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Promotion Management > Exam 2 Study Guide > Flashcards

Exam 2 Study Guide Flashcards

1
Q

What are the characteristics of effective advertising?

A
  1. sound strategy
  2. consumer’s view
  3. break clutter
  4. deliver on promises
  5. doesn’t overwhelm
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2
Q

What are the features of creativity?

A
  1. originality
  2. appropriateness
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3
Q

What are the five steps to formulate an 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 the mandatory requirements
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4
Q

What is specify the key fact?

A

A statement from the consumer’s point of view on why the consumer is not purchasing the product. Example 15 minutes could save you 15% or more on your car insurance.

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5
Q

What is specify the key fact?

A

A statement from the consumer’s point of view on why the consumer is not purchasing the product. Example 15 minutes could save you 15% or more on your car insurance.

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6
Q

What is state the advertising objective?

A

statement about what effect the advertising is intended to have on the target market.

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7
Q

what is implement the creative message strategy?

A

sometimes called the creative platform the positioning statement is the key idea that a brand is supposed to stand for in it’s consumers mind.

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8
Q

what is establish mandatory requirements?

A

include mandatory requirements due to regulatory rules or non regulatory requirements.

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9
Q

What is state the primary problem?

A

This is a statement of the problem from managements point of view. Example image problem or competitive weakness.

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10
Q

What are the six alternative creative strategies?

A
  1. unique selling proposition
  2. brand image
  3. resonance
  4. emotional
  5. generic
  6. preemptive
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11
Q

when does unique selling proposition work best?

A

USP is a superiority claim based on unique features. Most useful when the difference between products cannot be matched by competitors.

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12
Q

when does brand image work best?

A

Claims based on sychoscoial differnetiation. Best foor goods when differences are difficult to develop. Example jeans and cola.

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13
Q

when does resonance work best?

A

attempts to evoke stored life experiences to give product relevant meaning. Best for socially visible goods that requires considerable consumer understanding to design messages. example quaker oats rice cakes taste like foam cup

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14
Q

when does emotional work best?

A

attempts to evoke emotion without strong selling emphasis. Best suited for items associated with emotions like jewelry and cosmetics. Example Jetta can take family to the beach.

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15
Q

when does generic work best?

A

This is a claim that oculd be made by any company. best suited for brands who dominate a product category.

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16
Q

when does preemptive work best?

A

This is a generic claim with an assertion of superiority. best used when few differences between brands. Must be first product category to make the claim and you need to support it with sufficient ad weight.

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17
Q

What are the 10 universal values?

A
  1. self-direction
  2. stimulation
  3. hedonism (pursuit of pleasure)
  4. achievement
  5. power
  6. security
  7. conformity
  8. tradition
  9. benevolence (kindness)
  10. universalism (tolerance of all people)
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18
Q

What do the term media refer to?

A
  • General communication methods that carry
    advertising messages
  • Examples: television, newspapers, and the Internet
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19
Q

What does the term vehicles refer too?

A
  • The specific broadcast programs or print choices in
    which advertisements are placed
  • Example: ABC news
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20
Q

Define reach.

A

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

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21
Q

What factors determine reach?

A
  1. The amount of medias used
  2. The number and diversity of media vehicles used
  3. By diversifying the day parts
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22
Q

What is frequency?

A

The average number of times
an advertisement reaches
the target audience in a
four-week period

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23
Q

What is weight?

A

The advertising volume required to accomplish
advertising objectives

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24
Q

What is GRPS?

