Chapter 15 Flashcards
Objectives Guide Implementation
Awareness => Internet => Evaluation and Trial => Decision -> confirmation
2 types of advertising
Product advertising
Institutional advertising
3 types of product advertising
Pioneer advertising
Cometitive advertising
reminder advertising
3 types of competitive advertising
Direct
Indirect
Comparative
Life Cycle Stages
Market Introduction
Market Growth
Market Maturity
Sales Decline
Risks of comparative advertising
Annoy your consumer
Tarnish your image
Illegal in some countries
Measuring Advertising is Not easy
Awareness
trial
Preference
Use
New media metrics
perceptions
mesage/ ad content
Research Assessment
Success depends on the total marketing mix, not just promotion
- the effectiveness of promotion is hard to seperate from the effects of the other elements of the mix
ex. a great advertisement cannot be faulted for failing to sell a poorly deisnged product
Advertising Regulation
Federal Trade Commission controls unfair or deceptive advertising
- can require corrective advertising
- focus is on what is deceptive, instead of what is subjectively defined as unfair
Comparative advertising claims may need to be sustained
- rules are not always clear
- hard to define exactly what research is needed
Puffery
Puffery protects marketers whose claims are either so excessive they are clearly not expected to be believe, or so generic they have no substantive meaning
“Better, best, greatest, finest”
Weasel words
Used in advertising to make a claim look legitimate to the casual listener or reader
Proves to be empty and meaningless
help control acne
helps, acts, works, can be, up to, as much as, refreshes, comforts, fights
Deception
Causes consumers to have a false belief about the advertiser’s or competitor’s product
Deception is material
Someone has been or is likely to be hurt
Generation Y
Millenials
Digital natives
text preference
1-3 talk about a brand online monthly
2/3 say they participate in one or more content creating activities on the internet
Gen Y more characteristics
Ad savy/skeptics
Multi taskers
Open to new ideas and trying new products
PR
More cost effective
Greater longevity
Has a far wider audience
Credability
Extend your marketing tactics with a PR plan
Social networking
Crowd power
Guerilla Marketing
Viral marketing
Sales Promotion
Other than advertising that stimulate interest, trial, or purchase
May be targeted at channel members, final customers or users, or employees
Sales promotion spending is increasing
Key problems in managing sales promotions
Erodes brand loyalty
not for amateurs
need for alternatives
hard to manage
Advertising objectives
Specific
measurable
attainable
relevant to the target
timely
link to marketing strategy
link to promotion
Ad agencies
Specialists in planning and handling mass selling details for advertisers
15% is not required, but still common
Some services are provided on a fee basis
increased use of performance-based pay
Product advertising
Tries to sell a product
Institutional advertising
which promotes an organization’s image, reputation, or ideas rather than a specific product
Pioneer advertising
Tries to develop primary demand for a product category rather than demand for a specific product
Competitive advertising
Tries to develop selective demand for a specific brand
Direct type
aims for immediate buying action
Indirect type
points out product advantages to affect future buying decisions
Comparative advertising
Means making specific brand comparrisons using actual product names
Reminder advertising
Tries to keep the product’s name before the public
Advertising allowances
price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm’s products locally
Cooperative advertising
Involves producers sharing in the cost of ads with wholesalers or retailers
Copy thrust
What the words and illustrations should communicate
Advertising agencies
Specialists in planning and handling mass-selling details for advertisers
Corrective advertising
ads to correct deceptive advertising
4 critical advertising and promtion decisions a marketing manager must make:
- advertising objectives and what they want to achieve
- who the target audience
- what kind of advertising to use
- which media to use to reach target customers
- what to say (copy thrust)
- who will do the work - the firm’s own marketing or advertisnig people our otuside agnecies
Why is it important for advertising objective be specific?
Every ad campaign should have clearly defined objectives
The marketing manager must decide exactly what advertising should do
Advantages of advertising allowances and cooperative advertising
coordination and integration of messages in the channel
allowances dont ensure coorporation
Vertical coordination examples
advertising allowances
cooperative advertising
Criteria when deciding the best advertising medium to use?
depends on:
- your promotion objectives
- what target markets you want to reach
- the funds available for advertising
- the natuer of the media - icnluding who they reachm, with what frequency, with what impact, and at what cost