MEJO 137: Exam 2
Creativity - ANSthe capacity to don't forget and maintain together apparently inconsistent factors
and forces, making a brand new connection
creativity in advertising and marketing - ANScreating new and thrilling approaches to bring a
logo's message to its customers; ought to be created based on its advertising and marketing
gobjectives
creativity... - ANSshould be primarily based on advertising techniques
understanding of... - ANSthe target consumers and marketplace situation is critical
Marketing Strategies - ANS1. Developing the advertising and marketing approach
2. Growing the media method
3. Developing the creative concept
four. Pre-checking out innovative executions
five. Creative production
6. Campaign execution
7. Marketing campaign assessment
strong strategic making plans = - ANSbetter creativity
the coronary heart of the strategic making plans = - ANSunderstanding the connection among
target and brand
5 Key Questions for the strategic making plans - ANS1. Product - what are you advertising?
2. Market evaluation - what is the emblem fame in the market?
Three. Source of commercial enterprise - who's our core or capability target?
Four. Competitive evaluation - who is our main competitor?
5. Marketing objective - what ought to we acquire?
Ex. Airbnb + Art Institute of Chicago's unique strategic making plans with Vangough's bedroom;
humans can absolutely stay in his bedroom using airbnb; targeted their target audience, each
tourists who wished an area to live and artists who wanted to enjoy/interact with art > attention
turned into enjoy
Product and Source of Business (2 of the five key questions for the strategic making plans)
results in... - ANSfinding out and knowledge the trouble the consumer wishes to clear up with
communication
,Marketing Objective (1 of the 5 questions for the strategic making plans) = - ANSthe unique
reason the campaign should accomplish
AD techniques... - ANSshould be made to gain advertising and marketing targets
the greater specific objective... - ANSthe higher for creating a terrific innovative marketing
campaign
Four Main Questions the account manager and account planner need to remember - ANS1.
What does the consumer assume the marketing campaign to achieve?
2. Who's the main target market of the marketing campaign?
3. What are the factors to make the campaign extra credible? (key insight that gives purchasers
a cause to trust the declare made inside the campaign)
four. What's the desired reaction the campaign must produce in purchasers?
Five step strategic making plans system - ANS1. Deciding on the target audience
2. Understanding target audience choice making
three. Determining the nice positioning
4. Develop a communication strategy
five. Putting media approach
Target Audience Action Objective (deciding on the audience strategic planning system) -
ANSrepeat purchase - users
trial - non-customers
Objective for Communication Strategy
1. User
2. Non-User - ANS1. Improve existing logo attitude
2. Generate logo attention; encourage extra favorable logo mindset
Options for promotion strategy
1. User
2. Non-User - ANS1. Loyalty and loading devices; charges; sweepstakes, gamest, contests
2. Coupons; refunds and rebates; sampling
Loyalty Model Grouping - ANSfrustrated, unswerving, switchable, inclined
pissed off - ANSneed to conquer perceived threat in switching to indulge to our brand; excessive
perceived threat in switching, low pleasure
loyal - ANSregular consumers; high perceived danger in switching, excessive pleasure
switchable - ANSneed to be more nice logo attitude, strengthening brand fairness; low
perceived danger in switching, low pleasure
,prone - ANSneed to convince them they must additionally be using our brand; low perceived
chance in switching, high pride
value implications and logo loyalty
1. Unswerving - ANSinexpensive to preserve at modern-day stage of use
- that specialize in reminding them in their superb mindset to the emblem
- reinforcing logo equity
- can be pricey if our objective is increasing their utilization
fee implications and logo loyalty
2. Prone - ANSpositive emblem mind-set however do not see us as always higher than different
manufacturers inside the category
- they see no danger in switching although they're glad with our logo
- marketers need to construct a superb logo mind-set in their thoughts for the emblem and offer
them advantages for trial
value implications and emblem loyalty
three. Frustrated - ANSaren't glad even though they use it often
- entrepreneurs need to aim as tons on the barriers to switching as at building a positive attitude
to the logo
fee implications and logo loyalty
four. Switchable - ANSsomewhat high priced to deal with as potential goal
- they may be receptive to powerful advertising and marketing and promoting for other
customer's decision making processes (understanding audience selection making strategic
planning process) - ANS1. In all likelihood degrees concerned in you make a decision
2. Each stage in the technique: who is concerned, where that degree within the selection is
