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Marketing An Introduction > Advertising > Flashcards

Advertising Flashcards

1
Q

Promotion Mix (MKT Comm. Mix)

A
  • specific blend of promotion tools that a company uses to
    + persuasively communicate customer value
    + build customer relationship
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2
Q

5 promotion tools (SAPPD)

A
  • Sales Promotion
  • Advertising
  • Personal Selling
  • Public Relations (PR)
  • Direct and digital marketing
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3
Q

Sale Promotion

A

Short-term incentives to encourage purchase/sale of a product/service

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4
Q

Advertising

A

Paid form of
Non-personal presentation and promotion of ideas/goods/services
by an identified sponsor

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5
Q

Personal Selling

A

Personal presentation by firm’s sales forces to engage customers, make sales and build customer relationship

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6
Q

Public relations

A

activities designed to engage and build good relations with the company’s various publics by
-obtain favorable publicity
- build up good corporate image
-handle/head off unfavorable rumors/stories/events

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7
Q

Direct and digital marketing

A

engage directly with carefully targeted individual consumers and customers communities
to obtain immediate response and build lasting customer relationships

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8
Q

Changing landscape in IMC

A
  • Consumers: more informed - find info on their own - exchange brand-related info - create a brand message and experience
  • Strategy: more narrowcast, highly targeted, less mass market
  • Digital Tech: More targeted + Social media + engaging communication + content marketing
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9
Q

Content Marketing (CIS)

A

-Create + Inspire + Share
brand message and conversation with and among consumers
- across a fluid mix of paid, owned, earned and shared channel

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10
Q

The definition and role of IMC

A
  • IMC: Integrated Marketing Communication
  • Integrate + Coordinate communication channels
    -> deliver a clear, consistent, compelling (3C) message about org. + product
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11
Q

Sales Promotion (P&C)
1vs3

A

+ Attract and Engage via strong incentives to purchase (buy now)
=> Boost sales in the short term

  • short-lived,
    -does not build brand preference,
  • doesn’t build customer relationship
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12
Q

Advertising (P&C) 5vs3

A

+ Reach the largest number of people
+ Repeat a message many times
+ Large-scale ads = seller’s size, popularity, success
+ Sometimes to build a long-term image
+ trigger quick sales

  • Impersonal
  • Lack of direct persuasiveness of the salesperson
  • Can be expensive
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13
Q

Personal Selling (P&C) 3vs2

A

+ Favorable impression of brand/product => long-term loyalty
+ Build customer’s preferences + convictions + actions
+ Buyers feel the need to response

  • Long-term commitment (than ad)
  • Most expensive (training + maintenance)
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14
Q

Public Relations (Pros and Cons)

2vs2

A

+ More credibility
+ “News and events” rather sales

  • Expensive + difficult
  • No guaranteed success
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15
Q

Direct and digital marketing (P&C)

A

+ Highly targeted
+ Immediate and personalized
+ Interactive dialogue - message can be altered based on response

  • Complex: attention to details + careful planning
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16
Q

Promotion Mix Strategies (2)

A

Push and Pull Strategies

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17
Q

Push Strategy

A

Use sales force + trade promotion to push the product through channels.
= Producer promotes the product to channel members, then channel members promote to final customer

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18
Q

Pull Strategy

A
  • Spend a lot on consumer advertising and sales promotion to induce final consumers to buy
    => Create a demand vacuum that “pulls” the product through the channel.
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19
Q

4 major advertising decisions

A
  • Objectives setting
  • Budget decisions
  • Message + Media decisions
  • Advertising evaluation
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20
Q

Ad Objective settings decisions (2)

A
  • Communication objectives
  • Sales and profit objectives
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21
Q

Budget decision (4)

A
  • Affordable approach
  • Percent-of-sales approach
  • Competitve-paritiy approach
  • Objective-task approach
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22
Q

Affordable Method

A

Set the promotion budget at the level management thinks the company can afford

ignore the effects of promotion on sales

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23
Q

Percentage-of-sale method

A

Set a budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

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24
Q

Competitive-parity method

A

set budget to match competitor’s outlays

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25
Q

Objective-and-task method

A

Budget by
1. define specific promotion objectives
2. determine the tasks needed to achieve these objectives
3. estimate cost of performing these tasks

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26
Q

Advertising Objective Definition

A

Specific Comm. task to be accomplished with a
specific target audience
during a specific period of time

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27
Q

Possibile Ad objective (IPR)

A

Inform
Persuade
Remind

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28
Q

Inform Ad Objective

A

Introduce a new product -> build a primary demand
+ customer value
+ build image
+ new product/new uses
+ price change
+ correct false impressions
etc.

