Exam 3 - Chapter 18 Flashcards
Advertising
paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Instiutional Advertising
promotes organizational images, ideas, and political issues; can be used to create or maintain an organizational image/more favorable view of org.
Advocacy Advertising
ads that promote a company’s position on a public issue; may be used to promotes socially approved behavior
Product Advertising
promotes the use, features, and benefits of products
Pioneer Advertising
tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
Competitive Advertising
three types; try to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands
Comparative Advertising
compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
Reminder Advertising
used to remind consumers about an established brand’s uses, characteristics and benefits
Reinforcement Advertising
assures users they chose the right brand and tells them how to get the most satisfaction from it
Advertising Campaign
the creation and execution of a series of advertisements to communicate with a particular target audience
AC Step 1
Target Audience; Identifying and analyzing the target audience are critical processes as the information yielded helps determine other steps in developing the campaign; The more an advertiser knows about the target audience, the more likely the firm is to develop an effective advertising campaign
AC Step 2
Advertising Objectives; guide campaign development and should be defined carefully; should be stated clearly, precisely, and in measurable terms (SMART)
SMART
specific, measureable, achievable, relevant, time bound
Advertising Objectives (2 Types)
Sales and Communication
Sales
increasing dollar sales or unit sales, increasing sales by a percentage or increasing market share
Cummincation
increase product or brand awareness, make consumers’ attitudes more favorable, heighten consumers knowledge of product features or create awareness
AC Step 3
Advertising platforms; basic issues or selling points to be included in an advertising campaign (what benefits target market hold target market interests); should consist of issues important to customers
AC Step 4
Advertising Appropriation; the advertising budget for a specific time period; factors include geographic size of market, distribution of buyers, the type of product, and the firm’s sales volume
Objective-and-task approach
budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them (difficulty determining level of effort)
percent-of-sales approach
budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage
Competition-matching approach
determining an advertising budget by trying to match competitors’ advertising outlays-who knows how much they spend
Arbitrary Approach
budgeting for an advertising campaign as specified by a high-level executive in the firm
AC Step 5
Media Plan; specifies the media vehicles to be used and the schedule for running advertisements (companies spend lots of money on this!!); primary goal is to reach the largest number of people in the advertising target the budget will allow; secondary goal to achieve the appropriate message reach and frequency for the target audience while staying in budget
Cost Comparison Indicator
a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached
Media Scheduling Decisions Affected by:
target audience characteristics, product attributes, product seasonality, customer media behavior, and size of the advertising budget
Media Schedules: COntinuous
advertising runs at a constant level with little variation throughout the campaign period
Media Schedules: Flighting
advertisements run for set periods of time, alternating with periods in which no ads run
Media Schedules: Pulsing
Combines continuous and flighting schedule; during the entire campaign, a portion of advertising runs continuously; During specific time periods, additional advertising is used to intensify the level of communication with the target audience
AC Step 6
Advertising Message; the basic content and form of an advertising message function of: Product features, uses and benefits, The intensity of the advertising, Characteristics of people in the target audience, The advertising campaign’s objectives and platform, Choice of media
Copy
the verbal portion of advertisements (headlines, subheadlines, body copy, signature)
Storyboard
is a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
Artwork
an advertisement’s illustrations and layout
Illustrations
photos, drawings, graphs, charts and tables used to spark audience interest in an advertisement
Layout
the physical arrangement of an advertisement’s illustration and copy
AC Step 7
executing; requires extensive planning and coordination because
AC Step 8
Evaluating; a variety of ways to test effectiveness include Measuring achievement of advertising objectives, Assessing effectiveness of copy, illustrations or layouts, Evaluating the effectiveness of certain media
Pretest
evaluation of ads performed before a campaign begins
Consumer Jury
a panel of product’s existing or potential buyers who pretest ads
Posttest
evaluation of advertising effectiveness after the campaign
Recognition Test
Respondents are shown the actual ad and asked if they recognize it
Unaided Recall Test
Respondents are asked to identify advertisements they have seen recently but not given recall clues
Aided Recall Test
Asks respondents to identify recent ads and provides clues to jog their memories
Who Develops the AC?
individual or few people within firm, ad department, ad agency
Public Relations
communication efforts used to create and maintain favorable relations between an organization and its stakeholders (internal/external, promote things, focus on enhancing image)
Public Relations Tools
written materials (like brochures/newsletters), corporate identity materials (like business cards), speeches, event sponsorships, special events
Publicity
a news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
News Release
a short piece of copy publicizing an event or product
Feature Article
a manuscript of up to 3.000 words prepared for a specific publication
Captioned Photograph
a photo with a brief description of its contents
Press Conference
a meeting used to announce major news events
Public Relation Audit
used to assess an organization’s public image or to evaluate the effect of a specific public relations program
Communication Audit
may include a content analysis of messages, a readability study or a readership survey(how understandable are messages)
Social Audit
is used when an organization wants to measure the extent to which stakeholders view it as being socially responsible
