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Advertising > Advertising Durate > Flashcards

Advertising Durate Flashcards

1
Q

Marketing Objectives

A

are quantitative and respond to goals to be achieved by the company

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2
Q

communication objectives

A

are qualitative and aim the modification of opinions, attitudes and behaviour

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3
Q

Reasons that justify the importance of objectives

A
  1. Provide guidance for the work to be done
  2. Establish a clear criterion for decision making
  3. They provide a common language to all participants
  4. Allow to evaluate the results of the communication
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4
Q

in short objectives…

A

impose a “discipline” to all process by focusing on one achieving point, ensuring and allowing an effective control

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5
Q

Communication target

A

is all people we want to reach with our communication action
broader that marketing targets, in addition to potential buyers also want to reach people who may be interested, serve as communication intermediaries
rarely homogeneous - brings together different groups

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6
Q

to analyze the communication target ask following questions

A

Who influences the purchase decision?
Who decides?
Who buys?
Who uses it?

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7
Q

Kind of influencer

A
  1. Users
  2. Prescribers
  3. Counselors
  4. Opinion leaders
  5. Institutional influencers
  6. Distributors
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8
Q

until buying consumer goes through 3 mental steps

A
  1. Cognitive
  2. affective
  3. behavioral
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9
Q

3 categories of objectives

A

learn
like
do

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10
Q

ad effectiveness evaluation

A

is a research activity that aims to establish the cause and effect relation between the efforts and the results

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11
Q

most important questions to ask for effectiveness evaluation

A

What to measure
when to measure
how to measure

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12
Q

what to measure

A

used to determine a campaigns’ success
depends on objectives
can be gaining awareness, positioning, removing misconceptions etc.

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13
Q

when to measure

A

possible at any stage of ad process
pretesting
on going
post testing

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14
Q

how to measure

A

which methods, instruments, techniques to use

depends when the measurements is taking place

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15
Q

Evaluation should met certain principles

A
  1. set the problem well by clearly defining objectives and assessment criteria
  2. choose the most appropriate method
  3. analyze objectively and use results to improve for the future
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16
Q

effectiveness process overview

A
  1. Defining the problem
    - Define Evaluation field
    - Define evolution criteria
    - Deine date and periodicity
    - Define who is going to evaluate
  2. Choice of control methods
    - effective measure
    - impact measure
    - image measure
  3. Interpretation
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17
Q

Define the evaluation field

A 
the campaign 
- controlling specific effect of a campaign
- evaluating a series of campaigns
one element of campaign
- message
-media selection
-media plan
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18
Q

Delfine Evaluation criteria

A

Advertising results can be measured by their objective and direct results but also by impact and image criteria

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19
Q

Define date and periodicity

A 
pre campaign elements
- pre test
- test markets
post campaign studies
- done after it ran
- expansive and elaborate
- more realistic
-define time between airing and studies
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20
Q

Define who will evaluate

A

client
agency
in house
specialized study company

21
Q

Choice of control methods and instruments

A

depends on what you want to meausre
some things may be impossible to measure
therefore the effect on impact and image will be measured

22
Q

the effectiveness measures

A

influence and effectiveness depends on product category and buying process

23
Q

real effectiveness of adversing has 2 dimensions

A

What is the growth in percent?

What is the ROI

24
Q

We can measure the real effectiveness of the ad in 2 different ways

A

Comparing numbers before and after

analyzing through market tests

25
Q

direct effect is not easily measured because

A

advertising does not act alone

changes in behavior are consequences of several actions

26
Q

impact measures

A

weher consumer has been hit

seeks to measure advertising recall rates

27
Q

Impact can be measured at different levels

A

exposure to media
message exposure metering
measurement of message perception

28
Q

the impact indicators

A

allow us to check if the campaign had awareness and if it is correctly associated with the brand

  • recall scores
  • recognition/association score
29
Q

recall scores

A

asking random people if they have seen an ad for a certain product category and after that which brands they remember seeing

30
Q

recognition/association

A

advertising is presented without logo or name

31
Q

image measure

A

seeks to analyze the brand image

32
Q

two main tools to analyze the notoriety and image are

A

barometers: survey studies in a repeated time with same questions and people
tracking: continuous evaluation

33
Q

Interpretation of results

A

results cannot stand alone - we need to compare numbers to see the evolution of the situation

34
Q

branding

A

used to differentiate and communicate
is a symbolic and emotional connection between organization and its audience
defined by people not companies

35
Q

brand image:

A

set of associations related to the brand that the consumers keep in their minds

36
Q

branding

A

all of the work of creating and managing a brand on the market, with the objective to enhance the perception of the brand

37
Q

3 types of communication according to its target group

A

mass communication
segmented communication
personalized segmentation

38
Q

mass communication

A

few or no segmentation
same message for all
using mass media

39
Q

segmented communication

A

communication segmented by homogenous groups
specific messages for each group
using segmented media

40
Q

personalized communication

A

individual communication
personalized messages
using specific data bases

41
Q

3 types of communication according to who sends/searches for it

A

push
pull
interactive

42
Q

push communication

A

sent by an organization without been requested

it is intrusive communication

43
Q

pull communication

A

specially requested by the TG

44
Q

interactive communication

A

when communication becomes a dialogue between brand and the target group
amplified by the new media

45
Q

sales funnel process

A
  1. identify the percentage of target group
  2. Identify the essential steps to concentrate the marketing and communication efforts
  3. implement the actions in each one
46
Q

Evaluation criteria

A

strategic
communication
execution

47
Q

strategic Evaluation criteria

A

used to check if message is in line with the communication strategy
does the creation address TG?
Answer the objectives?
Express the promise?

48
Q

communication evaluation criteria

A

allow to evaluate the ideas in different aspects:

  • Attention
  • Identification
  • Perception
  • understanding
  • originality
  • credibility of the promise
  • presumed resistance to use
49
Q

execution evaluation criteria

A

technical feasibility
production costs
legal provisions

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