Chapter 18 Flashcards
What are the 7 steps of an advertising campaign
- Identify target audience
- Set advertising objectives
- Determine the advertising budget
- Convey the message
- Evaluate and select media
- Create advertisements
- Assess impact using marketing metrics
What is the difference between a push strategy and a pull strategy
Push strategy
Use resources to advertise to reseller
Target to the middle man
Pull strategy
Use resources to make customers come to you
Ads to consumers
“Do you have this specific type of Rum”
What are the 2 main types of appeals
Informational appeal
Gives facts to help consumers make decisions
Emotional appeal
Aims to satisfy consumers emotional desires rather than utility needs
Explain the advantages and disadvantages of each advertising medium
Tv
Pro: wide reach incorporates sound and video
Con: high cost and consumers may skip ads
Magazines
Pro: vary targeted ad viewed by multiple people
Con: relatively inflexible (no sound video, launch schedules)
Internet
Pro: can link to detailed content, flexible, and interactive, very targeted
Con: cluttered environment, may be blocked
Outdoor (billboards and bus stop posters)
Pro: relatively inexpensive, opportunities for repeat exposure
Con: difficult to target and short exposure time
When is the effectiveness of advertising measured and what tools are used to measure it
Pretesting (focus groups)
Tracking (use graphs for pre/post advertisement launch)
Post testing (calculate attitude changes with surveys)
What is a public service advertisement
Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.
Ex. Smoky the Bear
What is a media mix
The combination of the media used and the frequency of advertising in each medium.
What is puffery
The legal exaggeration of praise, stopping just short of deception, lavished on a product.
What is cause-related marketing
Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign.
What are the 10 types of sales promotions
***Use to boost short-term sales and increase customer involvement and enhance long-term relationships
Coupons
Discount when item is purchases
Can be issued by retailer or manufacturer
Premiums
Free or discounted item for buying or sampling
Coupon for discounted chips on salsa bottle
Contests
Brand sponsored competition
Sweepstakes
Drawing for a prize
Loyalty programs
Offer incentives to repeat customers (punch card)
Samples
Let customer try product
Expensive but very effective
Point of purchase displays
Product displays at checkout
Rebates
Cash back after purchase
Mail in rebates often are not redeemed
Product placements
Pay for product to be in a movie or tv show
What are the 3 possible objectives of adveritsing
To inform
Build awareness of product/brand
Promote events and new merchandise
To persuade
Convince customers that focal brand is best
Use when competition is high
Use at late growth and early maturity stages
To remind
Use for mature products/brands
Keep customers thinking of you
