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Nipissing U > Advertising and Promotion: Chapters 1-10 > Flashcards

Advertising and Promotion: Chapters 1-10 Flashcards

1
Q

What is Marketing

A

Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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2
Q

Marketing happens when:

A

-Two or more parties with unsatisfied needs
-Desire and ability to satisfy needs
-A way for the parties to communicate
-Something to exchange

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3
Q

Marketing Mix

A

product, place, price, promotion, physical evidence, process, people

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4
Q

Promotion

A

Coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea

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5
Q

Promotional Mix

A

PR, sales promo, direct marketing, digital marketing, advertising, personal selling

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6
Q

Integrated Marketing Communication (IMC)

A

Strategic business processes used to unify all marketing communication messages to communicate the brand/product over time to consumers in a consistent way

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7
Q

Characteristics of IMC

A

-creates a single unified voice
-begins with the consumer
-develops relationships with customers
-involves two-way communications
-focuses on stakeholders & customers
-generates a stream of communication
-measures results based on feedback

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8
Q

IMC Planning

A

A process to conceive, develop, implement, and control the promotional mix elements to communicate effectively with the target audience

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9
Q

IMC Planning Model

A

-Review the marketing plan
-assess marketing communication situation
-determine objectives
-develop programs
-implement and control plan

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10
Q

In-House Advertising Agency

A

Companies set up their own internal ad agencies

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11
Q

Advertising Agency

A

External agencies that are hired for skills, objectivity, and experience

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12
Q

Full-Service Agency

A

Offers complete range of services including marketing, communications, and promotion services, performing research, and selecting media.

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13
Q

Creative Boutiques

A

Specialize in and provide advertising creative services. Clients hire in search of inspiration to portray their brands or specific messages to more targeted audiences.

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14
Q

Media Buying

A

Specialists at working with media companies and meeting media strategy and tactic decisions.

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15
Q

Sales Promotion

A

companies specializing in sales promo (planning, creative, research, tie-in coordination, fulfillment, premium design, contest management).

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16
Q

PR

A

develop and implement programs to manage an organization’s publicity, image and affairs with consumers and the public.

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17
Q

Direct Response

A

provide their clients with a variety of services including database development and management, direct mail, research, media services, and creative production.

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18
Q

Interactive

A

develop websites, kiosks, internet ads, and other forms of interactive advertising.

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19
Q

Pros of In-House Agencies

A

Cost savings, more control, better coordination

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20
Q

Cons of In-House Agencies

A

Less experience, less objectivity, less flexibility

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21
Q

Financial Audit

A

Focuses on how the agency conducts its business

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22
Q

Qualitative Audit

A

Focuses on the agency’s efforts in planning, developing, and implementing the client’s advertising programs and considers results

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23
Q

Communication Process Model

A

Source –> (encoding) –> message –> medium –> (decoding) –> receiver –> feedback

Noise occurs when messages are competing

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24
Q

Standard Learning Hierarchy

A

Cognition –> Affect –> Behaviour –> Attitude based on cognitive info processing

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25
Q

Low-Involvement Learning Hierarchy

A

Cognition –> Behaviour –> affect –> attitude based on behavioural learning process

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26
Q

Experiential Hierarchy

A

Affect –> Behaviour –> cognition –> attitude based on hedonic consumption

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27
Q

Consistent Stages

A

–>Cognitive (beliefs, thinking)
–> Affective (feelings)
–> Conative (behavioural)

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28
Q

Cognitive Processing of Communication

A
  1. The cognitive response approach (exposure, cognitive responses, attitude, purchase intent)
  2. The elaboration likelihood model (exposure, processing, brand attitude change if active cognitive processing)
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29
Q

Consumer Decision-Making process

A

Need recognition, information search, alternative evaluation, purchase decision, postpurchase evaluation

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30
Q

Internal Psychological Process

A

motivation –> perception –> attitude formation –> integration –> satisfaction

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31
Q

Problem Recognition

A

Occurs when consumer sees difference between current state and ideal state.
Need recognition: actual state moves downward
Opportunity recognition: ideal state moves upward

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32
Q

Primary demand

A

encourage consumers to use product category

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33
Q

Secondary demand

A

persuade consumers to use specific brand

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34
Q

Customer Needs

A

physiological, safety, belongingness, ego needs, self-actualization

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35
Q

Perception

A

The process by which sensations are selected, organized and interpreted.

