Chapter 6: Communication 1: Advertising Flashcards
Elements in the communication process
- Ps
- Actors
- AIDA
- Instruments of communication
Elements in the communication process: Ps
- Product
- Price
- Placement
Elements in the communication process: Actors
- Transmitter
- Receiver
- Message
Elements in the communication process: AIDA
List of events that can occur when a consumer interacts with an ad
- Attention
- Interest
- Desire
- Action
Elements in the communication process: Instruments of communication
- Above the line
- Below the line
Elements in the communication process: Instruments of communication (Above the line)
Types: - Advertising Characteristics: - Mass media reach - Difficult to measure - No link to consumer response - High costs - Build brand
Elements in the communication process: Instruments of communication (Below the line)
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
How has communication changed
Traditional mass communications model:
- Media —> consumers
Modified mass communications model
- Firm, content and media —> consumers
Characteristics of advertising
- Paid
- Impersonal
- Made by identified issuer
- In which ideas, goods or services are presented
- With the purpose to inform, persuade and remember
Types of advertising according to message
- Product advertising
- Institutional or corporative advertising
- Cooperative or joint advertising
Types of advertising
- Press
- Radio
- Television
- Cinema
- Outdoor advertising
- Internet
Types of advertising: Press characteristics
- Prices vary
- Advertising rates
Types of advertising: Radio characteristics and types
- Only non visual mass media
- Conventional, formula or mixed
Types: - Slots
- Sponsorships
- Jingles
- Microspaces
- Special actions
- Bursts
- Bartering
Types of advertising: Television
- Spot or ad
- Sponsorship
- Infomercials
- Bartering
- Product placement
Types of advertising: Cinema characteristics and types
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
Types of advertising: Outdoor advertising
- Billboards
- Marquees
- Ads on transport
- Columns
- Mupis
- Monopole
Types of advertising: Internet characteristics and types
Characteristics - Lower prices - Maximum segmentation - Real time evaluation - Ads can be modified Types - Banners - Buttons - Page stealers - Skycrappers - Interstitials - Email marketing - Viral
SEO and SEM characteristics
SEO - Keywords - Indexability - Relevance - Popularity - Results SEM: - Cost per clic - Quality score - Segmentation - Google ads
Steps for development of advertising campaigns
- Set advertising goals
- Set budget
- Creative strategy
- Media strategy
- Evaluation of advertising action
Steps for development of advertising campaigns: Creative strategy stages
- Briefing
- Creative stage
- Composition
Steps for development of advertising campaigns: Media strategy
Carried out by the company, agency or both
Consists of:
- Determining means
- Determining supports
- Determining advertising forms to be used
Steps for development of advertising campaigns: Evaluation of advertising action
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
Choice of different media for ads depends on:
- Medium audience
- How often target audience is reached
- Budget available
- Competitor performance
Types of illegal advertising
- Attack of dignity, values and recognized rights
- Misleading advetising
- Unfair advertising
- Subliminal publicity
- Violated regulations
- Unfair comparative advertising
