Source effects- source credibility: consumers perceive the source as trust worthy// source attractiveness:

the sources perceived social value

Message effects- emotional//rhetorical Q//1 sided message//2 sided message
Situational effects- awkward situations w/your parents~~clutter
Diffusion of innovation- Innovators-hard core members of taste culture(2.5%)// Early Adopters- build
the buzz(13.5%)//Early Majority(34%)//Late Majority (34%)//laggards(16%)
*Steps in the consumer decision making process-problem recognition -> information search -> evaluation
of alternatives -> purchase -> post purchase (dis)/satisfaction
Perceived risks in ^^^- financial risk, physical risk, social risk
~Heuristic:
Pros/Cons Quantitative/Qualitative DataQuant(surveys): #s, base on large sample size, specific,
projectable Qual: (focus groups) underlying reason opinion and emotion
~Target Marketing: the process of identifying the type of people who are most likely to want your product
and tailoring your effort to satisfy their needs
*Steps in the STP process- Segment: Theprocessofdivingalargermarketintosmallerpiecesbasedononeormore
meaningfulandmeasurablesharedcharacteristics> Target: Definingwhocustomersareinordertodevelopmessagingthatwill
motivateandpurchasethemediamostlikelytoreachthem>Position:Definingtherelationshipbetweenyourbrandandconsumer
inordertodistinguishyourbrandfromcompetitionWaystosegmentdemographics(measurablepop.ieage,gender,race,life
stage)//Geographics(productdistribution)//Psychographic(values,attitude)//Behavioral//Businesstobusinesstypes of
positioning: grow categ.- People who dont use it yet// steal share- competitive// trade up- current users//
increase vol.- people that dont use & competitive// increase frequ. current users
~Value: perceived benefit/cost
~Insight:seenbymanynoticedbyfew//ahamoment
*Components of Story planners craft: Who- who is best target What- what does the consumer need
Why- why will our product be better than the competition
TypesofBudgeting:Topdowntopmanmgt.DeterminesandallocatesbudgetBottomupobjectivetaskbasedonwhatitwillcost
toachievegoals//productlifecycle1stidentifypromogoalsthengetmoneytogetgoals
ROIReturnonInvestment:amountofprofitaninvestmentgenerates~~(profitcost/cost)
*Stepsindevelopingstrategyidentifyingaprob.thatcanbesolvedw/marketingcomm.>determiningyourobjectives>deciding
onstrategy>selectingtactics
BrandComponentsbrandpositionStarbucksvdunkindonuts//brandpromisetangibleexpectationofproduct//brandimage//
Brandpersonalityasetoftraitsthatpeopleattributetoaproductasifitwereaperson
ASTRONGOBJECTIVEMeasurablespecificeffectthatcanbemeasured//Comprehensivethetimeframe//Relevantthe
objectivemustbesolvablebythedisciplineforwhichitsbeendeveloped.
Typesofagencies:Fullserviceagenciesprovideclientswithalltheservicestheyneedfortheentireadvertisingfunction//Limited
serviceagenciesfocusononeaspectofthecreativeprocess,suchasproductionworkormediabuying.//Inhouseagenciesused
bycompanieswhentheywanttoretaincontroloveradvertising
**4Ps:Productdesign,performance&quality//PriceBasedontherelativevalueoftheproduct&whatthemarketwillbear//
PlaceChannelsusedtomaketheproducteasilyaccessibletoconsumers//Promotionelementsad/PR
~Advertising>>>primaryfunctions:nonpersonalcommunicationfromanidentifiedsponsorthatintendstoinform,persuade,
and/orreminddescribesnewproducts&whattheydo//alertsconsumerstoproductsandwhattheydo//showsconsumerswhatto
lookfor//helpsconsumersdifferentiatecompetition//advisesconsumersaboutpriceandinfo//Encouragescompetitionthatsaves
consumers$$$
~Need:thedifferencebetweenaconsumersactualstateandsomeideaordesiredstate
~Transaction:Money/Loyaltyproduct||PRICEPOINTS:netactualcostofgoods+retailercost+profit//gross
BrandConsumer||pricepointretailers/distrb.pay//retailpriceconsumerspay
Stereotypes!!gender,race,age,ethnicity,culturaldifferences,sexualorientation
Debates!!!DemandCreationCritics:Advertisingcreatesdemanddrivingconsumerstobuyproductsunnecessarily.Proponents:
Researchtellsuswhatconsumerswant.Shapingv.MirroringCritics:Advertisingcreatessocialtrends,dictatinghowpeoplethink
andact.Proponents:Wespottrendsanddevelopmessagesthatconnectwiththem.

