Combo with "Facets, SUCCES, STEPPS" and 1 other – Flashcards
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Perception
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Exposure Interest See/hear Recognition Creates curiosity "Billboards, commercials, everything"
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Emotional/Affective
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Create emotional response in viewer Appeals to wants/desires Excitement, fear, sadness, joy "Arms of an Angel" animal commercials
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Cognition
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Fact-Based/Statistics/Info Cognitive Learning Appeals to needs, unlike emotional/affective Clarity "Infomercials"
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Association
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Symbolism Rub-off effects from celebs, animals Transformation (From mere product to something special) "Victoria Secrets"
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Persuasion
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Important part of facets model Motivation Credibility (Brittany Spears Coke Scandal) Loyalty Involve viewer/consumer Call to action....
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Behavior
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If persuasion is successful, next step Advocating Buying Contacting "I want YOU" US army ad
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Stickiness
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Easily Recallable, memorable SUCCES anagram, see below
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Simple (SUCCES)
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Stick to doing ONLY 1 or 2 things Big meaning - Short message Avoid over-complicating message
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Unexpected (SUCCES)
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Element of Surprise Surprise creates "laser-like" focus Mystery creates need for closure - Leads to follow up
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Concrete (SUCCES)
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Appeal to five senses Use examples "Baseball stadium seats tax return"
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Credible (SUCCES)
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Links to cognition Info Testaments from experts/celebs/real people People trust themselves the most Vivid + Detailed
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Emotional
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Links to Emotional/affective However, knowledge + attitudes don't always change behavior Anger is more powerful emotion than depression "Crying Indian" vs "Don't mess with Texas"
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Stories
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Ongoing story Challenges "Icebucket challenge" "Jared (ew) Subway"
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Contagion
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Spreads quickly STEPPS Model (See below)
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Social Currency (STEPPS)
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Everyone likes to be cool Insider/Club status "84% teens don't drink" campaign was effective Remarkable - sharability Game mechanism "Foursquare majoy status"
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Triggers (STEPPS)
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Top of mind = tip of the tongue Links to Association Facets model Take advantage of existing triggers to create new ones "NASA Mars news + MARs bars sales"
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Public (STEPPS)
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Conformity Social Proof Observability Internet makes fact-checking and message spreading easier for consumers
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Practical Value (STEPPS)
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People enjoy helping others Getting/sharing useful info/deals How it is packaged
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Promotion
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Communications process in marketing to create favorable attitude towards brand, product, service, or person
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Promotional Mix
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Blend of communication tools used by a firm to communicate with audiences,
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Promotional Tools
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Advertising, sales promos, point-of-purchase, direct marketing, personal selling
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Advertising
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NOT synonomous with promo. Paid mass-mediated attempt to persuade. Designed to get someone to do something
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Household Consumers
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Most conspicuous audience for advertising
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Members of Business Organizations
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Advertising audience that buys business and industrial goods and services
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Members of Trade Channel
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Advertising audience that includes retailers, wholesales, and distributors
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Professionals
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Advertising audience that includes workers with special training or certification
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Trade Journals
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Magazines that publish technical articles for members of a trade
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Marketing
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Creates, communicates, and delivers value. Creating value and matching consumers needs and wants.
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How do companies communicate with consumers?
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Target audiences learn about brand features and benefits through IMC
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What does marketing communications do?
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Gets attention Creates feelings (needs,wants) Provides information Integrates/connects Persuades Drives Actions Builds brands
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Value
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Matching needs and wants
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Marcom Field Currently
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Tv Still the biggest field Digital on the uprise Print is on the downfall Overall on the rise: Content marketing/inbound Native Ads Real Time Marketing Mobile Social Media and C2C
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Paid advertising is expected to be
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$600 billion in 2015 $545 in 2014 6% growth rate
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Marketing Communications
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Wide range of unified promotional activities to send a clear and consistent message. Synergistic Variety of touch points What you say and who you say it to
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Brand
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Frame that captures meaning that is co-created between consumer and the company. Make a product, sell a brand "Sum total of what consumers think of and feel about the good/service" Add value through relationship
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Convergence of Media
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Everything blending together. Using all forms of media to send your message including portable interactive technology
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Branding and Marcom
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Brand is built with all elements of the marketing mix. Branding drives marcom decisions
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What makes a good ad?
