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Lecture Notes/Outline1
Techniques advertisers use to design advertisements that will inform and persuade consumers to take some action.
Remember, In Order to Be Effective, Ads Must:
- Have "stopping power"
- Make an impression
- Be Understandable
- Include Moving Messages
- Have "locking power"
Why Do People Like Some Ads and Dislike Others?
The Irritation Factor
The Product
The Message
Catching Attention
Surprise
Originality
Some outrageous effect
Maintain Interest
- Storytelling
- Suspense
- Drama
- Narrative
A controversial Benetton ad
Gain Understanding
- Explanation
- Demonstration
- Comparison and/or Contrast
CHAPTER 6
Segmentation
The concept of target marketing and segmentation.
Stages
- Segmenting
- Targeting
- Positioning
Why segmentation is important
____________________________
____________________________
____________________________
Segmentation Variables
- Demographic
- Geographic
- Psychographic
- Geodemographic
VALS2
Segments are organized in terms of ____________________________ and ____________________________
You should know how these segments are described
Ad File assignment relates to this in order to help you learn and apply material
What makes a segment meaningful?
- ____________________________ opportunities
- ____________________________ potential
- Acceptable ____________________________
- Acceptable ____________________________
Positioning
forming a ____________________________ of your product
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