Launch! Advertising and Promotion in Real Time, 2009a

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The common denominator among the most successful ads is that they create an emotional connection with the brand. They appeal to the heart, not just the mind. A large-scale study that analyzed award-winning campaigns found that the most effective ones focus on emotional, rather than rational, appeals. [4] What’s more, the Gallup organization reports that customers who are “passionate” about a brand deliver two times the profitability of average customers. We simply can’t take the emotional contact a company has with customers and the emotional impact of its brand for granted. For example, Procter & Gamble traditionally advertised its Pampers diapers on the basis of their performance in keeping baby dry. But, as Jim Stengel (recently retired), chief marketing officer at Procter & Gamble, said, “Our baby-care business didn’t start growing aggressively [in the early 2000s] until we changed Pampers from being about dryness to being about helping Mom with her baby’s development. That was a sea change.” [5] The lesson: wrap your practical products with an offer that appeals to emotions. People are more loyal to brands they “feel,” not just those they think about. Of course, not all brands necessarily bring a tear to the eye—the point is to figure out just how the brand resonates with its audience and to develop messages that reinforce this relationship. One well-known branding consultant argues that there are three ways a brand can resonate: it can hit you in the head, the heart, or the gut: [6] Aveda hits the consumer in the head. The brand is smart, intriguing, and stimulating. Godiva hits the consumer in the heart. The brand is sensual, beloved, and trusted. Prada hits the consumer in the gut. The brand is sexy and cool, and you “have to have it.” What Makes an Ad Work: It’s Like, Likeability A large-scale study of prime-time commercials found that the likeability of a commercial was the best single predictor of its sales effectiveness. [7] The author noted that “consumers first form an overall impression of an advertisement on a visceral or ‘gut’ level. To the extent that this impression is positive they are likely to continue to process the advertising more fully.” He found five factors that constitute an ad’s likeability: 1. Ingenuity—clever, imaginative, original, silly, and not dull 2. Meaningfulness—worth remembering, effective, not pointless, not easy to forget, true to life, convincing, informative, and believable 3. Energy—lively, fast moving, appealing, and well done Saylor URL: http://www.saylor.org/books Saylor.org 363
4. Warmth—gentle, warm, and sensitive 5. Does not rub the wrong way—not worn out, not phony, and not irritating So, at the end of the day, no matter how you do it, you want people to like your ads. That sounds like a “no-brainer,” though many advertising messages don’t achieve this simple objective. Why is it so important that people like your ad? Likeable commercials are less likely to be avoided (zapped). Likeability is the “gatekeeper” to further processing: once a likeable ad gets our attention, we’re more likely to think about the message it’s conveying. The positive feelings the ad evokes transfer from the advertisement to the brand. SS+K Spotlight Refer back to and the three campaign options SS+K presented to msnbc.com. Which of these do you think has the most emotional resonance for the News Explorer? KEY TAKEAWAY An advertisement can grab you in a lot of different ways—but it needs to grab you in some way. One way is to be relevant to your situation and needs; another is to be resonant with your desires. If nothing else, be sure people like your ad—it’s all downhill from there. EXERCISES a. Explain why resonance and relevance are the keys to superior advertising. b. Discuss the “common denominator” that most successful advertisements have in common. c. List and characterize each of the five factors that constitute an ad’s likeability. [1] “Simplicity Originality Relevance,” Precision Marketing, August 24, 2007, 17. [2] Art Smith, “Achieving the Impossible: Adidas Seamlessly Marries Past Olympians with Their Contemporaries,” SHOOT, August 20, 2004, 18. [3] Barbara Lippert, “The Impossible Dream: Super Athletes, Simple Drawings Make Adidas Ads Hypnotic,” Adweek, April 16, 2007, 44;http://www.adidas.com/campaigns/usiin/content. [4] “Marketing Theory: Everything You Know is Wrong.” Marketing, June 13, 2007, 28. Saylor URL: http://www.saylor.org/books Saylor.org 364
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This text was adapted by The Saylor
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1.1 Why Launch!? LEARNING OBJECTIVE
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1.2 Meet Our Agency Partner: SS+K L
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This perspective is a consumer-cent
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Follow the e-mail trail. Dr. Duke C
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As you can see, it takes a village
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1.3 The Pitch: Win the Account LEAR
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Initial strategic thinking. Before
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Figure 1.9 The Pitch Process How do
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1.4 Let’s Meet the Potential Clie
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1.5 Exercises TIE IT ALL TOGETHER N
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message to them. What do you percei
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LEARNING OBJECTIVES After studying
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eally are trying to fake you out. F
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MySpace. We weren’t early enough
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Specialty print media include bookl
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Ad-Supported Content Ad agencies ar
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[5] “Traditional Radio’s Digita
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the promotional activities that int
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increasingly thin layer of audience
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Figure 2.8 A sales promotion is a t
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2.3 Advertising Industry Structure
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Figure 2.10 Matrix Organization in
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P&G reacted to this problem when it
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Media buyers and media planners eva
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Within a company, the jobs of the a
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[1] Suzanne Vranica, “Ad Houses W
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drumsticks and simulated drumhead p
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Figure 3.1 Build a Foundation Chapt
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3.1 Economic Effects of Advertising
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Broadcast radio and TV rely exclusi
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3.2 The Good: Advertising Enhances
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washing with soap, that remain kill
