Study Guide PDF

​ A develops the verbal message (the words) ​ An is responsible for the nonverbal aspects of the ad (the design) is the person ultimately responsible for...

​ A develops the verbal message (the words) ​ An is responsible for the nonverbal aspects of the ad (the design) is the person ultimately responsible for the ad’s final form The resonance of an advertisement is it’s “boom factor”- when an advertisement captures your attention and imagination ​ An includes negatively originated motives and provides a solution to a problem →Uber’s “Get there” or Slack’s “Be less busy” ​ A transformational advertisement includes positively originated movies in order for consumers to seek pleasant experiences/intellectual stimulation →Weight Watcher’s “Success starts here” ​ An states what the advertiser wants to achieve ​ An strategy describes the means in which an ad will develop ​ Th is the team’s guide for writing and producing the advertising ​ Roger von Oech developed a four step creative model, with the Explorer, the Artist, the Judge, and the Warrior informational advertisement Most advertisements fail to resonate because they slack in the execution due to being uninspiring, visually unpleasant, or production techniques aren’t good objective advertising e creative strategy  Creativity involves combining two or more previously unconnected ideas/objects into something new Creativity helps advertising inform, persuade, remind, and the delivers the “boom factor” Fact-based thinking is an approach that fragments concepts into components and analyzes situations to uncover the best solution → Tend to analyze facts and use hard data to deliver the best advertisement Value-based thinking →More creative and abstract approaches advertising through intuition, values, and moral codes ​  The Explorer is a scout for new information. They examine the information already available, and then present that information to their team of planners, account managers, and researchers ​ The Artist must develop the big idea, and then implement it in a way in which the target consumer understands. ​ The Judge evaluates the quality of ideas that the Artist has made, and chooses whether to implement, modify, or discard them ​ wins territory for big ideas in a world resistant to change, and they do this by getting the big idea approved The Judge is also in charge of the risk factor in producing an advertisement, because negative reactions to the advertisement can cause a lot of companies to lose their sales The Warrior  The Warrior needs to get the advertisement approved by the client, and then help with the details of design and production to make sure that the advertisement is completed on time, under budget, and the highest quality possible The creative pyramid is on the right. KNOW THE ORDER FOR THE TEST. Chapter 9 ​ The term design refers to how the art director selects and structures the artistic elements of an ad ​ A layout is an overall orderly arrangement of the elements of an ad (visual,  headline, subheads, body copy, slogan, seal, logo, and signature ​ The layout also helps develop the advertisements psychological developments ​ The thumbnail is a very small, rough, rapidly produced sketch that the artists use to help visualize the layout without spending time on details ​ A rough layout is when the artist draws to the actual dimensions of the ad ​ A dummy presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays. It is designed to look like the final product ​ The comprehensive layout, or comp, is a highly refined version of the finished ad. It includes the final type of styles and sizes, and at this stage, all visuals are final ​ The work of this final comp is subject to approval by the management team,  legal departments, and finally, the top executives Poster style format is a single, dominant visual hat occupies most of the ad’s total area Headlines present the big idea in an advertisement most successfully Benefit headlines promise the audience the experience of a product or service that will be rewarding News/information headline announces news or promises information  Provocative headlines provoke the reader’s curiosity Question headlines ask a question which then prompts the reader to find the answer in the body of an ad A common headline orders the reader to do something or take action subhead  ​ The is an additional smaller headline that may appear above the headline or below it ​ The body copy or text comprises the interest, credibility, desire, and often even the action steps ​ Experienced copywriters look for technique style with the greatest sales appeal when pitching their ad In a straight-sell copy, writers immediately explain or develop the headline/visual in a straightforward, factual presentation An institutional copy promotes a philosophy or extol the merits of an organization rather than product features A narrative copy is used to tell a story A dialogue/monologue copy is used so that the advertiser can add the believability that narrative copies sometimes lack A picture-caption copy is useful for when a product has different colors or designs A slogan, or tagline 1. To provide continuity to a series of ads in a campaign 2. Reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement ​ , has two basic purposes: ​ A seal is awarded when a product meets standards established by a particular