Final Flashcards
Examples of how media is a predictor of volume?
- TV ads
- Print ads
- Free standing inserts
How is time a predictor of Volume
- Linear Effects
- Quadratic Effects
- Cubic/Sine waves effects (seasonality)
What are the 4 key ingredients of the digital revolution?
- Broadband - Constant connection, reduces gap between exposure and action
- Networks - Community is the killer application, empowerment of consumer
- Search - Consumer ‘pulling’ personified in Google, control
- Wireless Mobility and freedom
10 approaches that are transforming marketing communication
- The Internet
- Gaming
- On-Demand Viewing
- Experiential Marketing
- Long-form content
- Communal marketing
- Consumer-generated Content
- Search
- Music, Mobiles
- Branded Entertainment
Why is the internet transforming marketing communication
- Mass Medium
- Measurability
- Impact
- No Prime time required
- Interactive
- Permissive
- Time spent viewing
Why is gaming transforming marketing communication
- Advergaming
- Permissive
- Audience actively engaged
- Longevity of message
Why is on-demand viewing transforming marketing communication
- ‘time-shifted’
- Ads ‘zapped’
- Marketers as content and service providers
- Longevity of message
Why is Experimental marketing transforming marketing communication
- Synonymous with events Marketing
- Contextual relevance
- Marketers as content and service providers
Why is long-form content transforming marketing communication
- Creates ‘content’ not commercials
- ‘Webisodes’
- 3 minute bookends
Why is communal marketing transforming marketing communication
Marketing practice that incorporates public involvement in the development of an advertising or marketing campaign
Why is Consumer-generated content transforming marketing communication
- Viral marketing
- Interactivity-induced consumer involvement
- ‘Open-source’ marketing
Why is search, music, mobiles, and branded entertainment transforming marketing communication
- Search Engine Marketing: promotion of websites by increasing their visibility in search engine results
- Stealth Marketing (buzz marketing, undercover marketing)
- Product Placement
Audience processing of advertising (6 steps)
- Message exposure
- Perception
- Orientation
- Goal-directed evaluation
- Judgement
- Information integration
5 sections of the diffusion of innovations
- Innovators
- Early adaptors
- Early majority
- Late majority
- Laggards
Attachment of social meaning to products and services
- Brand fulfills a higher-order need for self-actualization
- The social consequences of the brand’s ability to help affiliation and belonging
- Psychological significance of a brand for individuals
- Basic branding
What are the two dimensions of brand narrative
Product and brand
dimensions of brand narrative: Product, includes
- Scope
- Attributes
- Uses
- Quality/value
- Functional benefits
dimensions of brand narrative: Brand, includes
- Organizational Associations
- Country of Origin
- User Imagery
- Brand Personality
- Symbols
- Brand/Customer Relationship
- Emotional Benefits
- Market Position
- Self-Expressive Benefits
4 steps of new media trends
- Consumer adoption of new distribution formats
- A shift in brand sponsor spending
- Digital migration of platforms
- Emergence of new capabilities
When consumers adopt new distribution formations they…
- Are more willing to provide personal information in return for perceived value and meaningful dialogue
- This confirms the acknowledgement of a new era of permission-based marketing messages
A shift in brand sponsor spending could be a effect of
The need by organizations to evaluate expenditure is now demanding more ROI
Digital migration of platforms
- The traditional boundaries between advertising and direct marketing forms are becoming less discrete
- Creating opportunities for innovative business models for content platforms
Emergence of new capabilities is caused by
A result of technological, social, and economic changes and new competitors are driving new types of industry innovation
What is a media vehicle
A class of message carrier such as TV, radio, newspaper etc.