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36
Q

Sensation

A

The immediate response of our sensory receptors to basic stimuli

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37
Q

Selective perception process

A

selective exposure –> selective attention –> selective comprehension –> selective retention

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38
Q

Consumer View

A

Product or service viewed in terms of its consequences

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39
Q

Marketer View

A

Products are viewed as bundles of attributes

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40
Q

Benefits to evaluate

A

functional, experiential, psychological

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41
Q

Routine response behaviour

A

purchases based on habitual routine decisions (brief internal search)

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42
Q

Limited problem solving

A

when a consumer has a limited amount of experience in purchasing a product/service but has knowledge of available brands/criteria

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43
Q

Extended problem solving

A

most complex and detailed form of decision making (extensive external search)

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44
Q

Zero-moment of truth (ZMOT)

A

immediate feeling after stimulus

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45
Q

Social consumer decision journey

A
  1. considers purchase
  2. evaluates brand
  3. buy
  4. interacts with brand after purchase
  5. advocate for your brand
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46
Q

Influences on the consumer purchase decision

A

marketing mix, psychological influences (motivation, personality, perception etc.), sociocultural influences (social class, culture etc.), situational factors

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47
Q

Types of segmentation

A

geographic, demographic, psychographic, behavioural, socioeconomic

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48
Q

Favourable Brand Switchers

A

habitually purchase from a few favourites

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49
Q

New category users

A

customers that are not yet purchasing within a product category

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50
Q

Other brand switchers

A

purchase a few different brands within a category

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51
Q

Other brand loyals

A

purchase only one brand and are loyal

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52
Q

Goals

A

an achievable outcome that is typically broad and long-term (describes desired results)

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53
Q

Objectives

A

Defines measurable actions to achieve the overall goal. Specific actionable targets that need to be achieved within a smaller time frame

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54
Q

Value of setting objectives

A

communication function, planning and decision making, measurement and evaluation of results

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55
Q

The DAGMAR Approach

A

Define advertising goals for measuring advertising results. Recognition that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured

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56
Q

Four stages of communication task

A

awareness, comprehension, conviction, action

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57
Q

Behavioural Objectives

A

The link between attitude toward the brand (communication objective) and sales (marketing objective)

58
Q

Objectives for specific Communication

A

One print ad or television commercial

59
Q

Objectives for a specific campaign

A

advertising or sponsorship

60
Q

Objectives for a complete IMC program

A

all promo tools

61
Q

Positioning

A

Defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way to set it apart from competition.

62
Q

Market position strategy

A

concerns the final decision of the markets in which firms wish to compete. Develop a market partition, assess competitors’ positions, assess brand position, determine positioning strategy, implement, monitor.

63
Q

Market position

A

The reaction of the market to the firm’s marketing programs

64
Q

Brand Valuation model

A

estimates the brand’s dollar value based on financial forecast, the role of the brand in the purchase decision, and strength of the brand (ability to create loyalty)

65
Q

Young & Rubicam Brand Asset Valuator

A

knowledge and esteem affect brand stature, differentiation and relevance affect brand strength (ability to create loyalty). This encompasses overall brand value

66
Q

Brand Positioning

A

A strategy related to the intended image of the product or brand relative to competing brands

67
Q

Positioning Options

A

by end benefits, by brand name, by usage situation, by product category

68
Q

Informational Motives

A

those in which a consumer perceives deficit in the current state and seeks a product that will return them to normal

