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PR Quiz 4 part 1

Quiz content covering 3A and 3D.

TermDefinition
Advertising Consists of persuasive messages sent by identified sponsors to target consumers through controlled media. It seeks to inspire members of the target audience.
Identified Sponsors Your client or product.
Persuasive message A message designed to influence its recipient.
Controlled media Placements (such as websites or mobile messages) in which you control what your message is, how often you send it, and where and when it appears. You control frequency and media.
Are controlled media free? No; you pay to create persuasive messages and place them in the media.
Challenge to advertising Clutter; we are bombarded with ads in every medium (phones, laptops, books, magazines, billboards, etc.) The struggle for your message to be noticed.
Solutions to advertising challenges - Research the client, product, competition and target audience - Be creative - Research that leads to a clear strategic message; it focuses on the precise goal of the advertisement; goal oriented.
Strategic Messages include... SMPs (strategic message planners.) Creative briefs
What do strategic messages help you do? (creative briefs and SMPs.) They help you organize your research to create an ad's one clear message: the strategic message.
David Ogilvy quote: "Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatsoever.”
Strategic messages focus on benefits: The product features that appeal to (or do something for) consumers. (what your consumers believe your product will do for them.)
Not all product features generate benefits True; careful research can tell you which features can create benefits and which benefit belongs in your strategic message.
Brand A consumer's image of a product, a product line, or a company. It is built by benefits. Helps to differentiate competitors; gives your product a position in a consumer's mental map of a market.
Image advertising Also called identity advertising and reminder advertising; is used to promote a brand whose benefits are so familiar that they don't need to be restated in the ad.
Announcement advertising Ads that emphasize only product names and prices. It fills newspapers everyday
What is a creative brief? A shorter version of an SMP, used to summarize research and identify a strategic message. Usually just one or two single-spaced pages.
Creative briefs are used... 1. For new tactics when an SMP already exists 2. When the length of an SMP overwhelms clients 3. When there's not time to create an SMP
We often prepare an SMP for an ad campaign that is new to our creative team True; they contain much more info than creative briefs. Creative briefs generally consist of short answers to a series of questions.
You must conduct research before you begin to plan the message and creative elements of a successful ad True.
Audience for a creative brief Generally your client and your creative team. They can be used to gain your client's permission to proceed with the ad or campaign and keep your creative team focused on the target audience; few people will see/hear the creative brief.
Media of the creative brief Usually exists on paper or as an online document that can easily be transferred among members of a creative team.
Key to success of the creative brief: You must complete a strategic message planner or a creative brief before you begin to consider the more creative aspects of an ad.
If you begin to create the ad before you develop the ad's strategic message, your creative ideas may bias your idea of what the strategic message truly should be. True.
What kind of document is the creative brief? It is for the creative team, advertising director, and the client that gives a clear objective for the copy material and explains the overall concept of the campaign. It's like a game plan; ad can't succeed without it.
Content and organization of the creative brief Like an SMP, a creative brief has varieties and summarizes research to identify a clear, strategic message to deliver to a well-defined audience. They seek to answer questions.
Eight creative brief questions part one: 1. Why are we communicating? 2. Who is our target audience? 3. Given our reason for communicating, what's the single most important thing we know about our target audience?
Eight creative brief questions part two: 4. What does our target audience currently think abt our product? 5. What do we want them to think about it? 6. What basic promise addressing the target's self-interests can we make to guide them to that new understanding?
Eight creative brief questions part three: 7. What evidence supports our basic promise? 8. What tactics and media should we use to communicate this info? why?
Creative briefs rarely list info sources via links or a references page True; that info either exists in a previously written SMP, or there is not time to build a references section for the new brief.
Format and design of the creative brief 1 page (2 at most), exist on paper and screens, titled Creative Brief: Product Name, single-spaced w/ boldface for its questions. Answers are in regular (not bold) type, leave a blank line before each new section (a double-space.)
Creative brief tips: 1. Complete SMP before you begin your ad 2. Specify one well-defined target audience 3. Ensure your strategic msg is unique 4. Coordinate related campaigns 5. Proofread a lot!
Creativity matters less than the research you conduct True, but creativity is still a huge part of advertising. Advertising may be the only profession with the word "creative" in the job titles.
Created by: FaithMcBaith
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