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Promotion Management Exam 1 > Exam #2 > Flashcards

Exam #2 Flashcards

1
Q

What are the two characteristics of Creative Ads?

A
  1. Originality
  2. Appropriateness
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2
Q

What is the Value Proposition?

A

It is the main part of the message and the reward to the consumer for investing their time paying attention the ad.

The reward could be information about the product or just an enjoyable experience.

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3
Q

What is an Advertising Strategy?

A

An advertising message that communicates the brand’s primary benefits or how it can help consumer’s.

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4
Q

What are the 5 steps of the Advertising Strategy?

A
  1. Specify the Key Fact
  2. State the Primary Problem
  3. State the Advertising Objective
  4. Implement the Creative Message Strategy
  5. Establish Mandatory Requirements
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5
Q

Step 1: Specify the Key Fact
in the Advertising Strategy

A

The key fact is from the consumer’s point of view and identifies why consumers are or aren’t purchasing the brand (e.g., Geico).

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6
Q

Step 2: State the Primary Problem
in the Advertising Strategy

A

States the problem from the brand management’s point of view (e.g., image problem, product perception issue, competitive weakness).

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7
Q

Step 3: State the Advertising Objective
in the Advertising Strategy

A

A straightforward statement about what effect the advertisments are intended to have on the target market.

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8
Q

Step 4: Implement the Creative Message Strategy
in the Advertising Strategy

A

Sometimes called the creative platform, the positioning statement is the key idea of what the brand is supposed to stand for in its target market’s minds.

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9
Q

Step 5: Establish Mandatory Requirements
in the Advertising Strategy

A

Include mandatory requirements due to regulatory rules, or non-regulatory requirements like the corporate logo or tag-line. (e.g., prescription drugs).

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10
Q

What are the 6 Alternative Advertising Strategies?

A
  1. Unique Selling Proposition (USP)
  2. Brand Image
  3. Resonance
  4. Emotional
  5. Generic
  6. Preemptive
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11
Q

What is the Unique Selling Proposition?

A

Superiority claims based on unique physical features or meaningful benefits.

Most useful when point of difference cannot be readily matched by competitors.

May force competitors to imitate or choose more aggressive strategy.

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12
Q

What is the Brand Image advertising strategy?

A

Claims based on psychosocial differences, usually symbolic association.

Best for homogeneous goods where differences are difficult to develop (e.g., cola, jeans, cigarette, beer, water).

Often involve prestige/identity claims; rarely challenge competition directly.

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13
Q

What is the Resonance advertising strategy?

A

Attempts to evoke memories or life experiences to give the product relevant meaning or significance.

Best for socially visible goods; requires considerable consumer understanding to design messages.

Few direct limitations on competitor’s options; most likely competitive response is imitation.

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14
Q

What is Emotional advertising strategy?

A

Attempts to provoke involvement or emotion through ambiguity, humor without strong selling emphasis.

Best suited to discretionary items associated with emotions (e.g., jewelry, cosmetics, fashion apparel).

Competitors may imitate to undermine strategy of difference or pursue other alternatives.

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15
Q

What is Generic advertising strategy?

A

A claim that could be made by any company in that category. No attempt to differentiate the brand.

Best suited to brands that dominate a product category.

Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.

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16
Q

What is the Preemptive advertising strategy?

A

A generic claim made with an assertion of superiority.

Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.

Effectively prevents competitors from making a similar claim.

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17
Q

What are the Effective Ad Features?

A
  1. Sound Strategy
  2. Break Clutter
  3. Consumer’s View
  4. Deliver on Promises
  5. Doesn’t Overwhelm.
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18
Q

What are the 10 Universal Human Values?

A

1.Self Direction

  1. Stimulation
  2. Hedonism
  3. Achievement
  4. Power
  5. Security
  6. Conformity
  7. Tradition
  8. Benevolence
  9. Universalism
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19
Q

What Universal Human Values are important in Individualistic Cultures?

A

1.Self-Direction
2.Stimulation
3.Hedonism (pursuit of pleasure)

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20
Q

What Universal Human Values are important in Collectivistic Cultures?

A

1.Security

2.Conformity

3.Tradition

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21
Q

What is Media?

A

General communication methods that carry advertising messages.

Examples: television, newspapers, and Internet

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22
Q

What are Vehicles?

A

Vehicles are the specific broadcast programs or print choices in which advertisements are placed.