69
Q

Transformational Motives

A

A consumer perceives themselves as normal but desires to be improved or enhanced through a product

70
Q

Advertising Creativity

A

the ability to generate fresh, unique, and appropriate ideas that can be used as effective solutions to communications problems

71
Q

Ad to consumer relevance

A

involves ad characteristics that are meaningful to the target audience

72
Q

Brand-to-consumer relevance

A

relates to the target audience’s personal interest in the product and brand

73
Q

Account planning

A

the account planner conducts research and gathers relevant info on a client’s brand/product and target audience

74
Q

Creative Process

A

Immersion/preparation (background info), digestion (work through info), incubation (let ideas develop), illumination (see solution), verification (refine idea and see if its appropriate).

75
Q

Creative Brief outline

A
  1. problem to address
  2. Target audience & behaviour objectives
  3. communication objectives
  4. brand positioning strategy statement
  5. creative strategy
  6. supporting docs
76
Q

Advertising Campaign

A

Set of interrelated and coordinated marketing communication activities that centre on a single theme or idea.

77
Q

The rule of 3

A

Stories or jokes require 3 episodes for complete understanding

78
Q

Message Appeals

A

Refers to the approach used to influence customers’ attitudes toward the product/service/cause.

79
Q

Rational appeals

A

focus on practical/functional/utilitarian needs

80
Q

Emotional Appeals

A

focus on feelings and relate to the consumer’s social/psychological needs

81
Q

Two dimensions of credibility

A

expertise & trustworthiness

82
Q

Straight sell

A

relies on a straightforward presentation of info about the product/service such as attributes or benefits

83
Q

Scientific/Technical evidence

A

a variation of the straight sell where scientific or technical evidence is presented to support a claim

84
Q

Demonstration

A

The product’s actual use is shown

85
Q

Comparison

A

Involves a direct or indirect comparison of a brand against the competition

86
Q

Testimonials

A

A person speaks on behalf of the product based on their personal use/experiences

87
Q

Slice of life

A

Based on a problem/solution type of format. Focuses on how the product can solve the consumer’s problem

88
Q

Animation

A

computer animated ad exceution

89
Q

Personality Symbol

A

involves the use of a central character of personality symbol to deliver the message. Can be a spokesperson, character, animal etc.

90
Q

Fantasy

A

showing an imaginary situation or illusion involving a consumer and the product

91
Q

Dramatization

A

creates a suspenseful situation or scenario in the form of a short story. Often use the problem/solution approach

92
Q

Combinations

A

combinations of marketing techniques

93
Q

Reasons to measure effectiveness

A

avoid costly mistakes, evaluating alternative strategies, increase advertising efficiency, determine if objectives are achieved

94
Q

Reasons not to measure effectiveness

A

Cost, research problems, disagreement of what to test, objections of creative specialists

95
Q

What to test

A

creative theme, creative tactics, promotional tools

96
Q

Metrics used in evalutation: processing measures

A

Attention, learning, acceptance, emotional response, ad recognition/recall

97
Q

Metrics used in evalutation: Communication effects measures

A

category need, brand awareness, brand attitude, brand purchase intention

98
Q

The testing process

A
  1. concept testing
  2. rough testing
  3. finished art or commercial testing
  4. market testing (post-testing)
99
Q

Animatic roughs

A

succession of drawings or cartoons, rendered artwork, still frames, simulated movement

100
Q

Photomatic rough

A

succession of photos, real people/scenery, still frames

101
Q

Live action rough

A

live motion, stand-in/non-union talent, nonunion crew, limited props, full union crew, exotic props/studio sets/special effects

102
Q

Portfolio tests (lab tests)

A

test finish print ads. Expose a group of respondents to a portfolio consisting of both control and test ads. Asked what info they recall from the ads

103
Q

Readability tests (Flesch formula)

A

gives a readability score for text based on the average number of syllables per 100 words

