THE NEXT TOP FIRM
WEEK 3: THE ADVERTISING BUSINESS
TODAY'S MISSION
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ACTIVITY 1:
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ACTIVITY 3:
DEVELOPING EFFECTIVE CLIENT INTERVIEWS
In the first activity, you learned that you needed to find out specific information in a client interview. With your partner, you are now going to create a set of interview questions that would get you the information that you need to know. One person in your pair will open up a Google Doc and title it, Client Interview Questions. Then type your name and your partner's name at the top. Share the document with your partner. Together compose a list of interview questions that cover everything you need to know from the slideshow in Activity 1. When you are finished, we will share these as a class.
TOOLBOX
advertising campaign: the plan that an advertising company has for advertising someone’s business that is made up of different media types all within a central theme and utilizing one major advertising technique
advertising strategy: the strategy an advertising company uses to reach a business's target audience and/or attract new customers
advertising technique: a tactic used by a company in advertising that makes people feel a strong desire to purchase the company's product or service
client: the business or company that is using your firm's advertising services
company: a business that sells a product
competition: the businesses that sell products or offer services similar to yours; businesses people could choose if they do not like your products or services
demographics: the numbers and statistics about groups of people in a population
firm: a business partnership that provides a professional service
target audience: the group of people most likely to be interested in your product or service
advertising strategy: the strategy an advertising company uses to reach a business's target audience and/or attract new customers
advertising technique: a tactic used by a company in advertising that makes people feel a strong desire to purchase the company's product or service
client: the business or company that is using your firm's advertising services
company: a business that sells a product
competition: the businesses that sell products or offer services similar to yours; businesses people could choose if they do not like your products or services
demographics: the numbers and statistics about groups of people in a population
firm: a business partnership that provides a professional service
target audience: the group of people most likely to be interested in your product or service
The Adventure Appeal Tactic: suggesting that a person will experience an adventure if they use a product or service
The Avant Garde Tactic:
suggesting that a person will be smarter than others, ahead of their time, or a trend setter if they use a product or service
The Bandwagon Tactic: convincing people to buy a product or use a service because everyone else is doing it
The Challenge Tactic:
challenges or dares you to prove yourself by purchasing a company’s product or using a company’s service
The Card Stacking Tactic: listing all the good things about a product or service and leaving out anything that might be bad about the product or service
The Expert Tactic: using someone who appears to be an expert, like a doctor or scientist, to advertise or backup a product or service
The Fear Tactic: using fear to persuade people to buy a product or service and suggesting that there will be negative consequences if they don't
The Flattery Tactic: complimenting or praising a person in some way to make a person want to buy a product or use a service
The Glittering Generalities Tactic: using vague words to make a product or service seem wonderful without giving any real information about it
The Humor Tactic: using humor to make people want to buy a product or use a service
The Loaded Words Tactic: using words that cause people to feel an emotion that moves them to buy a product or use a service
The Name Calling Tactic: criticizing your competition in order to get people to buy your product or use your service instead
The Plain Folks Tactic: convincing people that your product or service is perfect for them because it is made for the good, hard working, common person
Play On Words: uses figures of speech like puns, idioms, and hyperboles to persuade people to buy a product or use a service
The Repetition Tactic: repeating a company's name product, or service over and over so that it stays in the customer's mind and makes them want to purchase the good or service
The Scarcity Tactic: making people feel like a product or service is limited, may run out, or become unavailable if they do not hurry and purchase the product or service
The Snob/Superiority Appeal Tactic: making a person feel like that by buying a product or using a service they will be better or more superior than others in some way
The Statistics Tactic:
making people want a product or service by using numbers, percentages, and scientific words that lead people to believe the product or service was researched and proven to be the best
The Testimonial Tactic: using someone famous to endorse a product or service by saying that they have used the product or service and got results
The Transfer Tactic: linking a celebrity or beautiful person to a product or service to make people feel that if they use the product or service, they will be just like the celebrity
Youth Appeal: making someone feel like they they will look or feel younger is they use a product or service
The Avant Garde Tactic:
suggesting that a person will be smarter than others, ahead of their time, or a trend setter if they use a product or service
The Bandwagon Tactic: convincing people to buy a product or use a service because everyone else is doing it
The Challenge Tactic:
challenges or dares you to prove yourself by purchasing a company’s product or using a company’s service
The Card Stacking Tactic: listing all the good things about a product or service and leaving out anything that might be bad about the product or service
The Expert Tactic: using someone who appears to be an expert, like a doctor or scientist, to advertise or backup a product or service
The Fear Tactic: using fear to persuade people to buy a product or service and suggesting that there will be negative consequences if they don't
The Flattery Tactic: complimenting or praising a person in some way to make a person want to buy a product or use a service
The Glittering Generalities Tactic: using vague words to make a product or service seem wonderful without giving any real information about it
The Humor Tactic: using humor to make people want to buy a product or use a service
The Loaded Words Tactic: using words that cause people to feel an emotion that moves them to buy a product or use a service
The Name Calling Tactic: criticizing your competition in order to get people to buy your product or use your service instead
The Plain Folks Tactic: convincing people that your product or service is perfect for them because it is made for the good, hard working, common person
Play On Words: uses figures of speech like puns, idioms, and hyperboles to persuade people to buy a product or use a service
The Repetition Tactic: repeating a company's name product, or service over and over so that it stays in the customer's mind and makes them want to purchase the good or service
The Scarcity Tactic: making people feel like a product or service is limited, may run out, or become unavailable if they do not hurry and purchase the product or service
The Snob/Superiority Appeal Tactic: making a person feel like that by buying a product or using a service they will be better or more superior than others in some way
The Statistics Tactic:
making people want a product or service by using numbers, percentages, and scientific words that lead people to believe the product or service was researched and proven to be the best
The Testimonial Tactic: using someone famous to endorse a product or service by saying that they have used the product or service and got results
The Transfer Tactic: linking a celebrity or beautiful person to a product or service to make people feel that if they use the product or service, they will be just like the celebrity
Youth Appeal: making someone feel like they they will look or feel younger is they use a product or service
ACTIVITY 4:
EVALUATING ADVERTISING TECHNIQUES
In this activity, you will learn about all the different advertising techniques that advertising companies use in their client's advertising campaign. Each person will now get the organizer that is pictured below. For each technique, give an idea of how Chick-Fil-A could advertise with that technique. Your idea could be a slogan, a sketch, an idea for a commercial etc...
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MISSION ACCOMPLISHED
Congratulations
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You accomplished your mission!
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