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IMC > Chapter 12 - Media Channels > Flashcards

Chapter 12 - Media Channels Flashcards

1
Q

What is a media strategy

A

A media strategy „involves analysing and choosing media for an advertising and promotions campaign“ it is thus “the firm’s plan regarding the media that it will utilize in an IMC campaign”

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2
Q

Advantages/Disadvantages of TV

A

Advantages :

=> high reach (many consumers)
=> high frequency potential

Disadvantages :

=> many competitors ads (=clutters)
=> Consumer can switch channel
=> high costs

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3
Q

Advantages/Disadvantages of Radio

A

Advantages :

=> promotes recall
=> Narrow target market (radio program)

Disadvantages :

=> Short exposure time
=> low attention
=> no visuals

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4
Q

Advantages/Disadvantages of outdoor ads

A

Advantages :

=> Geographic targeting + close to shop
=> Low cost / view
=> Interactive

Disadvantages :

=> Short exposure / messages
=> No segmentation possible (everybody
views it)

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5
Q

Advantages/Disadvantages of print

A

Advantages :

=> Great segmentation (by magazine)
=> Create knowledge (read during leisure, longer attention; longer texts)
=> Credible & audience interest

Disadvantages :

=> Declining readership (online competition)
=> High cost
=> Short life span

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6
Q

Advantages/Disadvantages of online

A

Advantages :

=> High reach (also viral effects!!)
=> Easy targeting possible
=> Low cost (partly authentic, WOM!)
=> Promote purchase

Disadvantages :

=> Short life span
=> Effects depend on specific medium

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7
Q

Discuss the considerations involved in developing logical media combinations

A

Media choices are interrelated and need to be consistent to create synergies

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8
Q

Media multiplier effect

A

=> Downsides of one attenuated by other

=> Three exposures significantly increase recall (especially in different media)

=> Exposures in different sources enhance credibility

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9
Q

Be familiar with several advertising metrics that are commonly used in media planning

A

=> reach

=> frequency

=> Opportunities to see

=> ratings

=> costs

=> Gross impression

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10
Q

reach advertising metric

A

Number of units in a target audience exposed to a media vehicle at least once during a specified time period (usually 4 weeks)

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11
Q

frequency advertising metric

A

Average number of times an individual, household, or business is exposed within a specified time period

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12
Q

Opportunities to see advertising metric

A

Cumulative potential exposures in a given time period

ex: 3 ads on TV that is televised weekly produces 12 OTS (3 shows x 4 weeks)

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13
Q

ratings advertising metric

A

Percentage of a target market that is exposed to a medium

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14
Q

costs advertising metric

A

Cost per mille (CPM) or cost per thousand impressions

=> Allows for easy comparisons across vehicles and even media

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15
Q

gross impression advertising metric

A

Total exposures of an audience to an advertisement

ex: If ad was shown 4x on TV, audience 2 million à total gross impressions = 8 million

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16
Q

An effective media strategy must affect ?

A

=> brand recall

=> recognition

=> liking

17
Q

Why attention is important ?

A

because during the same clutter (=sequence) there is the presence of our competitor’s ads

=> Overload makes it difficult to remember
=> Interferes with ad message, creates overload
=> Consumers may even remember the competitor product with the advertised features for own product

18
Q

attention tactics for TV

A

Length

=> With increasing length, it becomes more likely that consumers will notice the ad

Fast cuts

=> Fast cuts (quickly changing images) can increase attention, but make it more unlikely that consumers will recall the brand

Mystery

=> Builds up story, mentions brand only at the end

19
Q

attention tactics for radio

A

Length/format/consumer

=> Slice-of-life capture consumers‘ attention best

20
Q

attention tactics for print advertisement’s

A

Size / color

=> The more color and the space is used, the more likely it is that consumers will pay attention to the ad

content

10 attention-getting features, of which the picture must have at least one feature

Headline

21
Q

10 attention-getting features for print advertisement’s

A
  1. eyes
  2. baby
  3. erotic
  4. celebrity
  5. beautiful scene
  6. danger-suspens scene
  7. cultural icon
  8. Bright color
  9. Simple object on white space
  10. Incongruous object
22
Q

Headline for print advertisement’s

A

complete :

=> Includes brand & benefit (make sure consumers get information and brand)
=> Takes conversation form of:
- an announcement
- a testimonial statement (endorsement)

Lead-in headline

=> Promise benefit but (often) doesn‘t tell which brand delivers it & makes you want to read body text
=> Takes conversation form of:
- an instruction (how to…)
- a question
- a curious word, phrase, or clause
=> work best for high involvement products
=> Typically shows the brand very small
=> Makes you want to read why this is a lemon
=> Spurs curiosity

23
Q

attention tactics for outdoor advertisement’s

A
  1. Location
  2. Structure

=> Descriptive or Interactive ?

