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Marketing 2202 Final > Advertising, Promotions, and PR in detail > Flashcards

Advertising, Promotions, and PR in detail Flashcards

1
Q

Sales promotion

A

programs designed to create short-term bursts in sales, encourage a trial of new product, stimulate sales of existing product, or build interest

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2
Q

trade promotions

A

between companies in a distribution center

cooperative advertising, merchandising and case allowances, trade shows, promotional items, and POP

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3
Q

cooperative advertising

A

manufacturer pays a portion of the local retail advertising

Best Buy and Canon each pay half for advertising

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4
Q

Merchandising and case allowances

A

special deals that manufacturers give to wholesalers/retailers to get them to buy more at a time

dangers: forward-buying people buy ahead of time so they might not come back for a while, and diverting

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5
Q

trade shows

A

for B2B, the manufacturer can showcase products

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6
Q

promotional items

A

products emblazoned with logos to be given away

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7
Q

POP display

A

point-of-purchase display

checkout counter at grocery story

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8
Q

All sales promotions have

A

restrictions

time, amount

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9
Q

price-based consumer sales promotion

A

coupons, price deals, refunds and rebates, frequency/loyalty/continuity programs, special bonus packs

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10
Q

attention-getting consumer promotion

A

contests, sweepstakes, premiums, samplings, point-of-purchase promotion, cross-promotion

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11
Q

Promotions are a ____ to the company

A

cost

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12
Q

Concerns about promotions

A

diluting brand equity
creating sales promotion “traps”-IDK
temporary effect is not worth the cost to run and the low margin volume obtained

stealing from future sales
cannibalizes full margin sales from loyal customers

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13
Q

Public Relations

A

communication function that builds good relationships with an organization’s public, including customers, stockholders, legislators, and other firm stakeholders

“If you do something good, then talk about it.”

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14
Q

publicity

A

unpaid communication, like stories in the news, about and organization and its products

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15
Q

PR is responsible for creating _____ plans in the event of _____

A

crisis management

unfavorable events

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16
Q

PR Objectives

A

introducing new products to manufacturers, retailers, and consumers

influencing government legislation through lobbying or speech writing

enhancing a firm’s image, corporate identity, corporate branding, institutional focus, word of mouth

showcasing a firm’s involvement in the community, corporate social responsibility

corporate identity: corporate branding, institutional advertising

internal PR for employees

improving and/or maintaining investor relations

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17
Q

Press releases consist of

A

timely topics, research project stories, consumer info releases, media relationship sponsorships, special events

can also serve as internal PR for employees: employee of the month

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18
Q

Advertising

A

the image of marketing
Non personal communication (paid for by an identified sponsor) that uses mass media to persuade or inform the targeted audience

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19
Q

Ad Campaign Development Steps

A
  1. Identify Target Audience
  2. Set ad objectives
  3. Budget
  4. Convey the message
  5. Media Strategy
  6. Create Ad
  7. Assess impact
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20
Q
  1. Identify Target Audience
A

Getting inside the customer’s head can help marketers understand how the product fits in the users’ lives

segmentation, targeting and positioning

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21
Q
  1. Set ad objectives
A

inform, persuade, remind

product or institutional focus
hierarchy of effects
push/pull

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22
Q

product advertising

A

advertising for a specific product

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23
Q

institutional advertising

A

corporate message that focuses on activities, personality, or point-of-view of a company
“philosophy of doing business”, advocacy advertising, employment

HP photos
non-profit
Trade Association

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24
Q

primary demand

A

ads designed to generate demand for an entire industry or product category

Got Milk?

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25
Q

selective demand

A

specific to a brand, firm, or item

Hood milk

26
Q
  1. Budget
A

what can you afford to do and where to spend it

27
Q
  1. Convey the message
A

creative strategy

advertising appeal

28
Q

creative strategy

A

turns concept into an ad, the “big idea”, USP

29
Q

advertising appeal

A

central idea of an ad
Does it grab attention?
Does it enforce brand name or message?

