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Marketing Communications > midterm 2 > Flashcards

midterm 2 Flashcards

1
Q

what is media planning

A

to integrate marketing messages across a range of media

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2
Q

what does a media planner do

A

chooses where and when to place advertisements

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3
Q

what is a media buyer

A

buys the space, negotiates rates times and scheduesl for the ads

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4
Q

what is reach in regards to media planning

A

% of the target audience exposed to a media vehicle or message schedule at least once during a given time period, usually 4 weeks

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5
Q

what is frequency in regards to media planning

A

avg # of times an individual, household or business within a particular target market is exposed to a particular advertisement within a specified time period, usually 4 weeks

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6
Q

what is effective frequency in regards to media planning concepts

A

the # of times a target audience must be exposed to a message for effective learning to occur, usually a 3 hit theory

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7
Q

what is a gross rating point in regards to media planning

A

measure of the impact or intensity of a media plan. expresses the relationship between reach and frequency

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8
Q

what is cost in regards to media planning

A

total cost, CPM = (cost of media buy/total audience)x1000

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9
Q

what are the advantages of media using the internet

A
  • creative possibilities
  • short lead time to send ad
  • high audience interest on each website
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10
Q

what are the disadvantages of media using the internet

A
  • hard to retain interest of surfers
  • clutter on each site
  • short life span
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11
Q

what are rich media banner ads

A

a type of banner advertisement that significantly enrich the messages to be communicated to the consumers with enhanced features like animation, search function within the banner, drop down menu

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12
Q

what are the advantages of advertising on tv

A
  • low cost per contact
  • high intrusion value with catchy songs or animations
  • high reach
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13
Q

what are the disadvantages of advertising on tv

A
  • low recall
  • channel surfing during commercials
  • high cost per ad
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14
Q

what are the advantages of advertising on the radio

A
  • able to modify ads to fit local needs
  • flexibility and short lead time
  • intimacy (with dis and radio personalities)
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15
Q

what are the disadvantages of advertising on the radio

A
  • information overload
  • short exposure time
  • low attention
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16
Q

Cost for radios

A

%-10$ CPM

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17
Q

what are the factors that influence the rates of radio commericals

A
  • supply and demand
  • time ( day of the week - weekends more expensive, time of the day - driving time more expensive, ad span, time of booking the spot)
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18
Q

what are the advantages of advertising in newspapers

A
  • longer copies
  • coupons and special response features
  • cumulative volume discount
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19
Q

what are the disadvantages of advertising in newspapers

A
  • short life span
  • major clutter
  • poor production quality
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20
Q

what are the advantages to advertising in magazines

A
  • available for special features
  • long life
  • high market segmentation
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21
Q

what are the disadvantages to advertising in magazines

A
  • long lead time
  • little flexibility
  • high cost
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22
Q

what are the advantages to advertising outdoors

A
  • able to select key geographical areas
  • accessible for local ads
  • long life
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23
Q

what are the disadvantages of advertising outdoors

A
  • difficult to measure
  • short exposure time
  • brief messages
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24
Q

what are the advantages of advertising cinema

A
  • positive mood state of the audience
  • more attention given to the ads
  • easy to reach local, regional, or national audience
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25
Q

what are the disadvantages of cinema advertising

A

public rebellion (law suits)

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26
Q

what is trade promotion

A

expenditures or incentives used by manufacturers and other members of the marketing channel to help push products through to retailers

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27
Q

what are some types of trade promotions

A
  • trade allowances
  • trade incentives
  • trade contests
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28
Q

what are trade allowances

A

offer financial incentives to other channel members in order to motivate them to make purchase.

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29
Q

what is an off-invoice allowance

A

a per-case rebate paid to channel members for a order

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30
Q

what is drop-ship allowance

A

money paid to retailers who bypass wholesales or brokers for preplanned orders

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31
Q

what are slotting fees

A

money paid to retailers to stock a new product 82% of retailers charge slotting fees

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32
Q

what are exit fees

A

money paid to remove an item from a retailers inventory, only 4% of retailers charge exit fees

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33
Q

what are trade incentives

A

retailers perform a function in order to receive the allowance

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34
Q

what is cooperative merchandising agreement (CMA)

A

an annual incentive contract to pay channel members for advertismest, special displays, or price features for the manufacturers brand over a period of time.

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35
Q

what is back haul allowance (BHA)

A

granted when the channel members pay the cost of shipping for a truckload of goods with a highly discounted price

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36
Q

premium or bonus pack

A

free cases of merchandise fro placing an order within a specified time period or for ordering a specific quantity

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37
Q

what is a corporate sales program (CSP)

A

a promotion across a manufactures total brand portfolio with products usually shipped directly from the factory in ready-to-display pallets

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38
Q

what are trade contests

A

rewards for sales are given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents

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39
Q

why use consumer promotions

A

promotions accomplish goals that advertising by itself cannot. consumers often need to be induced to buy now rather than later, to buy your brand rather than a competitors, to buy more and to buy frequently.

