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ADV318j LECTUREnotes

Terms

undefined, object
copy deck
subliminal advertising works by appealing to 2 repressed subjects
sex and death (graphic sexual explanation of how images in an ad work)
illustrations
1) should support the selling point and the advertiser want so communicate 2) should form a complementary relationship with the headline 3) must have story appeal
Wilson Bryan Key points on subliminal advertising
massive cover-up by the industry; advertising is most potent force; hidden images and words appeal to represses sexual taboos and work on an unconscious level; advertisers manipulate using hidden images and words
cultural ritual
advertising accommodates and takes advantage of
generic need definition
IBM: 1) "we make business machines" 2) problem solving 3) information management 4) risk reduction--shift to service side of things
afluenza
painful, contagious socially transmitted condition of overload, debt, anxiety, and waste resulting from the dogged pursuit of more stuff
SW airlines emphasizes
importance of casting
1) does it work?
DeBeer's "a diamond is forever"
understanding IBP as a process will clarify
1) role of adv/IBP can play in facilitating sales 2) why immediate sales are not valid objective for adv/IBP
3 broad developments in e-commerce
database mktg; 1:1 interactivity; internet, web communication; cost advantages
PR activities
media relations, employee communication (internal), lobbying/issue management, investor relations/financial PR, sponsored events, crisis management (damage control)
register brand name
visually and with repetition
Target's strategy
unclutter ad environment; only commercial adv in the issue of NYer in 2005; hire 21 illustrators; had to have NY theme and logo;
4 key players in Campbell's soup dispute
1) Campbells--used word "stocked" 2) Pillsberry--complained misleading 3) NARB--made decision and agreed with P 4) NAD
Pedigree Chalk Mural
coordinated with the launch of "Dog's Rule;" guerrilla marketing; great connection with the website and the campaign; was inexpensive
Wilson Bryan Key books
subliminal seduction, media sexploitation, the claim plate orgy, age of manipulation
research commitment
info about competition required; change is only thing constant in the marketing world; w/ company's employees
what should be covered in a creative brief?
1) target audience 2) objectives 3) key consumer benefits/support 4) personality 5) mandatories
marketing manager's task
to make optimal adjustments of factors under his/her control to factors beyond control
DO's advice for developing big ideas
do your homework; study product--more you know, easier it will be
layout/design should
1) organize the customer's reading experience 2) draw the eye through each ad element 3) use white space to focus attention on the ad 4) use type creatively
Chick-fil-a
closer top management is to consumer = more success; all execs required to work behind the counter ea/ year
free content-modern ex
youtube.com (4% of videos have banner at bottom)
marketing
gain a mutually beneficial long-term relationship
exceptions to MDE
taxation (encourage/discourage)
layout/design
1) white space is not wasted space 2) make sure the type face is easy to read 3) type can be used as a design element 4)
ideal sponsor event
connected to emotional experience
communication model
source, audience, msg
philosophy of marketing
a consumer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfying the firm's objective
Singapore airlines
used 5 senses; present self as an entertainment airline; sensory brand experience; siphon floridan waters
branding closely associated with
manufacturers' pursuit of power in the channel of distrubution
State Farm
must be consistent over time
cultural shocktoid
people born after 1980 will spend more time caring for their mothers than children
BB view the use and role of research
plays a limited role; tells what to say, but not how to say it
3rd environment
technological environment
magic 9 humorous formats
1) kids are funny 2) country folk are funny 3) animals are funny 4) odd juxtaposition is funny (single most important point) 5) family relationships are funny 6) celebrities are funny 7) characters are funny 8) outrageous is funny 9) parody is funny
what do advertisers want to use to get feedback?
sales--downside: using sales is like using only final score on football game
in order to operate efficiently, free exchange of ____.
information
homemade ads for pets
wording with a photo helps ad get attention of its audience
HL words according to OG
8-10 best
managerial functions
planning, organizing, implementing, controlling
women are better at
communicating with other woman than men
what should advertisers use to get feedback?
comm barriers; comm variables
2 major problems with using sales:
1) adv=only one factor 2) carryover effect--adv and other forms of IBP have long-run payoff; efforts by one can carry over to the next year
Dell
leverages ads through publicity
4 strategies to drive web traffic
1) engaging web film 2) 5 directors an opportunity to create a short film illustrating their interpretation of "never hide" 4) downloads: posters, web cards
Hathaway: HL works best with a headline
"you'll look smarter in H shirt"
headline works best if there is ____
a benefit
attempt to accomplish in Levi's brand image mini-series
cut through clutter; engaging; generate conversation value (buzz about brand); enhance Levi's image with the target
PR vs adv
educates vs entices; builds credibility vs image; generates quality leads vs quantity leads; little control over content vs controlled content; hard to measure vs standards for measure
source--intent to persuade by changing
awareness, knowledge, attitude
bundle of satisfactions
1) physical (vitamins, umbrella) 2) functional 3) social 4) psychological (can run faster in Nike)
Nike uses what type of adv?
