Week 11 Creative Advertising Flashcards
(45 cards)
Explain the CAN model.
C - connectedness - target
A - appropriateness
N - novel
What are the 4 ways to segment the market?
- Demographics
- Geodemographic
- Psychographic
- Behaviour
List the essential message objectives and strategies.
- Promote Brand Recall
- Link key attributes to the brand name
- Persuade the Consumer
- Get consumer to feel good
- Scare Tactics
- Anxiety
- Define Brand Image
- Give brand social meaning
- Leverage Social Disruption
- Transform consumption experiences.
Explain promote brand recall.
Consumers are likely to buy a brand that they can remember and can easily recall.
Advertisers want their brand to be:
- Top of mind: first brand consumers rmbs
2. In a evoked set: small list of brand names
What are the methods for promoting brand recall?
- Repetition - easier retrieval of brand names from consumer’s memory
- Memory Aids - slogans and jingles
- Point-of-pruchase branding: in-store visuals
- Strategic implications of repetition, slogans and jingles.
Characteristics of promoting brand recall.
- Extremely resistant to forgetting
- Efficient for consumer
- Long-term commitment/expense
- Competitive interference
- Creative resistance
Define in-store visuals.
Trigger retrieval of the brand name and memories of the ad at the point-of-purchase
How to link key attributes to the brand name?
USP - emphasising on a unique quality of the advertised brand.
Strategic implications of linking key attributes to the brand name?
- Big carryover
- Very resistant
- Long-term commitment and expense
- Some creative resistance
Ways to persuade the consumer?
- Reason-why ads
- Hard-sell ads
- Testimonial
- Demonstration ads
- Infomercial
Define Reason-why ads.
Points out to the consumer that there are good reasons why a brand will be satisfying the beneficial.
What are the strategic implications of reason-why ads?
- Permission to buy
- Socially acceptable defense
- High level of involvement
- Potential for counterarguments
- Legal/ regulatory challenges/exposure
- Some creative resistance
Define hard-sell ads.
reasons why with urgency.
Strategic implications for hard-sell ads?
- permission to buy now
- socially acceptable defense
- low credibility
- legal/regulatory challenges/ expenses
- some creative resistance
Define comparison advertisements.
Demonstrate a brand’s ability to satisfy consumers by comparing its features to those of competitive brands.
e.g. samsung vs. apple 2017
Define Testimonial.
Advocacy position in an advertisement taken by a spokesperson.
List the different versions of testimonial?
- Celebrity testimonial
- Expert spokesperson
- Average-user testimonial
Strategic implications of testimonial?
- Popular people can general popularity for the brand
- People similar to the consumer, or an expert can be powerful advocates for the brand
Disadvantages of using celebrity/spokesperson?
- consumers may forget who likes what, when stars promote multiple goods and services
- can generate more popularity for the star than for the brand
Define demonstration ads and their strategic implications.
Product feature are demonstrated.
- inherent credibility of seeing is believing.
- can be used as social justification
- provides clear permission to buy
- fairly heavy regulatory/ legal exposure
Define Infomercial.
Information/ entertainment program that is an extended advertisement.
Strategic implications of infomercial.
- long format gives advertisers plenty of time to make their case
- day-parts make infomercials better deals for advertisers when network ratings are fall
- has the advantage of looking like an entertainment show
- genre of ads has a negative public image
Ways to get consumers to feel good?
- Feel-good ads
- Humour ads
- Sex-appeal ads
