Chapter 17: Advertising, Public Relations, and Direct Response Flashcards
Define Advertising
The activity or profession of producing advertisements for commercial products or services. Advertising helps build brands (Flyers, Commercials, Social Media)
Define the Advertising Response Function
Helps marketers establish the most effective dollar amount to spend on advertising. It demonstrates that there exists a diminishing return from advertising spending
- Helps build brands
What are the Effects on Advertising on Consumers
Advertising helps to inform customers about products and services they are providing, Influences attitudes and beliefs (negative to a positive), can affect the way the consumer ranks brand attributes, and ultimately affects purchase decisions
Define Institutional Advertising
Institutional or corporate advertising promotes the corporation as a whole and is designed to establish, change, or maintain the corporation’s identity.
Goal: Is to improve the image of the company or industry as a whole, and maintain a favourable attitude about the company (reputation)
Define Product Advertising
Promotes the benefits of a specific good or service (individually)
Define Pioneering Advertising
Stimulating Primary demand for new products or product category. This is heavily used during the Introductory stage of the product like cycle, and provides in-depth information about the benefits of the product class, and seeks to create interest
Define Competitive Advertising
The goal is to influence demand for a specific brand; generally in the growth phase of the product life cycle where competition exists. This appeals more to emotions, advertisements stress subtle differences between brands, and it has a heavy emphasis on building recall of a brand name, and creating favourable attributes toward the brand (reputation)
Define Comparative Advertising
Directly or indirectly comparing two or more competing brands on one or more specific attributes; Products experiencing sluggish growth or those entering the marketplace against strong competitors are more likely to employ comparative claims in their advertising. (In Canada advertisers should be careful when using this type of advertising. There are a number of key restrictions, including not creating a false impression, ensuring that the advertisement is not misleading, and making sure that all that is said in the ad is accurate).
Define Advertising Campaigns
Series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
Define Advertising Objectives
Needed before any creative can begin. The specific communication task that a campaign should accomplish. This is for a specified target audience, and during a specified time period
Define Developing and Evaluating Appeals
An advertising appeal identifies a reason for a person to buy a product. The advertising appeal selected for the campaign becomes the unique selling proposition (what makes the brand stand out)
Define Profit as an evaluating appeals to a product
Informs consumers whether the product will save them money, make them money, or keep them from loosing money
Define Health as an evaluating appeal to a product
Appeals to those who are body conscious or who want to be healthy
Define Love or Romance as an evaluating appeal to a product
Appeals to the consumer, setting the profit apart in a competitive category, often used to sell cosmetics and perfume, it appeals to emotions
Define Fear as an evaluating appeal to a product
Effectively encourages engagement, but as a powerful technique, advertisers need to exercise care
Define Admiration as an evaluating appeal to a product
Often leads to the use of celebrity spokespeople in advertising
Define Convenience as an evaluating appeal to a product
Communicates how the product or service will save time or money, or is easier or simpler to use
Define Fun and Pleasure as an evaluating appeal to a product
Are often the key to advertising vacations, beer, amusement parks and more
Define Environmental Consciousness as an evaluating appeal to a product
Centres on protecting the environment and being considerate of others in the community
Define Emotion as an evaluating appeal to a product
The use of feelings to engage people to pay attention and ultimately buy
Define Vanity and Egotism as an evaluating appeal to a product
Are used most often for expensive conspicuous items such as cars, clothing, etc.
Define Executing the Message in Advertising
The way the advertisement portrays its information
Define Slice of Life as a way to Execute the Message
Depicts people in settings, where the product would normally be used
Define Lifestyle as a way to Execute the Message
Shows how well the product will fit in or enhance the consumer’s lifestyle
Define Spokesperson/Testimonial as a way to Execute the Message
Can feature a celebrity, a company official, or some influential person
Define Fantasy as a way to Execute the Message
Creates a fantasy for the viewer built around the use of the product
Define Humorous as a way to Execute the Message
Advertisers often use humour in their ads to break through the clutter and be memorable
Define Real/Animates Symbols as a way to Execute the Message
Creates a character that represents the product in advertisement. (i.e. Cleaning Man character for dish soap)
Define Mood or Image as a way to Execute the Message
Builds a mood or an image around the product, such as peace, love, or beauty (i.e J’adore Dior)
Define Demonstration as a way to Execute the Message
Shows the consumer the expected benefit. (Popular technique) (i.e Tide Laundry Detergent)
Define Musical as a way to Execute the Message
Conveys advertisement through a song
Define Scientific as a way to Execute the Message
Uses research or scientific evidence
Define Post Campaign Evaluation
Testing ad effectiveness can be done ether before or after the campaign.
Before: a campaign is released, marketing managers use pretests to determine the best advertising appeal, layout, and media vehicle.
