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| What you are saying, the plan of attack, the ad's big idea, its selling argument-- an ad has two parts |
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| How you are going to implement your strategy, the particular form it takes: the images, language, layouts, and media |
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Must know three things:
1) the product- what you are selling
2) the consumer- who you are selling too
3) the marketplace- how does your clients product fit into the array around it |
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Learn what it is
Call the Company
Surf the web and online
Ask local dealers about it
Find out what people think
Learn about product category
Go to library |
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| other ways consumer spend their money to satisfy the same need |
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| Maslow's hierarchy of needs |
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| people are driven to fulfill them all, although lower level needs must be met before one can attempt to satisfy higher-level needs. |
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1) psychological needs:hunger, thirst, warmth, pain
2)safety needs- housing, clothing
3)love and belongingness- social acceptance and personal intimacy
4)esteem needs-feelings of adequacy and achievement, approval, etc
5)self-actualization-need to understand |
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1)achievement
2)independence
3)exhibition
4)recognition
5)dominance
etc etc |
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| creating one product and one argument for all humanity- not used. |
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| dimensions by which market segments can be defined |
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| physical attributes: socioeconomic and cultural variables-- includes population size and shifts, gender and age, geographic location, income, gender, age, occupation, education, race, religion, material status, etc |
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| peoples attitudes, opinion, habits, their personality traits, lifestyles, and social class. |
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Definition
Occasions=when people buy or use something (holidays)
Benefits Sought=what people seek in product
Usage Rate=buying habits
Loyalty status=who are they
Readiness stage=are they ready to buy
Attitude toward product=how they like the product |
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| Unique Selling Proposition |
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Definition
| specific promise of benefit unique to the product |
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| selling of the objects aura- its personality |
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| personal character which itself functions as a means of persuasion- personal image |
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| speaker or personality implied by the language and imagery |
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| Brands image as expressed in language |
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| When there is a difference between what you say and what you mean |
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| overused words, expression and ideas |
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| Process of letting one idea suggest another, one word imply the next, one image beget two |
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| notion that sentence elements identical in thought should be made identical in grammatical form, form and function should coincide |
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| Last word or phrase or sentence- the punchline, surprised by subverting expectations |
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| Last word or phrase or sentence- the punchline, surprised by subverting expectations |
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| figure of speech in which a word means more than one thing |
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| state the essence of the campaign, brand, or company memorably |
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| When someone speaks on behalf of the product |
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| a series of two or more ads that occupy, usually, the same space on succeeding pages in a newspaper or magazine |
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| A technique by which something significant has been put in, left out, inverted, colored wrong, etc |
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| talking about one thing in terms of something else. Figure of speech in which one thing is talked about in terms of some thing else; comparison is made between dissimilar things |
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| uses "like" or "as" is type of metaphor |
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| the giving of animate qualities to inanimate things |
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| belief in rationalism, a demand that form and function coincide |
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