Lecture 13 Advertising Flashcards
Define advertising?
Any form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
What are the five major advertising decisions?
Objectives setting Budget decisions Message decisions Media decisions Advertising evaluation
What is involved in objective setting?
Communication objectives
Sales objectives
What is involved in budget decisions?
Affordable approach
Percent of sales
Competitive parity
Objective and task
What is involved in message decisions?
Message strategy
Message execution
What is involved in media decisions?
Impact and engagement
Major media types
Specific media vehicles
Media timing
Define advertising objective?
A specific communication task to be accomplished with a specific target audience during a specific time
When is informative advertising used?
When introducing a new product category to build primary demand
When is persuasive advertising important?
It is important with increased competition to build selective demand
What is comparative advertising?
This is when a company compares its brand with other brands
What is reminding advertising?
This is important with mature products to help maintain customer relationships and keep customers thinking about the product
Give some examples of informative advertising?
Communicating customer value Building a brand and company image Telling the market about a new product Explaining how a product works Suggesting new uses for a product Informing the market of a price change Describing available services and support Correcting false impressions
Give some methods of persuasive advertising?
Building brand preference Encouraging brand switching Changing customer perceptions of product value Persuading customers to purchase now Creating customer engagement Building brand continuity
Gives some examples of reminder advertising
Maintaining customer relationships
Reminding customers that the product may be needed in the near future
Reminding users where to buy the product
Keeping the brand in a customer’s mind during off seasons
What 3 factors should be considered when setting the advertising budget?
Stage in product lifecycle
Market share
Competition
Define advertising strategy
This is the strategy by which the company accomplishes its advertising objectives
What two things does advertising strategy consist of?
Creating advertising messages
Selective advertising media
What is a result of advertising clutter?
Customers are choosing not to watch ads
What is native advertising?
Advertising or other brand-produced online content that looks in form and function lie the natural content surrounding it on a web or social media platform
What does Madison & Vine represent?
The intersection between Madison Avenue and Hollywood - it represents the merging of advertising and entertainment
What is the first step in creating effective advertising content?
Planning a message strategy
What is the message strategy?
This is a general message that will be communicated to consumers
What two things does a message strategy do?
Identifies consumer benefits
Follows from company’s broader positioning and customer value creation strategies
What is the creative concept?
The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way
What three characteristics shouls appeals have?
Meaningful
Believable
Distinctive
What is message execution?
This is when the advertiser turns the big idea into an actual advertisement that will capture the target market’s attention and interest
What should the creative team do?
The creative team must find the best approach, style, tone, words, and format for executing the message
What are the 9 message execution styles?
Slice of life Lifestyle Fantasy Mood or image Musical Personality symbol Technical expertise Scientific evidence Testimonial or endorsement
How does consumer-generated content created?
Consumers submit ad messages, ideas, videos and other brand content
What does consumer-generated content do and why?
It incorporates the voice of the customer into brand messages
Generates greater customer engagement
What are the 4 major steps in advertising media selection?
Determining reach, frequency, impact and engagement
Choosing among media types
Selecting specific media vehicles
Choosing media timing
What is reach a measure of?
A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
What is frequency a measure of?
It is a measure of how many times the average person in the target market is exposed to the message
What is impact?
This is the qualitative value of a message exposure through a given medium
What is engagement?
It is a measure of things such as ratings, readership, listenership, and click-through rates
What two things should a planner do when deciding on media timing?
Seasonality
Pattern of the advertising
What are the two advertising timing patterns?
Continuity
Pulsing
What is the continuity advertising pattern?
This is scheduling evenly within a given a period
What is the pulsing advertising pattern?
Scheduling unevenly within a given period
Define return on investment
This is the net return on advertising divided by the costs of the advertising investment
What do communication effects indicate?
Whether the ad and media are communicating the ad message well and can be tested before or after the ad runs
What are sales and profit effects?
These compare past sales and profits with past expenditures or through experiments
What do public relations involve?
This involves building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events
What are 6 things involved in PR?
Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development
What does press relations or press agency involve?
This involves the creation and placing of newsworthy information to attract attention to a person, product or service
What does product publicity involve?
Publicizing specific products
What does public affairs involve?
It involves building and maintaining national or local community relations
What does lobbying involve?
This involves building and maintaining relations with legislators and government officials to influence legislation and regulation
What does investor relations involve?
Maintaining relationships with shareholders and others in the financial community
What does development involve?
This involves public relations with donors or members of non-profit organisations to gain financial or volunteer support
What are the 9 major public relations tools?
News Speeches Special events Written materials Corporate identity materials Public service activities Buzz marketing Social networking Internet
