Term
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Definition
research (product, market, consumer)
Action plan (strategy, budget, message, media)
Execute campaign (implement through media placement)
Follow up with research (brand loyalty, market share, brand recognition, brand differentiation) |
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Term
| advertising uses persuasion to |
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Definition
make product or service familiar
remind people about product or service
spread news about a product or service
overcome inertia in potential customers
add value not in the product |
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Term
| 10 most persuasive words from yale study |
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Definition
| new, you, guaranteed, save, proven, safety, love, discover, results, health |
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Term
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Definition
| the theme or angle that connects user and product/service |
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Term
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Definition
| the theme or angle that connects user and product/service |
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Term
| 7 strategies for positioning |
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Definition
product/service attributes (specific)
benefits to the consumer
usage occasions: when and how used
Users: ID a class
Against a competitor:fight for old ground
Away from a competitor:new ground
Product classes: compare to other classes |
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Term
Positioning cotd.
-these differences should be: |
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Definition
the differences you promote must be
IMPORTANT (consumers value)
DISTINCTIVE (competitors dont offer)
SUPERIOR (better than other ways to get the same benefit)
COMMUNICABLE (you can explain)
PREEMPTIVE (competitor cant copy)
AFFORDABLE (consumer will pay)
PROFITABLE (company can afford) |
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Term
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Definition
-masculine/feminine
-desire for posessions
-luxury/elegance/snob/ego
-search for adventure
-too fat/too thin/less than perfect
-loving couples/romance
-youth giving
-humor
-endorsement/prestiege/hero worship
-statistics
-plain folks/slice of life
-bandwagon
-black and white/either or
-demonize the enemy
-flag-waving
-half truth
-scientific evidence
-stereotyping
-testimonial
-safety/security |
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Term
| aristotles 3 types of persuasion |
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Definition
ethos:credability
losos: logic
pathos: emotion |
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Term
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Definition
| using words and images to create unique identification between names, qualities, effects, and product/service |
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Term
| ______ _______ was the first person to develop a brand (NW ayer) |
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Definition
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Term
| brand is not now a static thing its a ________. |
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Definition
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Term
| language and images do it all |
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Definition
AIDA
Attention
Interest
Desire
Action |
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Term
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Definition
-account (works with client to est. ad program: liason)
-research ( analysis of the consumer, market: focus groups, survey)
-creative (writing/graphics)
-media (select/purchase) |
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Term
| Reasons to write: public relations |
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Definition
-build buzz before a product launch
-crisis management
-persuasion of public opinion
-raise awareness
-BUILD/MAINTAIN an image |
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Term
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Definition
-press releases (email)
-blogs
-twitter
-VNR
-newsletters
-brochures
-white papers
-pitch letters
-annual reports
-PSA scripts
-OP EDS?
-speeches
-BACKGROUNDERS?
-fact sheets |
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Term
| types of PR positions: advocates for: |
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Definition
INDIVIDUAL
NON PROFITS
MEDICAL INSTITUTIONS
PRIVATE CORPORATIONS
INSTITUTIONS |
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Term
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Definition
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Term
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Definition
| the art of writing or speaking effectively, persuasively |
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Term
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Definition
| character of speaker/company/organization |
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Term
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Definition
-less costly
-perceived as more credible
-third party transmits?
-media perceived as objective/counterbalences advocacy of message? |
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Term
| Very targeted communication (VTC) |
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Definition
PUBLICS
internal: newsletters
external: mass media, news releases |
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Term
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Definition
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Term
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Definition
Research
-audiences
-attitudes
-history
OBJECTIVES
-devising campaign
-creating message
-deciding tools of communication
-choosing media
PROGRAMMING
-execution of the plan
EVALUATION
-measuring effects
-basis for starting again at research |
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Term
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Definition
research
action
communication
evaluation |
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Term
| the work of journalists must be __________ and ________ from government control if they are to effectively serve as government watchdogs |
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Definition
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Term
| limits do exist on free speech as in: |
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Definition
-libel
-slander
-privacy
-copyright
-obscenity |
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Term
| editors biggest fear is that... |
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Definition
| A writer will take away someones good name |
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Term
| miller v. california (1973) refines the roth decision on obscenity...new definition for obscenity |
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Definition
-offensive to the average person
-viewed as a whole
-piece of art?
-community standards
-sex described offensively |
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Term
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Definition
| miller v. california (1973) |
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Term
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Definition
honesty
serve society
serve profession
independence
fairness |
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