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Nipissing U > Advertising and Promotion- End Term > Flashcards

Advertising and Promotion- End Term Flashcards

1
Q

Types of TV Advertising

A

Network, Spot Ad, Sponsorship Ad, Specialty

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2
Q

Advantages of TV advertising

A

creative flexibility
audience coverage
cost-efficient
attention
schedule flexibility
geographic coverage
reach
frequency
media image

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3
Q

Disadvantages of TV advertising

A

absolute cost
audience selectivity
amount of processing time
clutter
viewer attention
involvement
media image

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4
Q

Audience measures

A

program rating
share of audience

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5
Q

Advantages of radio advertising

A

Cost-efficient and absolute cost
reach & frequency
audience selectivity
geographic coverage
scheduling flexibility
cognitive creativity
media image

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6
Q

Disadvantages of radio advertising

A

emotional creativity
amount of processing time
target audience coverage
attention
selective exposure
clutter
low involvement

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7
Q

Broadcast activity

A

Compare commercials used by the advertisers on specialty networks to major networks on the basis of creative style, objectives, length & format

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8
Q

Types of magazines

A

consumer
ethnic
farm
business
foreign

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9
Q

Types of newspapers

A

daily
community
national
internet
special audience

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10
Q

Advantages of magazine advertising

A

audience selectivity
geographic coverage
creativity
reader involvement
media image
selective exposure & attention

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11
Q

Disadvantages of magazine advertising

A

absolute cost & efficiency
reach & frequency
long read time
audience coverage
clutter

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12
Q

Advantages of newspaper advertising

A

reach & frequency
scheduling flexibility
geographic coverage
reader involvement
media image
creativity for cognition
absolute cost & efficiency
audience coverage

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13
Q

Disadvantages of newspaper advertising

A

Creativity for emotion
selective exposure/attention
audience selectivity
clutter

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14
Q

Types of newspaper advertising

A

Display ads
classified ads
public notices
printed inserts

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15
Q

The role of outdoor media

A

To deliver the advertising messages people encounter while moving throughout their town or city, accomplishing their day-to-day activities

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16
Q

Out-of-home advertising

A

any visual advertising media found outside of the home (billboards & signs, ads on bus shelters, place-based ad media in a stadium/cinema)

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17
Q

Out-of-home media options

A

Outdoor (posters, murals, mobile signage etc)
Transit
Place-based (bar, restaurant, hotel etc)

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18
Q

Canadian outdoor measurement bureau

A

Maintains a national database of all products for outdoor operators. Circulates daily or weekly audience averages for each media in all markets.

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19
Q

Out-of-home marketing association of Canada

A

merged with the COMB in 2018 to form COMMB. Mission is to develop the market for this medium, implement new initiatives, establish guidelines and act on behalf of the industry

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20
Q

“Day in the life”

A

Study conducted by the OMAC that found that the average Canadian spends 55% of the day outside

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21
Q

Strengths of outdoor advertising

A

reach
frequency
geographic coverage
creativity for emotional response
cost efficiency
scheduling flexibility
selective exposure
attention

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22
Q

Weaknesses of outdoor advertising

A

target audience coverage
amount of processing time
creativity for cognitive response
absolute cost
media image
target audience selectivity
clutter
low involvement

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23
Q

Promotional products

A

The advertising or promotional medium or method that uses promotional products such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives

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24
Q

Specialty advertising

A

A medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products

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25
Q

Promotional products research

A

Because of the medium’s unique nature, there is no established audience measurement system for it. The use of advertising specialties can improve brand recall and response to direct mail offers.

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26
Q

Issues with product placement decisions

A
  1. The source as represented by the plot, scenes, or characters of the movie/show
  2. Creative use of the product impacts the experience
  3. amount of time product is featured
  4. ability to work with other communication tools
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27
Q

Two primary objectives of outdoor, transit, and place-based media

A

awareness & emotional relevance

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28
Q

Most place-based media:

A

-provide the opportunity to influence brand purchase intent
-provide the right situational motive
-enhance exposure by offering longer message or increasing total message frequency

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29
Q

Sales Promotion

A

A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.

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30
Q

Two key aspects of sales promo

A

extra incentive
acceleration tool

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31
Q

Promotional push strategy

A

the goal is to persuade the trade to stock, merchandise and promote a company’s products by aggressively selling & promoting to resellers

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32
Q

Promotional pull strategy

A

The goal is to create demand among end users that will in turn encourage retailers to carry a brand

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33
Q

Objectives of consumer sales promotion

A

increase consumption, repeat purchase, build brand equity, trial purchase

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34
Q

Sales promo strategy options

A

strategic tools/options
application across product lines
application in geographic markets

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35
Q

Objectives of trade sales promo

A

obtain distribution of new products
maintain trade support for existing products
encourage retailers to display existing brands
build retail inventories

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36
Q

Trade allowances

A

discount/deal offered to retailer or wholesaler. Buying allowances: deal/discount in the form of a price reduction on a product ordered during a fixed time period
Promotional allowances: discounts provided to retailers for performing certain promo activities.
Slotting allowances: special fees that retailers charge manufacturers for agreeing to handle a new product

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37
Q

Trade sales promo options

A

trade allowances
displays and point of purchase materials
cooperative advertising
contests and incentives
events
sales training programs
trade shows

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38
Q

Public relations

A

The management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest and executes a program of action and communication to earn public understanding and acceptance

39
Q

Traditional role of PR

A

reflects a management function that has as its primary responsibility the goal of communicating and gaining acceptance of the organization’s policies within its various communities

40
Q

New role of PR

A

Assumes a much broader and more marketing-oriented perspective

41
Q

Publicity

A

The generation of news about a person, product or organization that appears in the media. Lasts for a short period of time, not always positive or under firm’s control, unplanned

42
Q

PR plan

A

situation analysis
determine target audiences
behavioural objectives
communication objectives
strategy
tactics
PR effectiveness

43
Q

PR tools (media options)

A

press releases
press conferences
exclusives
interviews
community involvement

44
Q

Corporate advertising

A

designed to promote the firm overall by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement from the market. Often controversial

45
Q

Corporate reputation

A

highlight decision-making process and the importance of understanding the attitudinal implications

46
Q

Image advertising

A

designed to promote the organization’s overall image (positioning, television sponsorship, recruitment, financial support, advocacy)

47
Q

Cause-related marketing

A

A company links with a charity or non-profit

48
Q

Sponsorships

A

The marketer ties-in with a cause and/or event

49
Q

Direct Marketing

A

Interacive use of advertising media to stimulate an immediate behaviour modification that can be tracked, recorded, analyzed, and stored on a database

50
Q

One-step approach to direct marketing

A

the medium is used to directly obtain an order (ex. direct response TV ads)

51
Q

Two-step direct marketing approach

A

More than one medium may be used with the first effort designed to screen/qualify buyers and the second to genrate a response

52
Q

RFM scoring method

A

RFM scores are calculated to know the purchase behaviour of a customer. R = recency F= frequency
M= monetary. Each aspect is rated on a scale of 1-5.

53
Q

Customer lifetime value

A

Customer lifetime value (CLV, or CLTV) is a metric that indicates the total revenue a business can reasonably expect from a single customer account throughout the business relationship.

54
Q

CLV formula

A

customer value x average customer lifespan

55
Q

Customer value

A

average purchase value x average number of purchases

56
Q

Direct marketing plan

A

Companies must determine:
1. whom to target using a database
2. what program’s objectives will be
3. what direct-response media strategy to use
4. how to measure direct-marketing effectiveness

57
Q

Direct marketing media

A

direct mail
catalogues
email
broadcast

58
Q

Points-pressure mechanism

A

occurs when consumers earn points and realize they are close to achieving a reward level and make more purchases to achieve it.

