Term
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Definition
process, accept, info
1 awareness
2 interest
3 evaluation
4 trial
5 adoption |
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Definition
| repetition, credible spokesperson |
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Term
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Definition
actively think about idea
time creates interest |
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Term
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Definition
1 define target audience
2 identify features/benefits they like
3 clarify current position (what people think)
4 define why people want/need product
determine the all to action (what we want people to do) |
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Term
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Definition
| when you gather facts directly |
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Term
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Definition
| when you gather research done by others |
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Term
| feature vs benefit vs want/need |
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Definition
example
contains fluoride - prevents decay - save time/money |
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Term
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Definition
| characteristics of a brand |
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Term
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Definition
| satisfying customers wants/needs |
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Term
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Definition
1 get facts (research
2 brainstorming w/ purpose (know wants/needs of target)
3 pick up a pencil and draw
4 find references/visuals to help creative team understand your idea
5 work with the rest of the team (2 heads is better than 1)
6 pre-sell to (creative director...in house)
7 sell to client
8 get it right (final touches)
9 maintain continuity (through campaign maintain theme)
10 discover what worked and why |
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Term
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Definition
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Term
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Definition
| using obvious exaggerations or lies (it gives you wings) |
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Term
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Definition
| subjective assumptions about how your consumers feel about your product |
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Term
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Definition
the tactic is how you will accomplish your strategy
increase awareness - make a billboard |
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Term
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Definition
a don't mislead
b don't use false testimonials
c don't mislead price
d don't distort meaning
e don't be offensive to minority |
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