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Marketing Strategies > Chapter 18: Managing Mass Communication > Flashcards

Chapter 18: Managing Mass Communication Flashcards

1
Q

What are our advertising objectives?

A

Mission

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2
Q

How much can we spend and how do we allocate our spending across media types?

A

Money

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3
Q

What message should we send?

A

Message

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4
Q

What media should be use?

A

Media

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5
Q

How should we evaluate the results?

A

Measurement

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6
Q 
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Meaning Measurement Plans
A

Steps in Developing an Advertising Program

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7
Q

A specific communication task and achievement level to be accomplished with a specific audience in a specific period of time.

A

Advertising Objective (or Goal)

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8
Q

Advertising Objectives

A

Information
Persuasive
Reminder
Reinforcement

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9
Q 
Stage in the product life cycle.
Market share and consumer base.
Competition and clutter.
Advertising frequency.
Product substitutability.
A

Factors to Consider When Setting an Advertising Budget

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10
Q

Reaches broad spectrum of consumers.
Low cost per exposure.
Ability to demonstrate product use.
Ability to portray image and brand personality.

A

Advantages of Television

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11
Q 
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers
A

Disadvantages of Television

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12
Q

Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment

A

Advantages of Print Ads

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13
Q

Passive medium
Clutter
Unable to demonstrate product use

A

Disadvantages of Print Ads

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14
Q

Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?

A

Print Ad Evaluation Criteria

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15
Q

Finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

A

Media Selection

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16
Q

Variables in Media Selection

A

Reach
Frequency
Impact
Exposure

17
Q

The number of different persons or households exposed to a particular media schedule at least once during a specified time period.

A

Reach

18
Q

The number of times within a specified time period that an average person or household is exposed to the message.

A

Frequency

19
Q

The qualitative value of an exposure through a given medium.

A

Impact

20
Q

The exposure to the ad message.

Depends on Reach, Frequency, and Impact.

A

Exposure

21
Q

Exposures appear evenly throughout a given period.

Used in expanding market situations, with frequently purchased items, and in tightly defined buyer categories.

A

Continuity

22
Q

Calls for spending all the advertising dollars in a single period.
This makes sense for products with one selling season or related holiday.

A

Concentration

23
Q

Calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.
It is useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal.

A

Flighting

24
Q

Continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.
It draws on the strength of continuous advertising and flights to create a compromise scheduling strategy.

A

Pulsing

25
Q

Measuring Sales Impact of Advertising

A

Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market

26
Q

Consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

A

Sales Promotion

27
Q

The Five M’s of Advertising

A 
Mission
Money
Message
Media
Measurement
28
Q 
Samples
Coupons
Cash Refund Offers
Price Offs
Premiums
Prizes
Patronage Rewards
Free Trials
A

Consumer-Directed Sales Promotion Tactics

29
Q 
Price Offs
Allowances
Free Goods
Sales Contests
Spiffs
Trade Shows
Speciality Advertising
A

Trade-Directed Sales Promotion Tactics

30
Q

To persuade the retailer or wholesaler to carry the brand.
To persuade the retailer or wholesaler to carry more units than the normal amount.
To induce retailers to promote the brand by featuring, display, and price reduction.
To stimulate retailers and their sales clerks to push the product.

A

Reasons Manufacturers Award Money to Trade

31
Q

To identify with a particular target market or life style.
To increase brand awareness.
To create or reinforce consumer perceptions of key brand image associations.
To enhance corporate image.
To create experiences and evoke feelings.
To express commitment to community.
To entertain key clients or reward employees.
To permit merchandising or promotional opportunities.

A

Reasons to Sponsor Events

32
Q 
Press Relations
Product Publicity
Corporate Communications
Lobbying
Counseling
A

Public Relations Functions

33
Q

Presenting news and information about the organization in the most positive light.

A

Press Relations

34
Q

Sponsoring efforts to publicize specific products.

A

Product Publicity

35
Q

Promoting understanding of the organization through internal and external communications.

A

Corporate Communications

36
Q

Dealing with legislators and government officials to promote of defeat legislation and regulation.

A

Lobbying

37
Q

Advising management and public issues, and company positions and image during good times and bad.

A

Counseling

38
Q

Launching new products.
Repositioning a mature product.
Building interest in a product category.
Influencing specific target groups.
Defending products that have encountered public problems.
Building the corporate image in a way that reflects favorable on products.

A

Tasks Aided by Public Relations

Marketing Strategies (5 decks)

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