probably to arise, while every stage takes place when it comes to the other levels, how that
stage is probably to arise
- whilst each level takes place in terms of different levels relies upon on influencers and
involvement (high involvement = lots of time wished, low involvement = timing is prime)
selection degree (understanding target audience decision making strategic planning technique)
- ANSneed popularity, seek, alternative evaluation, purchasing, and outgoings
- easy decision stage
- complicated choice degree
simple choice stage = - ANS- low involvement (i.E. Sweet)
- want arousal - purchase - usage
complicated selection stage = - ANS- high involvement (i.E. Inn)
, - want arousal (from a holiday) - emblem attention (facts looking for and evaluating location) -
buy (checking into availability and agenda) - utilization (going to experience)
addresses essential questions about the emblem (figuring out the excellent positioning strategic
planning technique) - ANSQ. What is it? The link among emblem and class want. (brand
recognition)
Q. What does it provide? The hyperlink among brand and benefit. (brand attitude)
(broaden a verbal exchange method strategic planning process) - ANS1. Logo consciousness
strategy
2. Brand mind-set approach
emblem consciousness strategy - ANS- constructing the link among class wishes and the brand
- do not forget: when the class need happens and you ought to don't forget brands pleasant
your want
- recognition: while the attention of the emblem reminds you of the class want
brand mind-set method - ANS- how individuals evaluate a specific brand (fine, favorable,
credible, and many others.)
- creating and increasing
- preserving
- enhancing
^ relies upon at the purchaser
Guidelines for Creativity - ANS- what is the service or product?
- who/what's the competition? (marketplace analysis, positioning, opposition, etc.)
- who are we speakme to? (goal definition, demographics, psycho-graphic)
- what consumer need or problem can we cope with?
- what does the consumer currently think about us? (target perception)
- what one component do we need them to consider? (center gain)
- what can we inform them on the way to cause them to consider this? (supportive factors)
- what is the tonality of the marketing?
- general price range amount
Message Strategy:
objective - promote emblem keep in mind - ANSmethod - repetition, slogans, and jingles
ex. Nike: just do it, papa johns: higher components, better pizza
Message Strategy:
objective - link a key attribute to the emblem name - ANSmethod - USP
Message Strategy:
Creativity - ANSthe capacity to don't forget and maintain together apparently inconsistent factors
and forces, making a brand new connection
creativity in advertising and marketing - ANScreating new and thrilling approaches to bring a
logo's message to its customers; ought to be created based on its advertising and marketing
gobjectives
creativity... - ANSshould be primarily based on advertising techniques
understanding of... - ANSthe target consumers and marketplace situation is critical
Marketing Strategies - ANS1. Developing the advertising and marketing approach
2. Growing the media method
3. Developing the creative concept
four. Pre-checking out innovative executions
five. Creative production
6. Campaign execution
7. Marketing campaign assessment
strong strategic making plans = - ANSbetter creativity
the coronary heart of the strategic making plans = - ANSunderstanding the connection among
target and brand
5 Key Questions for the strategic making plans - ANS1. Product - what are you advertising?
2. Market evaluation - what is the emblem fame in the market?
Three. Source of commercial enterprise - who's our core or capability target?
Four. Competitive evaluation - who is our main competitor?
5. Marketing objective - what ought to we acquire?
Ex. Airbnb + Art Institute of Chicago's unique strategic making plans with Vangough's bedroom;
humans can absolutely stay in his bedroom using airbnb; targeted their target audience, each
tourists who wished an area to live and artists who wanted to enjoy/interact with art > attention
turned into enjoy
Product and Source of Business (2 of the five key questions for the strategic making plans)
results in... - ANSfinding out and knowledge the trouble the consumer wishes to clear up with
communication
,Marketing Objective (1 of the 5 questions for the strategic making plans) = - ANSthe unique
reason the campaign should accomplish
AD techniques... - ANSshould be made to gain advertising and marketing targets
the greater specific objective... - ANSthe higher for creating a terrific innovative marketing
campaign
Four Main Questions the account manager and account planner need to remember - ANS1.
What does the consumer assume the marketing campaign to achieve?
2. Who's the main target market of the marketing campaign?
3. What are the factors to make the campaign extra credible? (key insight that gives purchasers
a cause to trust the declare made inside the campaign)
four. What's the desired reaction the campaign must produce in purchasers?
