Marketing: AIDA Theory, System 1 & 2

• Marketing involves hard work to make products relevant and attract consumers.
• Purchasing decisions are not always rational

The AIDA Theory

• AIDA theory seeks to drive customers down a purchase path towards brand loyalty.
• Awareness is first, sparking interest.
• The consumer then understands it, creating desire for the product.
• The consumer then wants it, culminating in the final stage of loyalty.

System 1 & System 2

• System 1 is fast, unconscious, automatic, error-prone, and drives everyday decisions.
• System 2 is slow, conscious, effortful, reliable and makes complex decisions.
• 95% of purchasing decisions are made subconsciously.

Memories & Subconscious Decisions

• Memories and associations influence the subconscious decision-making process.
• Brands aim to make unhealthy or expensive items seem fun, family-oriented and cool through advertising.
• $4.5 billion was spent in advertising during 2023.
• Advertising reinforces brand memories by refreshing and building memory structures.
• These structures improve the chance of a brand being recalled or noticed when buying.

Finding the Right Consumer

• Segmentation studies identify consumer groups, while choosing the right audience is essential.
• Understanding consumer segments is hard, and studies don't always provide all the answers.
• It is important to create relevant ads and to know the audience like you know your friends.
• This includes demographics, psychographics, behavior, wants, and needs.
• Understanding emotional reasons helps adoption such as filling a void for empty-nesters.

Keys to Relevance

• Primary and secondary research is useful
• The 5 Whys help understand needs.
• The 5 whys involves asking "why" repeatedly to understand motivations, like exercise for social pressures.
• Rational and emotional benefits help determine how the brand/product can help.
• Consider what products help consumers do and how products make them feel.
• Benefits like stain-free clothes give the feeling of confidence for Millennial professionals.

Research

• Secondary research uses existing research and thinking such as articles, reports, studies, books, etc.
• Primary research involves firsthand data collections.
• Qualitative research collects data via conversations and feelings to understand why they do what they do or think.
• It helps understanding motivations and exploring new ideas.
• Quantitative research surveys large groups to quantify preferences, attitudes, and actions, requiring numbers for strategies.
• Qualitative methods include focus groups with 3-10 people, one-on-one interviews.
• Qualitative data includes shopalongs to assess decisions, and digital ethnographies via mobile platforms.
• Quantitative methods include surveys which require "numbers" best done with a 15 minute max time.
• Open-ended questions help to gather better results

Creative Briefs

• A creative brief is a blueprint for creative development providing direction and inspiration and creative people to solve a problem.
• It is single-minded and inspiring.
• Key elements include the business goal, target audience, desired response, message, and support points.
• The client's goal should be clear, achievable, measurable, and specific.
• Hinge uses a descriptive name and targets skeptical singles by convincing them it's is different and worth a try.
• You must think differently about the brand, to feel, trust, safe, confident and download the app or do a TiK Tok dance.
• A single message should be clear and avoid including many thoughts.

The Competition

• Direct competitions are those offering the same product
• Indirect are different, but still satisfy the same need

Analyzing Competition

• A brand must look each competitor's offerings such as products, strengths, market share, and reputation.
• Look at ads, websites, and social media channels.
• Analyze recent campaigns, brand names, target audiences, taglines, and notable elements.
• Identify trends/themes to avoid and areas the brand could own.

SWOT Analysis

• SWOT involves Strengths, Weaknesses, Opportunities, and Threats.
• Conduct and analysis of Tatte including external weaknesses such as recessions.

Creativity

• Anyone can be creative with practice and creativity is a muscle.
• Creativity means combining existing elements to make something new.
• Keys to creativity include time, big quantities of ideas, risks, curiosity, and playfulness.

Creative Team

• "Creatives" translate creative briefs into ideas for ads.
• Copywriters create words for ads and commercials to make people react.
• Art directors determines how verbal and visual symbols will fit together in the ads.

Producing Ideas Technique

• Gather source materials.
• Develop the materials/ideas.
• Set the project aside.
• Then, idea will come.
• Then shape and develop!

Print Ad building Blocks

• Print ads should use headlines, key visuals, copy, a tagline, branding, and a call to action.
• Outdoor ads should use max 10 words and focus attention in seconds.

Production

• Production is not what to do but the how. Turn ideas into finished ads.
• Decisions include director, location, cast, wardrobe, props, and music.

Advertising Media's Role

• Effectively delivers creativity to the:
  • Right audience
  • Right place
  • Right time
  • Right price
• Key channels include TV, magazines, newspapers, radio, OOH, cable and digital.
• Media has evolved increasing the amount of channels.
• Screens are vehicles for content, and consumers choose screen after content.
• Media choices are abundant and attention is scarce.

Media Channels

• Media channels may include Youtube, or Netflix
• POEM (Paid, Owned, Earned Media) are used to manage the brand.
  • Paid channels include Paid advertising, Search engine marketing, Sponsorships, PR Stunts, and Email lists
  • Owned channels includes Websites, Microsites, Apps, Blogs, (Social media pages)
  • Earned are Social media, Reviews & ratings, Shares & retweets and Word of mouth
• Brands must to manage media in 3D and control POEM

Media Planning

• There are four categories of decisions for media planning:
  • Audience
  • Timing
  • Frequency
  • Location(Globalization)
• Reach is how many see the ad once, frequency is how many times they see it, with continuity being duration advertised for.
  • These three combine together
• Continuous plans run steadily.
• flighting alternate to other campaigns, and pulsing mixes.

Planning: Media Use

• Use a flowchart of media with their associated categories
• Differentiate between Mass Media, and Digital Media Mass Media: One ad reaches many Audience is broad and loosely defined No immediate feedback Purchase separated by time & space Typically: TV, Print, Radio, OOH
• Digital media: One ad reaches a small group Audience is specifically defined Feedback is immediate/Interactive Purchase often linked to message Typically: Streaming video, streaming audio, social, paid search

Mass Media

• TV is broad, has emotional power, but is expensive and suffers clutter.
• Radio is cheaper, and easier to run but sound only.
• Print is targeted but has no sound or motion.
• OOH targets specific places.
• Digital media are: Highly target-able for search and social Have effectiveness concerns Heavily depend on audience Are not easy to control