organization  ​ Logos and signatures are special designed of the advertises company or product name, and they provide quick recognition at the point of purchase/viewing , in which an announcer delivers the sales message ​ The uses one person or character to present the product and carry the sales message, such as Flo for Progressive ​ A testimonial is where a satisfied user tells how effective the product is-can be highly credible, especially if the personalities delivering product satisfaction are unknowns and nonprofessionals ​  A convinces and audience better and faster than a spoken message The oldest and simplest type of commercial and probably the easiest to write is the straight announcement presenter commercial demonstration Slice of Life is a commercial that dramatizes a real-life situation, such as old people Musical commercials are advertisements that use a jingle, such as 1-877-Kars4Kids medication ​ The lifestyle technique is to present the user rather than the product, such as through beer commercials and sports-drink commercials ​ Animation techniques are used for communicating difficult messages, or for specialized markets, such as children A brings users to a website other than the one they intended to visit is the rapid sharing of an idea, where a portion of this marketing message about buying a product or service  Chapter 15 ​ Relationship marketing is when a company develops mutually satisfying relationships with customers and other stakeholders. Seamless, consistent communication is how a firm earns a good reputation ​ is interactive, which means that buyers and sellers can exchange information with each other quickly ​ Direct-response advertising is when direct marketing efforts are always aimed at stimulating some action or response on the part of the customer or prospect ​ Because these responses can be measured, direct marketing is accountable storyboard is turning the video portion of the script into real images. It is a pre-printed sheet with a series of 8-20 blank windows, and works like a comic strip in order to show how the ad will look in the end Banner advertisements Viral advertisements Geico is an example of a company that practices good IMC (important relationship marketing) Direct marketing Direct marketing is the oldest marketing method In direct sales marketers representatives sell to customers directly, either at home or at work. An example could be telemarketing Direct response advertising is advertising that asks the reader, viewer, or listener to provide a response straight to the sender. An example can be direct mail, TV ad’s, or emails Catalogs are the largest direct marketers in mail, such as local landscaping mail Direct-response broadcasting advertising is when one can collect a coupon or call a toll-free number Database marketing is when a company tracks and analyzes purchasing patterns of customers in a database, then targeting advertising to their needs Think of Instagram advertisements guides users eyes in a certain direction-such as when taking in an advertisement is the interpersonal communication process by which a seller ascertains and then satisfies the needs of a buyer, to the mutual, long-term benefit of both parties. The main objective besides a sale is a partnership established between the consumer and the supplier Direct Marketing is the oldest marketing method Impact of Database Marketing: 1. Customer Lifetime Value, in which stats can show a customer’s historical and future value 2. Loyalty (Continuity) programs reward customers for continued business Law of continuity Some drawbacks to direct marketing can be a bad reputation for the brand, clutter, privacy concerns, and not as much publicity from the media Personal selling Types of direct response advertising: 1. Catalog Sales 2. Direct Response print 3. Direct response broadcast 4. Direct Response digital  Types of personal selling:\ 1. Selling to retailers 2. Selling to other businesses 3. Selling to consumers Personal selling advantages include:  being personal and persuasive, facilitates instant feedback, flexibility in adjustment and time, good for high-priced items, and helps in distribution of new products Personal selling drawbacks include: labor-intensive, time consuming, poor reputation, and requires sales executives with the right personalities Trade shows are exhibitions where manufacturers, dealers, and buyers of an industry’s products can meet for demonstrations and discussions on products Booths and exhibits are personal stalls within a trade show that sell the company’s product through the use of personal selling There are many , such as environmental issues and government impact is a direct inducement that offers extra incentives anywhere along the marketing route to enhance or accelerate the products movement from producer to consumer Packaging encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials Packaging serves the market in 5 ways: protecting, preserving, drawing attention suggesting quality, and informing issues with packaging Buying packaging includes two major phases: 1. Conceptual process in which the company receives input from five major stakeholders: consumers, manufacturers, marketing intermediaries, consumer advocacy groups, and government agencies 2. The production is the final design of how the product will be served Sales promotion Sales promotion and