Lecture 10- Promotion Flashcards
What are the 6-M to advertising?
Market
Who do we target?
Mission
Message
How do we communicate this message?
Affective:
- Influencing feelings
Cognitive:
- Influencing thoughts, beliefs
Behavioral:
- Influencing actions
What are affective appeals? (message)
Postitive affect:
Humor
Warmth
Surprise
Negative affect:
Fear
Guilt
What are cognitive appeals? (message)
- Describe the benefits of the product to change consumers beliefs about it
- Comparative ads
What are behavioral appeals? (message)
Typical methods:
- Induce trial, purchase, repurchase
- Encourage word of mouth
Types of Media
Traditional media:
- Direct mail
- Outdoor
New Media:
- Social media
- Mobile
Money
Bottom-up approach
- Determine campaign mission
- Compute cost
Top-down approach
- Determine available money
- Decide what to do with budget
Cost-per-thousand impression CPM
Cost-per-click CPC
Measurement
Super hard to measure because effects are small, exposure to multiple media, exposure multiple times, fraud
Promotional objectives through PLC
Do we need a control group?
- Having a control group is necessary to be able to determine the incremental effect of the ad
- Generally, we need a “large enough” control group to make sure differences we measure are “statistically significant.”
