ADM 3326 Lecture Notes - Lecture 13: Media Consumption, Mid Day, Media Mix

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

Lecture 13 - creative tactics. Tactics for brand awareness (general) Match the brand stimuli and the target audience"s motivation so that the brand is clearly competing in a specific category. Use a unique execution style to connect the brand to the category. Maximize contact time in the exposure to reinforce brand and category connection. Tactics for brand awareness (recognition) Ensure sufficient exposure of the brand identification (package, name, logo) in the ad. Category need should be mentioned or portrayed (unless immediately obvious). Match the brand stimuli and the target audience"s motivation so that the brand is clearly. Tactics for brand awareness (recall) Associate the category need and the brand, in this specific order, in the main copy line. Repeat the association (not just the brand name). Encourage a personal connection with the brand. Consider using a special presenter as a source. Consider an interactive memory device or jingle. The emotion becomes a bit more critical because of the risk factor.