07 Advertising

Question 1

What is Advertising?

Answer 1

• Method of marketing that involves paying for space to promote a product, service or cause.
• Actual promotional messages are called advertisements.

Question 2

What is the goal of advertising?

Answer 2

To reach people who are most likely willing to pay for a company’s products or services, which will influence them to purchase it.

Question 3

What are a firm’s objectives when communicating?

Answer 3

• To inform, persuade, remind and reassure.
• Deliver brand ‘voice’ and personality.
• Establish dialogue and relationships.
• Create positive brand equity??
• Drive sales and shareholder value.

Question 4

What are the benefits a consumer gains from firm communication?

Answer 4

• Being informed of how and why a product/service is used.
• Identify solutions.
• Learning about the company and its brand.
• Obtaining affective & hedonic (pleasant vs. unpleasant) rewards/experiences.
• Gaining reassurance after purchase

Question 5

What can happen when communicating/advertising?

Answer 5

• Advertising may not always have an immediate impact.
• Multiple exposures are often necessary.
• Difficult to determine which exposure led to purchase.

Question 6

What are Factors to Consider when advertising?

Answer 6

• Any potential barriers to communication.
• How do people receive/perceive/interpret (encode) messages?
• Goal of communication: informing or entertaining the customer?
• Designing communication: using images or words or both?
• How do we get and communicate a ‘Big Idea? (Integrated Marketing Communication)

Question 7

What is Integrated Marketing Communication?

Answer 7

• Strategic combination of multiple channels of marketing communication (in parallel and sequentially).

Through the seamless integration of messages = Omni-channel Experience.

E.g. *cadbury flavourism campaign.*

Question 8

Why is it important to identifying the target audience well?

Answer 8

The success of a campaign depends on how well the advertiser can identify their target audience

Question 9

Why do we need to set Communication Objectives?

Answer 9

To…

• Build brand awareness and attitude
• Influence the intention and need of purchasing brand/product

Question 10

What do we need to consider when determining the Advertising Budget?

Answer 10

• Role of advertising in brand’s attempt to meet their overall promotional objectives.
• Expenditures that can vary over the course of the Product Life Cycle.
• Nature of the market and the product’s influence over the size of the budget.

Question 11

What strategies do you need to consider when Designing the Communication?

Answer 11

• Message & Creative Strategy.
  
  • Rational / Functional Appeals
  • Emotional / Transformational Appeals
• Message Source

Question 12

What are the types of Media Channels that can be selected?

Answer 12

• Paid Media
• Earned Media
• Owned Media

Question 13

What are the factors of firm communication?

Answer 13

• Firm Objectives

- Consumer Benefits

Question 14

What is the purpose of IMC?

Answer 14

To provide..
- Maximum coverage
    - Clarity
    - Consistency
    - Complementarity
    - Impact
through the seamless integration of messages.

Question 15

What is Paid Media?

Answer 15

Communications/Advertising that are bought by the firm/advertiser.

Question 16

What is Earned Media?

Answer 16

• People connect using participation behaviours.
  
  • E.g. on social media: like, share, comment.
• It allows for people to:
  
  • Indicate agreement with one another
  • Maintain relationships
  • Enable interaction

Question 17

What is Owned Media?

Answer 17

Branded communications that makes a direct connection between the brand and consumer.
Negative factors:
- Sponsorship is always associated with brand.

Question 18

What is the purpose of Rational/Functional Appeals?

Answer 18

Illustrate that the product is superior to competitive offerings in terms of:

        - Quality
        - Value
        - Performance
        - Reliability etc.

Question 19

What are the types of Emotional/Transformational Appeals?

Answer 19

• Negative (fear/guilt/sadness VS.

- Positive (happiness, humour, excitement)

Question 20

What are the benefits of Message Source?

Answer 20

• Messages delivered by attractive or popular sources can achieve higher attention and recall:
  - Trustworthiness
  - Expertise
  - Likeability

Question 21

What are the steps of the Communication Process with Consumers?

Answer 21

1. Identify Target Audience.
2. Set Communication Objectives.
3. Determining the Advertising Budget.
4. Designing the Communication?

Question 22

Why do firms conduct research?

Answer 22

To..

• Identify target audience
• Set tone of advertisement
• Select which media to use

Question 23

How do we set communications objectives?

Answer 23

By..

• Informing
• Persuading
• Reminding

Question 24

What is Integrated Marketing Communications (IMC)?

Answer 24

The strategic combination of multiple channels of marketing communication – in parallel and sequentially.