any paid form of mass communication by an identified sponsor

Merchantile Exchanges were one of the first advertisers (a drink to prevent scurvey and gout).

Ben Franklin advertised Soap in his paper the Philadelphia Gazette

Post Civil War - Ad agencies are created

• Ads to newspapers
• Collected circulation/readership stats
• Offered copywriting services

Late 1800's Brands created for packaged goods

1890's Slogans reduced amount of copy needed

"Eat H-O"

Federal Trade Commission (FTC) Act of 1914

National Advertising Review Council 1971

Signed by Woodrow Wilson

Outlaws unfair acts or practices that affect commerce

"Congress passed his Act with the hopes of protecting consumers against methods of deception in advertisement..."

Self-regulating Advertising Body

Monitors and evaluates the truth and accuracy of national advertising

Cognition - Think

Affect - Feel

Experience - Do

Attitude toward the AD

Will decrease over time - when the peak attitude has passed

Attitude towards the Brand

Always increases over the course of advertising campaigns

Inverted U

Apex of favorability @ +/- 3 frequencies (views)

process of going from first view to apex

Inverted U

Apex of favorability @ +/- 3 frequencies (views)

process of going from apex to low (likely 0) favorability

Y-Axis: A_AD/A_B

X-Axis: Frequency

Wear in -> Apex (+/- 3) -> Wear out

measurement can be tracked by face scans, EEG, eye tracking

Once cognitive you lose ability for pure affect

Consumer preference based no feelings and emotions about ad (how much they liked the ad)

difficult to evaluate even after search or experience

is X really any beter than A, B, or C? I've read reviews and I've tried it, but I just am not sure.

Elaboration Liklihood Model

The amount of personal relevance that the ad has to my life increases the amount that I will elaborate on it

(think and rethink about it)

1. EXTERNAL: Advertising Information - > STM

2. INTERNAL: Short -Term Memory (limited) -> LTM

Elaboration: associates incoming info with that already in memory - the more the elaboartion the more it is accessible in memory.

3. Long-Term Memory -> STM (Cycle)

LTM used in STM if there is Elaboration/Associations and Recency

Long-Term Memory

Used to create associations to the brand from previous experience(s)

Short-Term Memory

Limited in capacity and is tpically used to remember benefits of a product

Shortcuts that involve the reliance of peripheral cues to aid in judgement/favorability

(number of arguements or attractiveness of the source)

Require little amplification (thus little effort)

cues that are not central to the message

(attractiveness of the source, number of arguements, etc)

Mental resources are allocated by time available and interest in the subject - match resources to level of interest and time available

Available Resouces (AR) vs. Required Resources (RR)

(will consumers be able to provide available resources to meet the required resources for them to get/like the ad?)

AR<RR = Ad not understood; AR>RR = Negative feelings/thoughts toward add-too smart; AR=RR = good

Thinking about how we are thinking

Used when uncertain about knowledge

(Affects Confidence)

Used in the absence of a feeling of ease or a feeling of fit

When it is difficult to find correlation we begin to wonder why our thinking is difficult - because thinking is difficult we must not like/prefer the thinking

Things that have perceptual or conceptual FLUENCY seem easy to us

the ease at which information is processed

(easy to understand - to get)

How easy the target (the point) comes to the mind

Pertains to how easy it is to process the meaning

Path to persuasion| Nature of Processing |Factors to Occur

Cognitive         |Association of ad info w/| High involvemnt

                      |consumers prior knowledge| Amplification

                      |Reliance on heuristics |

Metacognitive  |Assessment of process| Ambiquity about

                      |by which judgement made| brand value

Perceptual      |Quick assessment of | Icon Repetition

                     |name, colors, icon etc|

Identifiable

Sustainable

Reachable

Responsive

Profitable

Capture of Market Share (category capture)

Reach first:

OUR Brand

(retain)

Competitor Brand

(category capture)

Capture Market Share (Category Build)

Reach Second:

Point of Entry

(Recently started to buy in the category)

Category Build

(not in the category, must convince to join)

Base: Physiological - food, water, sex, breathing, sleep

Safety - Self, family, property

Love/Belonging - Friendship, Family, Intimacy (Sex again)

Esteem - Confidence, respect to and from others

Top: Self-Actualization - Morality, Creativity, problem solving, lack of prejudice.

Frame of Reference

What is the goal of using the brand?

Category Association: What category is Brand part of?

Defines Brands competitve set and appropriate PODs

Which Category? What are the needs/goals? Is the FOR Narrow or Wide?