Five step strategic making plans system - ANS1. Deciding on the target audience
2. Understanding target audience choice making
three. Determining the nice positioning
4. Develop a communication strategy
five. Putting media approach
Target Audience Action Objective (deciding on the audience strategic planning system) -
ANSrepeat purchase - users
trial - non-customers
Objective for Communication Strategy
1. User
2. Non-User - ANS1. Improve existing logo attitude
2. Generate logo attention; encourage extra favorable logo mindset
Options for promotion strategy
1. User
2. Non-User - ANS1. Loyalty and loading devices; charges; sweepstakes, gamest, contests
2. Coupons; refunds and rebates; sampling
Loyalty Model Grouping - ANSfrustrated, unswerving, switchable, inclined
pissed off - ANSneed to conquer perceived threat in switching to indulge to our brand; excessive
perceived threat in switching, low pleasure
loyal - ANSregular consumers; high perceived danger in switching, excessive pleasure
switchable - ANSneed to be more nice logo attitude, strengthening brand fairness; low
perceived danger in switching, low pleasure
,prone - ANSneed to convince them they must additionally be using our brand; low perceived
chance in switching, high pride
value implications and logo loyalty
1. Unswerving - ANSinexpensive to preserve at modern-day stage of use
- that specialize in reminding them in their superb mindset to the emblem
- reinforcing logo equity
- can be pricey if our objective is increasing their utilization
fee implications and logo loyalty
2. Prone - ANSpositive emblem mind-set however do not see us as always higher than different
manufacturers inside the category
- they see no danger in switching although they're glad with our logo
- marketers need to construct a superb logo mind-set in their thoughts for the emblem and offer
them advantages for trial
value implications and emblem loyalty
three. Frustrated - ANSaren't glad even though they use it often
- entrepreneurs need to aim as tons on the barriers to switching as at building a positive attitude
to the logo
fee implications and logo loyalty
four. Switchable - ANSsomewhat high priced to deal with as potential goal
- they may be receptive to powerful advertising and marketing and promoting for other
customer's decision making processes (understanding audience selection making strategic
planning process) - ANS1. In all likelihood degrees concerned in you make a decision
2. Each stage in the technique: who is concerned, where that degree within the selection is
probably to arise, while every stage takes place when it comes to the other levels, how that
stage is probably to arise
- whilst each level takes place in terms of different levels relies upon on influencers and
involvement (high involvement = lots of time wished, low involvement = timing is prime)
selection degree (understanding target audience decision making strategic planning technique)
- ANSneed popularity, seek, alternative evaluation, purchasing, and outgoings
- easy decision stage
- complicated choice degree
simple choice stage = - ANS- low involvement (i.E. Sweet)
- want arousal - purchase - usage
complicated selection stage = - ANS- high involvement (i.E. Inn)
, - want arousal (from a holiday) - emblem attention (facts looking for and evaluating location) -
buy (checking into availability and agenda) - utilization (going to experience)
addresses essential questions about the emblem (figuring out the excellent positioning strategic
planning technique) - ANSQ. What is it? The link among emblem and class want. (brand
recognition)
Q. What does it provide? The hyperlink among brand and benefit. (brand attitude)
(broaden a verbal exchange method strategic planning process) - ANS1. Logo consciousness
strategy
2. Brand mind-set approach
emblem consciousness strategy - ANS- constructing the link among class wishes and the brand
- do not forget: when the class need happens and you ought to don't forget brands pleasant
your want
- recognition: while the attention of the emblem reminds you of the class want
brand mind-set method - ANS- how individuals evaluate a specific brand (fine, favorable,
credible, and many others.)
- creating and increasing
- preserving
- enhancing
^ relies upon at the purchaser
Guidelines for Creativity - ANS- what is the service or product?
- who/what's the competition? (marketplace analysis, positioning, opposition, etc.)
- who are we speakme to? (goal definition, demographics, psycho-graphic)
- what consumer need or problem can we cope with?
- what does the consumer currently think about us? (target perception)
- what one component do we need them to consider? (center gain)
- what can we inform them on the way to cause them to consider this? (supportive factors)
- what is the tonality of the marketing?
- general price range amount
Message Strategy:
objective - promote emblem keep in mind - ANSmethod - repetition, slogans, and jingles
ex. Nike: just do it, papa johns: higher components, better pizza
Message Strategy:
objective - link a key attribute to the emblem name - ANSmethod - USP
Message Strategy:
