone has their own version e. Typically include: i. The problem we must solve ii. Communication objectives iii. Description of the target audience profile iv. Key insights v. Positioning vi. Selling promise for the message appeal vii. Big idea or creative concept viii. Message execution (tone, slogans, tagline) f. Examples on eLC i. Why are we advertising at all? ii. What is the advertising trying to achieve? iii. Who are we talking to? iv. What do we know about them? v. What do they think of our brand? vi. What is the main idea we need to communicate? vii. What is the best way of planting the idea? viii. How do we know we’re right? 03 February 2010 Survey Research I. An Overview of Research Methods a. Quantitative i. Determines the quantity or extent of an outcome in numbers b. Qualitative i. Looks for deep understanding of the individual consumer and uses words rather than numbers to explain findings II. Types of Research Methods a. Survey Research
Image of page 2
i. Systematic gathering of information from respondents for the purpose of understanding some aspect of the behavior of the population of interest ii.
Image of page 3

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

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern