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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
Promotional products research
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.
26
Issues with product placement decisions
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
27
Two primary objectives of outdoor, transit, and place-based media
awareness & emotional relevance
28
Most place-based media:
-provide the opportunity to influence brand purchase intent -provide the right situational motive -enhance exposure by offering longer message or increasing total message frequency
29
Sales Promotion
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.
30
Two key aspects of sales promo
extra incentive acceleration tool
31
Promotional push strategy
the goal is to persuade the trade to stock, merchandise and promote a company's products by aggressively selling & promoting to resellers
32
Promotional pull strategy
The goal is to create demand among end users that will in turn encourage retailers to carry a brand
33
Objectives of consumer sales promotion
increase consumption, repeat purchase, build brand equity, trial purchase
34
Sales promo strategy options
strategic tools/options application across product lines application in geographic markets
35
Objectives of trade sales promo
obtain distribution of new products maintain trade support for existing products encourage retailers to display existing brands build retail inventories
36
Trade allowances
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
37
Trade sales promo options
trade allowances displays and point of purchase materials cooperative advertising contests and incentives events sales training programs trade shows
38
Public relations
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
Traditional role of PR
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
New role of PR
Assumes a much broader and more marketing-oriented perspective
41
Publicity
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
PR plan
situation analysis determine target audiences behavioural objectives communication objectives strategy tactics PR effectiveness
43
PR tools (media options)
press releases press conferences exclusives interviews community involvement
44
Corporate advertising
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
Corporate reputation
highlight decision-making process and the importance of understanding the attitudinal implications
46
Image advertising
designed to promote the organization's overall image (positioning, television sponsorship, recruitment, financial support, advocacy)
47
Cause-related marketing
A company links with a charity or non-profit
48
Sponsorships
The marketer ties-in with a cause and/or event
49
Direct Marketing
Interacive use of advertising media to stimulate an immediate behaviour modification that can be tracked, recorded, analyzed, and stored on a database
50
One-step approach to direct marketing
the medium is used to directly obtain an order (ex. direct response TV ads)
51
Two-step direct marketing approach
More than one medium may be used with the first effort designed to screen/qualify buyers and the second to genrate a response
52
RFM scoring method
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
Customer lifetime value
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
CLV formula
customer value x average customer lifespan
55
Customer value
average purchase value x average number of purchases
56
Direct marketing plan
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
Direct marketing media
direct mail catalogues email broadcast
58
Points-pressure mechanism
occurs when consumers earn points and realize they are close to achieving a reward level and make more purchases to achieve it.
59
Rewarded-behaviour mechanism
occurs after reward redemption as this process contributes to positive attitudinal and behavioural responses
60
Personalized marketing mechanism
occurs with the use of the database marketing activities
61
Objectives of websites
awareness, dissemination, brand building, interaction
62
Display ads
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
Display ad targeting methods
Audience interests Demographics content (placements, keywords, topics)
64
Search marketing
The process of gaining traffic and visibility from search engines through paid and unpaid efforts
65
SEM
buying traffic through paid search listings
66
SEO
earning traffic through organic listings
67
CRO
Conversion rate optimization (A/B testing, web design, customer feedback)
68
On-site SEO
Formatting of content on the website to maximize its chances of ranking for all desired searches
69
Off-site SEO
Creation and dissemination of content on a website to build quality backlinks to the site
70
Mobile marketing
The use of the mobile medium as a means of marketing communication
71
Mobile channel services & activities
messaging browsing applications alerts audio
72
AI marketing
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
Social Listening
Summarizes all the social media data about a brand or topic to get a general sense of conversation
74
Social Monitoring
Examines specific comments about a company and responds to them
75
Owned media
Websites social media profiles email marketing
76
Paid media
social media advertising paid search marketing display advertising affiliate marketing
77
Earned media
social media sharing direct traffic seo press coverage
78
Ad self-Regulation
A way for the advertising industry to regulate itself to ensure advertisements are legal, decent, honest, and truthful.
79
Database Canadian Radio-television and telecommunications commission
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
Signal substitution
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
Advertising time limits
Regulates the amount of advertising in a few circumstances (ex. 12 mins of ads per hour allowed)
82
Competition act
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
Ad standards
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
Canadian code of advertising standards
The code describes what is not acceptable advertising.
85
Clauses of the code
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
Canadian Children's food and beverage advertising
AS acts as the admin. Response to obesity problem among children
87
Gender portrayal guidelines
Attempts to ensure women and men are portrayed equally. 6 clauses pertaining to: authority decision making sexuality violence diversity language
88
3 Streams of complaints
consumer special interest group advertiser disputes
89
3 steps in complaint process
1. complaint is authenticated 2. evaluated 3. advertiser is contacted with opportunity to respond
90
ASC provides clearance for ads in many product categories:
Alcohol cosmetics non-prescription drugs ads directed at children food
91
Puffery
Advertising or other sales presentations which praise the item to be sold with subjective opinions, superlatives, or exaggerations
92
Criticisms of advertising
encourages materialism manipulates consumers to buy things they do not need perpetuates stereotypes controls the media
93
Economic effects of advertising
Consumer choice competition product costs and prices

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