Adv test 4

• 1. geographic Selectivity
• 2. timeliness
• 3. Creativity Opportunities
• 4. Credibility
• 5. Audience interest and Demography
• 6. Cost

• 1. limited Segmentation
• 2. Creative Constraints
• 3. Cluttered Environment
• 4. Short life

• 1. Audience Selectivity
• 2. Audience interest
• 3. Creative Oportunities
• 4. Long life

• 1. limited Reach and Frequency
• 2. Clutter
• 3. Long lead times
• 4. Cost

• 1. How to adopt
• 2. other ways to take advantage of digital environment
• 3. Big advertisers becoming media companies

• 1. Creative Opportunities
• 2. Coverag,e Reach and Repetition
• 3. cost per Contact
• 4. Audience selectivity

• 1. fleeting message
• 2. High absolute cost
• 3. Poor geographic selectivity
• 4. Poor audience attitude and Attentiveness
• 5. Clutter

• 1. Cost
• 2. reach and Frequency
• 3. Target Audience Selectivity
• 4. Flexibility and Timeliness
• 5. Creative Opportunities

• 1. poor audience attentiveness
• 2. Creative limitations
• 3. Fragmented Audiences
• 4. Chaotic Buying procedures

• 1. Don't underestimate radio satellite
• 2. Radio will affected by emerging technologies much in the same way that television will be affected
• 3. Consolidation going on in the traditional radio market

• 1. Target Market Selectivity
• 2. Tracing
• 3. Deliverability, Flexibility, and Reach
• 4. Interactivity
• 5. Integration

• 1. Coupone
• 2. Contest and sweepstakes
• 3. Sampling, trial offers and price-off deals

• 1. Wireless communication (mobile access)
• 2. Web-launched video and audio

• 1.Close a sale
• 2. Idetify future prospects and provide infor to selected customers
• 3. engage Customers:seek their advice, gather info, and foster loyalty

The goal of both of these ads isn't to sell immediately, but to get you to seek additional information

• 1. Convenience
• 2. Credit card
• 3. Developments in telecommunications
• 4. Computer
• 5. Direct marketing is probably the most effective way in which we can reach customers and establish a relationship with them.

Database development

Includes information collected directly from individual customers

• L.L. Bean & Royal
• CarRibean Cruise Line

Competition

represent the sum of exposures to the entire media placement in a media plan.

• Facebook, Myspace, Twitter, and other have revolutionized the way we think about mediated communication.
• Consumers talk via the internet about brands

• 1. Product placement
• 2. Storyline integration
• 3. Original content note("Never hide" films posted on the web and shown in class)

the message then maybe the staccato style of texting may lead to friendships and other social relstionship that are equally quick, surface and have no time to spare.

Fee-for-service basis

blurring of the line

Free content via the internet is threatening traditional media

Hyper and clutter

• 80%
• These media are rich and necessary communication alternative for most advertisers.

21 million

78%

30%

3C, T, ID, GS

LS, CC, CE, SL

• Creativity +Long life
• Audience selectivity+interest

• RF
• C
• L
• C

• $17/30 billion=57% of total digital/interactive adv.
• This explain Google's success

•  1. Technology has the power and potential to change everything
• 2. What can be truly revolutionary about the internet is its ability to alter the basic nature of communication within a commercial channel

88%

highly desirable, highly segmentable, and highly motivated audience.

• 1. Paid search
• 2. display/banner
• 3. pop-up-pop under ads
• 4. Sponsorship
• 5. Home page
• 6. Widget
• 7. Second life
• 8. Video game
• 9. Rich media video and audio

75%

corporate/brand home pages

Email and social media

39%

• 1. Hits
• 2.Page Views
• 3. Web analytic software

40%

the use of incentive techniques that create a perception of greater brand value among consumers, the trade, and business buyers

To generate a short term increase in sales by motivating trial use, encourage larger purchases, or stimulating repeat purchases.

• 1. Demand for greater accountability
• 2. Short term orientation
• 3. Consumer response to Promotions
• 4. Proliferation of brands
• 5. Increased power of Retailers
• 6. Media Clutter

• 1. Stimulate Trial purchase
• 2. Stimulate repeat purchase
• 3. Stimulate larger purchase
• 4. Introduce new product
• 5. Disrupt competitor's strategy
• 6. Contribute to integrated Brand promotion

• 1. Coupons
• 2. Price-off Deal
• 3. Premims and ADvertising specialties
• 4. COntest and sweeptakes
• 5. Sampling and trial offers
• 6 Phone and gift cards
• 7. rebate
• 8. Frequency (continuity)programs

• 1.  Obtain initial Distribution
• 2. Increase order size
• 3. encouragec ooperation with consumer-market sales promotion
• 4. Increase store traffic

• 1. Outdoor
• 2. Out-of-home
• 3. Directory
• 4. Packaging

• 1. use color, shape and design to create a perception(image) of value(plastic bottle VS glasses water bottle)
• 2. Perfumes use packaging to project the desired image

• 1. entertain clients
• 2. Reward/motivate sales force
• 3. distribute product samples
• 4. collect consumer survey information

It makes the message DVR-proof

• 1. Oversaturation
• 2. Unpredictable
• 3. marketer and filmmakers don't always appreciate the each other
• 4. Playing it straight with consumers.

