ADV 3008 Lecture Notes - Lecture 13: Swiffer, Geico, Media Planning
Document Summary
Produ(cid:272)ts are (cid:373)ade i(cid:374) fa(cid:272)tories; (cid:271)ra(cid:374)ds are (cid:373)ade i(cid:374) the (cid:272)o(cid:374)su(cid:373)er"s (cid:373)i(cid:374)d. Good (cid:272)reati(cid:448)it(cid:455) that pla(cid:272)es the (cid:271)ra(cid:374)d i(cid:374) the (cid:272)o(cid:374)su(cid:373)er"s mind. Brands are about connecting (u(cid:374)dersta(cid:374)di(cid:374)g a (cid:271)ra(cid:374)d"s o(cid:374)e-on-one relationship with people) (cid:271)ra(cid:374)di(cid:374)g has (cid:271)ee(cid:374) arou(cid:374)d for (cid:373)a(cid:374)(cid:455) (cid:455)ears, (cid:271)ut it did(cid:374)"t reall(cid:455) start u(cid:374)til (cid:1005)(cid:1013)(cid:1012)4. (cid:272)o(cid:373)pa(cid:374)ies stra(cid:455)ed a(cid:449)a(cid:455) fro(cid:373) (cid:271)ra(cid:374)di(cid:374)g i(cid:374) the (cid:1012)(cid:1004)"s, pri(cid:373)aril(cid:455) (cid:271)e(cid:272)ause they tried different advertising techniques, but consumers were still purchasing based on the brand. Apple inspired other marketers to get back to the heart of branding. How consumers, distributors, and salespeople think and feel about a brand relative to its competition. Brand equity: brand awareness, perceived quality, brand loyalty, brand identity, brand association. Marketers, creative people sit down and ask many questions, mostly about the consumer. *most of the time, the answers are not tangible; they are emotions and feelings gained through experience with the product. *intangible, psychological, emotional connection is the best and most powerful advertising.
