chapter 6 Flashcards
(8 cards)
1
Q
Strategy
A
a design method, plan of action, blueprint, etc.
2
Q
consumer insight
A
- life value
- what is important to the consumer at any moment
- consumer needs
3
Q
Brand Insight
A
- the benefit of the brand
- what brand has that others dont
- benefits consumers receive from using brand
- what ad will be about (exciting, moving, intrusing)
NOT features, but emotional rewards
4
Q
objectives
A
what you want to accomplish
5
Q
strategies
A
how to accomplish the objectives- plan
6
Q
tactics
A
elements that make the plan come to life
7
Q
campaign strategy
A
the way you plan to sell the product
- the insights
-make connections that others dont
8
Q
ad strategy statement
A
For (name target market) who (state consumer insight), name product) provides them with (state brand insight)