What is frequency
The number of possible exposures to a media ‘vehicle’
Characteristics that Measure Media exposure
- Opportunities to see target audience exposure
- Reach
- Weight - measured in Gross rating points or television rating points
- Share of voice
- Ratings
Types of media schedules
- Continuous Schedules
- Recency Schedules
- Pulsing
- Seasonal Schedules
Describe the continuous media schedule
- Aims to have high frequency (effective impact) with constant exposures in regular slots throughout the period
- This smoothed exposure frequency may be punctuated by periods characterized by heavier expenditure
- Also known as “frequency”
Describe recency media schedule
- Aims at co-ordinating exposures just before or at the point of purchase
- Also known as “flighting”
Describe Pulsing media schedule
- Aims to have an evenly spread, consistent pattern
- Regular but separated exposures
Describe seasonal media schedule
- Refers to the bombardment of the target market with concentrated advertising hits
- Often when products have a limited sales period (Xmas toys)
- There is need to achieve exposure quickly (launch of new product)
- Also known as “blitzing”
Media Planning Overview
- More contact points are established to the target audience
- Advertising can create more associations through the distinct media used
- Advertising durability may be increased and it is possible to get a stronger effect from each exposure
- Instead of “harassing” the target audience with three exposures during the same TV-night, one may do this through one TV-commercial at night, one billboard in the morning, and one newspaper ad in the afternoon
What is media planning heuristics
- The choice of well-established and broad media
- Gear plans to maximizing SOV and to dominate media
- Concentrate advertising spend in time periods with the greatest product demand
What are examples of cost effective creative media tools?
- Scheduling media close to physical purchase environment
- Employing “countercyclical” advertising
- Launching new products as a form of media enhancement
Issues-Attention cycles are driven by? What pattern are they?
- Driven by external events
- Sine wave patterns
Persona interest cycles
- Linear: Life Events
- Quadratic: Market forces
- Cubic: Regular cycles
- Sine Wave: Legends
- Cycles driven by major and minor external events
Primary Image and Identity Targets
- Press and Media
- Suppliers and Intermediates
- Retailers
- Opinion formers
- Opinion leaders and mavens
- The Internal Market
Press and media relations
- The influence of the media in presenting brand imagery
- Has a large impact on consumer perception
- Needs careful managing if brand equity is to be maintained
Supplier and intermediaries relations
- Carriers of the brand: agents who represent, distributors who stock, and retailers who display
- They are temporary representatives of the brand
Opinion formers overview
- Those who are perceived as having credibility
- They have formal expertise
- Can be targeted with a view to affecting positive publicity
Opinion leaders and mavens
- Individuals who have influence over consumers from their own social group
- Have a key role to play in the dissemination of information and creation of image
- Journalists can help launch a product, release a new movie or help repair a damaged reputation
- Celebrities may act as credible endorsers by transferring meaning to a product
Low degree of control + long term personal influence =
Public relations
High degree of control + long term personal influence =
Advertising
High degree of control + short term personal influence =
Sales promotion
Low degree of control + short term personal influence =
Personal selling
Current loyal consumers
- People who buy the right product most/all the time
- Reinforce behavior, increase usage
Competitive loyal consumer
- People who buy competitors product most/all the time
- Break loyalty, persuade to switch brand
Switcher consumer
- People who buy a variety of prods in the category
- Persuade to buy the right brand
Price buyers consumer
- People who consistently buy the most expensive brand
- Entice with low prices or supply added value that makes price less important
Non-users consumer
- People who don’t use an product in the category
- Create awareness of category and product
What are the two channels in the marketing communication mix
- Impersonal communication
- Personal communication
Impersonal communication channels
- Aimed at managing image and building the brand
- Traditionally one-way, asymmetrical communications
- Transmitted indirectly through a medium like TV
- For advertising, an event for sponsorship, a pack for sales promotion, or a retailer for merchandising
Personal communication channels
- Aimed at managing sales, service and customer contact
- Mainly two-way, symmetrical dialogue
- Transmitted directly through F2F sales contact, telemarketing, mail, email, and all the interactive electronic platforms of internet, intranet, and extranet
Content of the marketing communication mix
- Advertising
- Personal Selling
- Public Relations
- Direct Marketing
Advertising content in the marketing mix
- Traditional forms of advertising are characterized by impersonal, one-way messages
- Paid for by an identified sponsor
