Frameworks
This core framework is a firm but flexible outline for the goals and approach to an ad campaign in order to create an effective strategy
What is a Creative Brief?
This framework can both help you relax and or decide if it's worth pursuing another target audience.
What is a SPA (Saturation, Protection, Alienation) framework?
Insight can be seen as the glue that connects these two important marketing strategies.
What is targeting and positioning?
This defines the consumers category beliefs and impacts how the product is seen by the target market.
What is Frame of reference?
This type of marketing accounts for 2.5X more ROI than performance marketing.
What is brand marketing?
This framework helps evaluate ads and is a cornerstone framework for Kellogg's famous Superbowl Ad Review
What is ADPLAN?
These are the two most basic ways to increase revenues.
What is increase the number of product uses and product users?
In order to obtain an impactful insight, marketers must consider these three things about consumers.
What are goals, attitudes and behaviors?
Smaller brands should use this type of Frame of Reference in order to show your point of difference
What is narrow?
This should be in the center of any CPG product's packaging.
What is a value proposition?
If you're hoping to get your brand to somewhere high, using this framework can help figure out the essence of the brand and its overall positioning.
What is brand laddering?
These are the qualities of the best group for your brand to target.
What are Fewest Barriers and Most Growth?
This core motivation represents competency, mastery over a task, and success.
What is agency?
People prefer this form of advertising persuasion over being told things.
It's typically best practice to establish linkage at this part of the advertisement?
This analysis helps marketers decide their brand positioning by looking at the ownability of a position, esired benefit of a product, the navigation to a brand promise, and how long the position will endure.
What is the D.O.N.E. analysis?
These are individuals who have already been convinced of the category and have used your brand before.
Who are branded (secure) users?
This type of marketing is focused on prompting action and tends to have immediate benefits.
What is performance marketing?
Emotional appeals work best when the reasons to believe relate to this.
What is net equity?
This type of modeling can help marketers consider the overall campaign's effectiveness by stepping into the consumer's shoes.
What is assumption based modeling?
Focusing on Cost, Media, Efficiency, and Effectiveness this framework helps marketers plan out media decisions for their campaign.
What is MEEC framework?
When these two things are the same, we know that the category is very loyal
What is Penetration and Market Share?
This type of persuasion is most impactful in low elaboration state (when people aren't analyzing the ad).
What is Associative Persuasion?
This is a standard template for a positioning statement.
What is "For (Target), (Brand) is the (Category) that is the (Point of Difference), because (Reason to Believe)"?
What is an emotional appeal advertisement?