Example: ABC news

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23
Q

What is Media Planning?

A

Is the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives.

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24
Q

What are the 4 step Media-Planning Process

A
  1. Selecting the target audience.
  2. Specifying media objectives.
  3. Selecting media categories and vehicles.
  4. Buying Media
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25
Q

What is Reach?

A

Percentage of the target audience that is exposed to an advertisement at least once during a certain time frame (usually four weeks).

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26
Q

Factors Determining Reach

A

More people are reached when a media schedule uses multiple media.
The number and diversity of media vehicles used.
By diversifying the day parts.

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27
Q

What is Frequency?

A

Average number of times an advertisement reaches the target audience in a four-week period.

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28
Q

What is Weight?

A

The advertising volume required to accomplish advertising objectives.

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29
Q

What is Continuity?

A

How the media budget and advertising is distributed during the course of an advertising campaign.

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30
Q

What is GRP or Gross Rating Points?

A

An indicator of the amount of gross weight that a particular advertising schedule is capable of delivering.

GRPs are the sum of all vehicle ratings in a media schedule.

GRPs=Reach(R) X Frequency(F)

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31
Q

What are Ratings?

A

Proportion of the target audience exposed to a single occurrence of an advertising vehicle in which the brand is advertised.

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32
Q

What is the 3 Exposure Hypothesis?

A

The minimum number of exposures needed for advertising to be effective is three.

  1. What is it?
  2. What of it?
  3. Reminders: learning into action.
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33
Q

What is the Continuous Media Advertising Schedule?

A

An equal number of ad dollars are invested throughout the campaign.

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34
Q

What is the Pulsing media advertising media schedule?

A

Some advertising is used during every period of the campaign, but the amount of advertising varies from period to period.

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35
Q

What is the Flighting media advertising media schedule?

A

Advertising expenditures vary throughout the campaign and allocates zero expenditures in some months.

36
Q

Recency/Shelf-Space Model

A

(1) Consumers’ first exposure to an advertisement is the most powerful.

(2) Adv’g main role: influence brand choice.

(3) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.

37
Q

Recency/Shelf-Space Model Advertising Role 5-Parts

A
  1. To influence brand selection by reminding, reinforcing, and evoking earlier messages
  2. To reach consumers when they are ready to buy a brand—rent the shelf, out of sight, out of mind.
  3. To reach consumers close to the time when they are making brand-selection decisions.
  4. Single exposure cost effectiveness is about three times the value of subsequent exposures.
  5. To reach as many consumers for as many weeks as
    possible rather than sporadically.
38
Q

What is CPM or Cost Per Thousand?

A

CPM
Cost of ad/ number of total contacts (in 1000s).

Or: Cost/ ratings (Cost of reaching 1000 people)

39
Q

What is CPM-TM?

A

Denominator is # target market contacts.

40
Q

CPM Considerations?

A

Use with caution!
Comparing across vehicle.

Efficiency is not effectiveness.

CPM for radio vs. CPM for TV schedule.

Prime time vs. fringe time

41
Q

What are Online Advertising Benefits?

A

Individualization: The Internet user has control over the flow of
information.

Interactivity: Allows for users to select the information they perceive relevant & for brand managers to build relationships with customers via two-
way communication.

42
Q

What are Online Advertising Costs?

A

Internet users are highly involved and goal driven (“leaning forward”), making them more apt to actively avoid unsolicited advertisements as clutter.

Traditional media users are more casually involved (”leaning back”), making them more receptive to advertisements embedded in the media.

43
Q

What is Keyword Matching Advertising?

A

Prospective advertisers bid for keywords by indicating how much they are willing to pay each time an Internet shopper clicks on their website as a result of a search (cost per click).

44
Q

What is Content Targeted AdSense?

A

A Google program that enables advertisers to run ads on sites other than Google’s own site.

45
Q

What are Pop-Ups?

A

Ads that appear in a separate window.

46
Q

What are Interstitials?

A

Ads that appear between two content Web pages.

A full-screen ad that covers the entire interface of the host app.

47
Q

What are Superstitials?

A

They are short, animated ads that play over or on top of a Web page.

48
Q

Successful Social Media Campaigns

A

Share humor and creativity with consumers
Deals and contests
Causes, sponsorships, and events
Interactive games, virtual worlds, and avatars
Consumer-generated stories and content

49
Q

What are the 4 Steps to Measure Online Ad Effectiveness?

