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Marketing Communication > Final Exam > Flashcards

Final Exam Flashcards

1
Q

What is positioning?

A

Fitting a product or service to one or more segments of the broad market in such a way as to set it meaningful apart from competition

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2
Q

What is a marketing positioning strategy?

A
  • final decision of the market firms wish to compete

- specific elements of the marketing mix designed to fulfill needs of market

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3
Q

Name 4 guiding principles/direction for a market positioning strategy

A
  • Product
  • Price
  • Distribution
  • Marketing Communications
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4
Q

what is Market Position?

A
  • reaction of market to firm’s marketing

- consumer beliefs of organization’s effort

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5
Q

Explain a marketing position for shampoo brands

A

Salon vs. Mainstream

Cosmetic vs. therapeutic

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6
Q

What is a brand positioning strategy?

A
  • reaction consumers have to promotions
  • Part of the overall advertising or IMC Plan
  • intended image related to competition (within the target audience)
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7
Q

Explain a possible positioning strategy for chocolate bar attitudes

A
  • Peanuts/almonds vs. nougat/caramel

- single bar format vs. mutli-part format OR layered wafers vs. solid bar

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8
Q

what are salient beliefs?

A

-beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude

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9
Q

True or false: salient beliefs evolve over time?

A

True. They also differ across various segments

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10
Q

What are some ways you can position your brand?

A
  • attitudes
  • beliefs
  • benefits
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11
Q

Explain how a snack company would position by beliefs

A

filling snack vs. indulgent snack

-individual pleasure vs. social sharing OR pure taste vs. multi-flavour taste

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12
Q

What are the stages of the brand positioning strategy decision process? (6)

A

1) develop a market partition
2) Assess competitor’s positions
3) assess brand position
4) determine brand positioning strategy
5) implement brand positioning strategy
6) monitor brand positioning strategy

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13
Q

Name some things to consider when positioning brand through advertising

A
  • where the brand is competing
  • who the brand is competing with
  • how the brand is competing
  • why consumers would purchase the brand
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14
Q

What are 4 strategies a brand can use to position itself?

A

1) positioning by end benefits
2) usage situation
3) brand name
4) product category

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15
Q

Give one example of positioning by end benefits we discussed in class.

A

Becel margarine has not only a great taste, but it is also healthier

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16
Q

Give one example of positioning by usage situation discussed in class

A

This Intuit business is useful if you want to get your business books organized.
OR come to the Raps game because it is exciting

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17
Q

What is differential advantage?

A
  • a positioning strategy in which a product’s benefits is focused.
    ex. promotions
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18
Q

what is central positioning?

A

The brand claims and delivers the most salient beliefs

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19
Q

What is user positioning?

A
  • occurs when the individual is motivated for social or individual reasons
  • ex. how good the consumer feels while using the brand
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20
Q

Explain the shampoo example of user positioning discussed in class.

A

The ad shows a woman in a beautiful gown, implying that the consumer will feel elegant if they use the shampoo

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21
Q

what are salient beliefs?

A

-beliefs concerning specific attributes/benefits that form the basis of attitute

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22
Q

How do salient beliefs vary?

A
  • Amongst the target audience

- over consumption situations

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23
Q

What is the Multiattribute model guide?

A

which attributes and benefits to emphasize in advertising

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24
Q

What is the multiattribute model? (brand attitude)

A
  • the brand possesses a number of attributes
  • attributes are the basis of attitude
  • consumers have beliefs about specific brand attributes
  • attributes are ranked in terms of level of importance
  • to predict attributes, one must know the level of importance
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25
Q

How does can the multiattribute model persuade consumers?

A

It gives insight into how to influnce consumer attitudes. This can be done by:

  • influencing attribute beliefs
  • influencing attribute importance
  • adding a new attribute belief
  • influencing attribute belief of competitor brand
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26
Q

True or false: if an attribute positioning ad does not demonstrate purchase motivation it can still be successful

A

FALSE

-attribute positioning ads require demonstration of purchase motivation for success

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27
Q

what are two types of purchase motives?

A

1) informational motives

2) transformational motives

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28
Q

Give some examples of informational motives of consumer purchase

A
  • problem removal
  • problem avoidance
  • incomplete satisfaction
  • mixed approach avoidance
  • normal depletion
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29
Q

Give some examples of transformational motives of consumer purchases

A
  • sensory gratification
  • intellectual stimulation or mastery
  • social approval
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30
Q

What are some examples of the transformational motive of: sensory gratification?

