Exam 1 Flashcards
IBP- Integrated Brand Promotion
using a variety of promotional techniques and tools (from T.V, billboards, to digital media) to communicate with consumers about brands; it is brand centric. creating exposure.
key features of IBP
- IBP is a process – it is complicated and needs to be managed in an integrated way
- IBP uses a wide range of promotional tools that have to be evaluated and scheduled – (it creates exposure for a brand)
- Have to work together – needs to create a consistent and compelling impression of the brand (given multiple inputs, creative teams, translation of brand message, agencies etc. – not as simple as it sounds)
- Have to actually reach consumers and be processed – again not as simple as it sounds
- Consumer centric culture to build trust
- Helps ensure that a brand has a unified voice, look
Advertising
defined differently for different people in different contexts; a paid mass-mediated attempt to persuade (can be a product, idea, organization etc.)
According to O’Guinn et al. what separates advertising from other types of communications?
- It is a paid placement
- Must be delivered to an audience via mass media (meaning designed to reach more than one person, typically a large number of people) – not a face to face contact
- Has an attempt to persuade
Content Marketing
the marketing of informational content such as videos/posts for target audiences online and on social media
Model of Communication Processing
A process in which people, institutions, and messages interact
–Production: interaction of advertiser, imagined audience, agency, media and other social institutions that results in production of advertising content
–Mediating: interpretation process of accommodation and negotiation
–Reception:
Each audience member decided what meaning to take away from a communication
Types of audiences/audience categories
- Household consumers→ most media directed at this group
- Members of business organizations → business & industrial goods
- Members of trade channel → retailers, wholesalers, distributors
- Professionals → doctors, lawyers, accountants etc. specialized needs & interests
- Government officials & employees → directed thru direct mail, catalogs, personal selling & web advertising
Audience Geography
- Global advertising→ can be used worldwide (difficult to achieve)
- National advertising → mass media and domestic market
- Regional advertising → carried out by products, wholesalers, distributors
- Local advertising → directed at audiences in a since trading area
The role of advertising in the marketing mix (Product, Price, Promotion, Distribution)
IBP techniques and advertising messages must be consistent with and complement strategies in all other areas of the marketing mix
-Product: functional features, aesthetic design, accompanying services etc.
-Promotion: amount and type of advertising, number of qualifications of sales people, sales promotion etc.
-Price
Level: top of the line, competitive, low price
Terms offered cash/ credit
-Distribution: # of retail outlets, location of retail outlets, etc.
Advertising and the four spheres of human experience
-Public Sphere: moving from one place or activity to another in the physical and virtual worlds
Example: Zappos ads in airport security bins
-Social Sphere: where we interact with and relate to one another; facilitates social interactions
Example: Nintendo Wii parties for young moms
-Tribal Sphere: where we affiliate with groups in order to express our identity
Example: Oakley branded products and decals
-Psychological Sphere: where we connect language with specific thoughts and feelings
Example: Nike “Just do it”
Structure
Advertisers (Kellogg) employs agencies (Grey Group) which may or may not contract for specialized services with various external facilitators (comScore) which results in advertisements being directed with the help of various media organizations (TBS or Google) to one or more target audiences
Types of agencies
- Full Service: meets virtually all the promotional needs of clients (Omnicom, Publicis, Dentsu)
- Creative Boutiques: emphasis on creative concept development, copywriting and artistic services to clients; niche expertise
- Digital Interactive Agencies: focus on ways to use online, mobile, and social media solutions for direct and targeted marketing communications
- In house agency: advertising department within a firm that takes responsibility for the planning and preparation of some or all advertising materials
- Media Specialists: specialize in buying media time and space and offer media strategy consulting to advertising agencies and advertisers
- Promotion Agencies: specialize in promotional efforts
Service roles within the industry
- Account Services: identifying the benefits a brand offers, its target audiences and the best competitive positioning and then developing a complete plan
- Marketing Research Services
- Creative Services: comes up with concepts that express the value of a company’s brand in an interesting and memorable way
- Production Services: producing the creative ideas
- Media planning and buying services: determining how a client’s message can most effectively reach the target audience
- Admin services: managing business affairs
Compensation
- Commission: traditional
- Markup charges: additional costs to go thru external facilitators
- Fee systems
- Pay-for-results- based on how good their work was
Black ops advertising
creating content that grabs out attention while hiding its corporate sales pitch; the purposeful masking of corporate bias by either the advertiser or the publisher so that we can’t discern the underlying perspective.
Goals: profit, obscure the marketing message, creating an audience for advertisers, gaming into emotions, tapping into consumer needs and engaging with the consumer; above all its is to make content not look like marketing
content confusion
the state of uncertainty in deciphering if an advertisement is really an advertisement, making it difficult to separate hard news content from a soft sales pitch
black ops advertising benefits for consumers
- advertisements should only be received for products we want and need, rather than seeing unnecessary commercial clutter;
- less intrusive than traditional marketing; occurs at a natural flow of our day;
- it’s convenient
black ops advertising costs to consumers
- no separation between editorial content and advertising, eliminating any cue that we are engaging with it;
- the importance of WOM is making marketers intrude on social relationships;
- corporations are having more control over what we see and what we don’t;
- data determines what gets published and is therefore based on popularity;
- being manipulated to want to constantly stay connected through our devices to be in the know
Content messaging strategies
(Unpaid content is publicity, paid content is advertising)
-Brand
Paid: Display Advertising & Content Marketing
Unpaid: Viral Video
-Brand and News Media
Paid: Native Advertising (Branded Content)
Unpaid: Publicity
-News Media
Paid: Native Advertising (sponsored content)
Unpaid: Editorial Content
-User
Paid: sponsored WOM & Brand motivated CG Marketing
Unpaid: WOM, Consumer Generated marketing
emotional connection value
provide a better gauge of customers’ future value to a firm than any other metric, including brand awareness and customer satisfaction, and can be an important new source of growth and profitability (Magids)
- Emotional Motivators→ feelings that drive customer’s behavior
- By following the “emotional connection pathway” customer become more valuable at each step
- Helps set objectives and make better investment decisions
