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-Individual at an advertising agency primarily responsible for account planning.
-Architects and guardians of their clients' brands
-represent the consumer |
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-Identify customer needs & market segments
-Provides information to develop new products
-Devise marketing strategies |
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-Uncovers the information needed for making advertising decisions
-Gathering of information to help develop/evaluate advertising strategies, individual aids, and entire campaigns. |
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| -Testing an ad's contents to avoid surprise (negative) reactions |
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| Testing an ad's effectiveness |
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-Get opinions & insights
EX: Answer survey questions |
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| -Hard numbers using specific methods |
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| -Free of bias & reflect the true status of the market |
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| -Repeatable with the same results |
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| Roles of an Account Planner |
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*Represents the consumer*
-Ensures that the advertising strategy is relevant to audience. |
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| Advertising Research Categories |
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1) Advertising strategy research
2) Creative concept research
3) Pre-testing of ads
4) Post-Testing of ads |
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| What's involved in Advertising Research? |
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| 5 Steps in the research process |
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1) Analyze a situation & define the problem
2) Conduct informal, explanatory research
3) Establish research objectives
4) Conduct formal research (Qualitative & Quantitative)
5) Interpret and report findings |
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| -Assembles relevant facts about the organization, its markets, products, services, customers, competition and so on. |
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| -Factual statement of the organization's situation and how it got there |
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| -Uses situation analysis to point out Strengths, Weaknesses, Opportunities & Threats. |
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-Statement of how the company is going to achieve its marketing objectives
==> define the target markets
==> determine the strategic positioning
==> develop the marketing mix |
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-Those who are interested in the company
**Press, employees, shareholders, consumers, investors & community |
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IMC
Integrated Marketing Communications |
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| -Building & reinforcing mutually profitable relationships with employees, customers, stakeholders & the general public by developing & coordinating strategic communications programs that enables them to make consecutive contact with a brand through a variety of media |
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| -An effect achieved when the sum of the parts is greater than expected from simply adding together the individual components |
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-Target audience
-Objective of the advertising
-Benefits to be communicated
-Support for the benefits |
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| -Provides direction to media planners to deliver the message |
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| Importance of the Marketing Plan |
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*Bring in revenue*
-Most important document for a company
-Lists goals & objectives for periods of time
-Lays out precise strategies & tactics to achieve them |
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| -Profit, growth, company reputation, earrings etc.. |
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-Need satisfying: customer's perspective
-Sales target: company's perspective |
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| Aspects of Relationship Marketing |
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| -Creating, maintaining & enhancing long-term relationship with customers & other stakeholders that results in exchanges of information & other things of mutual value. |
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| 4 Sources of Brand Messages |
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Definition
1) Planned messages: traditional marketing messages
2) Product messages: packaging & price
3) Service messages: employee interactions with customers
4) Unplanned messages: gossip, unsought press, crisis |
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Definition
| Say(planned msgs)-->Do(Product, service msgs)-->Confirm(unplanned msgs)--> |
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1) Awareness
2) Comprehension
3) Conviction
4) Desire
5) Action |
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| 2 Subcategories of the Advertising Strategy |
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Definition
-Creative Strategy
-Media Strategy |
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| Types of Fund Allocation in Advertising |
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Definition
-Percentage-Of-Sales (budget based on last year's sales
-Share-Of-Market/Share-Of-Voice
-Objective-Task (budget buildup method: spending based on objectives) |
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| -Those who create words & concepts for ads & commercials |
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| -Determines how the ads verbal & visual symbols will fit together |
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| -Head of the creative team of copywriters and artists |
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-Can be informational or transformational.
-Stays with you
-Reverberates
-Connects with you |
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-Helps you think about the right thing
EX: Alka-Seltzer made you think about overeating |
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| Writing the Creative Strategy |
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-The who, what, when, where, and why
-AKA: Creative brief, work plan, copy strategy & copy platform |
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| -The combining of two or more previously UNCONNECTED objects or ideas into something new |
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| The role of creativity in advertising |
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-Helps advertising, inform, persuade, and remind.
-Puts the "boom" in advertising |
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| Fact-Based thinking vs. Value-Based thinking |
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Definition
-Fact-Based = Logic, structure, & efficiency. Straight-forward layouts & lots of data
-Value-based = Feelings & values. Metaphorical, subtle & intuitive |
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| 4 roles of the Creative Process |
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Definition
1) The Explorer: searches for info
2) The Artist: experiments with a variety of approaches
3) The Judge: evaluates experiments to find the practical approach
4) The Warrior: overcomes excuses, idea killers & obstacles |
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| Strategies of transforming a concept |
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Definition
-Adapt
-Imagine
-Reverse
-Connect
-Compare
-Eliminate
-Parody |
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| Steps of the Creative Pyramid |
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Definition
1) Attention: break thru screens
2) Interest: keep prospect involved/excited
3) Credibility: well-known presenters help credibility
4) Desire: get prospects to imagine using the product
5) Action: motivate prospects to use product |
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| A specific communication task an ad campaign must accomplish |
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| -Overall arrangement of all the format elements. (headlines, subheads, logos, body copy, slogan etc..) |
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| Principals of Design: What designs work best? |
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| -Poster style or picture-window: employs a single dominant visual that occupies 60-70% of an ad |
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| -The words in the leading position=> the words that will draw attention & be read first |
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Definition
-Provocative
-Question: Got Milk?