transformational
ads reflect
concerns, trends, etc. to an anthropologist (of a time)
3 different effects
source, channel, message
where do great campaign ideas come from?
idea-spotting
differentiation strategy
reach w/ an appeal that is more specifically targeted at consumer
DO: advice for developing TV commercials
don't use celebs; problem-solution works well; demonstration--superglue; emotional--nationwide
driving force to a market-directed economy
competition
DO; secret success in building an outstanding ad agency
"hire someone bigger than you and company will become giant--smaller: dwarfs"
common themes in Levi's brand image mini-series
off-beat, funky orientation; tell incomplete story; connected by characters; ends with logo & website
Dr. M's conclusion on subliminal adv
urban myth, hoax; general population mislead by individuals who are crazy or out to make money
Dove
teaser campaign; just women, then added logo; launched 2004; youtube "Evolution" ; getting drink of water from a fire hydrant; purpose of campaign: self-esteem
public relations
a planned effort to create positive, third party buzz around a company, person, brand, or issue
it's not creative unless ____
it sells
purpose of persuasive communication
awareness, knowledge, attitudes
marketing concept 3 key pillars:
1) consumer orientation 2) integrated mktg 3) customer satisfaction
in terms of marketers, most interested in ___
response; response=sales
purpose of Pedigree campaign
generate conversation value and buzz;PR used to spike media coverage; web site tie-in; inexpensive; coordinated with the launch of "Dogs Rule;" murphy's law: 3 days, day 4: rained and washed away
brand image
a mental image that reflects the way a brand is perceived, including all identification elements, product personality, and the emotional associations evoked in the mind of the customer; sum of all experiences
immersion experience
force upper management to get in tune with front-line customer contact in stores/restaurants; helps discover employee discomfort/ease; happy employee=happy customer
"Broccoli ballerinas"
position the brand clearly
sponsored events
gives the company's exclusive rights to adv their product; the marketer pays for ads and prays for publicity
D&G ad
at base level: intent is sales; images and values conveyed
definition of marketing
the set of human activities directed at facilitating and consummating mutually beneficial, long-term, exchange relationship
means for distinguishing
marketing at most basic level
caveat emptor
"let the buyer beware"-firms are only going to show pros of product; what are you supporting when you buy a product/service?
single most important technological innovation
computer chip
4 crucial questions about humor
1) does it fit? 2) is it funny? 3) does it enhance? 4) does it wear well?
for creative people, a creative brief is
like a blue print or a compass
halo effect
positive transfer to attitudes not directly related to an effective ad's msg; did not mention anything about being ecologically friendly, but many say so
share of total US spending decreased over 1999-2008
radio
creativity is a 3 step process
1) formulate way to sell the brand--what to say 2) putting the words together--writing/developing the ad 3) approval--client has to say yes
Dr. Bernard McGrane
advertising is as powerful as the 3 major institutions: school, church, and family
creativity
the ability to take known facts, sound and objects and place them together in new and effective combinations
core of mktg from the beginning of time
brands
Bennetton
uses controversial ads to stimulate publicity
the most important fact of economic life
cavaet emptor--let the buyer beware
Baylor med school brain scan study
brand loyalty overrides taste
candidates
did not primarily rely on CNN, MSNBC, etc.
Hath: wanted to broaden the appeal
by showing a panel of styles of shirts
creativity in TV adv--17
1) grab the viewer's attention 2) be single minded (KISS) 3) register the name of your brand 4) have a payoff 5) build campaigns, not individual commericals 6) the picture must tell the story 7) the tone must reflect your brand's personality 8) show people, not objects 9) generate trust 10) break the pattern 11) use demonstrations 12) use testimonials 13) ? 14) use eccentric casting 15) use music 16) use emotion 17) use humor
Ralph Lauren ad
promiscuous; too thin: if you don't look like this, you don't embody what our culture expects/values; disruptive role models
BB's Brand Sense book
Tokyo story
Mrs. Meyers
association between positive smell and experience of cleaning
3) can it do bad things?
