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Flashcards in Ch. 8 Deck (80)
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1

creative brief

provides direction for the execution of the Big Idea and for the evaluation of the creative strategy

2

Effective advertising is..

both an art in its creativity and a science in its strategy

3

message plan

is a rational analysis of a problem and what's needed to solve that problem

4

media and message must..

work together to create effective advertising

5

creative director

manages the creative process and plays an important role in focusing the strategy of ads and making sure the creative concept is strategically on target.

6

ad agencies represent

"think tank", to inspire creativity and research into creative thinking

agencies are natural incubators for the three P's : place, person, and process

7

creative strategy ...

solves problems, and problem solving demands creative thinking. Both Big Ideas and big Plans call for creative thinking


- Has to be both creative and strategic

ex: Launch of the iPod - the creativity begins with the look of the product, works, and feels. - This all happened before the agency got involved to promote

8

creative brief

(creative platform, worksheet, or blueprint) is the document prepared by the account planner to summarize the basic ,marketing and advertising strategy.

- gives direction to creative team members as they search for a creative concept, or Big Idea.

-EX: of a creative brief
-Why are we advertising at all?
-What is the message trying to do
-What are their current attitudes and perceptions
-What is the main promise we need to communicate
-What is the key moment to which we tie this message

9

creative strategy or message strategy

what the advertisement says

10

execution

is how it is said

11

typical brief

- problem that can be solved by communication
-target audience and key insights into their attitudes and behavior
-brand position and other branding decisions, such as personally and image
communication objectives that specify the desired response to the message by the target audience
-proposition or selling idea that will motivate the target to respond
-media considerations about where and when the message should be delivered
-creative direction that provides suggestions on how to stimulate the desired consumer response

12

tone of voice

Touch on such execution or stylistic direction

13

Facet Model of Effects (Message Objectives)

see/hear
feel
think/understand
connect
believe
act/do

14

see/hear

create attention, awareness, interest, and recognition

15

feel

touch emotions and create feelings

16

think/understand

deliver information, aid understanding, and create recall

17

connect

establish brand identity and associations and transform a product into a brand with distinctive personality and image

18

believe

change attitudes, create conviction and preference and stimulate trust

19

act/do

stimulate trial, purchase, repurchase, or some other form of action, such as visiting a store or website

20

EX: the road crew campaign had to ..

awareness, attitudes, and behavior

21

targeting with road crew example

the 21 to 34 year old single men with. high school education and blue collard jobs... these are the ones that needed to be targeted for ride service

22

brand position and brand images

are created through message strategies and brought to life through advertising execution

ex: "think small" VW Beetle - position itself in the automobile market and created a powerful brand

23

brand communication

creates symbols and cues that make brands distinctive, such as characters, colors, slogans, and tagline

ex: the geico from Gecko,
the Mr.clean

24

salience

that is the brand is visible and has a presence in the market place, consumers are aware of it and the brand is important to its target market

25

top of mind awareness

another objective for branding and positioning campaigns is to create trust

26

message design

planners search for the best message design - the approach that makes the most sense given the brand's marketing situation and the target audience needs and interests ----- this is not graphics but rather problem solving

27

head and heart

the cognitive objectives generally speak to the head and the affective objectives are more likely to speak to the heart

28

hard sell

an informational message that is designed to touch the mind and create a response based on logic

assumption: the target audience wants information and will make a rational product decision

29

soft sell

emotional appeals or images to create a response based on attitudes, moods, and feelings

assumption: the target audience has little interest in a n information search and will respond more favorably to a message that touches their emotions or presents an attractive brand image

ex: a NAPA auto-parts commercial with a dog --- selling a hard product with an emotion twist

ex: high emotion - texting a n driving ad

30

Fraziers six creative strategies

preemptive, unique selling proposition, brand image, positioning, resonance, affective/anomalous