  1. Customers

=> Who is the person you catch the attention (driver or pedestrian?)

24
Q

Location attention tactics for outdoor advertisement’s

A
  1. Overhead Pass, Line of driving

=> Placing ads overhead is mainly grab the attention of the driver

  1. Stand-alone Outdoor
  2. Bus / Taxi

=> Ads on buses and taxis are more likely to be considered by drivers, than by pedestrians

  1. Bus-Stop
=> Physical interactions possible 
=> Time available
=> Geographical segmentation 
=> High reach
=> Low costs
25
Q

different forms of digital advertising

A

=> email

=> Banner advertising

=> Web videos

=> Social Media marketing

=> In-games ads

=> Blogs

=> User generated content

=> Viral /Buzz marketing

26
Q

On what depends the success of Email form of digital marketing ?

A

Permission or Spam !

Permission :
=> Better open and click-through rates
=> Better return on investment from your email campaigns

Spam :
Email Spam Define, if any of 3 criteria applies: 
1. Identity of sender is anonymous
2. Email sent to large groups of people
3. Email not requested by recipients
27
Q

Banner advertising and pop-up ads form of digital marketing

A

Banner advertising and pop-up ads are the most traditional form of online advertising

  1. Rectangular box linking to advertiser’s Web site
    => Factors
    - Size
    - Position
  2. Pop-up ads (dynamic)
    => Pop-under ads: Open beneath browser window
    => Appear without user calling for them
    => More effective (attention) as normal banner ads
    => Provoke negative consumer sentiment
28
Q

Key objectives and pain of banner advertising and pop-up ads form of digital marketing

A

Key objectives

=> be seen
=> reach a high click-through rate

Pain

=> Ad Blockers
=> Ad Blockers are the new enemies of online advertising and advertisers & content providers do everything to avoid them

29
Q

Types of web videos form of digital marketing

A
  1. In-stream video

=> Like before the videos on YouTube

  1. In-text video

=> Link in the text

  1. In-Banner video

=> On the side of the web page

30
Q

Characteristics of web videos form of digital marketing

A

Video advertising shares the engaging characteristics of TV advertising

Web 2.0 and Social Media:
=> are fastest growing form of online advertisement
=> also on mobiles and videos account for a big part of it.
=> Outcomes:
- increase click-through rates
- engage customers longer with ad

31
Q

Characteristics of Social media form of digital marketing

A

Ads on social networks can be extremely specifically targeted towards customers

  1. choose costumer
  2. choose audience
  3. set budget
  4. pick format
  5. mesure impact

Example Facebook
=> Facebook makes 10 billion from advertising – per quarter
=> Nobody knows more about customers than Facebook
=> Advertisers can customize ads to geography, demography, psychographic

32
Q

How to choose media ?

A

=> need to be interrelated and consistent to create synergies ( market scale -> market characteristics -> media choices -> message content)

33
Q

Characteristics of in game-ads form of digital marketing

A

=> Allow to show content in immersed state
=> May create emotional transfer
=> After level, or as banner in level

34
Q

Advantages/disadvantages of blogs form of digital marketing

A

Advantages

=> Permit to post comments
=> Consumers more active
=> C2C interactions

Disadvantages

=> Negative WOM (“Word-of-Mouth”) can hurt
=> Company sponsored blogs can be perceived negative

35
Q

Advantages/disadvantages of User-generated content form of digital marketing

A

Advantages

=>WOM
=> Can be incorporated on website (as endorsement by consumers)
=> Often authentic

Disadvantages
=> Can be negative
=> But may provide important info on how product / service can be changed

36
Q

Advantages/disadvantages of Viral /Buzz marketing form of digital marketing

A

Advantages

=> Can have many forms (video, game, ..)
=> Highly effective as it reaches many customers

Disadvantages

=> Difficult to establish
=> Not as effective as previously

IMC (5 decks)

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