Point(s) of Difference

A benefit that set brand apart and is seen as a compelling reason to buy the brand over competitors

Comes From: Attributes (product features), Image (who/what is associated with the product), Emotion (Experience in using product & Ads), Category Essence (understanding of consumer challenge in the category)

Pro: Easy to measure

Con: Easy for competition to measure,

does not predict consumer behavior, difficult to design a message for a demographic

Pro: Highly predictive of sales, Fairly easy to measure

Cons: Fairly easy for competition to measure, More expensive than demographic data

Pros and Cons of

Attitudinal (Psychographic) Segmentation

Pros: Can provide a competitive advantage, May predict sales,

Cons: Difficult to measure,  Dynamic, Attitudes change

Pros and Cons of

Aspirational (Psychographic) Segmentation

Hopes for the future

Pros: Could evoke an emotional response

Cons: Very difficult to measures

Undifferentiated: Mass Marketing

Differentiated: Different groups

Concentrated: Focus on one segment

Micromarketing: Segment of one (one-to-one marketing)

For the Creatives

Rich/Complete descrition includes/is:

Name, Habitat, Revealing, Behaviors, Consumption

1. Target

2. FOR

3. POD

4. RTB (reasons to believe)

5. Brand Personality

"For TARGET, our BRAND is the FOR that POD, because RTB." - The Ad should fit BRAND PERSONALITY.

Choosing a category that highlights a brands POD, but with which the brand does not directly compete.

Compare family car to a race car to show how fast the family car is.

Shows that your Brand is somehow different/better than other brands in the category

Attempt/Ability to link your BRAND to attributes/RTB's of another brand in the category.

Proves your Brand belongs in the category.

Is it DONE

D: Desired Benefit (Something the cosumer wants/buy?)

O: Ownable (unique to our Brand, barrier to entry?)

N: Navigable (will consumer get the message?)

E: Enduring (how long can we maintain competive advantage with these claims?)

Contains:

Advertising Objective

Target

Insight

Promise

Support

Tone

Assignment

Must choose between (a mix of) hard and/or soft selling

Must have a Big Idea and A Story

Will it use Comparative Advertising, Analogies, Humor?

ADPLAN

Attention

Distinctiveness

Positioning

Linkage

Amplification

Net Equity

ADPLAN

Amplification

Do consumers elaborate (think) on the message?

Does the Ad increase associations or involvement?

Is it positive or negative and how are we controlling this?

ADPLAN

Net Equity

Similar tone as prior executions?

Does the Ad build brand strategically?

Does it relate to Brand positioning?

Does the brand match or enhance previous brand equity?

Rarely justifiable to let an ad pivot from previous equity

ADLAN

Linkage

Does it Link Benefits to Brand/Product?

Link Ad associations to Brand positively?

Easy to remember brand in the Ad?

ADPLAN

Attention

Does the Ad capture initial Attention?

Does the Ad maintain Attention?

How to measure attention?

Contextual effects?

ADPLAN

Distinctiveness

Is the Ad Different enough from other Ads as to not confuse consumers as to what BRAND the ad is for?

ADPLAN

Positioning

Is the FOR identified and Relevant?

Is/are the POD identified and relevant?

Will the target segment get the message?

should be brand related

should be focused on product, not the user (don't want to be laughing at our customers- we want to laugh with them)

Impact on Wear-in/Wear-out:

Wear-out happens quickly if jokes are too easy (not complex)

helps to transfer consumer's internal knowledge to the advertisment/Brand/product

Pros: helps consumers understand product or service, Generates elaboration on brand benefit(s)

Cons: Expertise in the base (what the analogy compares brand to) is required or else consumers will not get it

Requires higher levels of attention

Analogies may not transfer cross-cultures/geographies

Not used by leaders (because it doesn't generate separationg and premium from competitors)

Effective for followers when it establishes the brand as a player in the category

"Pepsi challenge"

Problem-Episode-Outcome

The brand should be the hero

(how they are the hero must tie into POD)

Some puffery is allowed, but becareful of the exageration

Creative Brief

Advertising Objective

Creative Brief

Target

To whom are we talking? what are thier needs state? Show your depth of research and knowledge of target

Personalize by generating a specific named representative of the target

Creative Brief

Insight

What is the mind and heart of the consumer?

How would they say/define thier need?

Had cognitive elements (brand insights) and affective elements (consumer insights)

Creative Brief

Promise

How do we solve the consumer's need(s)?

Everything that MUST SHOW UP in the advertising needs to be placed here for compliance by the ad agency

Creative Brief

Support

RTBs - put these as bullet points - based on your main FOR and dynamic variables (POD)

Don't repeat what is in the promise

Creative Brief

Tone

How should the advertisement feel - 3-4 words.

Must be clear and decisive and maintain consistency with brand

Creative Brief

Assignment

What are the deliverables from the ad agency?

What media?

Focus on the best method to get message to consumers - including non-traditional media.