A

Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering

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25
How do GRPs, Reach, and Frequency relate to one another mathmatically?
GRPs=Reach(R) X Frequency(F)
26
How do GRPs, Reach, and Frequency relate to one another conceptually?
GRPs are the sum of all vehicle ratings in a media schedule
27
How are GRPs determined in practice?
proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle.
28
What exactly does the Three Exposure Hypothesis refer to?
The minimum number of exposures needed for advertising to be effective is three
29
What are the key types of media schedules?
1. continous schedule 2. pulsing 3. flighting
30
Which schedules are best for which types of situations?
1. continuous- if equally consumed throughout the year. 2. pusling- best for continuous but if you have heavy-hitting months 3. flighting- best for seasonal products.
31
What is the recency principle (or shelf-space model)?
(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
32
What is CPM and how is it calculated?
-cost of reaching 1000 people. -Cost of ad/ number of total contacts (in 1000s). Or: Cost/ ratings
33
what is CPM-TM and how is it calculated?
The denominator is # target market contacts
34
What are some cautions to keep in mind in using CPM to make choices in your media plan?
1. Comparing across vehicle 2. Efficiency is not effectiveness
35
What are the key features of the Internet and of advertising in that medium?
1. indvizualization- users have control over the flow of information 2. interactivity- allows of users to select thee information they perceive as relevant. To build relationships with customers via two way communication
36
What are the key metrics of Internet advertising?
1. cost per action 2. viewers 3. hits 4. cost per thousand (CPM) 5. ad views 6. click-throughs 7. click-through rate
37
what is viewers?
number of viewers to a site (and unique viewers)
38
What are hits?
number of times a specific component of a site is requested/clicked on.
39
What are ad views
the number of times viewers see a Web page with an ad. (Used to calculate cost per thousand or CPM).
40
What are click throughs?
the number of visitors to a site that click on an ad to retrieve information.
41
What is click-through rate?
% of ad views that result in an ad click (Cost per click (CPC) can be calculated)
42
What do the terms pop-up, interstitial, and superstitial refer to?
These are all forms of rich media. They are more eye catching and memorable than banner ads and they have a higher click through rate.
43
What are pop ups?
Ads that appear in a separate window.
44
What are interstitials?
Ads that appear between two content Web pages.
45
what are superstitials?
short, animated ads that play over or on top of a Web page.
46
What are the two forms of search engine advertising?
1. search ads 2. banner ads
47
what are the strengths of newspaper?
1. audience is in the right mental frame 2. mass audience coverage 3. flexibility 4. ability to use detailed copy 5. timeliness
48
what are the limitations of newspaper?
1. clutter 2. not highly selective 3. higher rates for occasional advertisers 4. mediocre reproduction quality 5. national buying complicated 6. changing composition of readers.
49
what are the advantages of magazines?
1. can reach large audiences 2. selectivity 3. long life 4. high reproduction quality 5. detailed information possible 6. convey information with authority 7 high involvement potiential
50
What are the limitiations of magazines?
1. not intrusive 2. long lead times 3. clutter 4. limited geographic options 5. circulation patterns vary by market
51
What are the strengths of radio?
1. can reach segmented audiences 2. intimacy 3. economy 4. short lead times 5. transfer of imagery from tv 6. use of local personalities.
52
What are the limitations of radio?
1. clutter 2. no visuals 3. audience fractionalization 4. buying difficulties
53
What are the strengths of television?
1. demonstration ability 2. intrusive value 3. ability to generate excitement 4. one on one reach 5. ability to use humor 6. effective with sales force and trade 7. ability to achieve impact
54
What are the limations of television?
1. rapidly esclating costs 2. erosion of audience 3. audience fractionalization 4. zipping and zapping 5. clutter1
55
What are the unique characteristics of newspapers?
40 million households during the week and 43 million on sundays. Historically leading advertising medium but in constant decline.
56
what are the unique characteristics of magazines?
1. hundreds of special interest magazines 2. appeal to highly specific target audience
57
what are the unique characterisics of Radio?
1. nearly 11,390 commercial radio stations 2. almost 100% o fhomes have radios 3. radio broadcasting reaches over 93% of all people ages 12 and older
58
