2. Scheme of Work WeekTopic 1 Introduction: The Marketing & Marketing Mix; 7 P’s 2 The fundamental Promotion: Segmentation, Targeting, Positioning; Promotion Plan 1 3 Promotion Plan 2 4 The fundamental Promotion Decisions: Objective and budgeting 5 Advertising Management : Overview, Styles of Creative Ads, Message Appeals 6 Sales Promotion Management: Capabilities and Limitation, SP for trader 7 Digital Marketing: Web Objectives, Web 1.0 & 2.0, Internet advantage & Disadvantage 8 Mid Examination 9 Review Promotion Plan Project 10 Class Presentation 1 11 Class Presentation 2 12 Review and Evaluation of Group Presentation 13 Outdoor signage, POP Materials 14 Word of Mouth Marketing 15 Review 16Final Examination

3. Advertising Message

4. Getting messages to “Stick” Beyond being creative, advertisers want their advertising to “stick”. Sticky ads = the audience comprehends the advertiser’s intended message that they are remember with the hope advertiser can change the target audience’s opinion or behavior.

5. There are six common features of messages that tend to stick and relatively lasting impact. 1.Simplicity; sticky advertisements are both simple and profound (KISS). An advertisement can be said to be simple when it represents the brand’s core idea or key positioning statement. 2.Unexpectedness; sticky advertisement generate interest and curiosity when they deviate from audience members’ expectations. Sticky messages also are creative. Advertising Message

7. 3.Concreteness; sticky ideas possess concrete images as compared to abstract representations. Concretizing is based on the straight forward idea that it is easier for people to remember and retrieve tangible rather than abstract information. Concretizing is accomplished by using tangible, substantive words and demonstrations. 4.Credibility; it should be believable. They have a sense of authority and provide reasons why they should be accepted as fact. Advertising Message

9. 5.Emotionally; people care about ideas that generate emotions and tap into feelings. 6.Storytelling; story have plots, characters and setting. Advertisers also occasionally tell stories in order to capture the key elements of their brands. Advertising Message

10. Constructing a creative brief The work of copywriters and other creative advertising practitioners is directed by a framework known as creative brief, which is a document. Ideally, a brief is consisting of these elements: Background; what is the background of this job. Target audience; whom do we need to reach with the ad campaign. Thoughts and feelings (Audience Insight); what do members of the target audience currently think and feel about the brand? Creative Brief

11. Objectives and measures; what do we want the target audience to think or fell about the brand and what measureable effects is the advertising designed to accomplish? Behavioral outcome / expected response; what do we want the target audience to do? Positioning; what is the brand positioning. Message and medium; what general message is to be created and what medium is most appropriate. Strategy; what is the strategy. Nitty-gritty detail; when and how much? Creative Brief

12. Advertising Management Message Appeals and Endorsers Message appeals Enhancing consumers’ motivation, opportunity and ability to process advertisements Motivation to attend to messages One of the promotion objectives is to increase the consumer motivation to focus on the message and to process brand information.

13. Advertising Management Message Appeals and Endorsers There are two forms of attention; 1.Voluntary 2.Involuntary. Voluntary attention is engaged when consumer devote attention to an advertisement that is relevant to their current purchase-related expectation. In other hand, involuntary attention is when attention is captured by the use of attention gaining technique rather than consumer’s interest.

14. Advertising Management Message Appeals and Endorsers Appeals to informational and hedonic needs Mostly consumers like to those messages that serve their information needs and those that make them feel good and bring pleasure. Informational needs; when consumers are attracted to those stimuli that supply relevant facts and figures. Hedonic needs; when consumers attend to messages that make them feel good and serve their pleasure needs. Use of novel stimuli Use novelty to attract involuntary attention, there are us usual, distinctive, unpredictable and somewhat unexpected.

15. Advertising Management Message Appeals and Endorsers Use of intense or prominent cues Those that are louder, more colorful, bigger and brighter to increase the probability of attracting attention. This is because it is difficult for consumers to avoid such stimuli, which leads to involuntary attention. Use motion Employ motion to both attract and direct consumer attention to the brand name and to pertinent ad copy.

16. Advertising Management Message Appeals and Endorsers Endorsers The role of celebrity endorsers in advertising Advertised brands frequently receive endorsements from a variety of popular public figures. Products receive the explicit or tacit support of non celebrities, also known as typical-person endorsers. Endorser selection considerations: 1.Celebrity and audience matchup; the brand manager must pose when selecting an endorser, will the target market positively relate to the endorser?

17. Advertising Management Message Appeals and Endorsers 2.Celebrity and brand matchup; advertiser requires that the celebrity’s behavior, values, appearance and decorum / politeness be compatible with the image desired for the advertised brand. 3.Celebrity credibility; this is a primary reason for selecting a celebrity endorser. 4.Celebrity attractiveness; attractive is multifaceted and includes more than physical attractiveness.

18. Advertising Management Message Appeals and Endorsers 5.Cost considerations; how much it will cost to acquire a celebrity’s service is an important consideration but it should it dictate the final choice. 6.Working ease or difficulty factor; some celebrities are relatively easy to work with, whereas others are difficult, stubborn, arrogant and unmanageable. 7.Saturation factor; the number of other brands that the celebrity is endorsing. Overexposed? 8.The trouble factor; will the celebrity get into trouble after an endorsement relation is established.

19. Print Ad Elements 1.Headlines help form good first impressions 2.Body copy tells the rest of the story + Call to Action 3.Slogans for brands and campaigns, ex: Nike’s “Just Do It” 4.Taglines are used at the end of an ad to summarize the point of the ad’s message in a highly memorable way, ex: “nothing outlasts the Energizer. It keeps going and going and going”. 5.Key Visual. This visual is a vivid image that the advertiser hopes will linger in the viewer’s mind. Color can be a memory cue.

21. Thank you