A
  • place was “happening” (the noise/crowd)
  • product in stands
  • diverse crowd
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31
Q

Give an example of the transformational motive of: social approval

A

-getting good raptors seats can be seen with prestigue

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32
Q

What is brand re-positioning strategy?

A

developing a new brand position.

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33
Q

True or false: developing a brand repositioning strategy can be difficult to achieve because of established brand attitudes

A

TRUE

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34
Q

What are some options for altering the brand strategy? (repositioning)

A

1) Market definition
2) differential advantage
3) target audience
4) salient motives/purchase motivation

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35
Q

What are some reasons that repositioining is important?

A
  • competition
  • company
  • consumer
  • market
  • environment
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36
Q

Name an example of environmental repositioning

A

Trump dropping funding to environment, so environmentalists must reposition

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37
Q

What can a company use to define itself in a market?

A
  • end benefit
  • brand name
  • usage situation
  • product category
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38
Q

How did Hellmann define itself to the market (textbook)

A

They sponsored local gardens to support its Real Food Movement

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39
Q

Differential Advantage is defined as a benefit or cluster of benefits that customers value and believe they cannot obtain anywhere else. What is one good test for this?

A

A good test of differential advantage is to see if your customers are willing to pay a premium and/or purchase more.

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40
Q

What are 4 ways to differentiate a company?

A

1) Differential advantage
2) Central
3) Brand benefit positioning
4) User positioning

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41
Q

How did the Subaru Outback ad discussed show user positioning?

A

-shows that the outside is better than tv (sitting at home)

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42
Q

What are some possible target audiences a brand can have?

A
  • brand-loyal customers
  • new category users
  • other brand loyal
  • other brand switchers
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43
Q

Who/how did the Canadian Tourism Commission target as discussed in class?

A

They had a campaign called “Locals know”, encouraging Canadians to visit Canada

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44
Q

What are 3 directions that brand positioning strategies can be adapted to?

A
  • multiple targets
  • various buyer decision stages
  • corporate brands
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45
Q

What are some examples discussed in class of brand positioning extensions of Kraft Dinner?

A

KD with jalapeno peppers

KD with white cheddar

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46
Q

What is advertising creativity?

A

-the ability to generate fresh, unique and appropriate ideas as effective solutions to communication problems

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47
Q

What can advertising creativity impact?

A

Consumers’ cognitive (assess), effective (like/social) and behavioral response to advertising messages

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48
Q

To get content relative to a target market advertising creativity must be: (2)

A
  • appropriate

- effective

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49
Q

What are some challenges involved in creativity?

A
  • relevance to audience (linking to brand, the benefit and why)
  • creatives taking risks
  • simplification of features and benefits
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50
Q

What was one creative way Marriott Inn distinguished themselves we discussed in class?

A

-offered food and grocery delivery

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51
Q

What is Young’s four-stage approach to creative process?

A

1) preparation
2) incubation (brainstorm- strategic alliances)
3) illumination (wow, love that_____.)
4) verification (sold out)

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52
Q

What is account planning?

A
  • conducting research and gathering relevant info about a client’s product or service and the target consumer (creative people engage in their own research as well)
  • plays a key role by driving the process from the consumer’s point of view (use focus groups)
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53
Q

True or False: a client does not provide the creatives with their marketing plan

A

False: much of the required information for the creative process comes from the marketing plan and advertising plan developed by the client

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54
Q

What are some ways (4) that you can conduct market research on the consumer?

A

1) In-depth interviews (consumer talk freely- insights, ideas, opinions)
2) Projective techniques (gaining insights into values, motives, attitudes, needs)
3) Association tests: what comes to mind
4) Focus groups

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55
Q

What is a creative brief?

A

-a plan that summarizes the entire creative approach that is agreed upon by creative team and marketing managers

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56
Q

What does a creative brief specify?

A

-basic elements of creative strategy and other relevant info

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57
Q

What is the general order of a creative brief? (6)

A

1) basic problem or opportunity the advertising must address
2) Target audience and behaviour objectives
3) communication objectives
4) brand positioning strategy statement
5) creative strategy (theme, message appeal, source characteristics)
6) supporting info and requirements

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58
Q

What is an advertising campaign?

A

-set of interrelated and coordinated marketing comm. activities

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59
Q

What are 3 main elements of an advertising campaign?

A
  • centered on a single theme or idea
  • appears in different media
  • appears across a specified time period
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60
Q

What is a creative theme? What must it be like?

A
  • the central message that will be communicated in all the advertising and promotional activities (strong idea)
  • must reflect the market positioning strategy and directly communicate the brand positioning strategy to the audience
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61
Q

What are some main guidelines/steps when deciding on a creative theme?