what are the unique characteristics of Television?
1. nearly 98% of all households have televisions 2. uniquely personal and demonstrative medium 3. expensive to produce and broadcast
59
What is Marketing Public Relations?
The marketing-oriented aspect of public relations that is an the organizational activity involved with fostering goodwill between a company and its consumers
60
how is it MPR distinct from other forms of PR?
more credible and less expensive in comparison with advertisements
61
What are the types of MPR and what are they used for?
1. proactive MPR- offensively oriented and dictated by companies marketing objectives 2. Reactive MPR- response to outside influences, attempt to repair companies reputation.
62
Why and when is proactive MPR effective?
1.product releases 2. executive statement (news releases quoting CEO's) 3. feature articles (detailed description of products)
63
why and when is reactive MPR effective?
negative publicity cases.
64
What are the key recommendations for reactive rumor control?
1. stay alert 2. evaluate 3. launch a media campaign
65
what should an anti rumor campaign do?
1. Focus on specific points in the rumor that need to be refuted 2. Emphasize that the conspiracy or rumor is untrue and unfair 3. Pick appropriate media and vehicles for delivering message 4. Select a credible spokesperson to deliver the message on the company’s behalf
66
What are the main types of sponsorships?
1. event sponsorship 2. cause-oriented sponsorship
67
What is event sponsorship?
A form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity
68
What factors should be considered when selecting sponsorship events?
1. Consistent with brand image? 2.Reach the desired target market? 3.Have competitors ever sponsored the event? 4. Is the event cluttered? 5. Fit other marcom programs? 6.Economically viable?
69
What factors drive growth in sponsorships?
1. Break through clutter 2. Adaption to changing media habits 3. Helps companies gain approval of stockholders 4. help enhance brand awareness and image 5. target to specific regions
70
What does it mean to ambush an event?
When companies that are not official sponsors undertake marketing efforts to convey the impression that they are
71
What is cause-related marketing or CRM?
Based on the idea that a company will contribute to a cause every time the the customer undertakes some action
72
How is cause-related marketing distinct from simple corporate philanthropy or donation behavior?
is corporate philanthropy based on profit-motivated giving
73
When is regulation of marketing communications justified?
1. When customers are going of off false info 2. When the benefits out weigh the cost
74
What government bodies regulate marketing communications?
FTC Federal Trade Commission
75
What government bodies regulate perscription drugs?
FDA Food and Drug Administration
76
When will a business practice be found deceptive?
FTC will find a business practice deceptive “if there is a representation, omission or practice that is likely to mislead the consumer acting reasonably in the circumstances, to the consumer’s detriment
77
What are the 3 elements of deception?
1. is the ad misleading? 2. would a reasonable consumer expect things to happen at reasonable hours 3. does the ad contain material representation
78
What is corrective advertising meant to do?
A firm that misleads consumers should use future advertisements to rectify any deceptive impressions it has created in consumers’ minds
79
What are some ethical concerns raised regarding targeting particular consumer segments?
Targeting is not concerned with fulfilling consumers’ needs and wants, but rather with exploiting consumer vulnerabilities
80
What ethical criticisms have been raised against advertising?
1. Advertising is untruthful and deceptive 2. Advertising is manipulative 3. Advertising is offensive and in bad taste 4. Advertising creates and perpetuates stereotypes 5. People buy things they do not really need 6. Advertising plays upon people’s fears and insecurities
81
what ethical concerns have been raised against packaging?
1. label information 2. packaging graphics 3. packaging safety 4. environmental implications' 5. brand naming and brand name theft
82
What ethical concerns have been raised against online advertising?
1. Consumer’s privacy rights to personal information and shopping behaviors 2. Security of personal information. 3. Selling of personal information to other parties without the consent of the consumer. 4. Bogus positive product evaluations and blogs deceptively extolling products
83
What are some major “green” marketing initiatives or responses to environmental concerns?
1. Relationship between product and environment 2. Promote a green lifestyle 3. Corporate responsibility

Promotion Management (3 decks)

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