ADV 201 Fall 14 Study Guide Exam 3 PDF

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Notes for the thrird exam...

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Study Guide for ADV 201

Examination #3

December 10, 2014

Room 001 Life Sciences

Bring a #2 pencil (or two) to the test! The core of the exam will deal with the class presentations on Media, on Retailing and the Shopper, on Creativity and the Big Idea, on the Top Agencies (presented by Max) and on Tom Merrick’s “God’s Toenails”. There will be NO questions from the last two classes on campaigns. Finally, there will be 10 extra credit questions. Two questions will deal with Public Service Advertising. I will not provide you specifics on the other eight questions, other than to say they will deal with very familiar subject matter relating to creativity and evaluation of advertising. Therefore, consider: Media – there will be 20 questions on the subject of media so the entire presentation is relevant 

Have a good sense of what the current environment is for media? How is it different? How is it changing? o Media is where the consumers meet the message, it links the message to the audience o Media used to be simple (fairly cut and dried) but today it is very fragmented and complex, and integration opportunities multiply the possibilites  Hundreds of TV channels  Hundreds and thousands of other media outlets  OOT (over the top) video  Millions of websites  Blogs etc  … which do you choose? o Today, almost anything can be a medium and can carry and advertising message  Example in class of the subway hand holder having a watch on it  The shirt with the FedEx envelope that looks like the man is carrying it under his arm  A ad for a karate place that looks like the person punched the ground and made it crack (where a crack in the sidewalk is)  A balloon that says “you fart a balloon’s worth of gas each day” an ad for science world o The media landscape is changing, there is a huge growth of digital

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Be able to identify and distinguish the major media categories. You should be able to provide an example for each major category or identify the category based upon an example. o 1. Print Media- provides more information, richer imagery and longer, more in-depth messages than broadcast. It is often used to generate cognitive responses. It is more

flexible, less fleeting, more engaging when targeted to special interest audiences. Print can also engage sense (sight, touch, smell)  Newspaper  Primary function is news, so useful for sales, events, “newsy” advertising  Local, mass media but can target consumer groups  Readership declining especially among youth  50% of Americans read the newspaper daily  Readers usually older with higher income, education  Can connect national brands to a locale  Use to announce something new and target local markets  ABC, Simmons measures circulation and readership  You can do really creative things with print o Example of car driving into the column  Magazine  Over 90% of all US adults read one magazine a month and spent 44 minutes an issue  Targeted content and quality of reproduction is greatest asset  Consumer and businesses choices: general, biz, vertical biz, women’s, men’s, shelter  Use magazines to target people with special interests  Controlled circulation, uncontrolled  Consider reader profile, geography, editorial  SRDS, ABC, MRI, Simmons, Starch Gallup  Creative ads o Workout one that spans two pages and leverages the physical, tactile properties of print to the max  Outdoor  Can be a huge medium  Billboards, balloons, buses, shelters, kiosks, airport displays, on-premise signs  Situational: can target specific people at a specific place, or at a time when they're most interested  Use as reminder advertising, new product introduction, leverage or counter a routine  Use outdoor to target audiences on the move and to provide directional information  Outdoor effective for “shock value” and high impact- the “big stage”  Can achieve effects o Ad for tooth paste where he is “ripping” the billboard off  Posters

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 Inserts 2. Broadcast- Ads typically brought in units of time. Utilizes sight, sound, and motion. Entertaining and informative. Uses emotion to elicit feelings and repetition to intensify memory.  Radio  More than 10,000 stations mostly serving local markets: AM, FM, public, cable, satellite, web; every household has a radio  Tightly targeted based on geos and special interest: news, religion, talk, ethnic, and music genres.  Radio engages the imagination o Drama via “theater of the mid” its more personable  Often an “in-transit” medium  Daypart strategy; audiences by time of day so timing critical  Delivers high frequency through repetition, reminder capabilities, inexpensive o Cora Thomas, Gospel  TV/Video  Big numbers medium, TV is pervasive  Reach!.. 98% of US homes have one or more sets; network, local, cable, pay  Heavy use by younger demographic  Effectiveness determined by program viewership  Highly visual (HDTV,3D), innovation via DVR, interactive; impactful. Good when action and movement needed  Nielsen measures local and national audiences; HUT measures exposure  Brings brand image to life and adds personality  Issues: clutter, waste, zip and zap, irritation  TV commercials can tell great stories and dramatize a point  Movie 3. Digital and Interactive- digital is growing by leaps and bounds. Access to millions of sites, fast, choice, data, and exchange of data youth market. Ultimate niche medium, high selectivity for info and entertainment. Great versatility in ad formats. Brand reminder to visitors, informational and persuasive, drives traffic, default information provider, enables interactivity with brands, people, institutions. Easy to track and measure, reaches people off TV/not reading, can customize/personalize messages, small brands can look bigger.  Internet  Websites  There are websites for practically every medium. You can even buy the digital version of something if you don’t like print.  News, advertising, entertainment; a mashup medium