A
  • positioning the brand
  • find the inherent drama
  • create the brand image
  • use a unique selling point
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62
Q

What are three elements of a unique selling proposition (alternate evaluation)

A

1) Proposition (“buy product, get this benefit)
2) Unique (to brand or claim, rivals can’t do or don’t offer)
3) Potent (strong or attractive promise)

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63
Q

Who are two great advertisers that have strong suggestions for major selling ideas?

A

1) David Ogilvy

2) Leo Burnett

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64
Q

What does David Ogilvy say about selling ideas?

A

-Brand image or personality is particularly important when brands are similar
“Every ad must contribute to the complex symbol that is the brand image”

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65
Q

What does Leo Burnett say about selling ideas?

A

-find inherent drama or characteristics of product that makes consumers buy
“inherent drama is often hard to find but it is always there and once found is most interesting and believable of all advertising appeals”

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66
Q

When would you try to create a unique brand image?

A
  • when competing brands are so similar it is difficult to find or create a unique attribute
  • image advertising makes it memorable
  • often used for products such as soft drinks, perfume, liquor, clothing, airlines
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67
Q

Explain how inherent drama is used when selling ideas.

A
  • messages are generally presented in a warm, emotional way (Hallmark, Kellogg’s)
  • there is a focus on consumer benefits with an emphasis on the dramatic element in expressing them
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68
Q

Explain how the Knorr sidekicks commercial shows inherent drama.

A

This showed the tragic story of Salty, showing the benefits of Knorr Sidekicks by depicting a sad character getting a buddy

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69
Q

Explain how positioning is used when selling ideas.

A

-establishes a particular place in the customer’s mind for the product/service

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70
Q

What are some ways that you can position a company when selling ideas?

A
  • attributes/benefits
  • price/quality
  • use or application
  • type of user
  • problem solved
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71
Q

What is a campaign slogan?

A

-way to express theme for advertising campaign (or tagline)

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72
Q

What can slogans pertain to?

A
  • brand attitude objectives

- brand awareness objectives

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73
Q

Why is creative theme consistency important?

A

-so that target audience retains the brand position

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74
Q

What does creating a consistent creative theme involve:

A

consistency across:

  • time
  • creative executions
  • advertising media
  • promo tools
  • products
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75
Q

What is one theme regarding Honda we discussed in class?

A

-Clean lines, inside and out: involves adding a built in vaccum

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76
Q

True or false: a consistent them is often one that is amenable to more than one type of media

A

TRUE. It also has the same look and feel across all promo tools

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77
Q

What is the objective of a rational appeal?

A

-to persuade target audience to buy brand because it is best available or does a better job of meeting needs

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78
Q

How does a rational appeal work?

A
  • focuses on the consumer’s practical, functional or utilitarian need for product or service.
  • emphasizes features and/or benefits
  • reasons for owning or using
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79
Q

True or false: rational appeals are generally informative

A

TRUE: they deal with facts, learning, and the logic of persuasion

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80
Q

What are some types of rational appeals (6)

A
  • feature
  • comparative
  • price
  • news
  • popularity
  • reminder
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81
Q

What is entailed in the rational appeal: Feature

A

focus on dominant traits of product

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82
Q

What is entailed in the rational appeal: Comparative

A

-makes comparisons to other brands

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83
Q

What is entailed in the rational appeal: Price

A

-Makes price offer the dominant point

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84
Q

What is entailed in the rational appeal: News

A

-news or announcement about the product

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85
Q

What is entailed in the rational appeal: popularity

A

stresses the brand’s popularity

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86
Q

What is entailed in the rational appeal: Reminder

A

Build brand awareness and/or keep the brand name in front of the consumer

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87
Q

What type of appeal does the Acura ad discussed in class use? Red Bull? TaylorMade?

A

Acura- rational (promotes safety features)
Red Bull- feature appeal (turns Zzzzs to A’s, gives you wings)
TaylorMade- golf driver popularity among professionals

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88
Q

What are emotional appeals & how do they work?

A
  • relate to the customers’ social and/or psychological needs for purchasing a product or service
  • common
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89
Q

How would advertisers use emotional appeals?

A
  • work better at selling brands that do not differ markedly from competing brands (rational difficult)
  • resonate with audience and evoke relevant processing responses connected to the purchase decision or consumption experience
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90
Q

What are some negative emotions that can be used as appeals?

A
  • anger
  • contempt
  • disgust
  • embarrassment
  • envy
  • fear
  • guilt
  • jealousy
  • sadness
  • shame
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91
Q

What are some positives emotions that can be used as appeals?

