Flashcards
CH.13c
Flashcards do conjunto (1)
- 1-Media Decisions: >Decide on reach, frequency and impact >Choosing among major media types :media habits of target consumers >Selecting specific media vehicles: specific media within a given type must balance media cost against media factors >Deciding on media timing: scheduling >Campaign Evaluation: measure the communication effect *Creating the advertising message: > give customers adds with interesting info. ,useful or entertaining in order to them not to skip it 1. Message Strategies: > General Message: message that will communicate to consumers to identify customers benefits that can be used as advertising appeals > Develop a compelling creative concept: that will bring the message strategy to life in a distinctive or memorable way which can be visually,phrased or both > Advertising appeals: should be meaningful,believable and distinctive2. Message Execution:
> what is said and how is said
> find the style,tone,words,format for executing the ad
-Execution styles:
>Slice of life: shows one or more people using the product in a normal setting
>Lifestyle: shows how the product fits with a lifestyle
>Fantasy: creates a Wonderland around the product and his uses
>Mood/Image: build a mood or image around the product (beauty,love)
>Musical: shows one or more people singing
a character that represents the product
>Scientific evidence: present surveys or
scientific evidence that the brand is better liked than other brands
>Testimonial evidence: feature highly believable or likable source endorsing the product
3.Format Elements:
>Illustration: first thing reader notice, must be strong enough to create attention
>Headline: must effectively attract people to read the ad
> Main Text: simple but strong and convincing
4. Sponsors ad-creation contest:
>that invite consumers to submit ad messages and videos,new creative ideas and fresh perspective
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- Descrição
- MARKETING (Parte 2: CH.9 10 11 13 15 17) FlashCards sobre CH.13c, criado por Jose Velasco Nieto em 26-02-2019.
- Criado por
- Jose Velasco Nieto
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