Howisadvertisingregulated?FederalTradeCommissionFTCRegulatesdeceptiveandmisleadingadvertising,focusingon:
UnfairnessDeceptionViolationsoftruthinadvertisinglaws///CeaseanddesistCorrectiveadvertisingConsumerredress
~Puffery:arepresentationthatpraisesanitemtobesoldw/subjectopinionssuperlativesorexaggerationinavaguewaywithout
statingfacts
CopyrightandtrademarksymbolsTMAbrand,corporateorstorename,oradistinctivesymbolidentifyingasellersbrandand
differentiatingitfromotherbrands.//RegisteringthroughtheTrademarkOfficeprovidesexclusiveuse,aslongasitsfora
specificproduct.//Authorownstheworkgivesorganizationsexclusiverightstouseorreproduceanadorpackagedesign,for
aperiodoftime.
Whyaresalespromoused,types,anddiff.ofsweepstakesv.contestsusedtodrivetrial,drivestockup,drivefrequency//types:
consumerpromo&tradepromo//contest=skill&sweepstake=luck
~MediaPlanninganditsgoal:theprocessofchoosingoneormoremediachannels/vehiclestoreachthetargetaudienceand
achievethemessageobjectiveGOAL:maximumimpact@minimalcost
MessageobjectivesthatdrivethemediaplanMediaObjectiveWhat?//MediaStrategyHow?//MediaTacticWithwhat?
~Reachv.Frequency:reach%ofthetargetaudienceexposedatleastonceduringtimeframe//freq.#oftimesapersonisexposed
toanad
~Aperture:thebestwindowtoreachthebesttargetmarket
**Characteristicsofeachmedia>>measurement:TVbroadcast(cablesatelliteradio)CPPcostperpoint//Neilsonrating
Print(magnewspaper)moreinfo,moreflexiblecirculation,#issuessold,readership//OOHtrafficauditbureauformedia
measurementTRPsGRP,reach/freq.//Sponsorshipnotmeasurable//Directresponseresponsemeasurementandeva.High
CPM//experimental(guerilla)usesinvolvement
~THEBIGIDEA:aninnovativesolutiontoacommunicationproblemenduringsimpleuniqueprovoking
Definerecallandrecognition:recall:consumercanrememberandrelayadmessagerecognition:consumersrecognizethe
brand/msgwhentheyhearitagain
*Thecreativeteamcopywriterwords//artdirectorimages~~~divergentthinkersexploremultiplepossibilitiesw/orational
thinking//transformationalmakesstrategyintosomethingunexpected//thinkoutsidetheboxlookatchallengeindifferentways
*Steps,inorder,ofthecreativeprocessimmersion>ideation>incubation>illumination>evaluation
~Relevancev.Resonancerelevance:consumercanconnecttotheirlife//resonance:findsdeeperemotionalconnection
Characteristicsoflikeabilityingenuity,meaningfulness,energy,warmth,doesntrubconsumersthewrongway
~Executionalframework>defineeachofthemexecutionalframeworks:toconnectthebrandtoconsumerlives.//Lifestylehow
itfitstheirlife//Scientificusesdata/research(claim)//Testimonialsomeonepraisingtheproduct//Demonstrationshowshow
theproductfunctions//problemsolutionshowsproductassolutionofproblem
**ADAPPEALS:Sexusesnuditytosell//Fearwhatcouldhappenifyoudontusetheproduct//Humorfeelgood//Logic
rationalthinking//Valuesrelatingtobeliefs(striven,funseeker,creative,devout,intimate,altruist)
Whyismeasureimportantinadfinancialstakesarehigh,adoptimization,identifybestpractices
*Knowwhentomeasureanadcampaignmeasurable,comprehensive,andrelevant
~DefineBase,Gross,(dollars)Netsales,andlift(units)Base:amountoftransactionsiftherewasnoadorpromo(keytomeasuring
thesuccessofadandconsumerpromo//GrossThetotalofalltransactionsinaperiodw/oanydeductionsincluded//Netgross
minusallowances,discounts,andreturns//Liftpercentageincreaseinsalesduetoretailermerchandise.
~Definetrialandconversation:trial#ofpeoplethattriedtotheproductconversation#ofconsumersyouveconvertedintoasale
(measuredintermsofpurchase)

~CPCcostperclickCPAcostperactionCPVcostperviewCPScostpersessionCTRclickthroughrate