A
  • contentment
  • enthusiasm
  • love
  • sexual desire
  • compassion
  • gratitude
  • pride
  • awe
  • interest
  • amusement
  • relief
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92
Q

True or false: the Old Spice commercial uses rational appeal

A

FALSE: it uses emotional appeal, “Smell like a man, man” wants to add sexual desire or shame

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93
Q

What is emotional integration (appeals)?

A

-the characters in the ad are portrayed as experiencing an emotional benefit from using the product or service

94
Q

why are emotional appeals used?

A
  • in the hopes that the positive feelings they evoke will transfer to the brand and/or the company
  • higher retention than non-emotional
95
Q

What are fear appeals, why are they used?

A
  • ads evoking a response to threat that expresses or implies some sort of danger.
  • they are used to arouse individuals to take steps to remove threat
  • often used for social change issues
96
Q

Why are fear appeals often ineffective?

A
  • they inhibit, generally able to block them out/forget them.
  • this results in a non monotonic curve
97
Q

What does a non-monotonic curve look like? Why/ what does it relate to?

A

A nonmonotonic curve used to display the level of message acceptance when fear is involved.
-Acceptance increases to a point, but as level of fear is great the level of acceptance quickly drops

98
Q

True or false: humour is one of the least memorable appeals used in advertising

A

FALSE: best known and best remembered of all advertising.

99
Q

What are some reasons humor is an effective appeal?

A
  • attracts and holds consumer’s attention (cognitive)
  • creates positive mood (emotional)
  • distracts receiver from counter-arguing the message
  • aids in name registration (brand awareness)
100
Q

What is teaser advertising, and why is it used?

A
  • unique example of combining rational and emotional appeals

- used to build curiosity, interest, and/or excitement

101
Q

What is the source of message appeal?

A

the person involved in communicating a marketing message, either directly or indirectly

102
Q

What is a direct source of message? Indirect?

A

-a spokesperson who delivers the message or demonstrates a product or service

Indirect source:

  • doesn’t actually deliver
  • draws attention to/enhances appearance of ad
  • a model
103
Q

What is source credibility?

A

-the extent to which the recipient sees the source as having relevant knowledge, skill or experience and trusts the source to give unbiased, objective info

104
Q

What are the two main elements that can give a source credibility?

A

1) expertise

2) trustworthiness

105
Q

What are 3 elements that make a source attractive?

A

-similarity to audience
-familiarity to audience (or prolonged exposure)
-Like-ability (affection-
physical, behaviour, other personal traits)

106
Q

How did apple use source similarity to show advertise their computer?

A

-they compared apple to a fun loving person, while IBM was compared to someone with no humour

107
Q

What are some risks of using celebrities (4)

A
  • may overshadow product
  • may be overexposed, reducing credibility
  • audience may not be receptive to endorser
  • celebrity behaviour may pose a risk to company
108
Q

Why would you measure effectiveness of an IMC?

A
  • avoid costly mistakes
  • evaluate alt strategies
  • increase advertising efficiency
  • determine if objectives are achieved
109
Q

Why would you not measure effectiveness of an IMC?

A
  • cost
  • research problems
  • disagreement of what to test
  • objections of creative specialists
110
Q

When measuring advertising effectiveness you can test: (3)

A
  • creative strategy decisions
  • creative tactic decisions
  • other promo tools
111
Q

What can you test when measuring creative strategy decisions?

A
  • target audience reaction
  • message appeals
  • spokesperson effectiveness
112
Q

What can you test when measuring creative tactic decisions?

A
  • different executions
  • message structure
  • design elements
113
Q

When and where can you test advertising effectiveness?

A

Pre-test, post-test (why a failure?)

-in a laboratory or in the field

114
Q

What can you pretest?

A
  • concepts
  • rough/copy/commercial
  • finished print or tv ads
115
Q

what can you post test?

A
  • finished print ads

- finished tv ads

116
Q

What types of tests can be used in the lab?

A
  • concepts
  • rough
  • consumer juries
  • portfolio
  • readability
  • theatre
  • physiological
117
Q

what kind of tests can you preform in the field?

A
  • comprehension and reaction
  • dummy ad vehicle
  • on-air
  • inquiry
  • recognition
  • recall
  • tracking studies
  • comprehensive measures
  • test marketing
  • single source
118
Q

What is the testing process of an ad?

A

1) concept testing
2) Rough testing
3) finished art or commercial testing
4) market testing (post-testing)

119
Q

What is concept generation testing? What does it measure?