A

(1) How many visited a particular Web site?

(2) How many people clicked through a particular web ad?

(3) What are the demographic characteristics of these people?

(4) What actions were taken following click-throughs? (and cost per action, e.g., registration, purchase).

50
Q

What are Viewers?

A

Viewers (stay on site/page): number of viewers to
a site (and unique viewers)

51
Q

What are Ad views/page views/impressions?

A

It is the number of times viewers see a Web page with an ad. (Used to calculate cost per thousand or CPM).

52
Q

What are Hits?

A

It is the number of times a specific component of a site is requested/clicked on.

53
Q

What are Clicks/click throughs?

A

It is the number of visitors to a site that click on an ad to retrieve information.

54
Q

What is Click through rate?

A

It is the percentage of ad views that result in an ad click (Cost per click (CPC) can be calculated).

55
Q

What is CPA or Cost Per Action?

A

Actually click on a banner ad.

Visit a brand’s Web site.

Register their names on the brands Web site.

Actually purchase (electronically) the advertised brand.

56
Q

What are the 4 Traditional Medias?

A
  1. Newspaper
  2. Magazines
  3. Radio
  4. Television
57
Q

Newspapers

A

Historically leading advertising medium but in constant decline.

Strengths: Audience in right mental frame, Mass audience coverage, flexibility, ability to use detailed copy. and timeliness.

Limitations: Clutter, not highly selective, mediocre reproduction quality, changing composition of readers, national buying complicated.

58
Q

Magazines

A

Hundreds of special interest magazines, and they appeal to highly specific, targeted audience.

Strengths: Can reach large audiences, selectivity, long life, high reproduction quality, detailed info possible, convey information with authority, and high involvement potential.

Limitations: Not intrusive, long lead times, clutter, limited geographic options, circulation patterns vary by market.

59
Q

Radio

A

Radio broadcasting in the United States reaches slightly over 93 percent of all people age 12 or older.

For those 18-29 years, smartphone use of online music services reached 87 percent – yet only 41 percent for those over 50 years.

Strengths: Can reach segmented audiences, intimacy, economy, short lead times, transfer of imagery from TV, and use of local personalities.

Limitations: Clutter, no visuals, audience fractionalization, and buying difficulties.

60
Q

Television or TV

A

Nearly 98% of all households have televisions.
Uniquely personal and demonstrative medium.
Expensive to produce and broadcast.

Strengths: Demonstration ability, Intrusion value, Ability to generate excitement, One-on-one reach, Ability to use humor, Effective with sales force and trade, and Ability to achieve impact.

Limitations: Rapidly escalating costs, Erosion of audience, Audience fractionalization, Zipping and zapping, and Clutter.

61
Q

Infomercials

A

Are essentially a long commercial (28 to 30 minutes), Are expensive to produce, and Are an especially effective promotional tool for moving merchandise.

62
Q

Brand Placement

A

Can be very effective provided brand is displayed in a context that appropriately matches the brand’s image.

Are the result of advertisers fear that TV advertising is no longer as effective as it used
to be.

63
Q

What is Marketing Public Relations (MPR)?

A

Marketing-oriented aspect of public relations that is an organizational activity involved with fostering goodwill between a company and its consumers.

64
Q

MPR Uses?

A

Has credibility that can be used to introduce new products using little advertising.

Works best for capturing the attention of the media when introducing new and innovative products.

65
Q

What are the 2 types of Marketing Public Relations or MPR?

A

1.Proactive MPR

2.Reactive MPR

66
Q

What is Proactive MPR and its 3 Steps?

A

Dictated by a company’s marketing objectives. Offensively oriented and opportunity seeking.

  1. Product Releases: Announce new products, Provide relevant information, features and benefit, Audiovisual product releases (video news releases, or VNRs) gained wide usage.
  2. Executive Statements: News releases quoting CEOs and other corporate executives, May address a wide variety of issues, Published in the news section, and Carry a significant degree of credibility.
  3. Feature Articles: Detailed descriptions of products or other newsworthy programs, Written by a PR firm for immediate publications or airing, and Inexpensive to prepare.
67
Q

What is Reactive MPR?

A

Attempt to repair company’s reputation, prevent market erosion, and regain lost sales.

Often product defects and failures are the factors, examples Tylenol and Sudafed, rumors, and the Pepsi hoax.