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Big variety of advertising formats Selectivity by content, by behavior on site and search history; choice of content delivery o Static motion Consumers seek them out; can tune in our out Expenses can be controlled Fueled by search and office advertising and promo

    E-mail  Medium we love to hate  Can be very inexpensive but also intrusive  Can be highly targeted, but e-mail addresses can be difficult and expensive to get  “House” or customer lists often built over time and can be a rich source of repeat business  Can use for loyalty and reward programs  Social Media  Can be very effective  Linked social sites, online communities and groups, blogs, mircro-blogs, chat rooms  Builds relationship with customers and whom they know. Can promote brands, incite engagement  Common interests can enable high levels of targeting and prospecting  Vector to young markets  Information, opinion, experience, video, preference sharing  Conversations an WOM  Can target down by using some very fine filters o Brand and Angelina pictures  Banner  Display  Video  Search Engines  URLS  Portals  Netcasting  Broadband  E-commerce, information, social, WOM; learning and buying in one The Media Planner/Strategist is the person in the agency world responsible for developing the media selection plan and budget  Entails finding media platforms for a client’s brand or product to use. It is to determine the best combination of media to achieve the marketing campaign objectives.

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Very important because media selection is critical to advertising success Media is the most costly part of advertising and it is escalating

Paid- what you buy  Company buys a page of space in a magazine and pay for the space. They control the content Earned- space that is “given”  You write a story that a magazine thinks would be a good editorial for its readers. It runs that story no charge. No control of the content. Owned- all channels that belong to the brand. The brand has total control of content

Retailing, Retail Advertising and the Shopper – there will be 10 questions in this section 

Have a sense of the size and magnitude of retail, retail spending and retail advertising and advertisers. o Retailing is huge!  In the U.S. consumer spending represents 70% of the GDP, most of that spending is retail  Total retail sales in the U.S. = $4.7 Trillion  The budget of the US federal government is less at $3.5 Trillion o There are so many categories of businesses that are considered retail  For most of us retail=shopping

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You should have an understanding of why people like to shop. o o o o o o o o

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We need things We cant resist it Relaxation Leisure Entertainment Learning Discovery Fantasy

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Adventure Self-improvement Saving Convince Reward Self-expression Socializing

Have a solid command of the four types of shopping and their make-up. o 1. Recreational Shopping  “Retail therapy”

 Pre-planned but open ended Window shopping  May not end up in a purchase  Look for ideas, what’s new  Stress relief, fun  Socializing  “Meet you at the mall” 2. List Shopping  Pre-planned and focused  Food, medicines, home needs  Shopping as a mission  A chore, quick, no fuss  Replenishing  Shorter purchase cycles  More frequent trips  Constant deals and discounts 3. Item Shopping  Shop for a specific item  Need something for someone  Occasion/event driven  Mother’s Day, Father’s Day, Graduation, Valentine’s Day  Birthdays, Weddings 4. Impulse Shopping  Unplanned, spontaneous  Complementary to a previous purchase  It used to be the “perfect tie” for this shirt  Indulgences  Candy, snacks, drinks  Bins near cash registers  Special offers  Novelty and variety  New styles, flavors  Footwear and cosmetics in department stores  “Mobile food” 

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Be able to name the major events in retail o Top 10 global retailers:  Walmart  CVS Drugs  The Home Depot

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 Walgreens  Costco  Lowe’s  eBay  Walgreens Transformations:  Early Modern 1900-1945  Dominated by mail order-merchants  Broad assortments  Sears roebuck, Montgomery Ward, J.C. Penny  Department stores in large cities: Macy’s , Wanamakers, Dayton’s  Autos and iceboxes drove supermarket shopping  Boomer Retailing 1945-1975  Post WWII growth in births, demand and suburbs  New highways drove shopping centers  Specialty stores- Gap, Limited- joined department stores and chains  Televisions drove “mass markets”  Credit cards eliminated need for cash; offered instant gratification  ** the single biggest retail event of the 20th century was the repeal of the fair laws ushered in discount retail** o No more MSRP (manufactures suggested retail pricing) o In 1962 Walmart, Kmart, Target and Woolco each opened their first store  Mass Markets Fragment 1975-2000  Being “different” became more important to more people  Individuals with differing needs took charge  “Category killers” and “big box” chains like “Toys’R’US” grew aggressively  Bigger players forced out smaller ones through volume pricing, technology, supply chain efficiencies etc.  Walmart emergered as the clear leader  Consumer in Control 2000-present  Selection, 24/7/365 shopping convince, price comparisons, preshopping research  Online retailing is comes into its own- Amazon, eBay, brick and mortar goes digital  Online retailing growing 5X faster than traditional; now at $200 billion

Know what shopper marketing is o Changes created an entirely new category of marketing