104
Q

Dummy advertising vehicles

A

ads are placed in dummy magazines developed by an agency that are distributed to a random sample in predetermined areas. They are then interviewed

105
Q

Theatre test

A

invitation to view pilots of proposed TV programs so audiences’ responses can be compared to normative responses

106
Q

On-air test

A

insert commercials into actual programs in certain test markets

107
Q

inquiry tests

A

measure advertising effectiveness on the basis of inquiries generated from ads appearing in print media

108
Q

recognition tests

A

allows the advertiser to measure impact of ad

109
Q

Recall tests

A

attempt to measure recall of specific ads

110
Q

Test marketing

A

test designed to measure their advertising effects in specific test markets before releasing

111
Q

Single source tracking studies

A

track the behaviours of consumers from the television set to the purchase

112
Q

Tracking studies

A

measures the effect of advertising on awareness, recall, interest, and attitudes toward the ad/brand as well as purchase intentions

113
Q

Media Planning

A

A series of decisions to deliver the message to the target audience

114
Q

Media Strategy

A

action designed to attain the media objectives. Includes the medium, general category of media channels, and specific media category

115
Q

Media Tactics

A

more specific media decisions involving media vehicle (type of television show to advertise on)

116
Q

Media planning challenges

A

insufficient info, inconsistent tech, inconsistent terminology, need for flexibility, role of media planners, measuring effectiveness

117
Q

Media Strategy decisions

A

media mix, target audience coverage, geographic coverage, scheduling, reach and frequency

118
Q

Brand Development Index

A

BDI = (% of total brand sales/population in geographical area) x 100

119
Q

Category Development Index

A

CDI =(% of product category sales/population in geographical area) x 100

120
Q

Scheduling

A

Objective is to time promotional efforts to coincide with the highest potential buying times

121
Q

Continuity

A

a continuous schedule refers to constant advertising throughout the year either daily, weekly, or monthly

122
Q

Flighting

A

Schedule that has intermittent periods of advertising

123
Q

Pulsing

A

A combination of continuity and flighting (continuity with periods of increased advertising)

124
Q

Reach

A

whether the message should be seen or heard by more people

125
Q

Frequency

A

Whether the message should be heard by fewer people but more often

126
Q

Message factors determining frequency

A

complexity, uniqueness, new vs. continuing campaigns, image vs product sell, variation, wear out, advertising units

127
Q

Gross Rating Points

A

based on the total audience the media schedule may reach. GRP = reach of 1% x frequency of 1

128
Q

Relative cost estimates

A

cost paid for the ad relative to the audience reached

129
Q

CPM

A

cost of ad space / circulation x 1000

130
Q

CPRP

A

cost of commercial time / program rating

131
Q

The concave downward function

A

based on the microeconomic theory of the law of diminishing returns (as the amount of advertising expenditure increases, incremental value decreases)

132
Q

S-shaped response model

A

initial outlays of promotional dollars will have little impact on sales. Suggests that there are incremental values to be accrued from additional dollar outlays but only to a point.

133
Q

The affordable method

A

determines what level of advertising expenditure they feel they can afford and set the amount as the ad budget

134
Q

The arbitrary method

A

no real rhyme or reason for chosen budget

135
Q

percentage of sales method

A

budget based on a chosen percentage of sales

136
Q

Competitive parity

A

budgets are set by matching the percentage advertising/sales ratios of competitors

137
Q

ROI

A

advertising expenditures should be considered an investment returning sales as a result

138
Q

objective and task method

A

involves establishing objectives, determining the specific tasks associated with attaining them and determining costs

139
Q

Payout planning

A

the plan is developed by projecting revenues from a product over 2-3 years. Based on expected return, marketers can decide on necessary expenditure

140
Q

Allocation

A

determines relative expenditures across IMC tools and markets while considering market-share goals and organizational factors

Nipissing U (15 decks)

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