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1

Reasons for ad research

Plays a key role in decision making, adds confidence to spend money, helps marketers better understand (product, competition, industry, consumers etc.), part of a systematic approach to solving problems for clients.

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systematic approach

same method or plan

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What is marketing?

the process of planning and executing to conception, pricing, promotion and distribution of ideas, goods and services.

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4 P's

Product, Price, Place, Promotion

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Stages of Research development (3)

1. Identify needs
2. Plan and collect data (cost, timing, how, who, where)
3. Apply the findings (analyze data a report results)

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IMC

Integrated Marketing Communication - Speak to consumers with a consistent voice

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secondary research

Info that has been previously gathered by others. Always start with first to see if what you need is already available.

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IMC tools

PR, Advertising, Sales Promotion, Direct Marketing, Interactive Marketing, Personal Selling

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Primary Research

Original information (surveys, interviews, focus groups, etc) Own personal experience

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Quantitative

Broader, numerical info that is statistically reliable and projectable

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Qualitative

In-depth, non-numeric info. Consumer's attitudes, feelings, beliefs. Attempts to find out why.

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Direct Marketing

Direct mail, telemarketing, mail order catalogs, etc.

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Sales Promo

Incentive (BOGO, coupon, samples, sweepstakes) measureable

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Interactive Marketing

Internet, TV, kiosks. Allows for a back and forth flow of info.

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Sales Promo

Incentive (BOGO, coupon, samples, sweepstakes) measurable

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RFP

Request for proposal. Write a situation analysis and seek out secondary info to aid creative development.

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RFP

Request for proposal. Write a situation analysis and seek out secondary info to aid creative development.

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Creative Strategy Brief

Describes the way you plan to sell the product. The road map for creative team.

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Objectives

Focuses on exactly you trying to achieve. Good objectives are measurable, have a time frame, and include the audience.

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Strategy

Plan of attack, how to accomplish your objectives.

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Tactics

Actual executions, making the plan come to life.

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What two objectives do we look for in planning and buying?

Reach and frequency

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Consumer Responses

Rational/Cognitive , Emotional/Affective, Behavioral/Conative

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O'Toole's 3 point approach to strategy

1. Who or what is the competition?
2. Who are you talking about?
3. What do you want them to know, understand, and feel? (how does your brand address a human need)

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Rational Motives/Needs

Comfort, convenience, economy, health, quality, dependability, performance

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Emotional Appeals (Personal states)

Achievement, actualization, ambition, comfort, excitement, fear, joy, love.

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Emotional Appeals (Social based feelings)

Acceptance, approval, embarrassment, rejection, involvement, respect, status.

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DDB Needham;s focus on basic human needs

examines emotional and retinal rewards of using a product

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Creative Brief Example (6 parts)

objective
target audience
message theme
support
constraints
tone/personality

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McCann-Erickson's Approach

Complete the brief from the point-of-view of the consumer (get inside their head)