COM CM 317 Lecture Notes - Lecture 11: Jetblue, Competitive Advantage

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Carolyn Clark

Document Summary

Advertising can only solve message-related or perception problems. Objective: we want to change the perception (e. g. not just for male, but for female); formal goal statement outlining what the message is supposed to achieve and how it will be measured. Also help advertising agencies know what to expect; Creative strategy: serves as the creative team"s guide for writing and producing an ad. Media strategy: helps media planners determine how messages will be delivered to consumers; (e. g where should we put the advertisement) Targeting: getting inside the heads and hearts of the audience to find out what kind message will motivate them. Positioning: the place in consumer"s minds where the product or brand stands in. Campaign implementation and management: evaluation comparison to the competition; sometimes draw a perception map; method: Determine the effectiveness of a campaign: is it working? how well is it working? is there anything we can change? track people"s awareness; do the tracking;