Advertising Durate Flashcards
Marketing Objectives
are quantitative and respond to goals to be achieved by the company
communication objectives
are qualitative and aim the modification of opinions, attitudes and behaviour
Reasons that justify the importance of objectives
- Provide guidance for the work to be done
- Establish a clear criterion for decision making
- They provide a common language to all participants
- Allow to evaluate the results of the communication
in short objectives…
impose a “discipline” to all process by focusing on one achieving point, ensuring and allowing an effective control
Communication target
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
to analyze the communication target ask following questions
Who influences the purchase decision?
Who decides?
Who buys?
Who uses it?
Kind of influencer
- Users
- Prescribers
- Counselors
- Opinion leaders
- Institutional influencers
- Distributors
until buying consumer goes through 3 mental steps
- Cognitive
- affective
- behavioral
3 categories of objectives
learn
like
do
ad effectiveness evaluation
is a research activity that aims to establish the cause and effect relation between the efforts and the results
most important questions to ask for effectiveness evaluation
What to measure
when to measure
how to measure
what to measure
used to determine a campaigns’ success
depends on objectives
can be gaining awareness, positioning, removing misconceptions etc.
when to measure
possible at any stage of ad process
pretesting
on going
post testing
how to measure
which methods, instruments, techniques to use
depends when the measurements is taking place
Evaluation should met certain principles
- set the problem well by clearly defining objectives and assessment criteria
- choose the most appropriate method
- analyze objectively and use results to improve for the future
effectiveness process overview
- Defining the problem
- Define Evaluation field
- Define evolution criteria
- Deine date and periodicity
- Define who is going to evaluate - Choice of control methods
- effective measure
- impact measure
- image measure - Interpretation
Define the evaluation field
the campaign - controlling specific effect of a campaign - evaluating a series of campaigns one element of campaign - message -media selection -media plan
Delfine Evaluation criteria
Advertising results can be measured by their objective and direct results but also by impact and image criteria
Define date and periodicity
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
Define who will evaluate
client
agency
in house
specialized study company
Choice of control methods and instruments
depends on what you want to meausre
some things may be impossible to measure
therefore the effect on impact and image will be measured
the effectiveness measures
influence and effectiveness depends on product category and buying process
real effectiveness of adversing has 2 dimensions
What is the growth in percent?
What is the ROI
We can measure the real effectiveness of the ad in 2 different ways
Comparing numbers before and after
analyzing through market tests
direct effect is not easily measured because
advertising does not act alone
changes in behavior are consequences of several actions
impact measures
weher consumer has been hit
seeks to measure advertising recall rates
Impact can be measured at different levels
exposure to media
message exposure metering
measurement of message perception
the impact indicators
allow us to check if the campaign had awareness and if it is correctly associated with the brand
- recall scores
- recognition/association score
recall scores
asking random people if they have seen an ad for a certain product category and after that which brands they remember seeing
recognition/association
advertising is presented without logo or name
image measure
seeks to analyze the brand image
two main tools to analyze the notoriety and image are
barometers: survey studies in a repeated time with same questions and people
tracking: continuous evaluation
Interpretation of results
results cannot stand alone - we need to compare numbers to see the evolution of the situation
branding
used to differentiate and communicate
is a symbolic and emotional connection between organization and its audience
defined by people not companies
brand image:
set of associations related to the brand that the consumers keep in their minds
branding
all of the work of creating and managing a brand on the market, with the objective to enhance the perception of the brand
3 types of communication according to its target group
mass communication
segmented communication
personalized segmentation
mass communication
few or no segmentation
same message for all
using mass media
segmented communication
communication segmented by homogenous groups
specific messages for each group
using segmented media
personalized communication
individual communication
personalized messages
using specific data bases
3 types of communication according to who sends/searches for it
push
pull
interactive
push communication
sent by an organization without been requested
it is intrusive communication
pull communication
specially requested by the TG
interactive communication
when communication becomes a dialogue between brand and the target group
amplified by the new media
sales funnel process
- identify the percentage of target group
- Identify the essential steps to concentrate the marketing and communication efforts
- implement the actions in each one
Evaluation criteria
strategic
communication
execution
strategic Evaluation criteria
used to check if message is in line with the communication strategy
does the creation address TG?
Answer the objectives?
Express the promise?
communication evaluation criteria
allow to evaluate the ideas in different aspects:
- Attention
- Identification
- Perception
- understanding
- originality
- credibility of the promise
- presumed resistance to use
execution evaluation criteria
technical feasibility
production costs
legal provisions