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-Effective -Reaches the right people -Sends the right message -Gets results -Creates buzz
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Decision Making and the Message
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Before we decide HOW we must decide WHO Experience and involvement affect decision type Decision types lead us to segmenting and targeting
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Difference Between Brand and Product
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Make a product, sell a brand
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Three Levels of Strategic Planning
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Objectives (Phase 1) - MEASURABLE goal you wish to accomplish WHY Strategies (Phase 2) - means, design, or plan for accomplishing your goal WHAT Tactics (Phase 3) - actions that execute the plan, such as how an ad is designed or written HOW Corporate plan WHY Marketing plan WHAT Advertising plan HOW
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Situation Analysis
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Assess environment affecting market. Identify a problem that can be solved with MARCOM. BACKGROUNDING Includes SWOT Key Problems Objectives (Facet Model of Effects)
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SWOT
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Strength/Weakness (Internal) Opportunities/Threats (External)
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Good Goal for Situation Analysis
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SMART: Specific Measurable Attainable Realistic Time bound Includes Baseline (Need to be able to compare results) Measurable objective
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Positioning
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How consumers define the product or brand in comparison to competitors 1. Based on features (i.e Coke Zero is low cal but tastes like regular coke) 2. Feature must be important to consumer -Competitive Advantage -Differentiation
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What types of objectives can you have with MARCOM?
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i.e Public relations goal - to announce news Packaging goal - to attract attention
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Creative Brief
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Summarizes basic strategy decision 1. Problem 2. Target Audience 3. Consumer Insight 4. Brand Imperatives 5. Communication Objectives 6. Proposition or Selling ?Idea 7. Support 8. Creative Direction
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IMC Campaign Plan
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1. Situation analysis 2. Key Strategic Campaign Decisions 3. Media Strategy 4. Message Strategy 5. Other Marcom Support 6. Campaign Management
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How to classify advertising
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-Who is sponsoring it? -The Format -Appeal Type -Facets of Effects -Brand -Nonprofit (Mammogram ad) -Cause marketing - paid for by profit companies (Bruised purse ad) -B2B -PSA
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Advertising Today
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Shift from push to pull... instead of forcing the ad we draw the audience in Old goal - INTERRUPT
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Master Ad Formats
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1. Demo 2. Show Problem/Need 3. Symbolize Problem (Snickers Hunger) 4. Symbolize Benefit 5. Comparison 6. Exemplar Story (Naturalistic) 7. Benefit Causes Story (Axe) 8. Testimonial (Proactiv) 9. Ongoing characters/celebs (Flo) 10. Associated User Imagery -Aspirational -Lifestyle (Ipod) 11. Unique selling proposition 12. Parody 13. Slice of Life (Everyday)
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Promotion Industry Trends
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-Advertainment -Content Marketing -Native Ads -Co-creation -Good content
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History of Marcom
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Created in 1990
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What do ad agencies do for the marketer (client)?
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Account services, research, production
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When did advertising start?
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P.T Barnum Era 1875-1918
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Must Haves for Modern Ads
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Capitalism, brands, mass media
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What do clients do for agencies?
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-Understand firm's value -Position and competition -Objectives -Target markets
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Strengths of Advertising
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-Can reach large audience -Introduces products/brand -Builds awareness -Creates brand image -Reminds and reinforces -Persuades
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Negativity of Advertising
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Blurred lines Persuasion -> Manipulation -> Deceptive Only about 14% trusted
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Puffery Vs. False
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Puffery - something that is not falsafiable (subjective) False - Objective
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What you can't do
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Not dishonest - must have facts (Yaz ad) Cannot be unfair or deceptive Cannot omit Endorsers must be qualified Kids advertising must be seperate
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Who regulates ads?
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Self regulated Media Government Competition Public
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Self Regulations
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Code of ethics, industry standards
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Media Regulars
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Standards and review departments. Will refuse to air what they do not think is appropriate for their audience
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Government Regulations
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Freedom of speech does not count for commercial speech FTC - Reasonableness, misleading. Goal is prevention rather than punishment. Prioritizes oversights (medical first) FCC FDA Etc.
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Competitor Regulations
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Keeps each other honest Will issue complaints to BBB
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Public Regulations
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Boycotts
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Protection agencies
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BBB, Consumer Reports, NAD + NARB
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Illegal ad repercussion
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Corrective Advertising Civil Penalties Demand and Brand Effects
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Basic Communication Model
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Sender (Advertiser) ----> Message (Agency) -----> Channel (Media) -----> Decoded message -------> Receiver Noise and feedback throughout
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Marcom Model
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Source ---> Message -----> Media Mix -----> Consumer (Reception + Response) Internal Noise: Perceived needs, information processing, attitudes External Noise: Public opinion, mktg strategy, competition
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Interactive Communication Model
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Basic communication model going backwards and forwards through a channel
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Messages that have Impact
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Increase sales + build brands Delayed effects (Hard to measure effectiveness)
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AIDA + Think/Do/Feel
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AIDA (Attention, interest, desire, action)
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Made to Stick
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SUCCES
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Contagious
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STEPPS