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share, so they tend to be more stri
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now one of the primary attributes s
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[8] Mister Snitch!, “Top Ten Reje
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here is subjective—your image of
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“If you let me play sports, I wil
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Categories can be made quite specif
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Luxury products are not a bad or wa
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[9] Jean Grow and Joyce M. Wolburg,
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3.4 Advertising Regulation: Who Loo
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Agencies), the ANA (Association of
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[3] American Association of Adverti
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about one-half the size of existing
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Chapter 4 Consumers and the Communi
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messages they see or hear, and when
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4.2 Is the Medium the Message? Comp
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Figure 4.4 SS+K used actor George C
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SS+K developed a comparative messag
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Audio Clip “Ahem” http://app.wi
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After studying this section, studen
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SS+K Spotlight The memes and trends
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4.4 Decision Making LEARNING OBJECT
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Motivation refers to the processes
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4.5 Internal Influences on Consumer
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isn’t sure. And, regardless of hi
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it’s not subliminal; the stimulus
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Product line extensions. Marketers
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1. Sensory memory permits storage o
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Of course, the nature of the ad its
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c. Create an example involving a lo
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[24] Raymond R. Burke and Thomas K.
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products with others and to solicit
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community hub on Yahoo! it calls Po
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4.7 Culture, Globalization, and Adv
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Advertisers have (for the most part
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Why do they bother? Their goal is t
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1a &ex=1369108800&partner=USERLAND&
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advertising and ad men (and women)
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Chapter 5 Know Your Audience: SS+K
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5.1 Types of Data LEARNING OBJECTIV
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preferable but harder and more expe
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One really encouraging finding from
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Figure 5.4 Brand Tags Dig Deeper Th
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irreverent British tastes. “In th
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KEY TAKEAWAY Primary data refers to
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magazines they prefer, an agency co
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a. Identify and discuss the signifi
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more natural and objective than int
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Results showed that sportier models
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5.5 Using Research to Guide a Succe
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they wanted to see recipes for ligh
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[1] Quoted in Lisa McTigue Pierce,
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a U.S. Army ad, see yourself walkin
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audience profiling to become more t
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“The key turning point of this wh
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Life stage (e.g., empty-nest parent
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feather flock together”). PRIZM (
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fashionable. Bloomie’s research d
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Actualizers, the top VALS2 group, a
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Surveys of consumer behavior (for e
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generic attribute and not a point o
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2. Demographics are measurable aspe
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What Are the Properties of a Good T
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conversation. The customer would ha
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6.3 Position Your Brand: Why Will T
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The average Buick buyer is a man in
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muscle is being used to bring such
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check any information on ethics pro
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times like now. We see this situati
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than 32 percent in just two years w
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SS+K Spotlight Since msnbc.com’s
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Clients use a variety of methods to
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How Loud Are You? Share of voice (S
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properties, and sci-fi sites over a
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3. List and discuss the keys to usi
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Southern California, and it aims to
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are positive or negative and whethe
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the company spent on TV advertising
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y category (agency fee, production,
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You can list the pros and cons of t
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AD-VICE 1. A company is trying to d
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We are now eight months prior to th
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After studying this section, studen
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Just as people have personalities,
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KEY TAKEAWAY The power of branding