• 1. Choose the right set of option to engage a target segment
• 2. Coordinating the placement of message to ensure coherent and timely communication

• 1. SImply idea of staging a test
• 2. How to initiate a dialogue with the consumer

an interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location.

database, benefit package, communication strategy

• 1. get to know customers
• 2. Creating meaningful, trust with them

Emergent consumers' brand preferences are still under development

Gert Boyle

Create buzz& a cool image

• 1.Baking
• 2.Paiting

Play the tuba

• 1. Writing
• 2. F-ing with people

Musician/entrepreneur

Ski-bum, partying and professional Hayley

• 1. Quality ideas come from large quantity of ideas
• 2. Experience builds confident and perspective
• 3. Work environment is important to stimulate creativity
• 4. Break up work with play
• 5. Success requires optimisn, determination, patience, joy, and coping with fear and doubt.

• 1. Think different
• 2. simplicity
• 3. specificity
• 4.Belivability
• 5. Relevance
• 6. Using USP
• 7.Consistancy

• 1. VW ads satuday evening magazine
• 2. Apple 1997 commercial
• 3. Chevrolet Truck-Lassie

• 1. 2/3 picture, 1/3 copy
• 2. 3 copy blocks
• 3. A headline

• Lincoln's Gettysburg Address.
• Got Milk
• Dogd rule
• Google Homepage
• Charles schwab
• Tennis ball

• cal Train
• Camp Cullen
• Progressive Insurance
• Proof of specific works in communication: Hilton Hotels

• 1.Gamestop ad
• 2. Lemon and think small

Good example of relevance

VW mule died

• 1.Make a definite proposition
• 2.It must be unique
• 3. the proposition must sell

 People with insight into human behavior, tap into passions, need to be concerned with what people take away from advertising

Must appeal to the emotions-the average person doesn't come to decisions just on an intellectual basis-appeal to their instincts and aspirations.

Work without conviction won't sell-it's a requirement

A principle is not a principle until it costs you money

Bernbach strives for good taste, but you can get attention from both

It will always be the same, no matter the time-new inventions don't create new ideas.

• 1. Always be heard
• 2. Be wherever you want to be
• 3. We never have to be alone

• 1. grab reader's attention
• 2. Be relevant
• 3. Coax the reader by
• holding something back
• telling the complete story at glance

• 1. Support the selling point
• 2. Form a complementary relationship with the headline
• 3. Have story-appeal

A gimmick illustration-it gets our attention, but it is not relevant

• 1. show people feeling good
• 2. the aesthetic quality of the photo
• 3. readers relate to the scene.

• 1. Focus on customer benefits
• 2. Be written in everyday, familiar language

• 1. gives reader the details
• 2. It is more than product information

Type style

• 1. Make sure type face is easy to read
• 2. Use cams/lower case and serif type

• 1.92 ads in issue
• 2. 26/92 ALL caps headline
• 3. 21/26 san-serif type
• 4.8/26 All caps body cope

• 1. Organize the reader's experience
• 2. Draw the eye through each ad element
• 3. use white/open space to make the ad distinctive
• 4. use type creatively

 online digital video ads

• 1. Grab the viewer's attention
• 2. Be single mind
• 3. register the brand
• 4. Have a payoff
• 5. Build campaigns
• 6. Picture must tell a story
• 7. Tone must reflect the brand's personality
• 8. Show people, not object
• 9. generate trust
• 10. Break the pattern
• 11. Position the brand
• 12. Use demonstration
• 13. Use testimoials
• 14. Use eccentric casting
• 15. use music
• 16. use emotion
• 17. Use humor

• 1. People are inattentive
• 2. People don't always remember the brand/sponsor they remember the commercial
• 3. The mother tongue of the brain is the image
• 4. people are interest in people
• 5. A prospect will not buy from a sales-person she does not trust
• 6. Humor is a strong memoery aid

• 1. Humor is memorable
• 2. Life is a drag
• 3. Humor rewards

Humor should focus attention on the selling point

• 1. Kids
• 2. County folks
• 3. Animals
• 4. Odd juxtaposition
• 5. Family relationship
• 6. Celebrities
• 7. Characters
• 8. Parodies
• 9. outrageousness

43% and 35%

American Express blue card

43%

• 1. name and address.
• It's just  the start point