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Can target, segment, and grade customersDirect Marketing is not the same as direct mailOnly mail that is intended to elicit response is direct-response advertisingDirect MarketingDifferent from mass advertisingDirect response of advertisingoAimed at encouraging actionoMeasurability, accountability, efficiency, and return on investmentExamplesoDirect mailoCatalogsoPrint ads (may include coupons, promos)oBroadcast advertisingoInteractive mediaOther relevant IMC piecesDirect Selling (door to door)Trade showsProduct packagingRelates back to public relationsWhat is public relationsoStrategic management of relationships and communication that individuals and organizations have with other groups for the purpose of creating mutual goodwillPR focuses on the “publics”oStakeholdersoIncludes employees, customers, stock owners, competitors, etc.How Advertising and PR DifferAdvertising is paid foroAdvertisers pays, includes advertiser biasesPR may include other elementsoEditorials, commentary, publicityIt’s all about perspectiveAdvertising sees marketing as umbrellaPR sees PR as the umbrellaCreativeTwo Important ElementsResonanceRelevanceCreative StrategyWritten StrategyServes as guide for creative teamDecides most important issuesoWho, what, where, when, and whyoInclude objectivesoDefines target audienceoKey benefitoTone
oCopy elementsCreative BriefWritten document that helps guide creative worksCreative ProcessThe new exploreroNew informationThe artistoVariety, original ideaThe judgeoDecides which is practicalThe warrioroOvercomes excuses, obstaclesClinical TrialsParticipation is downThis causes many trials to be delayedSome cannot meet their minimum number of participantsOur TaskIncrease awareness and interest in clinical trial research at University of North Carolina Chapel HillTarget AudienceNorth Carolina Adults, 18-55Where to Start?Situation AnalysisoLiteratureIn-depth interviews with clinical trial experts (formative research)Focus groups with target audience membersKey InsightsSeen as “last resort”Only “desperate” peopleScaryAltruisticHelping othersSaving livesTested WellBeing used in Central North CarolinaAble to tailor messages in futureShared with national institutes of health group that promotes clinical trial researchEventually, evaluation!Roles Different times, all the rolesFirst, explorerSecond, the artist (someone else)Third, judge (which messages can we test, work with; artist played a role)Fourth, the warrior (make it work)Creative StrategyGreat AdvertisingResonance oMakes you think about ad
oStrikes chord with audienceRelevanceoMakes you think about product as solution, as something you want to useCreating AdsInvolves creative and approvalIn creative, designers use dummies, comps, roughs, etc.