ADV 150 Lecture Notes - Lecture 10: Starbucks, Mentos, Psychographic

• School: University of Illinois
• Department: Advertising
• Course: ADV 150
• Professor: Hall Steve

Document Summary

Account planning: figure out where you are and where you want to go. Situation analysis contexts to look at when developing strategy; determine strengths, weaknesses, opportunities and threats. Competition: e. g. how people perceive peet"s coffee and other coffee brands. History: e. g. starbucks twin tail logo: constantly evolve. Image what do you like; what"s the image of white castle. Use: what is it used for; when to use; how often; who use; heavy users; Creative brief: what is product or service: brand. Competition: snapshot of brand situation, current position, brand challenges, threats, goals. Target: clearly define target audience by demographics, psychographics, lifestyle: hipster; usage, behavior etc. be super specific so creatives can connect audience and brand in compelling way. Consumer need or problem: describe unmet need the brand fills. What they(consumers) think now: e. g. cold light beer. What you want them to think/believe:e. g. bud light beer (being crazy; event);