Brief & Objective
A tool for the client to communicate strategy to the creative
Targets segments are identified based on shared ____
what is need?
A meaningful human truth
What is insight?
Brand is the Frame of Reference (FOR) used by Target for its Point of Differentiation (POD) due to Reason to Believe (RTB).
What is the positioning statement?
The key tool to assess ads
What is ADPLAN? (Attention, Distinction, Positioning, Linkage, Amplification, Net Equity)
The business objective is important internally, but this is important for creatives to know
What is the communication objective?
This framework emphasizes strategic considerations when targeting
What is the usage-based targeting framework?
It's connected to a position through insight
What is the target?
Your competitive set
What is Frame of Reference?
Reach, Frequency, Continuity
What are exposure goals?
On the 4A tool: point where a consumers buys your product
What is action? Awareness, Attitudes, Action, Action Repeated
Own, Attract, Accept
This consumer motivation is focused on relationships and the target's connection with others
What is communion? The others are agency and gratification
Framework to strategically select point of differentiation (POD)
What is DONE? (benefit Desired?, position Ownable?, Navigate to brand promise?, will the position Endure?)
Analytics of empirical tests like focus groups, copy testing, market tests should be in service of _____
What is strategy?
Specific, concrete, and falsifiable
What is a good objective?
This biological process informs advertising strategy
What is human memory?
Can be more important that objective reality
What is perception?
Presenting brand benefits as a hierarchy of attribute, functional, emotional
What is laddering?
Rough estimate of ad profit based on hypothetical ad performance, can be used to make decisions on ad spend
What is assumption-based modeling?
Use this framework to test the viability of a brief
What is the objective-task method? Profit = Profit per Sale * Ad related sales - Ad cost
Target a new segment if these conditions are met
What is current users saturated, are protected, and safe from alienation? (SPA model for targeting a new segment)
Path to persuasion that involves logical and compelling arguments
What is cognitive? perceptual --> cognitive --> metacognitive
You have a good product but too small of a target, a less desirable FOR, or poor positioning
What is time to change positioning?
This M in the 4 Ms of media planning is focused on getting consumers to seeing ads when they are close to purchase
What is Moment? Others: Matching, Monopoly, Mindset