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| economic, entertainment, information |
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| emergence of consumer society (1850-1900) |
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| brand names develop, create demand, |
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| scientific techniques, more innovative copy |
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| rise of art, brand icons, focus on feelings |
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| accountability and social responsibility (1980-now) |
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| focus on effectiveness = sales, focus on good corporate citizens |
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| spending more money on spreading the word on good deeds rather than spending it on the good deed itself |
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| demand creation, shape v. mirror society, overcommercialization, stereotypes, misleading claims |
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| creating demand for things we don't need |
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| does the ad shape society or mirror it |
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| leads people into being materialistic |
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| prevents unfair competition in economic sphere / looks at misleading ads |
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| qualified expectation of reality |
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| QER...if it's too out of this world it is ethical cause it's impossible. |
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| claims that are exaggerated |
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| doyle dane and berban, chiat/day (apple), wieden/kennedy (nike), goodby/silverstein (got milk) |
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| first influential ad woman |
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| liason between company and client, project management |
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- Gathers and interprets primary and secondary research on client, competitors, and consumers
- Develops strategy based on consumer wants
- Helps keep creative and media planning on the same page |
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- Gathers and interprets primary and secondary research on client, competitors, and consumers
- Develops strategy based on consumer wants
- Helps keep creative and media planning on the same page |
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- Recommends most efficient means of delivering message
- Purchases ad space and/or ad time; maintains budgets
- Stays up-to-day on the business aspects of the media industry |
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- Recommends most efficient means of delivering message
- Purchases ad space and/or ad time; maintains budgets
- Stays up-to-day on the business aspects of the media industry |
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Definition
- Recommends most efficient means of delivering message
- Purchases ad space and/or ad time; maintains budgets
- Stays up-to-day on the business aspects of the media industry |
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| how agencies get paid...commission |
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| based on total media cost, usually less than 15% |
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- Recommends most efficient means of delivering message
- Purchases ad space and/or ad time; maintains budgets
- Stays up-to-day on the business aspects of the media industry |
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| Amount billed per is based on the projected amount of work and the hourly rate charged. Most commonly used by PR firms. |
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-attention
-interest
-desire
-action
-hard sell, buy now mentality, "go do it" |
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| maslow's hierarchy of needs |
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self actualization
self esteem
love/belonging
safety/security
physiological |
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| already collected - reports, public/private databases |
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| outside - gender/age, location/mobility, income, occupation/education |
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| inside-out - attitudes, habits, lifestyles, opinions, personality, social class awareness |
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song airline - delta
worked with Spade
women were ignored |
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"the destination"
the goal to be accomplished through advertising |
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1. A specific effect that can be measured
2. A time frame
3. A baseline
4. The goal
5. Percentage change |
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| will determine when and where you are seen or heard, and thus, can determine how well you’ll compete in the message space |
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| budget methods...percentage of sales |
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| will determine when and where you are seen or heard, and thus, can determine how well you’ll compete in the message space |
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| budget methods...competitive |
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- Uses a competitors budget as a benchmark
- Concerned with share of voice (SOV), or the amount of messaging you have in the message space |
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| budget methods...objective task |
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| - Spend what you need to achieve your objectives |
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| budget methods...all you can afford |
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- After production, sales support, salaries, etc. remaining money is used for advertising
- Often used by small businesses and startups
- A less ideal method, usually with no strategy. |
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- A summary of research, objectives, and strategy that guides the creative team
- Should be clear, logical, focused, and short
- Often produced by the account planner |
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| you say it first, even if it's not unique |
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| unique selling proposition strategy |
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| you sell something unique to you |
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| attaching feelings to your brand |
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position compared to your competitors
-newer, younger, etc |
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| connection with costumer that's beyond the product (lifestyles - mac/pc) |
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| the bridge between strategy and tactics |
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| establish or reinforce brand identity |
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| what happens when you use it what does it do for you |
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| what happens if you don't use product |
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| to other products or as a metaphor |
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| borrowed interest approach |
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| introduce something seemingly unrelated |
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| testimonial/concept case approach |
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| endorsement or description on what it's done for them |
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| series of ads for a product that work individually to communicate the advertisers message to the consumer |
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| using common elements to create series of ads |
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| using same theme and common elements across media |
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-make the idea primary
-be original but also humble
-simplify. one idea |
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| the number of copies sold |
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| actual estimated # of readers |
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| one person's opportunity to be exposed one time to an ad in a newspaper, mag, or outdoor location |
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| number of times a person is exposed to at least once to the advertisers message during a specific time frame |
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| ad that gets and holds the attention of its audience |
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| free advertising that comes from people talking about a product |
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| when graphic/text crosses the middle |
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| aka advertorials - look like editorial |
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| specific audiences, long life |
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| cost, time to press, readership (pro/con) |
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| circulars - ad supplements (sears, etc) |
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| standard ads in newspapers |
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| newspaper payment options...run-of-paper rate |
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| newspaper decides where it goes |
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| newspaper payment option...preferred position rate |
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| numerous editions, loyal audiences, numerous cost options |
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| readership, cluttered, often limited to black/white |
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| something that goes beyond the billboard |
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