- Transmitted to a mass and often homogeneous audience
- Goal is to influence, inform, or persuade
Personal selling in the marketing mix
- Face to Face two way communication
- A representative of the seller interprets customer need or problem
- Presentation of brand benefits
Public relations in the marketing mix
- A planned and sustained effort
- Establish and maintain goodwill
- Promote mutual understanding between an organization and its publics
Direct marking in the marketing mix
- Accurately targeted direct and personalized communication
- Attempts to create and sustain a relationship
- Promotes on-going dialogue
Examples of Ethical concerns
- Targeting to Vulnerable Groups
- Unethical and irresponsible advertising
- Public Relations Issues
- Packaging Issues
- Branding Issues
- Unfair Competition
- Sales Promotion Material
- Ethical issues with online communications
Ad processing measures
Recognition and recall
Ad recognition
- –Ad Recognition (AD) or with pack, logo, and brand name obscured which is known as Masked Ad Recognition (MAR)
- –Ad Recognition Frequency (ARF)
Ad recall
- –The Starch Readership studies
- –Brand prompted Recall (BPAR Day after Recall (DAR))
- –Day after Recall (DAR)
- –Pre-Test advertisement evaluation
Message effects
- Exposure to images and messages
- Processing of the ad
- Brand message effects
- Effects on target audience behavior
- Impact on market share
- Impact on brand equity
Summative evaluation
- Evaluation of the long-term impacts of brand loyalty and relationships
- Measures of sales and profitability
- This stage is about long-term communication impacts on attitude and purchase behavior
Outcome evaluation
- Evaluation of the effects on the target audience in terms of outcomes
- Criterion variables: attitudes, behavioral intentions, behavior
- Can also include measures of exposure, involvement, knowledge, and recall
- This stage measures short and medium-term communication effects
Process evaluations
- Evaluation of the implementation of messages as they are placed (media evaluation)
- Audience perceptions
- The effectiveness of mixed components
- This stage measures communication efforts as opposed to effects in terms of budget, expenditure and component cost-effectiveness
Formation evaluations
- Evaluation before the campaign begins
- At the very start of implementation can gather information from market dynamics (market conditions, competition and target audience requirements)
- Helps to shape the nature and condition the intended outcomes of the messaging efforts
- This stage measures communication intentions
Evaluation and measurement Focuses
- Formative Evaluation
- Process Evaluation
- Outcome Evaluation
- Summative Evaluation
Integration overview
- The key to good communication
- The synergy between the delivery of messages through innovative ways across multi-media platforms
Interactivity and consumer engagement
- Monologue as one-way messaging: low engagement
- Dialogue as two-way messaging: high engagement
Measurability
- Links, who saw the ad
- What specific action occurred in response
- Brand awareness, recall, purchase intention
- Links, messaging objectives
Address ability overview
- Identifying a group by various criteria
- Geolocation, demographics, affiliation, past behaviors
Granularity Overview
- Allows more precise information to support ROI-driven advertising
- Micro data about target audiences
- Interaction with desired consumers while being able to accurately measure response and impact
Examples of sales force selling
- New business development and Key Account Management
- Technical Representation
- Missionary or Task Force Selling
- Trade Selling
Integrate marketing communication
-The combined effect of using other communication mix components gives a coherence and cumulative impact
Demand overview
- Statutory legal and regulatory ‘disclosure’ requirements
- Stake holders such as analysts and journalists may demand information directly from the company
- Broach reach and multiple sources that publicity can provide are important factors in disseminating information
Low costs overview
- Cost-effective method provided it makes an interesting contribution to the editorial material and is used
- Publicity may transfer from one medium to another (repeated in different formats) which makes it an even better use of resources
Brand familiarity determines…
- Determines how much attention should be given to the product
- Determines how complex the advertising content should be
Purchase motives
- Determine how much information should be used
- Whether an argument is appropriate
- Which emotions the advertising should evoke
Audience involvement determines
- Determines how much information should be used
- To what extent the target audience should be activated
- The number and strength of arguments used
Messages assessment: Brand comparison
- Better position brand relative to competition
2. Emphasize benefits and downplay risks
Messages assessment: Change negative attitudes
- Reexamine old beliefs
2. Provide new information about the brand
Messages assessment: Behavioral intentions
- Promote trial of product
2. Promote active participation with social media
Previous behavior as a predictor of volume
Past consumption behavior t-1 & t-2