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29
Q

Persuasive Ad Objective 4

A

Competitive - Build Selective Demand
+ build brand preferences
+ persuade to buy now/switch to a brand
+ create customer engagement
+ change perceptions

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30
Q

Reminder Ad Objective (3)

A

+ Maintain customer relationship
+ Remind where to buy/may be needed in the near future
+ Keep in mind during off-seasons

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31
Q

Advertising Strategy

A

The strategy that the company uses to accomplish its advertising objective

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32
Q

2 elements of advertising strategy

A
  • Create Ad MESSAGE (creative way to communicate)
  • Select ad MEDIA (vehicles to communicate)
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33
Q

3 types of appeals for ad message

A
  1. Rational
  2. Emotional
  3. Moral
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34
Q

Rational Appeal

A
  • audience’s self-interest
  • show product will produce the desired benefits
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35
Q

Emotional Appeal

A
  • Stir up negative/positive emotions that can motivate purchase
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36
Q

Moral appeal

A
  • audience’s sense of what is “right” and “proper”
  • often used to urge people to support social causes
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37
Q

Advertising Clutter

A
  • Consumers can easily skip, mute, or block TV and digital content = they don’t want to watch ads
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38
Q

Madison and Vine

A

Merge ad and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages

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39
Q

Branded Integrations (branded entertainment)

A

make the brand an inseparable part of some other form of entertainment or content

40
Q

Native advertising (sponsored content)

A

Ads/brand -produced online content that looks in form and function like other natural content surrounding it on a web/SM

41
Q

Message Strategy Statements 4

A

plain
straightforward - show benefits + positioning points

42
Q

Creative concept

A

the compelling “big idea” that will bring an ads message strategy to life in a distinctive and memorable way

43
Q

Advertising Appeals 3

A
  • Meaningful (point outs benefits: desirable or interesting)
  • Believable
  • Distinctive (how is it better)
44
Q

Execution Style 6

A
  • approach,
  • style,
  • tone: positive/ edgy humour to breakthu the clutter
  • memorable words,
  • format: strong illustrations to draw attention, headline, - - copy (simple but convincing)
45
Q

4 steps to select ad media

A
  1. Determine reach, frequency, impact and engagement
  2. choose among major media types
  3. select media vehicles
  4. media timing
46
Q

Reach (S1)

A

percent of people in target market who are EXPOSED to an ad campaign during a given period of time

47
Q

Frequency (S1)

A

how many times the average person in the target market is exposed to an ad

48
Q

Media impact (S1)

A

qualitative value of message exposure through a given medium

49
Q

engagement -> action (S1)

A

extend to which customers become engaged with/interact with advertising

50
Q

TV (S2)
3vs4

A

+ Mass-mkt coverage
+ low cost per exposure
+ sight/sound/motion -> appealing to senses

  • high absolute cost
  • high clutter
  • fleeting exposure
  • less audience selectivity
51
Q

Digital (S2)
4vs2

A

+ High selectivity
+ Low cost
+ Immediate
+ Engagement Capabilities

  • potentially low impact
  • high audience control of content and exposure
52
Q

Newspaper (S2)
5vs2

A

+Flexible
+Timeliness
+Good local market coverage
+ Broad acceptance
+ High credibility

  • Poor reproduction quality
  • Small pass-along audience
53
Q

Direct mail (S2)
4 vs 2

A

+High selectivity
+Flexible
+No ad competition with same medium
+Personalization

-Relatively high cost per exposure
-“junk mail”image

54
Q

Magazine (s2)
4vs3

A

+High geographic, demographic selectivity
+Credibility + prestige
+High quality reproduction
+ Long life and good pass-along readership

  • Long ad purchase lead time
  • high cost
  • No guarantee of position
55
Q

Radio S2
3vs4

A

+Good local acceptance
+High geo+demographic selectivity
+ Low cost

  • audio only
  • short time exposure
  • low attention
  • fragmented audience
56
Q

Outdoor (S2)
4vs2

A

+Flexible
+High repeat exposure
+low cost
+good position selectivity

  • little audience selectivity
    -creative limitations
57
Q

How to choose Media Vehicles (3)

A

-Choose specific media with each general media type
-compute the cost per 1000 people reached by a vehicle
-consider the costs of producing ads for different media

58
Q

S4: Media timing approach (3)

A
  • seasonal advertising
    -ads that response to event in real time
  • pulsing and continuous ad:
    pulsing: a lot - stop - a lot again (ad at peak time)
59
Q

S5: Evaluation (2)

A

2 results to evaluate
- Comm. results
- Sales and profit effects

60
Q

Comm. effects Evaluation (S5) 2 things
- 3
- 4

A

+ Pre-evaluation: show to customers: feel, message recall, attitude changes
+ Post-evaluation: product recall/awareness, engagement, knowledge, preference

61
Q

Sales and profits. effects Evaluation (S5)

A
  • Way 1: compare past sales and profits with past ad expenditures
  • Way 2: through experiments
62
Q

Return on ad investment

A

the net return on advertising investment divided by the costs of the ad investment

63
Q

Organize ads for small companies

A

maybe by someone in sales department

64
Q

organize ads for large companies

A
  • Advertising department
  • Advertising agency
    + marketing service firm that assists companies in
  • planning
    *preparing
    *implementing
    *evaluating
    all or portions of their ad program
65
Q

