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