troublesome 4: tobacco, alcohol, gambling, guns
consumer orientation
companies that adopt the marketing concept develop an organizational cultural based on shared beliefs about marketing
in class exp--Nike
audience unfamiliarity
decoding
assigning some meaning to symbols; audience decodes from own frame of reference/field of experience; communication breakdown
body copy
1) gives readers details 2) should be written in everyday familiar language 3) focus on customer benefits 4) more than product information--needs to be customer benefits
keys to mass media success
give away, build an audience, same principle applies to the internet
purpose of comm
modify atts and behavior of individuals; persuade
evolution keyed on consumer's needs for
news/info; entertainment
vampire creativity
an advertising probelm that occus when an ad is so creative or entertaining, it overwhelms the brand
the creative breif
a strategy/developing document that ads depth to reasons behind ad
Steve Vaughan
pure image ads; mad DVD of work self; sheer energy,
transformational adv
marketer can transform experience in terms of buying using brand (make you efel better about) ex: Nike: enhance experience of waring brand
contrast theory
what you expect vs what you get
the marketing concept
a consumer orientation backed by integrate marketing aimed at generating customer satisfaction as key to satisfying the firm's objectives
adoption
a strong brand preference involving continued purchase over time
integrated marketing
triad in perfect harmony
took the eyepatch off: moral of the story?
common sense can destroy a great ad
adv and marketing comm manager decisions
adv, PR, direct response, personal selling, sales promo
best print media
free
the purpose of PR
to enhance a brand's image/credibility
____ is key.
likability
Mini Coop
"media agnostic" put on top of Ford excursion, put in boxed seats at wrigley field
"jungle noise day" to create
sampling
__% of ads skipped when using TiVo
88%
3 key questions about IBP and adv
1) does it work? 2) can do good things? 3) can do bad things?
Dr. Murphy's law of consumer dynamics
inverse relationship between material possession and real happiness
TA
key determinant in what's appropriate
integrated marketing
1) functional areas: departments--HR, acct, sales, mktg, etc. 2) mix elements
communication breakdown
msg on truck: shrimp 5# discount; Lassie, get help
American Express' portraits campaign 1987-1993 equation
intriguing Leibovitz photos and brief copy
30 rock video
suggests integrated GE into story lines--product placement
target group evaluation
needs to break into subgroups; homogeneous groups necessary; demographics; research/evaluate each segmentation
BS: 3 brands that focus on sound
Intel, Honda, Harley Davidson
great advertising requires ___
risk; ex: Fish-o-Rama for RC cola
trademark
set up modern mktg; created branded merchandise
mandatories
logo, product package must be shown, etc.
women make ___% of buying decisions in our culture
80%
3 reasons why photos get picked as favorites for story appeal
1) shows people feeling good 2) aesthetic quality of the photograph 3) readers relate to the scene
DO: proper attitude toward an agency's clients
first class business in a first class way
definition of communication
sharing of meaning; the process by which an individual transmits stimuli to modify the attitudes and behavior of other individuals
what is technology?
tool for wresting to get/extract something w/ struggle/difficulty
guerrilla marketing
edgy, inexpensive promotional initiatives executed in major urban markets
____ creativity is ____ creativity
advertising; discipline
marketing is a regulating mechanism that matches up ___ and ____.
what we want; what's available
M&M ad proved that
"sexual appeal" in advertising exists
____ makes a campaign great.
simplicity
DO: most important characteristic of an illustration
story appeal; news should be in HL
Subway's Jared
spotted by franchisee
3 factors young people have
1) creativity 2) enthusiasm 3) hard work
policies that discourage real customer service
rewarded by shorter time spent on the phone with customer & number of calls in a set period; computer voice menu;
brand info stored as related to:
1) attributes 2) other objects 3) people/events/experiences
BNs
important intangible corporate assets; provide the basis for developing eff IBP campaign
Ray-Ban's "never hide" campaign
encourage to express self by uniqueness and authenticity; kicked off by hitting Times Square giant screens (4th screen); 1 week domination; encourage people to submit videos; viral, web-based campaign; drive people to website and generate buzz/conversation value
California tortilla jungle noise day promo
ties the restaurant to the zoo down the street; promo leverage: relevant, timely; zany, fun image; encourages sampling; encourages repeat customers; tiny budget
ad creativity is a function of
1) it's own talent 2) work environment
7 core principles
1) think different 2) simplicity 3) specificity 4) believability 5) relevance 6) find a USP 7) consistency
Sullivan: "____ will never be a fad"
simplicity
DO: advice for developing HLs
BN and promise in HL; easily understood; test all of it; 6-12 words on avg; quotes is more effective; doesn't have to look like an ad
during Mirror and Influence: name of target audience most influenced in society
young, naive, impressionable
4 screens
1) TV 2) computer 3) cell phone 4) wherever people aggregate (on spot digital networking--airport, elevator, mall)
brand mind map
structure of attributes, associations,comparisons, and other elements through which a consumer creates meaning for an individual brand
humor has a double chance to fail
1) unfunny 2) distracting--in terms of selling a laugh
BNs
means of distinguishing itself from other for eff marketing
2005
for the first time youths (15-24) are spending more time online than watching TV
analogy: Copernicus proved that earth revolved around the sun & earth was not the center of the universe
analogy to marketing concept: firm revolves around the consumer, not vice versa
2) can it do good things?
