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business
contemporary advertising

Questions and Answers of Contemporary Advertising

=+Who is the audience?
=+Why does the brand want to advertise?
=+What is the brand's character or personality?
=+15. Did you create a campaign that would create buzz?
=+14. Did your tactics reach the appropriate touchpoints for the right audience?
=+13. Did you use the appropriate tone of voice for the brand and the audience?
=+12. Did your concept illustrate the brand's personality?
=+11. Did you succinctly state the big idea that will drive the slogan?
=+10. Did you clearly project the brand's USP?
=+9. Did you answer the consumer's question “Why buy?”
=+8. Did you correctly position or reposition the product in the mind of the consumer?
=+beliefs about the brand, product, or service?
=+7. Did your audience walk away with a message that reinforced or changed their
=+6. Did your solution clearly highlight the main consumer benefit?
=+. Did your concept allow for multiple executions, so it can “spin out”?
=+4. Did your message properly reflect the brand's image?
=+3. Did you develop an on-target message, one that speaks directly to that particular target audience in a relevant and authentic way?
=+2. Did you clearly identify the psychographic profile of the audience?
=+1. Did you create an on-strategy campaign that reflected the Creative Strategy Statement objectives?
=+Can you think of a new place to advertise besides luggage carousels, manhole covers, telephone wires, escalator steps, elevators, store floors, sidewalks, taxi tops, shopping bags, subway hand
=+How would you change the tone of voice?
=+Part 3 Create a message for a different audience by using the same basic strategy. Where else would you run this message to reach this audience?
=+Could you use an ambient ad?
=+ Could you create a new place to place a message to reach the audience?
=+Part 2 Now create another ad in the campaign, targeting the same audience, using the same tone of voice, and main campaign message. What other medium could you introduce?
=+Examine one long-running, multimedia campaign like Monster.com“Monkeys,” Absolut, Coke “Polar Bears,” e-Trade “Talking Babies,” and so on.a. Identify the main idea in the campaign.b.
=+8. How can you differentiate “your product” in their eyes?
=+7. How does it enhance their lifestyle?
=+6. What need does it fulfill?
=+5. How can you show them their personal benefits?
=+4. What haven't you mentioned before that could sway their decision?
=+3. What can you say to persuade them to choose “your product” the next time?
=+2. What do they like better about its competition?
=+1. What do they like about “your product” (the one you're advertising)?
=+6. Whether they'd talk to others about the ad.
=+5. How they might use the product (usage effect).
=+4. Whether they responded to the ad in an emotional way (ad emotional effect).
=+3. What they like or disliked about the ad, whether it seemed to be cohesive or confusing (ad consistency).
=+2. What the audience's overall impressions were (general impressions).
=+1. Whether they'd seen comparable ads and/or would consider buying the product (overall ad appeal).
=+13. Think about what kind of campaign will generate press and create buzz.
=+12. What kinds of tactics(specific ad/promotional techniques) do you want to use? For example, do you want to use viral marketing, interactive online components, ambient messages, print ads,
=+11. What is the tone of voice? (HOW YOU SPEAK TO YOUR AUDIENCE: Think adjective. Refer to #10d, above.)
=+THINK ADJECTIVE. A coach would be authoritative, encouraging, concerned, etc. This is the brand's TONE OF VOICE. (Use it in #11 below.)
=+d. How would that person (friend, brother, boss) speak to the consumer? How would a coach speak to team members?
=+c. Who would that famous person be in relation to the consumer? (A coach, friend, uncle, sister, neighbor, dad?)
=+b. Who would the brand be as a famous person?
=+a. What kind of personality does the brand have?
=+10. What is the brand's character or personality?
=+9. What is the brand's USP? (UNIQUE SELLING POINT OR PROPOSITION?) What separates this brand from its competitors?
=+8. Determine what the brand's positioning is. Do you want consumers to say it's safe, cool, fun, reliable, etc.? (WHAT IS THE BRAND KNOWN FOR?)
=+7. What is the big message you want them to know? (THINK SLOGAN.)
=+6. Why should they buy this brand (product or service)? Clearly answer: “WHY BUY?”
=+What the product does for the end-user.)
=+5. What do you want them to think (about the brand)? (THINK CONSUMER BENEFIT.
=+4. What do they (audience members) currently think (about the brand)?
=+3. Who are the brand's competitors?
=+c. Geographics– Explores where (location and kind of setting: urban, suburban, rural)audience lives.
=+b. Psychographics– Examines how audience lives. Think lifestyle, attitude, personality, behavior (like brand loyalty), and value (what's important to them).(VALS and OBSERVATIONAL RESEARCH.
=+a. Demographics– Provides insight into audience by their age, income, education, gender, occupation (employment status), etc.
=+2. Who is the audience?
=+To convince fastidious moms that Tide will get out the toughest stains because of its enzyme-fighting formula.
=+Creative strategy statement template Example
=+1. Why does the brand want to advertise? What does it want to accomplish? (Use this template.)
=+8. What kind of tactics (specific ad/promotional techniques) do you want to use? For example, do you want to use viral marketing, interactive online components, out-of-home messages, print ads,
=+7. What is the big message you want them to know?
=+6. Why should they buy this product/service?
=+5. What do you want them to think?
=+4. What do they (audience members) currently think?
=+3. Who is the audience?
=+2. Why does the brand want to advertise?
=+1. What is the brand's character or personality?
What kinds of relationships do brands have with consumers and what factors determine which type of relationship is appropriate?
What is advertising and how does it differ from other marketing communications techniques?
Why do many companies practice IMC and what benefits does it afford companies that practice it well?
What are the advantages of the interactive communications model over the traditional one? How has the growth of interactive communications improved the practice of IMC?
With whom else besides consumers do brands seek to develop relationships?
What are the four elements that comprise a company’s marketing strategy (or marketing mix) and how do they affect the type of advertising a company uses?
What important marketing activities fall under the heading of “promotions”?
What are the two types of social criticisms of advertising and what are specific examples that can illustrate them?
What is puffery? Give some examples. When does puffery cross the line to deception?
Does advertising affect people’s values? In what ways? Does it affect everyone equally or some more than others?
What is the difference between an advertiser’s ethics and its social responsibility? What are ways in which advertisers can act that are both ethical and responsible, while still ensuring they
How has the pervasiveness of the Internet and digital advertising and retailing affected advertisers? What risks do consumers take buying things on the web?
What is meant by the term interactive media? Give some examples.
How might you use observational research to understand a consumer behavior?
When might research offer reliability but not validity?
What types of involvement do consumers bring to the purchase decision?
What types of companies tend to use the percentage of sales method? Why?
What major factors influence the choice of individual media vehicles?
Choose an ordinary product and create a strategic brief for it, focusing on the target audience of students at your school.
Consider a real situation in which you wish to be persuasive. How can you use tactics of the Warrior to advance your idea?

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