MKTG 3000 Lecture Notes - Lecture 25: Unique Selling Proposition, Taco Bell, Native Advertising
I. Creative Brief
a. Problem to be solved by the communicatin
i. What do we want the communication to do, inform, increase awareness,
remind, persuade, incite action, create an emotional appeal, send target to
website, drive retail traffic, remind, support brand position?
b. Brand positioning and personality
c. Target market
d. Benefit to target, unique selling proposition
e. Key idea/appeal
f. Why should the target believe this? Permission to believe, support points
g. Executional considertiations and details (color, logo, addresses required etc
h. Examples of creative briefs
i. Taco bell getting breakfast sales
ii. Target
II. Class update
a. Final
i. 50 chapters 13-18
ii. 20 chapters 1-12
III. Advertising media
a. Conventional: tv, radio, newspapers
b. Digital media
i. Growth in searach
c. Paid
IV. Media selection criteria
a. Reach (% of target exposed to message)
b. Feue how a ’s
c. Cost per contact (or 1000). Cost per thousand. /cost per click
d. Media life span
e. Media flexibility
i. Digital very flexible
f. Noise level
g. Target audience considerations
h. Media scheduling-ongoing, front load, back load—waiting to reach people later. Event
planning. , pulse, flight: when do you run it. Do you run it even ongoing schedule? Front
load—tell people right away?, seasonal
V. Media kit: rate card, what they charge
VI. Native advertising and news
a. Stuff that you see online that is a sponsored post, that looks like an editorial
b. Controversial
c. Integrity in news is harder to protect, particularly in print
i. Saying to corporations that want to advertise: we will camoflouge your ad to
look like an actual article
VII. Public relations
a. Pefoae eogized NOT soous with ullshit o spidotoig
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Permission to believe, support points: executional considertiations and details (color, logo, addresses required etc, examples of creative briefs. Iv: taco bell getting breakfast sales, target. Class update: final, 50 chapters 13-18, 20 chapters 1-12. Advertising media: conventional: tv, radio, newspapers, digital media, growth in searach, paid. Media selection criteria: reach (% of target exposed to message, f(cid:396)e(cid:395)ue(cid:374)(cid:272)(cid:455) (cid:894)how (cid:373)a(cid:374)(cid:455) (cid:454)"s(cid:895, cost per contact (or 1000). /cost per click: media life span, media flexibility, digital very flexible, noise level, target audience considerations, media scheduling-ongoing, front load, back load waiting to reach people later. , pulse, flight: when do you run it. Native advertising and news: stuff that you see online that is a sponsored post, that looks like an editorial, controversial. Integrity in news is harder to protect, particularly in print: saying to corporations that want to advertise: we will camoflouge your ad to look like an actual article. Public relations: pe(cid:396)fo(cid:396)(cid:373)a(cid:374)(cid:272)e (cid:396)e(cid:272)og(cid:374)ized not s(cid:455)(cid:374)o(cid:374)(cid:455)(cid:373)ous with (cid:271)ullshit o(cid:396) (cid:862)spi(cid:374)do(cid:272)to(cid:396)i(cid:374)g(cid:863)