International advertising decisions

A

most ads are created in the country in which they are shown,
because successful ad requires an understanding in language and culture of the market

66
Q

PR activities includes (6)

A
  • Press relations/press agency: create and place newsworthy info in news media to attract attention
  • product and brand publicity
  • public affairs: build customers and local communities relationships
  • lobbying: relationships with legislators and gov. officials -> influence legislation and regulation
  • investor relations
  • development: donors and NGO to gain financial and volunteer support
67
Q

Copywriter’s Pyramid (5)

AICDA

A

ACTION
DESIRE
CREDIBILITY
INTEREST
ATTENTION

68
Q

Copywriter pyramid

Attention 2

A
  • ads must breakthru consumers’ psychological screens to create attention that leads to perceptions
  • print ads often use headline as the major attention-grabbing device
69
Q

Copywriter pyramid

interest

A
  • must keep the prospect investment alive as the info became more detailed, specific
70
Q

Copywriter pyramid

Credibility

A
  • a product/service claim is backed up by fact
  • well-known presenters may lend credibility to commercials
  • ads often show independent test results to substantiate product claims
71
Q

Copywriter pyramid

Desire

A

encourage prospects to picture themselves enjoying the benefits of the product/service
-> invite them to experience the process of visualization

72
Q

Copywriter pyramid

Action

A

motivate people to do sth

73
Q

Headlines def.

A

the words that will be read first
situated to draw most attention

74
Q

Headlines qualities 5

A

-grab attention
- engage audience
- quickly understood
- lead to body
- present selling message

75
Q

5 Types of headlines

A
  • Benefit headline
  • News/Info
  • Provocative (stimulate curiosity, questions, thoughs through visuals etc)
  • Questions
  • Command
76
Q

Subhead

A
  • an additional smaller headline, may appear above the headline or below it
  • transmits key sales points fast, but less important than the headline
77
Q

Body text covers (5)

A
  • features
  • benefits
  • utility of the product/services
  • handles the sales appeal
  • call for action
78
Q

Slogans purposes (2)

A
  • provide continuity to a series of ads in a campaign
  • to reduce an advertising message strategy to a brief/repeatable/memorable positining statement
79
Q

Logotypes and signatures 3

A
  • Logotypes and signature are special designs of the advertiser’s company name or product name
  • Appear in all company’s ads
  • give the product individuality + provide quick recognition at the point of purchase
80
Q

Body copy styles 4

A
  • straight-sell copy
  • narrative
  • dialogue/monologue
  • picture-caption
81
Q

straight-sell copy

A
  • immediately explain/develop the headline and visual in a straightforward, factual presentation
82
Q

Narrative copy

A

set up a situation - resolve last minute by having service/product come to rescue

83
Q

Dialogue/monologue copy

A

add believability
sell thru testimonials/quasi testimonial technique/comic strip

84
Q

picture-caption copy

A

useful for products that have different uses or come in a variety of styles/design

85
Q

The influence process (3)

A
  • Message arguments
  • Peripheral cues
  • Receiver’s initial position
86
Q

Message arguments in the influence process

A

-the strength/quality of message arguments = major determinant of whether and to what extend persuasion occurs
- need to be believable and convincing

87
Q

Peripheral cues in influence process

A
  • Second determinant
  • Presence of cues that are peripheral to the primary message arguments like background music, scenery, graphics
88
Q

Receiver’s Initial Position in influence process

A
  • From self-generated thoughts that people produce in response to persuasive efforts (before you look at the ad)
  • 2 primary forms of response: supportive/counterargument
89
Q

Voluntary attention

A

engages when consumers devote attention to an ad/ message that is perceives as “relevant to their current purchase -releted goals”

90
Q

involuntary attention

A
  • attention that needs to use attention-gaining techniques
91
Q

Appeals to Information and Hedonic Needs

A

Message that serve infomational needs (relevant fact/figures) or serve feel goods and pleasure (hedonic needs)

92
Q

Use of intense stimuli

A
  • Intense stimuli (loud, colorful, big) to increase the prob. of attracting attention
93
Q

How to gain involuntary attention 3

A
  • Appeals to informational and hedonic needs
  • Intense stimuli
  • Motion
94
Q

How to motivate the audience to process the message 2

A
  • increase the relevance of the brand to consumer’s self-interest (use question, dramatic presentation)
  • increase curiosity (humor, present little info in the message with surprise or suspense)
95
Q

How to increase the opportunity to encode information (3)

A
  • Repetition
  • repeat brand info
  • repeat key scenes
  • repeat the ad on multiple occasions
96
Q

Pros and cons of comparative advertising
2vs1

A

+ gain attention (especially for lesser-known or new brand)
+ directly comm. features and attributes, benefits and advantages

  • may focus more attention on competitor’s brand
97
Q

Major PR tools

A
  • News
  • Special events
  • Written material (newsletter, annual reports, brochures)
  • Audiovisual (DVD, online, video)
  • Corporate identity material
  • Public services activities
  • Website, blog, sm

Marketing An Introduction (10 decks)

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