• Distinguishes the brand from competitive offerings
• Describes the brand and its attributes
• Achieve compatibility with a brand's desired image and product design/packaging
• Is memorable, easy to pronounce, and spell

1) Specify objectives

2) Create candidates

3) Evaluate candidates

4) Choose brand name

5) Register trademark

Visibility

Information

Emotional Appeal

Workability

how a package functions.

(Protection, ease-of-use, environmentally-friendly)

supplementary to other forms of advertising.

Ex/ Billboards

1) Prominent brand identification

2) High frequency/reach

3) Low cost

4) Opportune purchase reminder

5) Geographic flexibility

1) Nonselectivity

2) Environmental concerns

3) Difficult to measure audience

4) Short exposure time

Measuring Out-of-Home (OOH) Advertising

Audience Size/Characteristics:

1) Size of audience reached when using this media

2) Demographics of audiences reached by magazines or TV

3) Nielson Media Research: getting better at determining the audiences of outdoor audiences

Free-standing

Building-mounted

Floor-ad

POP displays

A: Attract new customers

B: Brand the retail site in consumer's minds

C: Create impulse purchases

1) Informing

2) Reminding

3) Encouraging

1) Specifically planned (Tide)

2) Generally planned (detergent)

3) Substitute (Gain)

4) Unplanned (gum)

1) No incentive for retailer (poorly designed materials)

2) Too much space for sales $ generated

3) They're difficult to set up

4) They lack eye appeal

5) Don't increase retailers overall sales

What are the 6 reasons retailers USE POP?

FURSPA

1) Fit store decor

2) User-friendly

3) Right size/format

5) Properly coordinated with other marcom program

6) Attractive, convenient, useful for consumers

What are the 6 elements of Effective Advertising?

SC PB DD

1. Sound strategy
2. Consumer's view
3. Persuasive
4. Breaks clutter
5. Delivers on promises
6. Doesn't overwhelm

What is the Advertising Strategy Five-Step Program?

SSSIE

1) Specify the fact from the consumer's view

2) Specify the problem from the brand's view

3) State the advertising objective

4) Implement the creative message strategy

5) Establish mandatory requirements

What are the 3 orientation styles of creative advertising and give examples of each:

F - S/E - C/D

1) Functional: Unique Selling Proposition

2) Symbolic/Experiential: Brand Image, Resonance, Emotional

3) Category Dominance: Generic, Preemptive

Brand Image: psychological differentiation

Resonance: represent circumstances that consumer's relate to (ex/ Dove Real Beauty Campaign)

Emotional: Appeal to emotions

making a claim that could be utilized by ANY company.

Ex/ Campbell's "Mmmm.. Good."

claims that assert superiority.

Ex/ "Visine gets the red out"

Attributes--->Consequences--->Values

   \            /                             |

          Means------------------>End

Attributes: features

Consequences: benefits/detriments

Values: beliefs

Values are consumer beliefs about life and acceptable behaviors.

What are the 10 Natures of Values?

S-SHAP-SC-TBU

1. Self-Direction
2. Stimulation
3. Hedonism: "over-indulgence"
4. Achievement
5. Power
6. Security
7. Conformity
8. Tradition
9. Benevolence: "disposition to do good"
10. Universalism

Define Laddering:

(also known as "Elicitation")

A qualitative research technique involving a 

series of directed questions to identify linkages between 

attributes, consequences, and values.

Regulatory: government requirements

ex/ Surgeon General's Warning, Alcohol content

Non-Regulatory: corporation requirements

ex/ Corporate identity

1) Attend to the message

2) Process brand information

1) Appeal to hedonic needs

2) Using novel stimuli

3) Use intense cues

4) Use motion

1) Increased relevance

2) Increased curiosity about brand

Enhance the relevance

Enhance curiosity

T = Trustworthiness

E = Expertise

A = Attractiveness

R = Respect

S = Similarity (to target audience)

1) Celebrity-Audience match

2) Celebrity-Brand match

3) Celebrity Credibility

4) Celebrity Attractiveness

5) Cost

6) Easy to work with

7) Endorsement-Saturation Factor (too many)

8) Liklikhood to get in trouble

1) Attract attention

2) Enhance liking of brand/ad

3) Doesn't hurt comprehension or persuasion

4) Doesn't enhance source credibility

5) Appropriate use is based on product

**NOT effective for brands that are unknown