Advertising Basics
Purpose of Advertising? (I.P.R)
Inform, Persuade, and Remind
What is customer motivation?
The reason or drive that leads customers to purchase or avoid products/services.
Fill in the blank...The _____ of the messaging (whether humorous, serious, or inspirational) shapes the emotional connection with the audience.
The TONE of the messaging (whether humorous, serious, or inspirational) shapes emotional connection with the audience.
Key elements of a brand book (5)
Logo, color palette, typography, imagery, tone of voice
A brand emphasized cause (typically weaved into the ads)
Key Messaging Point
What are the 3 types of advertising?
Traditional, Digital, Non-Traditional
Fill in the blank...Understanding customer motivation helps craft compelling marketing _______ and _______ that resonate with the target audience
Understanding customer motivation helps craft compelling marketing MESSAGES and STRATEGIES that resonate with the target audience
What is this describing? ... A clear, compelling statement that differentiates a brand from its competitors. It communicates the unique benefits and value that a brand offers to its target audience, answering the question: “Why should customers choose us?”
Unique Brand Proposition (UBP)
3 key ways to stick to visual consistency
Follow brand guidelines (correct logo, size and placement indicated in brand book), use color palette (exact HEX codes), consistent typography (on-brand fonts)
Fill in the blank... Every message should feel like it's coming from the same _____ or _____.
Every message should feel like it's coming from the same PERSON or ENTITY.
What are the 4 types of digital advertising?
Social Media, SEM (Search Engine Marketing), Email Marketing, Display Ad
What are the two factors within each Internal and External customer motivation?
Internal: Personal and Psychological
External: Cultural and Social
Fill in the blank... The role of _____ _____ in advertising builds recognition among the audience, making the brand easily identifiable
The role of CONSISTENT MESSAGING in advertising builds recognition among the audience, making the brand easily identifiable
Fill in the blank... Whether the tone is formal, playful, or conversational, marketers need to ensure that all written content, from ad copy to social media posts, reflects the approved _____ _____.
Whether the tone is formal, playful, or conversational, marketers need to ensure that all written content, from ad copy to social media posts, reflects the approved BRAND VOICE.
Key elements of a strong Unique Brand Proposition (5)
Clarity, relevance, differentiation, credibility, emotional appeal
What is a USP?
Unique Selling Proposition (what makes the product or service unique)
What is the customer motivation process? (5)
Need recognition, information search, evaluation of alternatives, purchase decisions, post-purchase behavior
What is this describing? ... The set of human characteristics associated with a brand
Brand Personality
You can be creative with the FORMAT of your ads, but the core IDENTITY must remain consistent.
What is Maslow's Hierarchy of Needs in order?
(Top to Bottom) Self Actualization, Esteem, Love and belonging, Safety needs, Psychological needs
Key elements of an effective advertisement? (5)
Target audience, unique selling proposition, creative message, Call to Action, visual and emotional appeal
Key product attributes? (5)
Quality/performance, Price/Value, Brand Rep/Trust, Aesthetic/Design, Innovation/Uniqueness
Dimensions of Brand Personality (5)
Sincerity, excitement, competence, sophistication, ruggedness
4 ways that identifying your personal brand helps helps you stand out to employers
Showcases your unique value, creates a lasting impression, aligns you with the right roles, demonstrates professionalism
What is the advertising process? (6)
Market research, setting objectives, creative development, media planning, execution, evaluation