Launch! Advertising and Promotion in Real Time, 2009a

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Art direction has grown in importance as advertising has become more visual. Pictures tell a story more quickly than words, and they let advertisers put the brand in a social context, which links the brand to certain “types” of people or lifestyles. According to Marie-Catherine Dupuy, vice chairman and chief creative officer, TBWA/France, “Art direction is crucial. You can find the best idea—but if it’s not well art directed, it’s killed. I say that even though I’m a former copywriter. For me, art direction is 80 per cent of the effectiveness. That’s also the place where artists from every side can express themselves and bring their full talents to the ad.” [4] KEY TAKEAWAY Copywriters and art directors turn intangible ideas into tangible realities. The messages they create that use words or images capture the essence of the advertising strategy and translate it into something that the target understands—and hopefully resonates with. EXERCISES a. Describe the copywriter’s responsibility in advertising. b. List and describe the literary forms and devices that can be used in advertising. c. Describe the art director’s responsibility in advertising. [1] Quoted in Alasdair Reid, “Newspaper Advertising—The Creative Potential: What Makes a Great Newspaper Ad,” Campaign, January 20, 2006, 32. [3] Barbara B. Stern, “Medieval Allegory: Roots of Advertising Strategy for the Mass Market,” Journal of Marketing 52 (July 1988): 84–94. [4] Quoted in Alasdair Reid, “Newspaper Advertising—The Creative Potential: What Makes a Great Newspaper Ad,” Campaign, January 20, 2006, 32. Saylor URL: http://www.saylor.org/books Saylor.org 383
12.5 Exercises TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to determine how to choose the right media for client messages: You can identify and define the two keys to superior advertising. You can provide illustrations of relevance and resonance. Saylor URL: http://www.saylor.org/books Saylor.org 384
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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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catch up to Google (which provides
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[16] Quoted in Paul Hyman, “Burge
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2. Demonstrate how media planning i
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A common place for these negotiatio
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Cost per thousand (CPM) Calculation
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outdoor advertising, online banner
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c. Define and discuss impressions,
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Assume that your advertising agency
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Assume one of two roles: (a) You ar
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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
Page 342 and 343: from the opposite direction seeing
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
Page 352 and 353: position for Apple as revolutionary
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 364 and 365: The common denominator among the mo
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 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
Page 414 and 415: While an advertiser in the 1960s co
Page 416 and 417: National cable metrics from the msn
Page 418 and 419: Figure 14.8 msnbc.com purchased a
Page 420 and 421: Read Most: The percentage of reader
Page 422 and 423: Double-page spreads and bound multi
Page 424 and 425: 14.3 ROI for Alternative Media LEAR
Page 426 and 427: Outdoor advertising is quickly movi
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Page 430 and 431: Figure 14.15 Chart tracking number
Page 432 and 433: 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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