Chapter 17 exam review Flashcards
a paid form of nonpersonal communication that is transmitted to a target audience through mass media
advertising
both large and small organizations use conventional and online promotional efforts like advertising to:
change their corporate image
build brand equity
launch new products
promote current brands
promotes organizational images, ideas, and political issues; may be used to create a more favorable image of the organization
Institutional advertising
a type of institutional advertising that promotes a company’s position on a public issue
advocacy advertising
promotes the uses, features, and benefits of products
Product Advertising
two types of product advertisement:
pioneer
competitive
focuses on stimulating demand for a product category by informing potential buyers about the product
Pioneer advertising
attempts to stimulate demand for a specific brand by indicating a brand’s features, uses, and advantages relative to competing brands
Competitive advertising
types of competitive advertising
comparative advertising
reminder advertising
reinforcement advertising
narrative advertising
compares the sponsor brand with other brand(s) on the basis of one or more product characteristics
Comparative advertising
reminds customers that an established brand is still around and still offers certain characteristics and benefits
Reminder Advertising
assures current customers that they have made the right choice and shows how to get the most satisfaction from the brand
Reinforcement advertising
digital advertising that matches the appearance and purpose of the content in which it is assembled
narrative advertising
designing a series of advertisements and placing them in various media to reach a certain audience
advertising campaigns
what are the 8 basic steps to developing an advertising campaign
- Identifying and analyzing the target audience
- defining the advertising objectives
- creating the advertising platform
- determining advertising appropriation
- developing the media plan
- creating the advertising method
- executing the campaign
- evaluating advertising effectiveness
the group of people at whom advertisements are aimed
target audience
how must advertisers research the target audience?
location & geographic distribution
distribution of age, income, race, sex, and education
consumer attitudes regarding the purchase and use of the advertiser’s products and competing products
define the advertising objectives
objectives guide campaign development
objectives should be stated clearly, precise, and in measurable terms
objectives in advertising are stated in terms of sales and communication
benchmarks help advertisers evaluate progress and success
the basic issues or selling points an advertiser wishes to be included in the advertising campaign
should consist of issues important to customers
is the base on which a marketer builds the message and should be carefully constructed
Advertising platform
the total amount of money a marketer advocates for advertising for a specific time period
advertising appropriation
what are 4 factors that affect a firm’s budget?
geographic size of market, distribution of buyers, type of product, firm’s sales volume vs. competitor’s sales volume
determining campaign objectives and then attempting to list the tasks required to accomplish them
objective-and-task approach
marketers must multiply the firm’s past (plus a factor for growth or decline) by a standard percentage that the industry typically spends on advertisings
percent-of-sales approach
trying to match competitor’s advertising appropriations
competition-match approach
budget specified by high-level executive int the firm; can lead to under or over-spending
Arbitrary approach
sets forth the exact media vehicles to be used and the dates and times the advertisements will appear
Media Plan
the percentage of consumers in the target audience exposed to particular advertisements in a stated period q
Reach
the number of times these targeted consumers are exposed to the advertisements
Frequency
what are 3 factors the media planners must consider?
location and demographics of target audience
sizes and types of audiences typical for each advertising medium
think about alternative media like the internet or product placement
compares the costs of ad vehicles within a specific medium relative to the number of people reached
cost comparison indicator
three basic types of media schedules :
continuous, flighting, pulsing
ads run at a constant level
continuous
ads run periodically, alternating with periods when no ads run
flighting
combining continuous and flighting
pulsing
basic content and form od advertising messages are a function of several factors product’s features, uses and benefits, target audience characteristic’s, campaign objectives and advertising platform, and choice of media
- Creating the advertising method
is important as the only part of the copy people usually read
headline
the written or verbal portion of advertisements
copy
links the headline to the body copy
subheadlines
is the main text
body copy
a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
storyboard
consists of an advertisement illustration and layout
artwork
often photographs, but can be drawings, graphs, charts and tables; used to spark audience interest in an advertisement
illustrates
the physical arrangement of an advertisement’s illustrations and copy
layout
requires extensive planning and coordination
requires detailed schedules to ensure the various phases of work are finished on time
management should be monitoring the quality of the work and taking corrective measures when necessary
- executing the campaign
evaluation of advertisements performed before the campaign begins
pretest
a panel of existing or potential buyers of the advertised product who are asked to judge the advertisements
consumer jury
evaluation of advertising effectiveness after the campaign
posttest
individual respondents are shown the advertisement and ask whether they recognize it
recognition test
asks subjects to identify recently-seen ads, but does not provide any clues
unaided recall
asks subjects to identify recently-seen ads and provides clues to jog their memory
aided recall
who develops the advertising campaign in small firms
one or two internal employees
who develops the advertising campaign in larger firms
may have an advertising department, which could consist of a couple of generalists or many specialists; may use an advertising agency with skilled specialists; can be affordable
a broad set of communication efforts used to create and maintain favorable relations between an organization and its stakeholders
public relations
public relations tools:
written material (brochures, newsletters, magazines, annual reports
corporate identity materials such as business cards and signs
speeches
digital material
special events
a part of public relations; is communication in news-story format about the organization and/or its products transmitted through mass media at no charge
publicity
a short piece of copy publicizing an event or product
news release
a manuscript of up to 3K words prepared for a specific publication
feature article
a photo with a brief description of its contents
captioned photograph
a meeting used to announce major news and events
press conference
identifies changes in public opinion
environmental monitoring
assesses an organization’s public audit
PR Audit
may include a content analysis of messages, a readability study, or a readership survey
communications audit
measures the extent to which stakeholders view an organization as responsible
social audit
