Promotional Strategy - Exam 2
Terms
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- In-House vs Advertising Agency
- The size of the account. ⬢ The media budget. ⬢ Objectivity. ⬢ Product complexity. ⬢ Creative ability
- Steps in Selecting an Advertising Agency
- ⬢ Identify and prioritize corporate goals. ⬢ Develop agency selection process and criteria. ⬢ Initially screen firms based on credentials, size, capabilities, relevant experience and conflict of interests. ⬢ Request client references. ⬢ Do background check with other firms and media agents. ⬢ Request written and oral presentation. ⬢ Meet creatives, media buyers, account executives and other personnel that will work with account.
- Key Personell
- Account Executive Creative Director Traffic Manager Media Buyers Media Planners
- Advertising Campaign Management - 5 steps
- Review communications market analysis (last chapter). Establish advertising portion of IMC objectives. Review ad budget. Select media. Prepare a Creative Brief.
- Different Ad Spending Options
- ⬢ Advertise the most when sales are at peak seasons. ⬢ Advertise the most during low sales seasons. ⬢ Level amounts - Continuous
- Elements of the Creative Brief
- ⬢The objective. ⬢The target audience. ⬢The message theme ⬢The support. ⬢The constraints (any legal restrictions impacting ads, e.g. disclaimers, trademarks, copyrights, etc.)
- Hierarchy of Effects Model
- 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. The Actual Purchase
- Means-End Theory
- stipulates that an ad contains a message or a means to lead the consumer to a desired end state (which the theory argues can be any one of many personal values). Thus the means-ends theory says that a chain reaction is set off when a person views an ad in that the ad leads the consumer to believe that the product advertised will somehow help the consumer achieve an important personal value.
- Verbal and Visual Images
- A verbal ad (one with a greater emphasis on spoken words) takes the central route of information processing (with respect to ELM) a visually biased ad is processed using the peripheral route. In general, visuals are more easily remembered and often lead to more favorable attitudes toward the ad and the brand.
- Major Advertising Appeals
- Fear Humor Sex Music Rationality Emotions Scarcity
- Using Sex Appeals Effectively
- • Be aware of differences in the international arena. • Should be an integral part of the product. • Should utilize a variety of models in terms of age, size, ethnicity and gender. • Should consider using “regular person†models. • Be careful sex does not overpower advertisement. • Consider shifting to more sensuality.
- Cognitive Message Strategies
- A cognitive strategy is the presentation of rational arguments or pieces of information to consumers. The ad’s key message focuses on product attributes or the benefits consumers obtain from using the product. 5 types of cognitive strategies: Generic Preemptive Unique Selling Proposition Hyperbole Comparative
- Affective Message Strategies
- Try to enhance the likeability of the product, recall of the appeal or comprehension of the ad. -Resonance (attempts to connect consumer with product through pleasurable experiences) -Emotional (attempts to elicit powerful emotions- romance, pleasure, etc.)
- Conative Message Strategy
- Designed to lead more effectively to consumer behavior Action-inducing: Point of purchase displays try to induce “impulse buyingâ€. Promotional support: Sweepstakes entry form attached to ad.
- Executional Frameworks
- ⬢ Animation ⬢ Slice-of-life ⬢ Dramatization ⬢ Testimonial ⬢ Authoritative ⬢ Demonstration ⬢ Fantasy ⬢ Informative
- Characteristics of Effective Sources and Spokespeople
- ⬢ Physical Attractiveness ⬢ Attractive Personality ⬢ Likability ⬢ Trustworthiness ⬢ Expertise ⬢ Similarity
- Principles of Effective Advertising
- ⬢ Visual consistency. ⬢ Campaign duration. ⬢ Consistent positioning. ⬢ Identifiable selling point. ⬢ Simplicity. ⬢ Repeated taglines.
- Advantages of Television
- High Reach High Frequency Potential Low cost per contact Quality creative opportunities High intrusion value Segmentation possibilities through cable outlets
- Disadvantages of Television
- Greater clutter Channel surfing during commercials Short amount of copy High cost per ad Low recall due to clutter
- Advantages of Radio
- Narrower target markets Music can match station’s programming High Segmentation potential Flexibility in making new ads Able to modify ads to fit local conditions Intimacy (with DJ’s and radio personalities) Creative opportunities with music and other sounds Mobile: people carry radios everywhere
- Disadvantages of Radio
- Short exposure time Low attention Few chances to reach national audience Target duplication when several stations use same format Sometimes information overload