-Reciever comprehension 

-Channel presentation

-Message yielding

-Source attention

-ethical

-trustworthy

-experienced

-unbiased

-honest

-believable

-skillful

-knowledgable

-similarity

-familiarity

-likeability

1. the celebrity may overshadow the product being endorsed

2. the celebrity may be overexposed, reducing his or her credibility

3. the target audience may not be receptive to celebrity endorsers

4. the celebrity's behavior may pose a risk to the company

-match w/ audience

-match w/ product

-image

-cost

-trust

-risk

-familiarity

-likeability 

-inferational and emotional

-appeals to both

-Appeal to the logical, rational minds of consumers

-still some amount of emotion

-Appeal to the feelings and emotions of customers

-low level info.

-Comparative ads

-Fear appeals

-Humor appeals

-especially useful for new brands

-often used for brands with small market share

-used often in political advertising 

-May stress physical danger or threats to health

-May identify social threats

-Can backfire if level of threat is too high

-Can attract and hold attention

-Often the best remembered

-puts consumers in a positive mood

-be careful to not overshadow brand and with defensive humor

-aids attention and awareness

-may aid retention of the message

-creates a positive mood and enhances persuasion

-may aid name and simple copy registration

-may serve as a distracter, reducing counterarguing 

-Does not aid persuasion in general

-May harm recall and comprehension

-May harm complex copy registration

-Does not aid source credibility

-Not effective in bringing about sales

-May wear out faster than non-humorous ads

-flexible

-powerful

-real time

-geared to large audience 

-static

-media advertisements are example

-self-paced media

-externally paced media

-Newspapers

-Magazines

-Direct mail

-Internet

-people can decide if they want to spend a lot of time on these or not

-Radio

-Television

-it's gone after you hear/see it 

-complex marketing situations

-conflicting perspective

-uncertainty over resources

-measurement/evaluation

-planning and decision making

-communictions

-specific objectives

-specific

-measurable

-quantifiable

-realistic

-attainable

-Primary goal is increased sales

-requires economic justification

-should produce quantifiable results

-increased brand knowledge, interest, favorable attitudes, and image

-immediate response not expected

-goal is creating favorable predispositions

-won't work in isolation

-ad effects take time

-hard to determine precise relationship between advertising and sales

-offers little guidence to those planning and developing the promotional program

-technology

-the economy

-product quality

-price

-distribution

-advertising and promotion

-competition

What are the communications objective?

(bottom up)

-Cognitive (thinking) Ads provide information and facts----brand knowledge and interest brand awareness

-Affective (feeling) Ads change attitudes and feelings----favorable attitudes and image

-Conative (behavioral) Ads stimulate or direct desires----Purchase (ultimate goal)

-Translating sales goals into communications objectives

    -what is adequate level of awareness,     knowledge, liking, preference, or conviction?

    -no formulas or guidelines 

-concrete, measurable tasks

-well-defined audience

-benchmark measures

-specified time period

-what we're willing and able to spend

-what we need to achieve our objectives

-How much should we spend on advertising and promotion?

-To whom should we allocate the monies?

-product life cycle

-product durability

-differentiation

-hidden product qualities

-product price

-purchase frequency 

-Top management sets the spending limit

-Promotion budget set to stay within spending limit

-this leads to inefficent use of company resources, bad, used often

-Promotion objectives are set

-Activities needed to achieve objectives are planned

-Cost of promotion activities are budgeted

-Total promotion budget is approved by top management

-this has a more efficient use of resources

-Affordable method

-Arbituary allocation

-Percentage of sales

-Competitive parity

-Return on investment 

-the organization's structure

-power and politics

-the use of expert opinions

-characteristics of the decision maker

-approval and negotiation channels

-pressure on senior managers to arrive at the optimal budget

-what you should think an item should cost (based on past experiences)

-based on knowledge of the product category and allows you to have a better understanding of the price

-sales can lower people's reference price(kohls)

-sales objectives is very important

-originality

-flexibility

-elaboration

-synthesis

-artistic value

-Ad-to-consumer 

-Brand-to-consumer

-Immersion

-Digestion

-Incubation

-Illumination

-Verification

-Read anything related to the product or market

-use the product to become familiar with it

-listen to what people are talking about

-Conduct studies of product, service, audience

-work in and learn about the client's business

-ask everyone involved for information

-evaluate ideas

-reject the inappropriate 

-refine the remaining 

-gives ideas final expression 

-directed focus group

-message communication studies

-portfolio tests

-viewer reaction profiles

-basic problem or issue the advertising must address

-advertising and communications objectives

-target audience

-major selling idea or key benefits to communicate

-creative strategy statement

-supporting information and requirements 

-finding the inherent drama

-use a unique selling position

-positioning 

-create a brand image

-Benefit: buy this product/service and you get this benefit

-Unique: must be unique to this brand or claim; rivals can't or don't offer it

-Potent: Promise must be strong enough to move mass millions

-messages generally presented in a warm, emotional way

-focuses on consumer benefits with an emphasis on the dramatic element 

-establish a particular place in the customer's mind for the product or service 

-based on product attributes/benefits, price/quality, use or appreciation, type of user, or problem solved