exam 2 study guide advertising and promotion Flashcards
what are the elements of the advertising plan, and in what order
- Introduction
- executive summary
overview - situation analysis
-cultural context
-historical context
-industry analysis
-market analysis
-competitor analysis - Objectives
-quantitative benchmarks
-measurement methods
-criteria for success
-Time frame - Budgeting
-Methods
-amount
-justification - strategy
-clear and concise articulation of how the plan will achieve its objectives - Execution
-copy strategy
-media plan
-IBP
7.Evaluation
-criteria
-methods
-consequences and contingencies
What is included in the situation analysis
-cultural context
Ethnocentrism: Tendency to view and value things from the perspective of ones own culture
Self reference criterion: the unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions
-historical context
-industry analysis
developments and trends within an industry
-market analysis
-competitor analysis
What are the 7 advertising objectives
- Increase consumer awareness about its brand
- change consumer beliefs or attitudes about its brand
- influence purchase intent
- stimulate trial use
5.convert one time brand users into repeat purchasers - switch consumers from a competing brand to its brand
- to increase sales
What is top of mind awareness
the brand that first comes to mind when asked to name a number of brands
What are the 4 budgeting methods
- Percentage of sales approach: calculates the advertising budget based on a percentage of the prior year’s sales or the projected year’s sales
- Share of market/share of voice: what your place in the actual market is
share of voice: percent of the total advertising in a category spent by one brand
Response models: helps maintain greater objectivity and provide useful information on a company’s advertising response function
Advertising response function: Mathematical relationship that associates money spent on advertising and sales generated
Objectives and tasks: focuses on the relationship between spending and advertising objectives by identifying the specific tasks necessary to achieve different aspects of the advertising objectives
What is build-up analysis
A method of building up the expenditure levels of various tasks to help establish an advertising budget
What is a media plan
specifies exactly where ads will be placed and what strategy is behind their placement
What is the role of the Agency in planning advertising and IBP
Advertiser must clearly identify opportunities and threats that can be addressed w/ advertising
crucial role: translate the current market and marketing status into advertising strategy and finished advertisements and IBP materials
What are the 10 essential message objectives and strategies
answers to follow
- Promote brand recall
get consumers to recall its brand names first
Method A: Repetition
Method B: Slogans and Jingles
Method C: Point of purchase branding (memory cue)
- Link key attribute to the brand name
To get consumers to associate a key attribute with a brand name and vice versa
USP: A promise contained in an advertisement in which the advertised brand offers a specific, unique, and relevant benefit to the consumer
- Persuade the consumer
To convince consumers to buy a product or service through high-engagement arguments
Method A: Reason-Why ads: Reasons w/ consumer
- “7 good reasons to buy brand X”
Method B: Hard Sell ads (Reason-why w/ urgency)
- “act now” “limited time offer”
Method C: Comp. Ads:
- attempt to persuade consumer by comparing product features to that of another brand
-Direct: calling out another brand
-Indirect: referring to them as “leading brand” or “brand X”
Method D: Testimonials : advocacy position is taken by a spokesperson
-Celebrity testimonial
-Expert Spokespeople (Dr., Lawyer)
-Average User Testimonial
Method E: Demonstration
- Seeing is believing
Method F: Infomercials
information/entertainment program
- Affective association: To get the consumer to feel good about the brand
Method A: Feel good ads
- Don’t make ad liked make brand liked
- link the good feeling elicited by the ad with the brand (affective association) or leverage the propensity for humans to distort information in favor of liked brands without knowing they are doing so
Method B: Humor Ads
- to create in the receiver a pleasant and memorable association with the brand
Method C: Sex appeal ads
- Define the brand image
To create an image for a brand by relying predominantly on visuals rather than words and argument
Method: Image Ads
rely on the visual impression a brand makes with only a glance
Nike swoosh, red circle (coke)
- Scare the consumer into action
To get consumers to buy a product or service by instilling fear
Method: Fear appeal ads
highlights the risk of harm or other negative consequences of not using the advertised brand or not taking some recommended action
- Change behavior by inducing anxiety
To get consumers to make a purchase decision by playing to their anxieties; often, the anxieties are social in nature
Method A: Anxiety Ads
- there is a problem and the only way to alleviate it is to buy the advertised brand
Method B: Social anxiety ads
-the danger is negative social judgment, as opposed to a physical threat.
- Situate the brand in a social context
To give the brand the desired social meaning
Method: Tie Brand to Social/Cultural Movement
The beauty brand broke new ground when it featured a Muslim-American mother—also a YouTube star—wearing a hijab as brand ambassador in advertising and on social media
- Leverage social disruption and cultural contradictions
To leverage disruption and cultural contradictions in society to the brand’s advantage. Get consumers to see the brand as a way to resolve these tensions and contradictions.
Method A: Slice of Life ads:
- ideal usage situation for the brand
Method B: Branded entertainment: Product placement
- Transform consumption experiences
To create a feeling, image, or mood about a brand that is activated when the consumer uses the product or service
Method: Transformational Ads
attempts to create a brand feeling, expectation, and mood that are activated when the consumer uses the product or service
In advertising, relying only on one’s own personal values and experiences to make promotional decisions refers to:
- Self reference criterion
-unicentrism
-purchase intent
-share of voice
self reference criterion
within the advertising pla, what does a build up analysis actually build up?
the expenditure level for tasks to be done
in an advertising plan, strategy:
should be a clear and concise articulation for achieving objectives
which of the following ads uses indirect comparison?
-Brand A offers you 4 times the performance of other leading brands
-brand B gives you all day protection against germs
-brand C offers better mileage for half the price of brand X
-buying brand D results in immense savings over the long term
Brand A offers you 4 times the performance of other leading brands
the first brand consumers remember when a particular category of proudcts is mentioned is said to have:
Top of mind awareness