Brand Volume 1. Adds tangible, immediate, extra value to the brand 2. Sales promotions maximize sales volume 3. When all brands appear to be equal, sales promotion can motivate customers to choose one brand over the other Push strategies are designed to secure the cooperation of retailers Pull strategies are designed to attract customers and increase demand for the product ​ Slotting allowances is a trade promotion tactic in which retailers charge manufacturers fees for the privilege of obtaining shelf or floor space for a new  product. Controversial because they’re subsidizing the retailer’s cost of business ​ Trade deals happen when manufacturers make deals with retailers by offering short term discounts or other dollar inducements ​ Display allowances are fees that make room for and set up displays. These can be the specially designed floor stands, shelf signs, and special racks that the allow the seller to sell more of a featured product or products ​ Buyback allowances are when manufacturers offer a new allowance for an old product so that stores are more inclined to partner with them ​ Advertising allowances as either a percentage of purchases or a flat fee paid to the retailer, and offered by the manufacturer to the company Chapter 16 ​ Public relations are the strategic management of the relationships and messages that individuals and organizations have with groups (often referred to as publics or stakeholders) for the purpose of the goodwill ​ Employees, customers, stockholders, competitors, suppliers, legislators, or the community are all referred to as stakeholders. Each group is considered a publics, which a company is trying to satisfy and impress  ​ is managing the standing of the firm with various publics, especially over a long period of time ​ Publicity is the generation of news about a person, product, or service that appears in print or electronic media ​ Crisis management is a team used to make sure that brand value isn’t destroyed through damage control Co-op advertising is when national manufacturers reimburse their dealers for advertising the manufacturer’s products or logos in their trading area  Co-ops typically require their dealer to submit proof of advertising , such as sample radio commercials, ads, etc There are 4 main differences between advertising and PR 1. PR is not paid for like advertising 2. PR is more trusted because the message is edited and filtered by the media 3. PR is less precise 4. PR has less memorability Opinion sampling is using techniques such as in store shopping centers, phone interviews, focus groups, analysis of incoming mail, and field reports. It helps companies monitor, measure, and analyze the current public opinions Reputation management Community involvement is the developed dialogue between a company and community through having specific jobs allowed for each location, with employees that contribute to the community’s social and economic development or anything the company puts out, have to be accessible online and the rise of influencers-can be good PR for a company if they get a top influencer or celebrity to endorse their product A corporate blog is a web-based source of information about a company, its policies, products, or activities. Corporate blogs are one way companies can facilitate relationships with their consumers or other publics Publication s, Social media  PR tools include: A is a printed or electronic sheet of information issued to print and broadcast outlets to generate publicity or shed light on a subject of interest A press media kit is a package of publicity materials used to give information to the press at staged events such as press conferences or open houses are signs that impart product information or other news of interest to consumers is a news or feature story prepared in video form and offered free to TV stations A sponsorship is a cash or in-kind fee paid to a property (sports, entertainment, nonprofit, etc) in return for access to exploitable commercial potential associated with that property Cause marketing is a partnership between a for-profit company and a non-profit organization, which increases the company’s sales while raising money and visibility for the organization's cause. 1. New releases and press kits Types of sponsorships: 1. Sports (the biggest type) 2. Arts 3. Causes 4. Entertainment (concerts, tours, attractions, and them parks) 5. Festivals,fairs, and annual events (fairs, museums, theater, etc) 6. Associations and membership organizations Cause marketing  is a partnership between a for-profit company and a non-profit company 2. Photos 3. Feature Articles 4. Printed Materials 5. Posters, exhibits, and bulletin boards Posters 6. Audiovisual materials news release (or press release) A house organ is an internal newsletter A Video News Release, or VNR, ​ Public relations advertising is advertising that attempts to improve a company’s relationship with its publics ​ Corporate, or institutional advertising is a type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. Goal is long term. ​ Corporate identity advertising is advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after one of these elements are changed ​ Recruitment advertising is a type of advertising, most frequently found in the classified sections of the daily newspapers or in online job boards, aimed at attracting employment applicants