"don't mess with Texas," smile train, Am. civil liberty union
PR objectives:
to promote goodwill among relative publics, counteract negative publicity among relative publics
___ at core of adv.
branding
marketing mix
product, place (distribution), price, promotion; all essential and interdependent; need to be coordinated/integrated; no one P is more important than the others
advertisers job is to help consumers ____ a purchase decision
navigate
macro environments
natural, cultural, economic, technological, legal
census data reflects change in cultural values
more one person households (Folger's "coffee for one"
royal carribbean strategies
did not put in NYer
"m" word in marketing
materialism
noise
anything that could prevent or interfere with transmission/transfer (other msgs or physical distractions)
1 to a thousand rule
if one person complains, there are 1,000 others who are offended
migration of marcom money away from traditional adv to alternatives like PR due to
fragmentation, clutter, cost
consumer orientation
1) generic need definition 2) target group evaluation 3) differentiation strategy 4) research commitment
market activities
drive at the heart of the economy
symbols
words, objects, pictures, and figures that hold and can be used to convey some kind of meaning
Leo Burnett's take on creativity
creating relationship between 2 previously unrelated things presented in a way to exemplify brand well; creativity=the X factor, a miracle product of human nature
Ray-Ban was able to have a successful campaign due to:
Ray-Ban concept was authenticity and to be yourself
the key goal is ___
originality
ex of experience
receive watch--Tiffany's vs Wal-Mart
adv is both a ____ and ____.
business activity; social phenomenon
smell
our emotions are strongly linked to smell; 75% of our emos are evoked
Trader Joe's
good at listening to customers and acting on suggestions gathered; managers: captain; staff: crew members; adapt to accommodating to specific location and customers; "food democracy"
adoption process model--4 points
1) rejection can occur at any point after awareness 2) no guarantee 3) behavioral change first, skip stages 4) stages are not equal distance apart
$___ invested annually into advertising
$285 billion
don knotts ad
targeted at older audience--doesn't matter if class doesn't get
attitude
interrelated system of beliefs, etc toward obejct
feedback
communication in reverse; verbal or nonverbal;
DO: 4 characteristics of a good ad
personal, interesting, truthful, factfull
firm's basic approach to marketing
an attempt to satisfy customers
Volkwagen "waterbug" ad
idea spotted
SW airlines
motivating and engaging employees: must treat employees as customers
westin
"white tea" candle scent
the marketing concept: GE pioneered
revolutionized how business people conduct business with and treat customers & business management's view of itself
HL can coax readier into the ad by
holding something back or telling a complete selling story at a glance
headlines
1) headline must grab attention 2) be relevant 3)can coax the reader into the ad
the fog
creativity
mirror and influence
young, naive, impressionable
previous to the launch of "Got Milk" campaign, what did advertisers discover about milk in our culture?
it was used as a food wash product
3 forms of adv prior to 1450
signs on roads, trademarks set up modern mktg, town criers-paid to circulate street and shout msg
competition based on ___.
information
DO's attitude toward billboards
loust of the landscape--should be abolished
salespersonship
can make the difference between effective and non-effective advertising
rules for USP
1) must make definite proposition "buy P, get this benefit" 2) must be unique (to your brand) 3) proposition must sell
adv creativity requires ____
discipline
3 reasons for humor usage
1) humor is memorable 2) life is a drag 3) humor rewards
natural pressure toward: ___, ___, and ___.
competition, specialization, and efficient performance
3 violations of "the contract"
1) false and misleading ads 2) impersonations of ads 3) boring and insulting ads
dissonance: function of 2 factors
1) magnitude of purchase 2) attractiveness of unchosen alternatives
incumbant's advantage
much like president, although words may be negative, the visual is positive and therefore the takeaway is positive
Red Roof Inn
consistency
3 types of product placements
brand insert; integrated into storyline; brand sponsors original content (Ray-Ban)
traditional A layout
2/3 picture; 1/3 body copy; 3 copy blocks; HL

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