1
Q
5 steps to create the message
A
- Intent- Purpose of message (who & why)
- Message- What is the message and how will you create it?
- Media- Where will it be conveyed
- Evaluate- How target market receives a message
- Action- Does a purchase occur?
2
Q
Step 1: Intent
A
- What is the purpose of the ad? What is the marketing objective?
- ie. Brand trial, brand awareness, brand preference, brand repositioning, brand reminder
(lesson 1) - Who is it for? (Target Market)
3
Q
Step 2: Message
A
- WHAT do you want to say
- WHAT is your POSITION
- Conduct a SWOT analysis (see jamboard)
- When determining HOW to convey your message, you can use one or two of the following APPEALS
4
Q
Step 3: Media
A
- Where will you display your ad?
- TV, radio, billboard, magazine, internet, etc.
- Once you determine the medium, you must decide which specific channels, stations or magazines your ad will be used in
- Must also decide time
- Ex. 680 news, Monday to Friday during rush hour traffic
5
Q
Step 4: Evaluate
A
- Analyze the effectiveness of the ad
- Change ad based on target market feedback to make it more effective
6
Q
Step 5: Purchase
A
Ad is only successful if it leads to additional purchase by the target market
7
Q
4 Appeals:
A
- Biological
- Emotional
- Rational
- Social
8
Q
Biological appeal
A
Focuses on customer’s needs for health and safety (ie. Pampers-rash proof; car companies- Crash Test Dummies)
9
Q
Emotional appeal
A
- Focus on consumer’s feelings (ie. Smoking-old or MADD- drinking & driving skills)
- Ads often use to humor to attract customers
10
Q
Rational appeal
A
Focuses on reasoning to the consumer, such as convenience, cost, savings, warranties, ease of purchase, high quality (ie. Prius- great gas mileage OR Walmart- affordable) “duh, of course I should buy this’’
11
Q
Social appeal
A
Focuses on social acceptance (ie. Weight loss clinics/ cosmetic industry, etc)