A 
-early in campaign
Measures:
-positioning statements
-copy
-headlines
-illustrations
120
Q

What is the objective, method and output of generation testing?

A
  • explores consumer response
  • gives alternative, reactions/evaluations from focus groups, surveys, direct questions
  • gives qualitative and quantitative data evaluating and comparing alternative concepts
121
Q

What are focus groups? when are they used?

A
  • most common form of concept testing
  • often first step
  • often overused- results are immediate, easy obtained, directly observable
  • don’t require quantitative analysis
  • depend on moderator
122
Q

What is rough art, copy and commercial testing? what are some advantages and disadvantages?

A 
-comprehension and reaction tests, consumer juries
ADV:
-control
-cost effectiveness
-endorsements by 3rd party
-achievement of credibility
DISADV:
-self appointed expert consumer
-number of ads evaluated limited
-a halo effect
-preference for ads type may overshadow objectivity
123
Q

What are some ways to pretest finished print media?

A
  • portfolio tests:lab method
  • dummy advertising vehicles: random sampling
  • readability tests: Flesch formula
  • diagnostic measures: account for shortcomings of other methods
124
Q

What is the Flesch Formula (readability)

A

Readability ease= 206.835- ( 1.015 x Average Sentence Length) – (84.6 x Average Syllables Word)

125
Q

What are the 3 ways to pretest finished broadcast ads?

A
  • theatre tests
  • On-air tests
  • physiological tests
126
Q

What is a theatre test?

A

Broadcast ad- invitation to view pilots of proposed TV programs so audiences’ responses to commercials can be compared with normative responses

127
Q

What are on-air tests?

A
  • broadcast ads
  • insert commercials into actual programs in certain test markets
  • Primarily measuring Day-After Recall
128
Q

What do physiological tests of finished ads measure?

A
  • pupil dilation
  • galvanic skin response/electrodermal response
  • eye tracking
  • brain waves
129
Q

What are some post-tests of print ads?

A
  • inquiry tests
  • tracking studies
  • recognition tests (ex. Starch scored ad for Absolut vodka)
  • recall tests
130
Q

what are some post-tests available for broadcast commercials?

A
  • single-source tracking
  • comprehensive measures
  • test marketing
  • tracking studies
  • day after recall tests
131
Q

True or false: tracking studies are not very useful

A

FALSE: tracking studies are useful. It is hard to advertise to kids as they are susceptible audiences

132
Q

What does the pretesting finished broadcast strategy “PACT” mean?

A

PACT stands for Positioning Advertising Copy Testing. There are nine principles which define copy testing as research undertaken when a decision is to be made about whether advertising should run in the marketplace.

133
Q

What are the 9 principles of PACT (Positioning Advertising Copy Testing)?

A

1) Provide relevant measurements to objectives
2) Require agreement of use for results in advance
3) Provide multiple measures
4) Based on stimulus reception, comprehension, and response
5) Allow for stimulus exposure more than once
6) More finished copy= more evaluated and testing of alternative executions
7) Provide controls to avoid bias of exposure context
8) Basic considerations of sample definition
9) reliability and validity

134
Q

How does reliability and validity (one principle of PACT) work for fonts?

A

The font is recognizable. for example, word recognized as all caps, sans serif font

135
Q

What are some guidelines for effective testing? (5)

A
  • use a consumer response model
  • establish comm objectives
  • use both pretest and post-tests
  • use multiple measures
  • understand and implement proper research
136
Q

True or false: there are methods for testing all aspects of promotion and effective research can be determined using PACT

A

TRUE. PACT stands for positioning advertising copy tests

137
Q

What is media planning?

A
  • a series of decisions involved in delivering the promo message
  • a process that results in decisions being altered or abandoned as the planning involves
  • best way to deliver advertiser’s message to market
138
Q

What 3 things does a media plan involve?

A
  • media objectives
  • explanation of media strategy decisions
  • media tactics
139
Q

What are the main steps in developing a plan?

