ADPR 3130 Lecture Notes Exam 1

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

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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 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
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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
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i. Systematic gathering of information from respondents for the purpose of understanding some
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This note was uploaded on 09/21/2011 for the course ADPR 3130 taught by Professor Lee during the Spring '11 term at University of Georgia Athens.

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

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