After: advertisers implement a campaign, they use several monitoring techniques to determine whether the campaign has met its goals. Even if a campaign has been highly successful, advertisers still typically do a post-campaign analysis to identify how it might have been more efficient and which factors contributed to its success.
Define Media Planning in Advertising
The series of decisions advertisers make regarding the selection and use of media, to efficiently and cost-effectively communicate the message to the target audience (A major decision for advertisers is the choice of medium - which channel used to convey the message to a target market)
- Which types of media will best communicate the benefits their product or service to the target audience
- When and for how long the advertisement will run
Define Media Selection
Both creative and media decisions are made at the same time.
Define Cost per Contact as a Media Selection Consideration
Enables evaluation of alternative media
Define Cost per Click as a Media Selection Consideration
Costs associated with clicking on a display or banner ad
Define Reach as a Media Selection Consideration
Number of targets who are exposed to a commercial at least one in 4 week period
Define Frequency as a Media Selection Consideration
Number of times an individual is exposed to a message during a specified time period
Define Target Audience as a Media Selection Consideration
Audience selectivity; ability to reach a precisely defined target
Define Flexibility as a Media Selection Consideration
Lead times
Define Noise Levels as a Media Selection Consideration
Level of distraction; within the medium
Define Lifespan as a Media Selection Consideration
Longevity of the message
Define Fragmentation
Proliferation of media choices has created fragmentation; forcing media planners to pay as much attention to where they place the ads as to how often
Define Qualitative Considerations
Attention to the program and commercial, involvement, program liking, lack of distractions, internet (multitasking media users)
Define Media Scheduling
Designates the media to be used, the specific vehicles, and the dates of the advertising
Define Continuous Media Schedule
Allows the advertising to run steadily throughout the advertising period
Define Flighted Media Schedule
Advertisers may schedule the ads heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
Define Pulsing Media Schedule
Combines continuous scheduling with flighted media schedule. Continuous advertising is simply heavier during the best sale periods
Define Seasonal Media Schedule
Advertising is run only during times when the product is most likely to be purchased; Certain times of the year call for a seasonal media schedule; grater emphasis to coincide with sales patterns
Define Media Buying
A negotiation process with media-buying agency earning commission on media dollars spent; The challenge is to build media plans that achieve the clients objectives at the lowest possible cost
Define Public Relations
Evaluates public attitudes, identifies issues that may elect public concern, and executes programs to gain public understanding and acceptance. Public Relation campaigns strive to maintain a positive image of of the corporation in the eyes of the public
Define Publicity
The effort to capture media attention (through articles or editorials in publications, and through human-interest stories on radio or television programs). Corporations usually initiate publicity by issuing a media release. Savvy publicity can often create overnight sensations or build up a reverse of goodwill with consumers
Define Media Relations as a P.R Function
Placing positive, news worth information in the news media to attract attention to a product, a service, or a person associated with the firm or institution
Define Product Publicity as a P.R Function
Publicizing specific products or services
Define Corporate Communication as a P.R Function
Creating internal and external messages to promote an image of the firms or institutions
Define Public Affairs as a P.R Function
Building and maintaining national or local community relations
Define Lobbying as a P.R Function
Influencing legislators and government officials to promote or defeat legislation and regulation
Define Employee and Investor Relations as a P.R Function
Maintaining a positive relationship with employees, shareholders, and others in the financial community
Define Crisis Management as a P.R Function
Responding to unfavourable publicity or a negative event
Define Publicity as a P.R Tool
Is instrumental in introducing new products and services. Publicity can help advertisers explain the special features of their new products by promoting free news stories or positive word of mouth
Define Product Placement as a P.R Tool
A strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, or commercial for another product; on the internet; or at a special event. Good product placement, reinforces brand personality and positioning.
Define Sponsorships as a P.R Tool
A company spending money to support an issue, a cause, or an event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image
Define Experimental Marketing as a P.R Tool
A form of marketing that helps the consumer experience the brand
Define Internet as a P.R Tool
Companies are increasingly using the internet in their public relations strategies. Company websites are used to introduce new products, and promote existing ones, provide information to the media including through social media news releases, obtain consumer feedback, communication legislative and regulatory information, interact with customers and potential customers, etc.
Define Direct Marketing as Direct Response Communication
Profitable results through targeted communications to a specified audience (one-to-one communication resulting in more targeted messaging, and more targeted relationship building)
List 5 Key Elements
The offer: The catalyst that stimulates the response
The Creative: Must consider the unique creative considerations
The Media: Many forms of media - most common is direct mail
Response and Tracking: The strength of direct response is the ability to track and evaluate progress
Customer Call Centre: Key to success is the call centre to handle the customer request
List the Tools
DR Broadcast: DRTV infomercials, DR Radio which are not popular
DR Print: To capitalize on the subscriber base of magazines
Telemarketing: Outbound and Inbound, Do not call list
Direct Mail: Addressed and unaddressed; delivered right to the customer
DR Internet: New and valuable tool, email.