A

1) situation analysis
2) marketing strategy plan
3) creating strategy plan
4) setting media objectives
5) determining media strategy
6) selecting broad media types (broadcast, print, out-of-home, internet)
7) selecting media classes (TV, magazines, outdoor, social media)

140
Q

As part of the media plan you set media objectives. Media objectives are:

A
  • goals for the media program
  • come from and lead to the attainment of marketing and comm. objectives
  • give direction from the media strategy and tactics decisions
141
Q

Some examples of media plan objectives are:

A
  • category need
  • brand awareness
  • brand attitude
  • brand trial
  • brand repeat purchase
142
Q

Category need is a media plan objective which: (example)

A

provides sufficient exposure to ensure 80% of the target understands the need for the product category

143
Q

Brand awareness is a media plan objective which: (example)

A
  • provides coverage of 80% of target over a 6 month period

- provide sufficient exposure to ensure 60% target recognition

144
Q

Brand attitude is a media plan objective which: (example)

A

-select media to ensure 40% of the target have favourable beliefs regarding brand benefits

145
Q

brand trial is a media plan objective which: (example)

A

select media to ensure immediate purchase

146
Q

brand repeat purchase is a media plan objective which: (example)

A
  • select media to remind target of brand purchase

- ensure sufficient advertising to minimize target audience switching

147
Q

What is media strategy?

A

the use of media from a broad perspective to a more specific one

148
Q

what are the 3 key concepts to consider with media strategy?

A

1) reach
2) coverage
3) frequency

149
Q

what are media tactics?

A
  • more specific media decisions

- media vehicle (the specific carrier within the media class)

150
Q

FREEBEE:

A

The media strategy: Ad media because…

The media tactics: where, what reasons for specific

151
Q

what are some media planning challenges

A
  • difficulty measuring effectiveness
  • insufficient information
  • need for flexibility
  • inconsistent terminology
  • media planners’ role
152
Q

what are the stages in making a media strategy decision?

A

1) media mix
2) target audience coverage
3) geographic coverage
4) scheduling
5) reach and frequency

153
Q

What is the media mix? What are these decisions based on?

A 
-variety of media available
Based on:
-objectives
-product/service characteristics
-budget
-preferences
-target audience
154
Q

Name some strengths of TV

A
  • target audience coverage
  • geo coverage
  • creativity for emotional and cognitive responses
  • reach
  • frequency
  • scheduling flexibility
  • cost efficiency
  • attention
  • media image
155
Q

Name some limitations of TV

A
  • selective exposure
  • target audience selectivity
  • absolute cost
  • processing time
  • involvement
  • clutter
  • media image
156
Q

Name some strengths of Radio

A
  • cost efficiency
  • absolute cost
  • target audience selectivity
  • geo coverage
  • scheduling flex
  • creativity for cog. responses
  • reach
  • frequency
  • media image
157
Q

Name some limitations to Radio

A
  • processing time
  • selective exposure
  • attention
  • clutter
  • creativity for emotional responses without visual
  • involvement
  • target audience coverage
158
Q

Name some strengths of magazines

A
  • target audience selectivity
  • geo coverage
  • selective exposure
  • attention
  • involvement
  • amount of processing time
  • creativity for cog and emotional responses
  • media image
159
Q

name some limitations of magazines

A
  • target audience coverage
  • reach
  • frequency
  • scheduling flexibility
  • cost efficiency
  • absolute cost
  • clutter
160
Q

name some strengths of newspapers

A
  • scheduling flexibility
  • reach
  • frequency
  • geo coverage
  • cost efficiency
  • absolute cost
  • target audience coverage
  • media image
  • involvement
  • processing time
  • creativity for cognitive responses
161
Q

name some limitations of newspapers

A
  • target audience selectivity
  • clutter
  • selective exposure
  • attention
  • creativity for emotional responses
162
Q

name some strengths of outdoor

A
  • frequency
  • attention
  • geo coverage
  • reach
  • cost efficiency
  • selective exposure
  • creativity for emotional responses
  • scheduling flexibility
163
Q

name some limitations of outdoor

A
  • processing time
  • media image
  • target audience selectivity
  • target audience coverage
  • absolute cost
  • clutter
  • involvement
  • creativity for cognitive responses
164
Q

name some strengths of transit

A
  • geo coverage
  • reach
  • frequency
  • amount of processing time
  • selective exposure
  • scheduling flexibility
  • cost efficiency
  • absolute cost
165
Q

name some limitations of transit

A
  • target audience coverage
  • target audience selectivity
  • creativity for cognitive responses
  • creativity for emotional responses
  • involvement
  • media image
  • clutter
  • attention
166
Q

what is the ideal/goal of target audience coverage?

A

cover as much as possible while minimizing waste

167
Q

What is hard about target audience coverage?

A
  • understanding the average in a multimedia market is difficult
  • consumes engage in multiple media at one time, so coverage is questionable
168
Q

True or false: geographic coverage can calculated by BDI and CDI

A

TRUE: Brand development index and category development index

169
Q

what is the objective of scheduling?