59
Q

Rewarded-behaviour mechanism

A

occurs after reward redemption as this process contributes to positive attitudinal and behavioural responses

60
Q

Personalized marketing mechanism

A

occurs with the use of the database marketing activities

61
Q

Objectives of websites

A

awareness, dissemination, brand building, interaction

62
Q

Display ads

A

The image, text, audio, or video ads that appear on websites, apps, or social media with the main purpose to deliver general advertisement and brand message to the site visitor

63
Q

Display ad targeting methods

A

Audience interests
Demographics
content (placements, keywords, topics)

64
Q

Search marketing

A

The process of gaining traffic and visibility from search engines through paid and unpaid efforts

65
Q

SEM

A

buying traffic through paid search listings

66
Q

SEO

A

earning traffic through organic listings

67
Q

CRO

A

Conversion rate optimization (A/B testing, web design, customer feedback)

68
Q

On-site SEO

A

Formatting of content on the website to maximize its chances of ranking for all desired searches

69
Q

Off-site SEO

A

Creation and dissemination of content on a website to build quality backlinks to the site

70
Q

Mobile marketing

A

The use of the mobile medium as a means of marketing communication

71
Q

Mobile channel services & activities

A

messaging
browsing
applications
alerts
audio

72
Q

AI marketing

A

A method of leveraging customer data and AI concepts like machine learning to anticipate your customer’s next move and improve the customer journey

73
Q

Social Listening

A

Summarizes all the social media data about a brand or topic to get a general sense of conversation

74
Q

Social Monitoring

A

Examines specific comments about a company and responds to them

75
Q

Owned media

A

Websites
social media profiles
email marketing

76
Q

Paid media

A

social media advertising
paid search marketing
display advertising
affiliate marketing

77
Q

Earned media

A

social media sharing
direct traffic
seo
press coverage

78
Q

Ad self-Regulation

A

A way for the advertising industry to regulate itself to ensure advertisements are legal, decent, honest, and truthful.

79
Q

Database Canadian Radio-television and telecommunications commission

A

Administrative tribunal within federal government responsible for regulating Canada’s communication system derived from the CRTC act, bell Canada act, broadcasting act, and telecommunications act.

80
Q

Signal substitution

A

Occurs when a TV service provider replaces the entire signal of one TV channel with another channel that is showing the same program at the same time (ex. showing Canadian ads during SuperBowl instead of U.S.)

81
Q

Advertising time limits

A

Regulates the amount of advertising in a few circumstances (ex. 12 mins of ads per hour allowed)

82
Q

Competition act

A

Prevents false or misleading advertising. Contains civil provision to ensure compliance with the act rather than seeking punishment. Jurisdiction falls under the competition bureau

83
Q

Ad standards

A

Not-for-profit self-regulatory industry body. Mandate is to create and maintain community confidence in advertising. Administers codes, handles complaints, administers disputes between advertisers

84
Q

Canadian code of advertising standards

A

The code describes what is not acceptable advertising.

85
Q

Clauses of the code

A
  1. accuracy & clarity
  2. disguised advertising techniques
  3. price claims
  4. bait & switch
  5. guarantees
  6. comparative advertising
  7. testimonials
  8. professional/scientific claims
  9. imitation
  10. safety
  11. superstitions & fears
  12. advertising to children
  13. advertising to minors
  14. unacceptable depictions & portrayals
86
Q

Canadian Children’s food and beverage advertising

A

AS acts as the admin. Response to obesity problem among children

87
Q

Gender portrayal guidelines

A

Attempts to ensure women and men are portrayed equally. 6 clauses pertaining to:
authority
decision making
sexuality
violence
diversity
language

88
Q

3 Streams of complaints

A

consumer
special interest group
advertiser disputes

89
Q

3 steps in complaint process

A
  1. complaint is authenticated
  2. evaluated
  3. advertiser is contacted with opportunity to respond
90
Q

ASC provides clearance for ads in many product categories:

A

Alcohol
cosmetics
non-prescription drugs
ads directed at children
food

91
Q

Puffery

A

Advertising or other sales presentations which praise the item to be sold with subjective opinions, superlatives, or exaggerations

92
Q

Criticisms of advertising

A

encourages materialism
manipulates consumers to buy things they do not need
perpetuates stereotypes
controls the media

93
Q

Economic effects of advertising

A

Consumer choice
competition
product costs and prices

Nipissing U (15 decks)

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