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The Marketing mix > Marketing Mix - Advertising > Flashcards

Marketing Mix - Advertising Flashcards

1
Q

Promotion

A
  • Advertising
  • Direct & Digital
  • Public Relations
  • Sales Promotion
  • Personal Selling
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2
Q

Advertising is

A

Non-personal paid for communications targeted through mass media with the purpose of achieving set objectives such as creating awareness or encouraging trial.

It is a means of reaching large audiences in a cost effective manner

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3
Q

Principle Elements:

The Message

A

THE MESSAGE:
should be appropriate for the target audience, capable of gaining attention, significant, interesting, stimulating, understandable, relevant.

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4
Q

Principle Elements:

The Media

A

THE MEDIA:

suited for the audience in terms of accessibility and cost, and type of content

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5
Q

Principle Elements: Timing

A

TIMING:

Acceptable/logical

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6
Q

Advertising can be used too…

DRIP

A

D…ifferentiate

R…emind/reassure

I…nform

P…ersuade

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7
Q

The Influencer Model of Communication

A

Message source goes to both Opinion leaders/formers (interlink)
TA1 TAn

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8
Q

Top 3 Advertising Media

A

Combined share over 80% of the market.

  • Internet
  • TV
  • Print
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9
Q

Media Definition

A

Media
- The general communication
methods that carry advertising messages Internet, Television, Newspapers, Radio, Magazines

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10
Q

Vehicle Definition

A

Vehicle
- Specific broadcast programs
Print choices or Web sites in which
advertisements are placed

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11
Q

Acquisition - Search Marketing

A

PPC

Organic

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12
Q

Internet - Advantages

A

Strengths:
- High level of interaction

  • Immediate response possible
  • Tight targeting
  • Relationship building
  • Measurable
  • Social interaction
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13
Q

Internet - Disadvantages

A
  • Unsolicited emails
  • Information overload
  • Huge variability in web designs and usability
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14
Q

TV Advertising

A
  • Nearly 99% of all households have televisions
  • Uniquely personal and demonstrative
  • Over 600 television channels
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15
Q

Ideas

A

Ideas are what ads is built upon.

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16
Q

Appeals based on emotion - Fear

A

Fear – Threat of social rejection e.g. plaque on teeth, dandruff. Threat of physical danger e.g., Life assurance, drink driving.

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17
Q

Appeals based on emotion - Humour

A

Humour attracts attention and stimulates interest

18
Q

Appeals based on emotion - Sex

A

Sex – Sexual innuendo and use of sex is excellent for gaining attention.
John Hegarty of Bartle Bootle & Hegarty famously said ‘Sex Sells’

19
Q

Appeals based on emotion - Animation

A

Animation – Often used with potentially boring products

e.g. Banks, Insurance and Utilities (gas and electricity)

20
Q

Appeals based on emotion - Music

A

Music – Can create association with advertisement. It has the potential to gain attention and assist product differentiation e.g., car advertisements

21
Q

Appeals Based on emotion - Fantasy and surrealism

A

Fantasy and Surrealism – Used in association with certain images and symbols allows advertiser to focus attention on the product e.g., Alcohol, Perfume and recently Twinings Tea.

22
Q

Appeals Based on emotion - Factual

A

Factual -The aim of this type of message is to provide factual information and
provide rational and logical arguments to allow consumers to complete their decision-making processes

23
Q

Rational Appeals - Slice of Life

A

Slice of Life - To present the message in such a way that the receiver can identify
immediately with the scenario being presented.

24
Q

Rational Appeals - Demonstration

A

Demonstration -The brand is depicted as the instrument of resolving a problem

25
Q

Rational Appeals - Comparative

A

Comparative - The messages are based on the comparison of a main competitor or all competing brands

26
Q

TV - Strengths

A

Strengths:
Visual and audio capabilities

Has the ability to interact

Ability to generate excitement and impact

Reaches large audience

Specialist channels to improve targeting

Sponsorship of program

27
Q

TV - Weaknesses

A

Weaknesses:
Erosion of audience

Requires production specialists

Digital boxes allows consumer to skip ads

28
Q

Newspapers

A

National newspaper circulation in the UK has decreased from 22 million in 2010 to10.4 millionin 2018, a decline of 52.5%.
(6 Aug 2019)

29
Q

Newspapers - Strengths

A

Strengths:
- Segments audiences by title and locale

  • Mass audience coverage
  • Ability to use detailed copy
  • Credibility of newspaper can benefit the advert
30
Q

Newspapers - Weaknesses

A

Weaknesses;
Clutter

Little flexibility for creative messages

Mediocre reproduction quality

National Buying complicated

Short life of newspapers

31
Q

Magazines - Strengths

A

Strengths:
- Can reach large audiences

  • Selectivity- reaches demographic and lifestyle segments
  • Long life
  • High reproduction quality
  • Detailed information possible
32
Q

Magazines - Weaknesses

A

Weaknesses:
- Clutter

  • Limited geographic options
  • Circulation patterns vary by market – weekly, monthly and quarterly
33
Q

Buying Radio advertising

A
  • Matching station format with target market
  • Geographic coverage
  • Day part choice
34
Q

Radio - Strengths:

A

Strengths:
Can reach segmented audiences

Intimacy

Economy

Transfer of imagery from TV

Use of local personalities

35
Q

Radio - Limitations:

A

Limitations:
Clutter

No visuals

Difficult to get audience attention

36
Q

Cinema - Strengths:

A

Strengths:
Captive audience

High recall value

Very creative and visually
appealing

National advertisers can highlight local stockists

37
Q

Cinema - Weaknesses

A

Weaknesses:
Inconsistent audience figures

Seasonal variations

Local advertisers look tame with still photographs against national ads

High production costs

38
Q

Outdoor Media - Strengths

A

Strengths:
- Relatively inexpensive

  • Many repeat exposures
  • Location orientated
39
Q

Outdoor Media - Limitations

A

Limitations:
- Only a very limited message is possible

  • Cannot segment audience
  • Difficult to measure
40
Q

The GOAL

A

To reach the right people at the right time with the right message in sufficient quantity to induce a favourable attitudinal or behavioural disposition to the brand at the lowest possible cost.

41
Q

Evaluation Pre/Post Testing

A

Pre-testing
Focus groups

            Post-testing
Inquiry tests
Recall tests
Sales tests
Financial tests
Tracking studies
Likeability tests
42
Q

Summary

A
  • Buying media time and space is a complex activity;
  • There are many factors for a media planner to consider includingsize and dispersion of audience and variety of media;
  • Decisions must be taken on how often a message should berepeated;
  • Timing is very important if a message is to be effective;

The Marketing mix (9 decks)

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