A

-to time promotional efforts to coincide with the highest potential buying times

170
Q

what are the 3 types of scheduling models?

A
  • continuity (always)
  • flighting (every so often)
  • pulsing (do more every so often)
171
Q

What is an advantage and disadvantage of continuity scheduling?

A

ADV: constant reminder
DIS: potential for overexposure

172
Q

What is an advantage and disadvantage of flighting scheduling?

A

ADV: cost efficiency during purchase cycles
DIS: lack of awareness, vulnerable to competitive efforts during nonscheduled periods

173
Q

What is a disadvantage of pulsing scheduling

A

-not required for seasonal products (or other cyclical products)

174
Q

What is the reach?

A

exposing potential buyers to the message
-there is no known way of determining how much reach is required to achieve levels of awareness, attitude change or buying intention

175
Q

What is the frequency?

A

the number of times one is exposed to a media vehicle

-one exposure to vehicle constitutes reach

176
Q

True or false: an advertiser can tell if exposure to a vehicle results in exposure to ad.

A

FALSE: the advertiser has no way of knowing if exposure to a vehicle results in exposure to ad. this does not help determine frequency required to make an impact

177
Q

True or false: one exposure of an ad to a target group within a purchase cycle has little or no effect

A

TRUE. the central goal of proactive media planning should be to enhance frequency rather than reach

178
Q

True or false: exposure frequency of two within a purchase cycle is an effective level

A

TRUE

179
Q

At what point does exposure become excessive?

A

After 10 times being exposed. Negative exposure occurs at approximately 14 times

180
Q

True or false: ad wear out suffers from creative

A

Data strongly suggests that wearout is not a function of too much frequency it is more of a creative or copy problem

181
Q

What is GRP?

A

stands for Gross Rating points. This is based on the total audience the media schedule may reach. it uses a duplicated reach estimate

182
Q

what is the formula for GRP?

A

GRP= reach x frequency

183
Q

What are some marketing factors to determine frequency?

A
  • brand loyalty
  • brand share
  • usage cycle
  • brand history
  • share of voice
  • purchase cycle
  • target group
184
Q

What are some message or creative factors when determining frequency?

A
  • message complexity
  • message uniqueness (signature byline, strong branding)
  • news vs. continuing campaigns (brandshare)
  • image vs. product selling (excitement, past image, intensity)
  • message variation
  • wearout
  • advertising units
185
Q

what are some media factors when determining frequency?

A
  • clutter
  • repeat exposure
  • editorial environment
  • number of media used
  • attentiveness
  • scheduling
186
Q

what are some media tactic decisions (3)

A
  • media vehicles
  • relative cost elements
  • blocking chart
187
Q

When and why choose a media vehicle?

A
  • once medium has been determined the vehicle is selected
  • it is chosen to enhance the creativity and ad retention
  • next is where in the vehicle the ad should be placed
188
Q

What are relative cost estimates?

A
  • determining the value of strategy by how well it delivers the message to the audience with the lowest cost and least waste.
  • cost paid for the ad relative to the audience reached
189
Q

What does CPM mean?

A

Cost per thousand

190
Q

How do you calculate CPM?

A

CPM= (cost of ad space / circulation) x 1000

191
Q

What is a blocking chart for?

A
  • summarizes many of the media strategy and media tactics decisions
  • includes implementation details that guide media buyers as they attempt to achieve their objectives
  • typically calendar format
192
Q

What are the two main elements to balancing budgets?

A

willing to spend and able vs. need to spend to achieve objectives

193
Q

True or false: media budget setting decisions are perplexing with institutional pressures leading to wrong type of spending

A

TRUE

194
Q

What is important to have when successfully developing a budget?

A
  • comprehensive strategy to guide the process
  • develop strategy planning framework with an IMC philosophy
  • build in contingency plans
  • focus on long-term objectives
  • consistently evaluate the effectiveness of the program
195
Q

What is marginal analysis?

A
  • a theoretical approach to budge setting
  • as advertising expenditures increase, sales and gross margins increase to a point
  • a firm would continue to spend money as long as the marginal revenues created by these expenditures exceeded the incremental ad costs
196
Q

what is an example of marginal analysis discussed in class? (Gavan’s daughter)

A

Honda didn’t have to spend their $6mill budget because their CRVs were already 60% sold… the took that budge and decided to spend it on the most under-performing of the year

197
Q

what are 2 things that are assumed in marginal analysis?

A

1) sales are a direct result of ad and promo efforts

2) sales are determined solely by ad and promo

198
Q

What is top-down budgeting?

