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marketing & communication > Final > Flashcards

Final Flashcards

1
Q

Examples of how media is a predictor of volume?

A
  • TV ads
  • Print ads
  • Free standing inserts
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2
Q

How is time a predictor of Volume

A
  • Linear Effects
  • Quadratic Effects
  • Cubic/Sine waves effects (seasonality)
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3
Q

What are the 4 key ingredients of the digital revolution?

A
  1. Broadband - Constant connection, reduces gap between exposure and action
  2. Networks - Community is the killer application, empowerment of consumer
  3. Search - Consumer ‘pulling’ personified in Google, control
  4. Wireless Mobility and freedom
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4
Q

10 approaches that are transforming marketing communication

A
  1. The Internet
  2. Gaming
  3. On-Demand Viewing
  4. Experiential Marketing
  5. Long-form content
  6. Communal marketing
  7. Consumer-generated Content
  8. Search
  9. Music, Mobiles
  10. Branded Entertainment
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5
Q

Why is the internet transforming marketing communication

A
  • Mass Medium
  • Measurability
  • Impact
  • No Prime time required
  • Interactive
  • Permissive
  • Time spent viewing
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6
Q

Why is gaming transforming marketing communication

A
  • Advergaming
  • Permissive
  • Audience actively engaged
  • Longevity of message
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7
Q

Why is on-demand viewing transforming marketing communication

A
  • ‘time-shifted’
  • Ads ‘zapped’
  • Marketers as content and service providers
  • Longevity of message
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8
Q

Why is Experimental marketing transforming marketing communication

A
  • Synonymous with events Marketing
  • Contextual relevance
  • Marketers as content and service providers
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9
Q

Why is long-form content transforming marketing communication

A
  • Creates ‘content’ not commercials
  • ‘Webisodes’
  • 3 minute bookends
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10
Q

Why is communal marketing transforming marketing communication

A

Marketing practice that incorporates public involvement in the development of an advertising or marketing campaign

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11
Q

Why is Consumer-generated content transforming marketing communication

A
  • Viral marketing
  • Interactivity-induced consumer involvement
  • ‘Open-source’ marketing
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12
Q

Why is search, music, mobiles, and branded entertainment transforming marketing communication

A
  • Search Engine Marketing: promotion of websites by increasing their visibility in search engine results
  • Stealth Marketing (buzz marketing, undercover marketing)
  • Product Placement
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13
Q

Audience processing of advertising (6 steps)

A
  1. Message exposure
  2. Perception
  3. Orientation
  4. Goal-directed evaluation
  5. Judgement
  6. Information integration
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14
Q

5 sections of the diffusion of innovations

A
  • Innovators
  • Early adaptors
  • Early majority
  • Late majority
  • Laggards
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15
Q

Attachment of social meaning to products and services

A
  • 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
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16
Q

What are the two dimensions of brand narrative

A

Product and brand

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17
Q

dimensions of brand narrative: Product, includes

A
  • Scope
  • Attributes
  • Uses
  • Quality/value
  • Functional benefits
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18
Q

dimensions of brand narrative: Brand, includes

A
  • Organizational Associations
  • Country of Origin
  • User Imagery
  • Brand Personality
  • Symbols
  • Brand/Customer Relationship
  • Emotional Benefits
  • Market Position
  • Self-Expressive Benefits
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19
Q

4 steps of new media trends

A
  1. Consumer adoption of new distribution formats
  2. A shift in brand sponsor spending
  3. Digital migration of platforms
  4. Emergence of new capabilities
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20
Q

When consumers adopt new distribution formations they…

A
  • 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
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21
Q

A shift in brand sponsor spending could be a effect of

A

The need by organizations to evaluate expenditure is now demanding more ROI

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22
Q

Digital migration of platforms

A
  • The traditional boundaries between advertising and direct marketing forms are becoming less discrete
  • Creating opportunities for innovative business models for content platforms
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23
Q

Emergence of new capabilities is caused by

A

A result of technological, social, and economic changes and new competitors are driving new types of industry innovation

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24
Q

What is a media vehicle

A

A class of message carrier such as TV, radio, newspaper etc.

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25
Q

What is frequency

A

The number of possible exposures to a media ‘vehicle’

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26
Q

Characteristics that Measure Media exposure

A
  • Opportunities to see target audience exposure
  • Reach
  • Weight - measured in Gross rating points or television rating points
  • Share of voice
  • Ratings
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27
Q

Types of media schedules

A
  1. Continuous Schedules
  2. Recency Schedules
  3. Pulsing
  4. Seasonal Schedules
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28
Q

Describe the continuous media schedule

A
  • 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”
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29
Q

Describe recency media schedule

A
  • Aims at co-ordinating exposures just before or at the point of purchase
  • Also known as “flighting”
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30
Q

Describe Pulsing media schedule

A
  • Aims to have an evenly spread, consistent pattern

- Regular but separated exposures

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31
Q

Describe seasonal media schedule

A
  • 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”
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32
Q

Media Planning Overview

A
  • 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
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33
Q

What is media planning heuristics

A
  • 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
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34
Q

What are examples of cost effective creative media tools?

A
  • Scheduling media close to physical purchase environment
  • Employing “countercyclical” advertising
  • Launching new products as a form of media enhancement
35
Q

Issues-Attention cycles are driven by? What pattern are they?