30
Q

USP

A

unique selling proposition-strategy of differentiating a product by communicating its unique attributes

often becomes a common theme or slogan in the entire ad campaign
Red Bull - “Gives you Wings”
NY Times - “All the News That’s Fit to Print”

31
Q

informational ad appeals

A

comparative advertising, demonstration, testimonial

32
Q

emotional ad appeals

A 
fear/safety
humor
happiness
love/sex
comfort
nostalgia
33
Q

parody

A

a work that imitates another work for the purpose of ridicule or ironic commentary

Be careful of Parody and Copyright Law, although US Supreme Court views parody as a form of free speech unless the parody steals market demand from the original (replicas of original work)

34
Q

Comparative ads

A

that mention other products can be tricky because you’re giving your competitor free publicity

35
Q

pretesting

A

seeks to minimize mistakes by getting consumer response to ads before they appear in the media

36
Q

copy testing

A

measures effectiveness of ads

37
Q
  1. Media Strategy
A

Deciding when/where/how often to place ads so target market will see them

which media and vehicles will be most effective in attaining market objectives? traditional media and the internet

38
Q

comparison between media

A

Television has a wide reach but high costs, lots of channel and program options, and could increase awareness of competitor products

Radio is relatively inexpensive, can be selectively targeted, and has a wide reach. However, there is no video, which limits presentation, consumers focus less attention than TV, and exposure periods are short

Magazines are very targeted and subscribers pass along to others, but they are relatively inflexible and take time to be available

Newspapers are flexible, timely, and able to localize, but they can be expensive in some markets and ads have a short life span

Internet can be linked to detailed content, is highly flexible and interactive, and allows for specific targeting. It is also becoming cluttered and the ad could be blocked by software.

Outdoors is relatively inexpensive and offers opportunities for repeat exposure but is not easily targeted, has short exposure time, and has placement problems in some markets

Direct marketing is highly targeted and allows for personalization but has varying costs: traditional media will be more expensive than newer media

39
Q

Product placement is a/an _____ form of advertising

A

indirect

40
Q

media scheduling

A

specifies exact media to use and when to use it

41
Q

ad exposure

A

defines degree to which the target market will see an ad message in specific vehicles

42
Q

impressions

A

measures number of people exposed to a message in one or more vehicles

43
Q

reach

A

percentage of target marekt exposed to media vehicle

44
Q

frequency

A

measures average number of times a person in the target group will be exposed to the message

45
Q

GRPs

A

gross rating points

reach x frequency

46
Q

cost per thousand

A

CPM, cost to deliver message to 1000 people

(Total $ cost of ad)/(# of people reached/1000)

compares relative cost efficiency of different media vehicles

47
Q

Flighting advertising schedule

A

advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising

48
Q

Pulsing advertising schedule

A

combines continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

49
Q
  1. Assess impact
A

posttesting-evaluation of an IMC campaign’s impact after it has been implemented

aided and unaided recall

50
Q

Ethical Issues of Advertising

A

can be manipulative, deceptive, offensive, in bad taste, perpetuate stereotypes, cause people to buy things they don’t really need

51
Q

Continuous advertising schedule

A

runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising

52
Q

trade show

A

manufacturers show off product to wholesalers and retailers

53
Q

POP display

A

signs, displays, banners, etc., used in stores to encourage purchase

54
Q

promotional items

A

products emblazoned with logos to be given away

55
Q

Sales Incentive Programs

A

cash prizes, trips, and other perks to hit sales incentives

56
Q

Public Relations activities consist of

A 
media relations
sponsorships
special events
buzz-building: word of mouth and blogging
advice and counsel
57
Q

Goals of advertising:

A

To inform, persuade, remimd, and build relationships

58
Q

Retail/Local Advertising

A

encourages customers to shop at a specific store or us a local service

cooperative advertising

59
Q

Internet Advertising

A

banners, buttons, pop-up ads, search engine and directory listings, email

60
Q

Factors affecting media scheduling

A

match between the target market profile and the people reached by different media vehicles

advertising patterns of competitors

capability of medium to convey desired info

compatibility of product with editorial content

61
Q

diverting

A

When a retailer buys products from a manufacturer at a discount and then hides it in their warehouses (not selling it in their store) only to later sell it to other retailers or customers when the manufacturer’s price goes back up.

Marketing 2202 Final (7 decks)

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