chapter 5 Flashcards
(27 cards)
Advertising-
any paid, non-personal communications through various media by an identified company, non-profit organisation or individual
Sender
Manufacturer (initiated by a manufacturing company that promotes its own brands)
Collective (if government takes the initiatives for the campaign)
Retailer
Co-operative (two manufacturing companies, or a retailer and manufacturer, jointly develop an advertising campaign
Idea (non-profit organisations)
Message
Informational (recipes, what it does, factual information)
Transformational (plays on your emotions, dove campaign for example- equality)
Institutional (university- talks how it can benefit- government campaigns))
Selective vs generic (promoting specific brand- generic promotes whole product category such as Dutch cheese, French wine))
Theme vs action (christmas commercials, action- redbull)
Receiver
Consumer
Business- to- business (industrial, trade)
Media
Audio-visual
Print
Point- of-purchase
Direct
A creative platform takes in consideration:
The problem the campaign wants to solve
Campaign objectives (cognitive.. behavioural)
Key customer benefits and evidence (providing proof why the customer should believe you)
Characteristics of the target group
Conversational style (tone of voice)
There are two types of creative appeals:
rational and emotional
RATIONAL APPEALS-
contain features, practical details and verifiable, factually relevant cues that can serve as evaluative criteria
funtional benefits of the product
for example samsung- ads focuses on features like battery life, display quality
EMOTIONAL APPEAL-
target audience feelings values and desirs
cocacola for example shows happiness, especially during the christmas period and so on.
rational
1.talking head (characters tell a stort in their own words) for example nike athletes they share motivational messages- just do it campaign
2. demonstration (showing how the product works) dyson is usually showing
3. problem solution (how problem can be solved or avoided) head and shoulders showing how their product gives shyny hair and helps with itching problem
4.testimonial (ordinary people saying how good product is) (highly effective for people who do not trust influencers) loreal was using ordinary people in their ads who were sharing their personal experiences
-slice of life (the product being used in a real-life setting, typically involving a scenario that people can relate to. Like cocacola usually with family and friends gatherings or holidays- being a part of special moments)
-Dramatisation (similar to slice of life, however contains more intensity- like old and spice to with a small part of humour in an intensive way)
-Comparative ads (differentiating a brand from a competitor- there is direct (mentioning specific competitor and indirect not directly saying) fairy one bottle is equal to two bottles)
EMOTIONAL APPEAL
- Humour- old spice- helped to connect with people and are memorable surreal and humor situations
- Eroticism (some people may find it not appropriate
It reduces brand and message) Victoria secret- idealized and attractive body - Warmth-love, positive feelings, friends Coca cola
4.. Fear-shows a certain type of risk (threat) that a person might be exposed to and which they can usually reduce by buying (insurance for example)- lietuvos draudinas - Shock tactics-deliberately startles and offends an audience (are unexpected and surprising)- if you wouldn’t eat your dog, why eat a turkey? Go vegan.
They secure audience attention - Music- induces a more positive feeling- coca-cola before christmas
CREATIVE PLATFORM- advertising formats
BRAND PLACEMENT-
so the person does not know that he is being marketed. brand is strategically positioned in a movie, tv show, video game, event- this increases visibility and influence consumer perception For example apple products ussually appear in many movies or tv shows
AMBIENT ADVERTISING-
outdoor advertising (posters, street ars)
BUZZ MARKETING-
Using public ration techniques giving people something to talk about.
Nowadays people tend to relate more to “ordinary”people than to celebrities
About what people want to talk about?
- Play with taboos: intimacies
-Sex
-Talk about extraordinary
- Bring a story with a special angle
CONTENT MARKETING AND STORYTELLING-
Valuable, relevant, and consistent content to attract target audiences (magazines, social media)
Creating and communicating content that is relevant for the target audience and, in that way, builds up knowledge, trust
Sponsored magazines- magazines which are produced by the marketers
Storytelling is a special form of content marketing
NATIVE ADVERTISING
is a form of paid content that matches the style, format, and function of the platform on which it appears, blending seamlessly with the surrounding content to engage users without feeling disruptive.
The New York Times & Coca-Cola:
Coca-Cola sponsored an article on The New York Times about sustainability efforts. It looked like a regular editorial but subtly promoted Coca-Cola’s commitment to the environment.
INFLUENCER MARKETING-
they can create trends and encourage their followers to buy products they promote
BRAND WEBSITES-
Contains SEO (using words that your audience searches on)
Maintaining a communication of 24/7 with customer and lovers of brand
Also social media presence- Instagram or facebook of brand profile
LOCATION- BASED ADVERTISING-
Geotargeting, for example based on Google Maps
For example personal navigation- point of interest (what is that?) reviews (best restaurants..)
Mobile devices with GPS enable advertisers to track a user’s location in real time and send ads when they enter specific geographic areas. For example, a user who is near a shopping mall might receive a coupon for a store inside the mall.
AFFILIATE NETWORKING-
It’s just like when you invite other people to join Bolt (or any other service), and when they sign up and use the app, you get rewarded with money (like 15 euros for their travel).
So, you’re helping the company get more people to use their service, and in return, they give you a reward.
In affiliate marketing, instead of just inviting people to a ride-sharing service like Bolt, you share a special link to a product or service, and when people click on it or buy something, you get paid!
ADVERGAMES-
use interactive game technology to deliver messages
This game was a flash game created to promote McDonald’s. Players managed a McDonald’s restaurant, from getting ingredients to cooking meals. The whole game revolves around the McDonald’s brand and products.
ONLINE BANNER ADS-
Online Banner Ads are one of the most common types of digital advertising. They are graphic ads displayed on websites, designed to attract users’ attention and encourage them to click on the ad. The ad typically features a call-to-action, like “Shop Now” or “Learn More”, and links to a specific website or product.
SEA-
SEA (Search Engine Advertising) is when businesses pay to have their ads show up on search engines like Google. When people search for something, the business’s ad appears at the top of the page, and the business only pays when someone clicks on their ad. It’s like paying for a special spot on Google to make sure people see your business!