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well. It may also reveal indirect c
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ealistic feel for its market positi
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In contrast, opportunities and thre
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8.3 Define Where You Want to Go: Se
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You’ll learn more about how these
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adio, or read magazines. It may als
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Figure 8.5 Anatomy of a Creative Br
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Figure 8.7 The Communications Brief
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KEY TAKEAWAY This section described
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2. Is there a Chick-fil-A in your n
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Chapter 9 Choose Your Communication
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direct mail people, whoever else yo
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Campaigns that utilize multiple med
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9.2 Elements of the Promotional Mix
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team is more relevant and effective
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virtual trade shows that you attend
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newsworthy, such as announcing a ne
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aloud. Salespeople in fashion retai
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drive potential new Sun customers t
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service Loopt, which allows its sub
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Fox: Ads That Can Change Pitch,”
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The third campaign in the series be
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Pool Resources with Associations an
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1. Assume that you are a proponent
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Chapter 10Plan and Buy Media: SS+K
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10.1 Traditional Advertising Media
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The print portion of the media plan
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The television plan that The Media
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“advertising abhors a vacuum,”
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Lack of messaging. Although sponsor
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KEY TAKEAWAY Traditional media incl
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10.2 New Media LEARNING OBJECTIVES
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In order to maximize the effectiven
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presented by Craftsman at Sears,”
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As the tip of the iceberg, MTV rece
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are used to getting from real-world
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where they select the flavor of the
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Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
Page 318 and 319: 2. Demonstrate how media planning i
Page 320 and 321: A common place for these negotiatio
Page 322 and 323: Cost per thousand (CPM) Calculation
Page 324 and 325: outdoor advertising, online banner
Page 326 and 327: c. Define and discuss impressions,
Page 328 and 329: Assume that your advertising agency
Page 330 and 331: Assume one of two roles: (a) You ar
Page 332 and 333: 11.1 Execute on Media Platforms LEA
Page 334 and 335: Figure 11.4 The other campaign opti
Page 336 and 337: Figure 11.8 The client’s new logo
Page 338 and 339: Subject matter, composition, color,
Page 340 and 341: visually.” Sound effects reinforc
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Page 344 and 345: TV: Online ads are like TV commerci
Page 346 and 347: The total spending on alternative m
Page 348 and 349: [6] Quoted in Martin Pazzani, “Ma
Page 350 and 351: is a more accurate measure of likel
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Page 354 and 355: prompted the viewer to think about
Page 356 and 357: 11.3 Exercises TIE IT ALL TOGETHER
Page 358 and 359: products? What do you think the fut
Page 360 and 361: Chapter 12 Make the Message Sell: S
Page 362 and 363: 1. Define relevance and resonance.
Page 366 and 367: [5] Quoted in Geoff Colvin, “Sell
Page 368 and 369: In 2007, Dial rebranded its Soft &
Page 370 and 371: It also helps when viewers don’t
Page 372 and 373: The solution? Advertisers need to s
Page 374 and 375: [2] David Carr and Tracie Rozhon,
Page 376 and 377: providing our consumers with even m
Page 378 and 379: Tupperware Chairman-CEO Rick Goings
Page 380 and 381: KEY TAKEAWAY An executional framewo
Page 382 and 383: 1. Characterize the members of an a
Page 384 and 385: Art direction has grown in importan
Page 386 and 387: You can explain why having an emoti
Page 388 and 389: 3. Go to at least one favorite maga
Page 390 and 391: accomplished this by designing mult
Page 392 and 393: As you saw in the media plan we pre
Page 394 and 395: 13.4 TV Another important element o
Page 396 and 397: Figure 13.7 The banners titled “P
Page 398 and 399: The “Keywords” banner ads were
Page 400 and 401: 13.7 NewsBreaker Game Another insig
Page 402 and 403: 13.8 NewsBreaker Live The final pus
Page 404 and 405: 13.10 Spectrum Home Page Figure 13.
Page 406 and 407: 14.1 ROI: Show Me the Money LEARNIN
Page 408 and 409: Marketers echo this pessimism; many
Page 410 and 411: The ROI for any campaign must relat
Page 412 and 413: [1] Jeff Lowe, “The Marketing Das
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While an advertiser in the 1960s co
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National cable metrics from the msn
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Figure 14.8 msnbc.com purchased a
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Read Most: The percentage of reader
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Double-page spreads and bound multi
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14.3 ROI for Alternative Media LEAR
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Outdoor advertising is quickly movi
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procure products they needed to dre
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Figure 14.15 Chart tracking number
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Online advertising formats have his
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Figure 14.18 In order to optimize o
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In addition to measuring elements o
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Figure 14.24 SS+K compared the rate
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Table 14.1 Final Takeaway and Lesso
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[2] “The Association of National
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14.4 Exercises TIE IT ALL TOGETHER
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site. Summarize what you have learn
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