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Shopper marketing and the shopper journey Shopper Marketing- understanding how one’s target consumers behave as shoppers, in different channels and formats, and have leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers The customer journey to the purchase and advertisers think of this as they develop the marketing programs.  1. Consumer need “I need a car”  2. First impression “a few car brands come to mind” o The goal is Awareness building o 2 to 4 brands in consideration 

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o Even if your brand didn’t make the cut you still have opp ahead 3. Discovery “better do some research”  The goal is to be in the consideration set of the customer  Very critical 4.Decision Drivers “ well as I learn more I’m starting to realize what I want”  The goal is to influence and persuade  Form aspects of what parts of the product are most important 5. Purchase “I’m ready to buy, now where and how much”  The goal is conviction and persuasion  Interact with the retailer  Even in store or online purchasing you can still influence the shopper 6. Evaluation “I’m glad that’s over with I made the right choice”  The goal is loyalty and advocacy, and a repeat purchase  Using social media people can post things  This is a double edged sword because consumers can share negative or positive feedback about a product

Top A-List Agencies     

Be familiar with the history of agencies at the top of the list. Understand the significance of being on the agency A-List. Have a sense of agency practices and leadership points, e.g. what agencies were leaders in their practices, which agencies changed dramatically, etc. Be familiar with new business and why it is important to agencies. Be familiar with agency slogans and how they describe themselves in the marketplace, for example does an agency describe itself as “creative”, “digital”, etc.

Creativity and the Big Idea 

Know how creativity is defined. o Creativity- special kind of problem solving o Turning new and imaginative ideas into reality, the ability to perceive the world in new ways and to take connections and to generate solutions

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It involves two processes, thinking then producing The superbowl is the superbowl of creativity

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Be familiar with what agency 360i did for Oreo around Halloween o Elevated the awareness of Oreo cookies and associated them with Halloween themes and “trick or treating” o The Oreo Lab videos where they made monsters with the Oreos

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Be familiar with the characteristics of Big Ideas and the Top 10 Big Ideas of all Time o 1. Volkswagon- Think Small, they played into the idea that they were small, consumers appreciate the honesty o 2. Miller Lite Beer- Basketball player ad, featured many idols to say the lite beer tasted good and they had to make a new market o 3. Marlboro- cowboy, created a lifestyle around a product. A product needs to fit into a lifestyle o 4. Nike- Just Do It, solved the problem for the customer, was short and simple, the core issue of the marketing message and then connecting with the customer o 5. Debeers- A Diamond Is Forever, memorable, and proposed the idea that no marriage would be complete without a diamond ring. They created the idea that the diamond was the luxury. Use your marketing to convince your customers. o 6. Coca-Cola – “Take a Minute to Refresh,” they took advantage of the trend of people meeting during breaks at work. o 7. Got Milk- David Beckam ad, milk sales rose from it. They didn’t focus on getting people who didn’t drink milk to buy it but to get your current set of customers to appreciate the product more. o 8. Avis- #2 so why go with us/ we try harder, they set up a new standard with a catchy slogan and they increased market share so much. o 9. FedEx- they’ll get it there over night o Characteristics:  The big idea is the driving, unifying force behind a brand’s marketing efforts.  It is a game changer  They resonate with consumers being meaningful, authentic, and emotional  They are disruptive  They have talk value and create “buzz”  Big ideas push and extend a brand’s boundaries  Big ideas can transcend cultural and geographic boundaries  Stick  Become conversations and are platforms

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Know the importance of creative briefs and the make-up of the Newhouse brief. o The creative brief informs the creative team and inspires solutions o It is a framework or foundation for your creative approach. It contains a well-identified and articulated summary of the key factors that can impact a project:  Background overview  Target audience details  Information on competitors  Short- and-long-term brand and business goals  Specific project particulars o Briefs usually developed by account managers or account planners o Answers questions like whats the task at hand, what is the problem or opportunity, why should they care, how will it be used, who will become engaged, how will it be remembered, what needs to be done o The Newhouse Brief:  What do we want the advertising to do? (objective)  Who is our target?  What do they currently think?  What is the single most compelling promise we can make them? (proposition)  How do we make it believable? (support)  How should the advertising feel? (tonality)

Tom Merrick’s “God’s Toenails”. 

Know the 6 tips on creativity as presented by Tom Merrick in “God’s Toenails.” o 1. Abbot & Costello  comedy o 2. Write a letter o 3. Take shit out then take shit out again o 4. Be relevant not irrelevant o 5. Think, then stop thinking o 6. G-ds Toenails

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Pay attention to the history of Public Service Advertising (PSA). Be familiar with the big PSA campaigns used throughout the years and who made them. Know the purpose for PSA campaigns and their creation. Don’t forget the Flow of Greatness model. Finally, there will be 10 extra credit questions. Two questions will deal with Public Service Advertising. I will not provide you specifics on the other eight questions, other than to say

they will deal with very familiar subject matter relating to creativity and evaluation of advertising....