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MKT1002 > Lecture 13 Advertising > Flashcards

Lecture 13 Advertising Flashcards

1
Q

Define advertising?

A

Any form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

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2
Q

What are the five major advertising decisions?

A 
Objectives setting
Budget decisions
Message decisions
Media decisions
Advertising evaluation
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3
Q

What is involved in objective setting?

A

Communication objectives

Sales objectives

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4
Q

What is involved in budget decisions?

A

Affordable approach
Percent of sales
Competitive parity
Objective and task

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5
Q

What is involved in message decisions?

A

Message strategy

Message execution

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6
Q

What is involved in media decisions?

A

Impact and engagement
Major media types
Specific media vehicles
Media timing

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7
Q

Define advertising objective?

A

A specific communication task to be accomplished with a specific target audience during a specific time

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8
Q

When is informative advertising used?

A

When introducing a new product category to build primary demand

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9
Q

When is persuasive advertising important?

A

It is important with increased competition to build selective demand

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10
Q

What is comparative advertising?

A

This is when a company compares its brand with other brands

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11
Q

What is reminding advertising?

A

This is important with mature products to help maintain customer relationships and keep customers thinking about the product

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12
Q

Give some examples of informative advertising?

A 
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
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13
Q

Give some methods of persuasive advertising?

A 
Building brand preference
Encouraging brand switching
Changing customer perceptions of product value
Persuading customers to purchase now
Creating customer engagement
Building brand continuity
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14
Q

Gives some examples of reminder advertising

A

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

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15
Q

What 3 factors should be considered when setting the advertising budget?

A

Stage in product lifecycle
Market share
Competition

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16
Q

Define advertising strategy

A

This is the strategy by which the company accomplishes its advertising objectives

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17
Q

What two things does advertising strategy consist of?

A

Creating advertising messages

Selective advertising media

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18
Q

What is a result of advertising clutter?

A

Customers are choosing not to watch ads

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19
Q

What is native advertising?

A

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

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20
Q

What does Madison & Vine represent?

A

The intersection between Madison Avenue and Hollywood - it represents the merging of advertising and entertainment

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21
Q

What is the first step in creating effective advertising content?

A

Planning a message strategy

22
Q

What is the message strategy?

A

This is a general message that will be communicated to consumers

23
Q

What two things does a message strategy do?

A

Identifies consumer benefits

Follows from company’s broader positioning and customer value creation strategies

24
Q

What is the creative concept?

A

The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way

25
Q

What three characteristics shouls appeals have?

A

Meaningful
Believable
Distinctive

26
Q

What is message execution?

A

This is when the advertiser turns the big idea into an actual advertisement that will capture the target market’s attention and interest

27
Q

What should the creative team do?

A

The creative team must find the best approach, style, tone, words, and format for executing the message

28
Q

What are the 9 message execution styles?

A 
Slice of life
Lifestyle
Fantasy
Mood or image
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial or endorsement
29
Q

How does consumer-generated content created?

A

Consumers submit ad messages, ideas, videos and other brand content

30
Q

What does consumer-generated content do and why?

A

It incorporates the voice of the customer into brand messages
Generates greater customer engagement

31
Q

What are the 4 major steps in advertising media selection?

A

Determining reach, frequency, impact and engagement
Choosing among media types
Selecting specific media vehicles
Choosing media timing

32
Q

What is reach a measure of?

A

A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

33
Q

What is frequency a measure of?

A

It is a measure of how many times the average person in the target market is exposed to the message

34
Q

What is impact?

A

This is the qualitative value of a message exposure through a given medium

35
Q

What is engagement?

A

It is a measure of things such as ratings, readership, listenership, and click-through rates

36
Q

What two things should a planner do when deciding on media timing?

A

Seasonality

Pattern of the advertising

37
Q

What are the two advertising timing patterns?

A

Continuity

Pulsing

38
Q

What is the continuity advertising pattern?

A

This is scheduling evenly within a given a period

39
Q

What is the pulsing advertising pattern?

A

Scheduling unevenly within a given period

40
Q

Define return on investment

A

This is the net return on advertising divided by the costs of the advertising investment

41
Q

What do communication effects indicate?

A

Whether the ad and media are communicating the ad message well and can be tested before or after the ad runs

42
Q

What are sales and profit effects?

A

These compare past sales and profits with past expenditures or through experiments

43
Q

What do public relations involve?

A

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

44
Q

What are 6 things involved in PR?

A 
Press relations or press agency
Product publicity
Public affairs
Lobbying
Investor relations
Development
45
Q

What does press relations or press agency involve?

A

This involves the creation and placing of newsworthy information to attract attention to a person, product or service

46
Q

What does product publicity involve?

A

Publicizing specific products

47
Q

What does public affairs involve?

A

It involves building and maintaining national or local community relations

48
Q

What does lobbying involve?

A

This involves building and maintaining relations with legislators and government officials to influence legislation and regulation

49
Q

What does investor relations involve?

A

Maintaining relationships with shareholders and others in the financial community

50
Q

What does development involve?

A

This involves public relations with donors or members of non-profit organisations to gain financial or volunteer support

51
Q

What are the 9 major public relations tools?

A 
News 
Speeches 
Special events
Written materials 
Corporate identity materials 
Public service activities
Buzz marketing 
Social networking
Internet

MKT1002 (17 decks)

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