A
  • Driven by external events

- Sine wave patterns

36
Q

Persona interest cycles

A
  • Linear: Life Events
  • Quadratic: Market forces
  • Cubic: Regular cycles
  • Sine Wave: Legends
  • Cycles driven by major and minor external events
37
Q

Primary Image and Identity Targets

A
  • Press and Media
  • Suppliers and Intermediates
  • Retailers
  • Opinion formers
  • Opinion leaders and mavens
  • The Internal Market
38
Q

Press and media relations

A
  • 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
39
Q

Supplier and intermediaries relations

A
  • Carriers of the brand: agents who represent, distributors who stock, and retailers who display
  • They are temporary representatives of the brand
40
Q

Opinion formers overview

A
  • Those who are perceived as having credibility
  • They have formal expertise
  • Can be targeted with a view to affecting positive publicity
41
Q

Opinion leaders and mavens

A
  • 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
42
Q

Low degree of control + long term personal influence =

A

Public relations

43
Q

High degree of control + long term personal influence =

A

Advertising

44
Q

High degree of control + short term personal influence =

A

Sales promotion

45
Q

Low degree of control + short term personal influence =

A

Personal selling

46
Q

Current loyal consumers

A
  • People who buy the right product most/all the time

- Reinforce behavior, increase usage

47
Q

Competitive loyal consumer

A
  • People who buy competitors product most/all the time

- Break loyalty, persuade to switch brand

48
Q

Switcher consumer

A
  • People who buy a variety of prods in the category

- Persuade to buy the right brand

49
Q

Price buyers consumer

A
  • People who consistently buy the most expensive brand

- Entice with low prices or supply added value that makes price less important

50
Q

Non-users consumer

A
  • People who don’t use an product in the category

- Create awareness of category and product

51
Q

What are the two channels in the marketing communication mix

A
  • Impersonal communication

- Personal communication

52
Q

Impersonal communication channels

A
  • 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
53
Q

Personal communication channels

A
  • 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
54
Q

Content of the marketing communication mix

A
  • Advertising
  • Personal Selling
  • Public Relations
  • Direct Marketing
55
Q

Advertising content in the marketing mix

A
  • 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
56
Q

Personal selling in the marketing mix

A
  • Face to Face two way communication
  • A representative of the seller interprets customer need or problem
  • Presentation of brand benefits
57
Q

Public relations in the marketing mix

A
  • A planned and sustained effort
  • Establish and maintain goodwill
  • Promote mutual understanding between an organization and its publics
58
Q

Direct marking in the marketing mix

A
  • Accurately targeted direct and personalized communication
  • Attempts to create and sustain a relationship
  • Promotes on-going dialogue
59
Q

Examples of Ethical concerns

A
  • 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
60
Q

Ad processing measures

A

Recognition and recall

61
Q

Ad recognition

A
  • –Ad Recognition (AD) or with pack, logo, and brand name obscured which is known as Masked Ad Recognition (MAR)
  • –Ad Recognition Frequency (ARF)
62
Q

Ad recall

A
  • –The Starch Readership studies
  • –Brand prompted Recall (BPAR Day after Recall (DAR))
  • –Day after Recall (DAR)
  • –Pre-Test advertisement evaluation
63
Q

Message effects

A
  • 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
64
Q

Summative evaluation

A
  • 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
65
Q

Outcome evaluation

A
  • 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
66
Q

Process evaluations

A
  • 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
67
Q

Formation evaluations

A
  • 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
68
Q

Evaluation and measurement Focuses

A
  • Formative Evaluation
  • Process Evaluation
  • Outcome Evaluation
  • Summative Evaluation
69
Q

Integration overview

A
  • The key to good communication

- The synergy between the delivery of messages through innovative ways across multi-media platforms

70
Q

Interactivity and consumer engagement

A
  • Monologue as one-way messaging: low engagement

- Dialogue as two-way messaging: high engagement

71
Q

Measurability

A
  • Links, who saw the ad
  • What specific action occurred in response
  • Brand awareness, recall, purchase intention
  • Links, messaging objectives
72
Q

Address ability overview

A
  • Identifying a group by various criteria

- Geolocation, demographics, affiliation, past behaviors

73
Q

Granularity Overview

A
  • 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
74
Q

Examples of sales force selling

A
  1. New business development and Key Account Management
  2. Technical Representation
  3. Missionary or Task Force Selling
  4. Trade Selling
75
Q

Integrate marketing communication

A

-The combined effect of using other communication mix components gives a coherence and cumulative impact

76
Q

Demand overview

A
  • 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
77
Q

Low costs overview

A
  • 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
78
Q

Brand familiarity determines…

A
  • Determines how much attention should be given to the product
  • Determines how complex the advertising content should be
79
Q

Purchase motives

A
  • Determine how much information should be used
  • Whether an argument is appropriate
  • Which emotions the advertising should evoke
80
Q

Audience involvement determines

A
  • Determines how much information should be used
  • To what extent the target audience should be activated
  • The number and strength of arguments used
81
Q

Messages assessment: Brand comparison

A
  1. Better position brand relative to competition

2. Emphasize benefits and downplay risks

82
Q

Messages assessment: Change negative attitudes

A
  1. Reexamine old beliefs

2. Provide new information about the brand

83
Q

Messages assessment: Behavioral intentions

A
  1. Promote trial of product

2. Promote active participation with social media

84
Q

Previous behavior as a predictor of volume

A

Past consumption behavior t-1 & t-2

marketing & communication (2 decks)

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