A

top sets spending limit, budget stays within limit

199
Q

What is bottom-up budgeting?

A

promo objectives set, activities needed are planned, costs are budgeted, total promo budget is approved by top management

200
Q

What is the objective and task method?

A
  • establish objectives
  • determine specific tasks
  • estimate costs associated with tasks
201
Q

what is budget allocation?

A
  • determines relative expenditures across IMC tools and markers while considering:
  • market share goals
  • organizational factors
202
Q

What are some organizational factors to consider?

A
  • organizational structure
  • power and politics
  • use of consultants
  • characteristics of decision makers
  • approval and negotiation
  • budget pressure
203
Q

What is share of voice effect?

A

If a competitor has a low share of voice and low market share: attack with large SOV premium.
If high voice and low share of market, decrease by finding a defensible niche.
If high voice and high market share: increase to defend.
If low voice but high market share, maintain modest spending premium

204
Q

What are the key media strategy decisions:

A
  • media mix
  • target audience coverage
  • reach and frequency
  • scheduling and geographic coverage
205
Q

True or false: more users use mobile internet access

A

true. Important to do scale-able websites

206
Q

what are the objectives of website communication?

A
  • build brand image
  • develop awareness
  • disseminate info
  • facilitate interaction
207
Q

True or false websites are ineffective tools for the achievement of comm. objectives and reaching audiences at various stages in the decision-making process

A

FALSE: effective tool

208
Q

What is interactivity?

A
  • reciprocity

- speed of response

209
Q

website design can affect:

A
  • attitude towards website aka attitude toward brand

- brand purchase intention

210
Q

what are two types of display ads?

A

-banner and rich media (video, audio, links)

211
Q

True or false: social media accounts for most of ads on internet

A

true

212
Q

true or false: paid search ads online are an insubstantial form of online advertising

A

FALSE: paid search or search engine advertising is main.

-advertisers pay only when consumer clicks their link or ad

213
Q

What are two main Google providers for paid ads?

A
  • AdSense

- AdWords

214
Q

FREEBEE: fun fact

A

In 2013, the heaviest users used 85% if total video hours (33% of users)

215
Q

Mobile allows for:

A
  • short message service
  • display ads
  • mobile search
  • mobile applications
216
Q

FREEBEE: fun fact

A

Mobile advertising consisted of:

22% packaged goods, 19% telecom, 16% entertainment, 12% retail.. etc.

217
Q

FREEBEE: fun fact

A

Internet is a medium like broadcast, therefor a media vehicle.

218
Q

Internet media vehicles allow for:

A
  • ad formats placed on almost any site
  • popups
  • specific pages to measure data
219
Q

True or false: promo planners need guidance on how to structure internet media vehicle decisions

A

TRUE

220
Q

What is social media classified as?

A
  • internet-based application allowing the creation and exchange of user generated content
  • 75% of Canadians regularly users
221
Q

What are the 6 main social media classes?

A

1) collaborative projects
2) blogs
3) content communities (YouTube)
4) social networking sites
5) virtual game worlds
6) virtual social worlds

222
Q

What does Facebook offer to advertisers?

A
  • targeting ability (attractive)
  • completely unique with the development of brand pages
  • encourages extensive brand promotion
223
Q

Why do content communities exist?

A

-for sharing video, images and audio

224
Q

True or false: YouTube is the leader in video online

A

TRUE:

  • generates revenue by selling display ads
  • opportunity for advertisers to initiate further social media comm. among viewers
225
Q

True or false: Wikipedia accepts advertising

A

FALSE

226
Q

What are some social media incentives

A
  • sales promo
  • digital treats
  • delivery of enhanced content
227
Q

Social media allows for audience measures to be measured, like:

A
  • demographics
  • psychographics
  • location and method of internet access
  • media usage
  • buying habits
228
Q

What is a click classified as (online)

A

number of user interactions with an ad

229
Q

What are some ways to measure internet communication effectiveness (3)

A

1) cross-media optimization study
2) surveys
3) recall and retention

230
Q

What are some strengths of internet media?

A
  • target audience selectivity
  • involvement and processing time
  • control of selective exposure
  • creativity
  • costs
231
Q

What are some limitations of internet media?

A
  • target audience coverage
  • clutter
  • reach
  • media image
232
Q

What are some ways to strategically use the internet?

A
  • achieve all comm. and behaviour objectives
  • influence consumer at every stage of decision
  • challenge to select correct application to fit target audience
  • part of IMC plan
  • support tool for sales promo
  • tool to facilitate PR activities
  • robust direct marketing medium

Marketing Communication (2 decks)

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