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Dirección Comercial > Chapter 6: Communication 1: Advertising > Flashcards

Chapter 6: Communication 1: Advertising Flashcards

1
Q

Elements in the communication process

A
  • Ps
  • Actors
  • AIDA
  • Instruments of communication
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2
Q

Elements in the communication process: Ps

A
  • Product
  • Price
  • Placement
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3
Q

Elements in the communication process: Actors

A
  • Transmitter
  • Receiver
  • Message
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4
Q

Elements in the communication process: AIDA

A

List of events that can occur when a consumer interacts with an ad

  • Attention
  • Interest
  • Desire
  • Action
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5
Q

Elements in the communication process: Instruments of communication

A
  • Above the line

- Below the line

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6
Q

Elements in the communication process: Instruments of communication (Above the line)

A 
Types:
- Advertising
Characteristics:
- Mass media reach
- Difficult to measure
- No link to consumer response
- High costs
- Build brand
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7
Q

Elements in the communication process: Instruments of communication (Below the line)

A 
Types:
- Sale promotion
- Public relations
- Direct marketing
- Sales force
Characteristics:
- Target individual consumers
- Highly measurable
- Drives individual response
- Establishes one to one relationships
- Call to action
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8
Q

How has communication changed

A

Traditional mass communications model:
- Media —> consumers
Modified mass communications model
- Firm, content and media —> consumers

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9
Q

Characteristics of advertising

A
  • Paid
  • Impersonal
  • Made by identified issuer
  • In which ideas, goods or services are presented
  • With the purpose to inform, persuade and remember
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10
Q

Types of advertising according to message

A
  • Product advertising
  • Institutional or corporative advertising
  • Cooperative or joint advertising
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11
Q

Types of advertising

A
  • Press
  • Radio
  • Television
  • Cinema
  • Outdoor advertising
  • Internet
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12
Q

Types of advertising: Press characteristics

A
  • Prices vary

- Advertising rates

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13
Q

Types of advertising: Radio characteristics and types

A
  • Only non visual mass media
  • Conventional, formula or mixed
    Types:
  • Slots
  • Sponsorships
  • Jingles
  • Microspaces
  • Special actions
  • Bursts
  • Bartering
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14
Q

Types of advertising: Television

A
  • Spot or ad
  • Sponsorship
  • Infomercials
  • Bartering
  • Product placement
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15
Q

Types of advertising: Cinema characteristics and types

A 
Characteristics
- Ads can be shown only before screening
- Only in movie theatres
- Local advertising
- Trapped viewers
- Young, educated and urban people
- Unrepresentative audience measure
- No flexibility
- No replay
Types:
- Ads
- Product placement
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16
Q

Types of advertising: Outdoor advertising

A
  • Billboards
  • Marquees
  • Ads on transport
  • Columns
  • Mupis
  • Monopole
17
Q

Types of advertising: Internet characteristics and types

A 
Characteristics
- Lower prices
- Maximum segmentation
- Real time evaluation
- Ads can be modified
Types
- Banners
- Buttons
- Page stealers
- Skycrappers
- Interstitials
- Email marketing
- Viral
18
Q

SEO and SEM characteristics

A 
SEO
- Keywords
- Indexability
- Relevance
- Popularity
- Results
SEM:
- Cost per clic
- Quality score
- Segmentation
- Google ads
19
Q

Steps for development of advertising campaigns

A
  • Set advertising goals
  • Set budget
  • Creative strategy
  • Media strategy
  • Evaluation of advertising action
20
Q

Steps for development of advertising campaigns: Creative strategy stages

A
  • Briefing
  • Creative stage
  • Composition
21
Q

Steps for development of advertising campaigns: Media strategy

A

Carried out by the company, agency or both
Consists of:
- Determining means
- Determining supports
- Determining advertising forms to be used

22
Q

Steps for development of advertising campaigns: Evaluation of advertising action

A 
We can measure:
- Effectiveness of means
- Effectiveness of message
- Effectiveness of the campaign
Ways to track:
- Volume of sales
- Achievement of benefits
Times to track:
- Pretest: before launch of campaign
- Posttest: after the campaign
23
Q

Choice of different media for ads depends on:

A
  • Medium audience
  • How often target audience is reached
  • Budget available
  • Competitor performance
24
Q

Types of illegal advertising

A
  • Attack of dignity, values and recognized rights
  • Misleading advetising
  • Unfair advertising
  • Subliminal publicity
  • Violated regulations
  • Unfair comparative advertising

Dirección Comercial (8 decks)

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