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| a series of advertisements and the activities that help produce them, which are designed to achieve interrelated goals. |
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| consumers remember advertising longer when |
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| each ad helps support reinforce or even intensify the others |
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| Advertising Campaign can be the same thing as |
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| marketing communication campaign (when it is broadened to include other promotional aspects, even when the focus may be on the ad tool.) |
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| written form of advertising campaigns that spells out objectives, strategies and tactics |
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| verbal sales pitch to the client that presents the plans book materials |
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| sum is greater than the parts |
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| Components that make up the ad campaign |
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| plans book, presentation, physical continuity, psychological continuity, synergy |
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| background info used to develop a campaign |
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| what should the situation analysis uncover |
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| critical issues that will lead to the identification of problems and opportunities that your campaign will address. |
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| what are the sections of the situation analysis |
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| company& industry analysis, product/brand analaysis, competitive analysis, geographic market analysis |
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| 1 page swot analysis is located where |
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| Company and industry analysis |
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| basic ideas of what the company is concerned with and what it represents (both internal and external to company) |
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| what you need to know to produce a campaign with what you need to report to the client |
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| company& industry analysis starts with |
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| brief description of the company/brand and it's history |
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| information included in company & industry analysis |
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| company sales trends, industry sales trends, market size, market share, goals for product |
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| Sources used for company and industry analysis |
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Definition
| annual reports, business and company resources center, datamonitor, lexis/nexis, marketline, market share reporter, mergent, netadvantage and tablebase |
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| The brand and it's psychological qualities, and its physical qualities (attributes such as quality, price, distribution, and promotion) |
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| product/brand analysis's purpose is to determine how product characteristics |
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| match up with consumer's wants, needs and interest |
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| Focus in the ad business is usually on |
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| attributes, functions, image/brand personality, reputation |
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| the basic purpose of the Competitive analysis |
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Definition
| understand what other companies and products are available in the market and how the client's product compares. |
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| where would a media mix and share of voice analysis go (if there was enough room) |
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| end of competitive analysis |
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| sources for share of voice and media mix analysis |
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Definition
| TNS media intelligence, TableBase, Advertising Red Book |
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| Basic purpose of the geographic market analysis |
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Definition
| to identify and understand those geographical areas that are most likely to respond favorably to marketing communication campaign. |
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| Geographic market analysis sources (CDI/BDI go at end) |
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Definition
| SRDS Local Market Audience Analysis, Survey of buying power index, and demographics Now |
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| characteristics of the brand that give it an advantage over others in the industry |
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| Are characteristics that place the brand at a disadvantage relative to others |
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| External chances to make greater sales or profits in he environment. |
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| external elements in the environment that could cause trouble for the business. |
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| Steps in the segmentation and targeting process |
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Definition
| identify and define, segment, personify (the target market) |
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| Defining the target market should take into account |
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Definition
| Demographic variables, psychographic variables, product usage, brand loyalty, consumer needs/wants/interests/problems/motivations |
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| segmentation pyramid (bottom to top) |
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Definition
| Who=number, what=demographical/geometric, how=behavioral(value,frequency,occasion,channel), why=attitudinal, emotional-person(relationship to brand) |
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| undifferentiated market (mass market) |
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| treats the audience as one big mass market |
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| differentiated market (segment) |
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| divides market into segments (primary secondary and tertiary) ... most widely used! |
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| concentrated market (niche) |
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| very specialized buying groub, limited in size but lucrative, sub set of differentiated market or undifferentiated market |
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| personify the target market means |
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| humanize, name and put a face to it |
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| Marketing objectives are generally stated in |
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Definition
| the firm's marketing plan and are quantifiable (sales marketshare, ROI) |
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| Communication/Ad objectives are derived from the |
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Definition
| overall marketing plan and are more narrow than marketing objectives |
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| the communication task (ad objectives section) |
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Definition
| the role that ad and related communications are to play in the purchase decision |
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| defining ad goals for measured advertising results (DAGMAR) |
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| steps through which a brand must climb to gain acceptance |
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| define Target audience, desired percentage change and the time frame for change |
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| Copy Platform, Creative work Plan, copy strategy |
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Definition
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| Creative brief is normally created by |
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| The creative brief is meant to be the blueprint for what team |
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| turning strategy into action |
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| Basic elements of creative plan |
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| creative target audience, creative objectives, creative strategy |
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| Key elements to creative strategy |
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| Strategic focal point, positioning, big unifying idea |
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| Creative objectives cover the |
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Definition
| form and content of the advertising |
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| Key elements of creative objectives are |
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Definition
| the message (what you want to say), the emotional tone (how you say it) and the production objective (what the ad looks like) |
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| "To (the target audience), (brand name) is the brand of (category need) that offers (brand benefit)" |
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| elements of a creative brief |
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| target audience profile, creative objective, current response, desired response/brand position, promise, support for promise, tone, tagline |
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| concept (brainstorming), thumbnails (small drawings), roughs(full size ads done of thumbnail designs), comprehensives (from final rough) |
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| used to attract consumer attention and influence the perception of need for a product |
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| how the target will benefit from most important attribute of the product |
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| Emotional Tones/Execution styles include |
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| humor, fantasy, animation, slice of life, fear, sex, scarcity |
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| Rational Tones/Execution styles |
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| technical/scientific, demonstration, comparison, testimonial, reminder, dialogue, narrative, news event |
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| personality symbol, product as star, drama, music |
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| multiple geometric blocks |
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| lots of visuals within text |
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| multilane - layout styles |
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| how many typefaces per design? |
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| all caps, reverse copy, italics, decorative faces |
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| Copy's voice is a direct result of |
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| headline, subhead, bodycopy, slogans/taglines |
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| what point of view should you write copy in |
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