Quick and positive responses are imperative. Stay alert, evaluate, and launch a media campaign.

68
Q

Sponsorship Marketing?

A

Investments in events or causes to support corporate objectives (e.g., enhance company image) or marketing objectives (e.g., increase brand awareness) and are usually not made through traditional media-buying channels.

69
Q

What is Event Sponsorships?

A

A form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity.

70
Q

What are the benefits of Sponsorships?

A

Avoid the clutter inherent in advertising media.

Can enhance a brand’s equity.

Enables marketers to target geographic regions and/or to lifestyle groups.

71
Q

What is Cause-Related Marketing or CRM?

A

An idea that a company will contribute to a cause every time the customer does a certain action.

Benefits:
Enhance corporate or brand image
Thwart negative publicity
Generate incremental sales
Increase brand awareness
Broaden customer base
Reach new market segments
Increase sales at retail level

72
Q

What are Ambushing Events?

A

When companies that are not official sponsors undertake marketing efforts to
convey the impression that they are.

73
Q

Marketing Regulation Justified

A

Benefits:
1. Consumer choice is improved
2. Product quality tends to improve
3. Reduced prices

Costs:
1. Enforcement Costs
2. Unintended side effects

74
Q

Federal Trade Commission (FTC)

A

The U.S. government agency that has primary responsibility for regulating matters such as deceptive and unfair business practices and advertising.

Authority over: Deceptive Ads, Unfair Practices, and Info Regulation.

75
Q

What are Deceptive Ads?

A

Is this ad misleading?

A reasonable consumer would expect sale hours to be at a reasonable time.

The ad does contain material representation.

76
Q

What is the 1983 FTC Deception Policy Statement?

A
  1. Misleading: There must be a representation, omission, or practice likely to mislead the consumer. A misrepresentation is defined by the FTC as an express or implied statement contrary to fact.
  2. Reasonable consumer: The act or practice must be considered from the perspective of the “reasonable consumer.”
  3. Material: The representation, omission, or practice must be “material,” involving a central characteristic of the product important to consumers and likely to influence their choice or conduct regarding a product.
77
Q

What are Unfair Practices?

A

Acts or practices that cause or are likely to cause

  1. substantial injury to consumers, which is
  2. not reasonably avoidable by consumers themselves, and
    3) not outweighed by countervailing benefits to consumers or competition.
78
Q

What is Corrective advertising?

A

Future advertisements to rectify any deceptive impressions it has created in consumers’ minds.

79
Q

Food and Drug Administration (FDA)

A

Responsible for regulating information on the packages of food, drug, and tobacco
products

Responsible for regulating ads for prescription drugs.

Requires advertisers to present a balanced perspective when advertising drugs.

80
Q

Ethical Behavior

A

Treat customers with respect, concern, and honesty.

Treat the environment as though it were your own property.

81
Q

Ethical Issues in Public Relations?
Good and Bad Publicity

A

Good publicity: Spreading positive information about a firm and its products and handling negative publicity. Like advertising—the same ethical issues.

Negative Publicity: When firms confess to product shortcomings and acknowledge problems or, instead, attempt to cover up the problems.

82
Q

Ethical Issues in Packaging and Branding?

A

Label info
Packaging graphics
Packaging safety
Environmental Implications
Brand Name Theft

83
Q

3 Ethical Issues in Online Marketing?

A

Consumer Privacy Issues

Consumer’s privacy rights to personal information and shopping behaviors.

Security of personal information.

Selling of personal information to other parties without consent of consumer.

Bogus positive product evaluations and blogs deceptively extolling products.

84
Q

Green Advertising

A

Positive relationship between product and environment

Promote a green lifestyle and Corporate responsibility.

For Example: Companies Eliminating the Use of Harmful Microbeads in Products.

85
Q

Environmental Packaging Response

A

Recyclable bottles

Polystyrene to paperboard

Plastic to cardboard

Smaller packages

86
Q

Environmental Seal-of-Approval Programs

A

Designed to assist consumers in identifying environmentally friendly products and brands.
Examples:
Green Seal of Approval
EPA’s “Safer Choice Label”
Rainforest Alliance “Green Frog” certification

87
Q

Point-of-Purchase Programs

A

Use the point-of-purchase as a vehicle for promoting a brand’s environmental virtues.

Promotion Management Exam 1 (2 decks)

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