MKTG 380 EXAM 2 HOFFMAN STUDY GUIDE
Ch. 6 - Planning & Creating Compelling Message Strategies
Cuba - Answers -Ranked very high in the world for Health Care and Education
- Only 70 miles from US; - Closer than LA!
- Cubans love 3 things:
Ice cream
Music
Baseball
2 different currencies:
Cuban Peso - 25:1 CUC
Cuban Convertible Peso (CUC) - 1:1 USD (less 10%)
vesting - Answers -working for a company that gives you shares
you must stay and work for your shares to have value
often 1/5th of shares vest per year
if you leave, you only keep what was vested
Copyrighting.. - Answers -blends product, price and place to provide a BENEFIT
Product 7 - Answers -Founder Tyler
has products like gum, water, t-shirts
proceeds benefit 7 charities
Vernacular - Answers -The brands voice
Scotts Grass Seed - Answers -' because i like to talk about your lawn, not my seed'
AKA - airlines sell vacations, not their shitty flights
Big idea - Answers -a self-explanatory symbol using words, action, sounds or pictures
that communicate an entire ideas
like a meme!
Copy appeals - Answers -the basic underlying theme of the promotion/campaign
People want to GAIN... - Answers -self-confidence, appearance, prestige, popularity etc
, People want to SAVE... - Answers -Money, time, memories
People want to AVOID... - Answers -criticism, pain trouble, discomfort, embarrassment
People want to BECOME... - Answers -good citizens, creative, efficient, physically fit,
influential, popular successful
Star-Chain-Hook - Answers -Getting the readers attention = the STAR
Follow with facts, reason, benefits = the CHAIN
Suggest action and make it as easy as possible = the HOOK
AIDA - Answers -attract ATTENTION
Arouse INTEREST
Stimulate DESIRE
call for ACTION
Key components - Answers -- layout
- illustrations & -photos
- typefaces
- paper
- ink
- color
Colors... - Answers -Purple = royalty
Red = danger
Green = safety
Blue = health
involvement devices - Answers -are things that stand out in mail ads
like tokens, stamps, punch-outs, puzzles, premiums and gadgets
the concept is usually... - Answers -the starting point in creating direct response TV
commercials
Direct mail - Answers -catalogs
postcards
inserts
borchures
Fonts... - Answers -Super important!!!
Direct mail... - Answers -is flexible!
Ch. 6 - Planning & Creating Compelling Message Strategies
Cuba - Answers -Ranked very high in the world for Health Care and Education
- Only 70 miles from US; - Closer than LA!
- Cubans love 3 things:
Ice cream
Music
Baseball
2 different currencies:
Cuban Peso - 25:1 CUC
Cuban Convertible Peso (CUC) - 1:1 USD (less 10%)
vesting - Answers -working for a company that gives you shares
you must stay and work for your shares to have value
often 1/5th of shares vest per year
if you leave, you only keep what was vested
Copyrighting.. - Answers -blends product, price and place to provide a BENEFIT
Product 7 - Answers -Founder Tyler
has products like gum, water, t-shirts
proceeds benefit 7 charities
Vernacular - Answers -The brands voice
Scotts Grass Seed - Answers -' because i like to talk about your lawn, not my seed'
AKA - airlines sell vacations, not their shitty flights
Big idea - Answers -a self-explanatory symbol using words, action, sounds or pictures
that communicate an entire ideas
like a meme!
Copy appeals - Answers -the basic underlying theme of the promotion/campaign
People want to GAIN... - Answers -self-confidence, appearance, prestige, popularity etc
, People want to SAVE... - Answers -Money, time, memories
People want to AVOID... - Answers -criticism, pain trouble, discomfort, embarrassment
People want to BECOME... - Answers -good citizens, creative, efficient, physically fit,
influential, popular successful
Star-Chain-Hook - Answers -Getting the readers attention = the STAR
Follow with facts, reason, benefits = the CHAIN
Suggest action and make it as easy as possible = the HOOK
AIDA - Answers -attract ATTENTION
Arouse INTEREST
Stimulate DESIRE
call for ACTION
Key components - Answers -- layout
- illustrations & -photos
- typefaces
- paper
- ink
- color
Colors... - Answers -Purple = royalty
Red = danger
Green = safety
Blue = health
involvement devices - Answers -are things that stand out in mail ads
like tokens, stamps, punch-outs, puzzles, premiums and gadgets
the concept is usually... - Answers -the starting point in creating direct response TV
commercials
Direct mail - Answers -catalogs
postcards
inserts
borchures
Fonts... - Answers -Super important!!!
Direct mail... - Answers -is flexible!
