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BUS 465 IMC
Topic 5 Creativity and Marketing Communications
26
Marketing
Undergraduate 4
02/27/2012

Additional Marketing Flashcards

 


 

Cards

Term
Linking Creative Thinking to Developing BIG IDEA in IMC
Definition
Every IMC message starts with a BIG IDEA; the creative concept that makes message attract attention and helps target market remember it. This is where creativity is applied to the IMC needs of a specific product, service, organization or idea.
Term
Step 1
Definition
Based on IMC
objectives, target market (audience) and overall strategy, use creativity techniques along with FABing (next) to start developing specific ideas – making connections between your product or service and
: SOMETHING...
Term
FABing
Definition
identifying FEATURES, ATTRIBUTES and BENEFITS
Term
Features
Definition
Features: Physical, Tangible aspects of product Shape, size, texture, form, color
Term
attributes
Definition
Attributes /Selling Points: Atmosphere, Speed, Price
Term
Benefits
Definition
Benefits: What‟s in it for the consumer? Profits, Saving Time
Term
Step 2
Definition
Identify the personal values of the target audience
Term
personal values
Definition
Acceptance
Accomplishment
Belonging
Comfortable Life
Excitement
Freedom
Fun Happiness Inner Peace Love
Term
Step 3
Definition
Leverage Point. Find the link between an FAB and a Personal Value
Term

link between an FAB and a Personal Value

Definition
[image]
Term

Step 4

Definition

Deciding on the Creative Approach

Generic, Emotional, Humor, Sex, Fear,

Musical, Celebrity, Scarcity, Rational

Term
Humor
Definition

Attention getting, Memorable, Likeable,  Can overpower, the message, Sarcasm and making fun of someone can be offensive to some target groups, Cultural differences in humor, Can wear out, Hard to do well

Term
sex in IMC messages
Definition

Gets attention – but no longer shocks, May be at a saturation point, More subtle or humorous is better, Can overwhelm the message,

Can be offensive, Cultural differences

Term
Fear in IMC messages
Definition

Social Acceptance, The Future, Physical Health & Safety, Security – home and possessions, Business success or failure

Term
Fear appeals work if:
Definition

Increases attention, People think about message, Highly persuasive

Shouldn‟t be too strong ... or too weak

Too strong and it causes stress and target will turn away

Too weak and it won‟t be noticed

Should show positive resolution via use of product or service

Term
Music in IMC messages
Definition

Extremely important, Captures attention, Linked to emotions, Calls out memories, Intrusive

Term
Rational approaches
Definition

“Just the Facts” approach, Best for high involvement products or high interest products, Can be persuasive and change opinions – Best in print media, Used for most B2B messages, Not as likeable or exciting as emotional approaches

Term
Celebrities in IMC messages
Definition

Attract attention, Positive affiliation with product, Can be controversial, offensive, Celebrity can get into trouble, Very high cost

Term
Step 4 Cont:
Definition
Executional framework. Selection how the creative appeal is presented
Term
Straight information
Definition
Already discussed as the rational approach - news- like style
Term
Slice-of-Life/Dramatization/Suspense
Definition
Everyday people encounter problem, talk about it and solution is brought up. Dramatization or suspense takes this to a more intense level. (Capital One)
Term
Animation
Definition
More widely used as technology allows more interesting effects and because cartoons are so popular. Can create characters that personify products. (Pillsbury Doughboy, Tony the Tiger, Geico Gecko)
Term
Demonstration
Definition
Show how product works to communicate key benefits.
Term
Fantasy
Definition
going beyond real world into a make-believe experience. (lots of beer ads)
Term
Testimonial/Expert Spokesperson
Definition
testimony from current customers or experts provides credibility to message.
Term
Step 5
Definition
Develop the copy and art for IMC message
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