Chapter 5 - Advertising campaign management Flashcards
advertising
What is advertising campaign management?
The process of preparing and integrating a specific advertising program in conjunction with the overall IMC umbrella.
What is the hierarchy of effects theory?
Clarifies objectives of an advertising campaign. The model outlines 6 steps a consumer moves through when making a purchase.
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
- This includes the concept of:
Cognitive –> Affective –> conative
What is the Means-end theory?
Suggests that an advertisement should contain a message, or means, that leads the consumer to desired end state. These states are values like happiness, fun, excitement, pleasure, comfort, equality, etc.
- This theory forms the basis of the Means-end conceptualization of components for advertising strategy
(MACCAS)
– Explains ways to move consumers from product attributes to personal values by highlighting the products benefits.
What is the benefit of using a Visual advertisement?
Places the greatest emphasis on a picture or optical elements of the presentation.
What is the benefit of using Verbal / written advertisements?
Places more emphasis in the copy, less likely to remember the visual.
What is Visual Esperanto?
Universal language that makes global advertising possible for any good or service. It recognizes that visual images contain more power than verbal descriptions and that they transcend cultural differences.
What is type of image/message is used in business-to-business?
Relied on verbal and written elements rather than visuals. The basis of this approach was the conclusion that most businesspeople make decisions in a rational, cognitive matter.
What is the impact of advertising expenditures?
Factors in relationship between advertising expenditures and the effectiveness.
What are the components of the impact of advertising expenditures?
- The communications goal
- Threshold effect = minimal exposure the ad need to create awareness
- Diminishing returns = point where extra expenditures have no impact
- Carryover effects = when people make purchase only when they need them
- Wear-out effects = ads become zeroing when shown too much
- Decay effects = people forget the message/brand when you stop the ads
What are the advantages of using In-House advertising agency?
- Lower costs
- Consistent brand message
- Better understanding of product and mission
- Faster advertising production
- Works closer with CEO
- Lower turnover rate in creative team
What are the advantages of using Outside agencies?
- Reduce costs
- Greater expertise
- Outsiders perspective
- access to top talent
What is Crowdsourcing?
Outsourcing the creative aspect of an ad or campaign to the public. It delivers an alternative to in-house or hiring an agency.
What steps do we take when we choose an advertising agency?
- Set goals
- Select process and criteria
- Screen initial list of applicants
- Request client references
- reduce list to 2 or 3 viable agencies
- Request a creative pitch
What roles are there for advertising personnel?
- Account executives = middle man between agency and client.
- Creatives = designers
- Traffic managers = taking care of the schedules
- Account planners = They make sure the creatives understand the client, serve as advocate for the consumer
- Data scientists = give insights into brand and consumers
- Digital + social media managers and consultants = making sure the digital imprint and social media presence of a brand remain consistent with all advertising messages.
- Specialist positions
What are the 6 advertising campaign parameters?
- Advertising goals
– Top of mind (awareness) = first 2 brands you think of for a product
– Top of choice = first or 2nd pick for a product - Media selection
- Tagline (quote)
- Consistency
- Positioning
- Campaign duration
