4 MAIN TYPES OF ADS
Category-specific ads are written broadly enough to fit every
advertiser in a category. A transparent fabric of smoothly woven
clichs, a category-specific ad is a generalized template into which
one merely inserts a st
SELECTING MEDIA TO USE
1. There is no direct correlation between dollars invested and
2. Results are inextricably linked to the message.
3. Results increase with repetition
Outdoor advertising/billboards: These reach more
Ex. Heavy, Medium, Light
Ex. 80/20 rule (80% of business comes from 20% of your customers)
Ex. Arm and Hammer Baking Soda
ORDER OF HOW TO START MAKING AD
AIO= Attitudes, Interests, and Opinions
Research take one step at a time
Classifications of Research
a. Hard numbers
a.i. Age, gender, where live
a. Attitudes, Interests, Opinions
b. Beliefs of people
1st- think of ideal customer
2nd types of media, how much spend
Types of media1. Direct mail
Advantages: affordable, can get in front of targeted customer, can personalize it
with customers name, can target mailings by customer type and area, can create
Right Brain: creative, emotional, non linear.
Left Brain: logical, rational, place for everything, linear. Most are in the middle.
Look at brand to see if emotional or rational ads.
Psychology of Influence: (shaping behavior-get people to do what you want
-Leo Burnett: DIVEREGENT THINKING old guy, looks rough, nothing more than a
teddy bear. Michigan and Cadillac. Working in Chicago and then decided to started
agency before depression. Friends said that he would be on street selling apples.
Chapter 6- Advertising Notes
Nominal data: t/f y/n male or female
Ratio data: add up to 100% pie chart
Interval data: measured, ruler clock calendar
Ordinal data: ranking
Interval data questions
Semantic differential: 2 words completely
-Own words what is advertising? Advertising is a form of communication that is
used to reach consumers to help sell a companys product.
-4 Ps: product (something of value), price (exchange), place (distribution),
promotion (communication)-profit & people
How do you get message across?: reach (% of target market), continuity (how long 1mo
6 mo), frequency (number of times message is seen OTS (opp to be seen)
Non-Measured Media: event marketing (concert), packaging (starbucks cup), point of