-Command: Enjoy Coca-Cola
-Benefit: make a promise to the reader
-News/information |
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| What is the purpose of the visual in a print ad? |
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Definition
| -The nonverbal carries half of the communication burden |
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-Straight Sell: factual presentation
-Institutional: promote a philosophy
-Narrative: tells a story
-Dialogue: characters do selling in their own words
-Picture/Caption: uses illustrations rather than copy block
-Device: relies on wordplay, humor, poetry and other gimicks |
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Definition
-Help provide continuity to a series of ads
-Reduce ad message to a single, memorable statement |
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| Formats for Radio & TV commercials |
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Definition
-Straight announcement
-Presenter
-Testimonial
-Demonstration
-Musical/Jingle
-Slice of Life or Problem & Solution
-Lifestyle
-Animation |
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| Identify the 3 types for Writing for the Web |
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1) Company Web Sites
2) Banner Ads
3) Viral Ads |
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Definition
| -Artist designs how each scene should look |
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| Role of the Production Manager |
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| -Planning, organizing, directing and controlling |
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| Money provided to the talent when the ad is presented longer than anticipated |
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| Managing production costs of Print, Radio & Television |
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Definition
-Print) Big cost factor with the engraver
-Radio) Voice talent & music. Celebrities are expensive
-TV) Talent, directors, casts, special effects, animations, location and studio |
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-The art of selecting and setting type
-Readability - Appropriateness
-Harmony/appearance -Emphasis |
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| 4 major phases of production |
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1) Pre-Production
2) Production
3) Pre-Press
4) Printing & Distribution |
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-What equipment/materials/human resources is needed?
-How will we get it?
-Any special expenses? |
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-Creating the visual
-Preparing Mechanicals |
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Definition
| -Camera Ready Art & Halftones |
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Definition
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| Camera Ready Art & Halftones |
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-Line art: artwork or type made from a solid color
-Halftones: dots that create continuous tones of color |
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| What does the traffic manager do and why is it so important? |
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Definition
| -Makes sure deadlines are met |
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| Radio commercials are also called _____? |
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Spots
(*least expensive ads to product |
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| 3 Types of Pre-Production techniques |
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-Live Action
-Animation
-Special Effects |
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-Final draft
-Sent for review |
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| -Duplicated and delivered for airing |
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| What 3 stages are involved in producing radio and TV spots? |
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Definition
1)Pre-production
2)Production
3)Post-production |
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| Three places for digital media based on audience |
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Definition
• mass audience: olympics, academy awards
• private audience: national sales meetings, conferences
• personal audience: a person using the Internet |
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| Advantages of digital media |
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-Little cost
-Less restricted by space & time |
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Term
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| -The number of different people EXPOSED at least once to a medium during a given period of time |
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| the average number of times those people are exposed to that medium during that period of time |
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| Advantages of Magazine advertising |
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Definition
-Flexible
-Color
-Permanence & prestige
-Proving selling power
-Stronger reader loyalty
-Extensive pass-along |
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| Disadvantages of magazine advertising |
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Definition
-Lack of immediacy
-Shallow geographic coverage
-long lead time
-heavy competition
-high lost per thousand
-declining circulation |
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| How magazines are categorized |
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Definition
-Consumer: entertainment/info or both
-Farm
-Business: trade & industrial publications |
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| Secondary vs Primary readership |
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Definition
-Primary) people who buy the publication
-Secondary) pass along readership |
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| Vertical vs. Horizontal publications |
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-Vertical) covers a SPECIFIC INDUSTRY in all aspects
-Horizontal) deal with a job function across industries. VARIETY |
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| Paid vs. Controlled circulation |
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Definition
-Paid) recipients pay a subscription price
-Controlled) Sent free to those who are are thought to have influence over the purchase of advertised products |
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| 3 Dates affecting magazine purchases |
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Definition
-Cover date
-On sale date
-Closing date |
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| Advantages of newspaper advertising |
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Definition
-mass, local medium
-comprehensive in scope
-geographically selective
-timeliness
-credibility
-reasonable cost |
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| Disadvantages of newspaper advertising |
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Definition
-Lacks selectivity
-short lifespan
-low production quality
-lots of clutter
-lack of control
-overlapping circulation |
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| How are newspaper categorized? |
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Definition
-Delivery frequency
-Physical size
-Audience
-Sunday supplements
-shoppers/pennysavers
-national (usa today) |
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| Types of newspaper advertisements |
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Definition
-Display: copy, photographs, illustrations, headlines & other visual elements
-Classified: goods & services
-Public: legal notices, marriages, deaths & govt reports
-Preprinted inserts
-Reading Notice: looks like editorial content, but usually gets flagged as advertising by the newspaper to avoid confusion |
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