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40
Q

what are 3 consumer promotion objectives

A
  1. generating trial purchases
  2. encouraging repeat purchases
  3. reinforcing brand images
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41
Q

what are consumer promotions

A

incentives aimed at a firms customers including coupons, sampling, and contests

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42
Q

what are consumer rewards

A

all promotion techniques provide consumers with rewards, typically in the form of cash savings or free gifts, consumers are more responsive to immediate than delayed rewards.

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43
Q

what is a coupon

A

a promotional device that provides cent-off to consumers upon its redemption

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44
Q

what are the advantages of mail/media delivered coupons

A
  • broad exposure
  • relatively cheap
  • reminder funtion
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45
Q

what are the disadvantages of mail/media delivered coupons

A
  • redemption rate is very low

- dont generate much trade interest

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46
Q

what are point of purchasing couponings

A

instantly redeemable package coupons

47
Q

delayed in and on pack coupons

A

included in or on products package - for next purchase

48
Q

advantages of online couponing

A
  • a number of internet sites now distribute coupons

- consumers print their own coupons, at no additional cost the the advertiser

49
Q

disadvantages of online couponing

A

there is a great potential for fraud with these coupons that consumers can print themselves so it remains to be seen how popular this method will remain

50
Q

what is sampling

A

the premier sales-promotion device for generating trial usage by delivering an actual - or trial-sized product to consumers

51
Q

what are premiums

A

prizes ,gifts or other special offers consumers receive when purchasing products, consumers pay full price for the good or service, used to boost sales

52
Q

what are free in the mail premiums

A

gifts individual receive for purchasing products - consumers mail in a proof of purchase to the manufacturer, who mail the gift back to consumers

53
Q

what are premiums in or on package

A

small gifts attached to the package or put inside the package, often disguised - consumers must buy the product to find out the gifts

54
Q

what are store or manufacturer premiums

A

gifts given by either the retail store or the manufacturer when the customer purchases a product

55
Q

what are self-liquidating premiums

A

consumers are required to a pay a certain amount of money for a gift or item

56
Q

what are contests and sweepstakes

A

used to create awareness and excitement, requiring participants to perform some type of activity, sweepstakes do not require them to perform the activity

57
Q

what are refunds and rebates

A

used to promote sales, cash returns offered to consumers following the purchase of a product, refunds are smaller and rebates are larger

58
Q

what are bonus packs

A

used to encourage brand switching, attract new users and stockpile the product

59
Q

what are price-offs

A

used to boost sales, offer a direct reduction in the purchase price, easy to implement

60
Q

if you do not want to encourage your consumers to be price-sensitive, which types of promotions you want to avoid?

A

price reductions

61
Q

what is the difference between couponing and refunds/rebates?

A

refunds and rebates are for after purchases and couponing is for the purchase

62
Q

what is the difference between couponing and price offs

A

couponing you collect and redeem it, and price offs % off

63
Q

what is public relations

A

a management activity that attempts to shape the attitudes and options held y an organizations stakeholders

64
Q

what are internal publics

A

the publics with which an organization communicates regularly including employees, distributors, suppliers and shareholders.

65
Q

what is external publics

A

the more distant publics that are communicated with less frequently like media, governments, financial groups and community organizations

66
Q

what is the role of public relations

A
  • corporate advertsiing
  • reputation management
  • publicity generation
  • product generation
67
Q

what is corporate advertising

A

advertising designed to convey a favourable image of a company among its various publics

68
Q

reputation (crisis) management

A

companies take actions to defend the company position in crisis by take responsibility and responding quickly and directly

69
Q

what is publicity

A

news about an organization, product, service, or person that appears in the media.

70
Q

product placement

A

the visible placement of brand name products in TV shows, movies, radio, video games, and other programming.

71
Q

branded content

A

the integration of brand name goods and services into the script of a television show or movie.

72
Q

product seeding

A

giving a product free to a group of trendsetters who promote the product to others by WOM

73
Q

community relations

A

communications and activities to foster a good public image in the communities where they operate

74
Q

public affairs

A

strategies to deal with governments and to communicate with governments

75
Q

lobbying

A

activities and practices designed to influence policy decisions that will affect an organization or all organizations in a particular industry

76
Q

fundraising

A

public relations plays a key role in fundraising, to make people feel good about giving

77
Q

public relations methods and techniques

A
  • press release
  • press conference
  • newsletters
78
Q

what is a press release

A

a document containing all the essential elements of the story (who, what, when, where, and why), prepared by an organization that is sent to the media for publication or broadcast

79
Q

what is a press conference

A

a meeting called by an organization to present information to representatives of the media

80
Q

what is a media kit

A

a package of relevant information associated with a product or organization that is distributed at a press conference

81
Q

what are newsletters

A

documents sent to a predetermined audience that contains news about an organization

82
Q

what are blogs

A

a frequent, chronological publication of personal thoughts at a website

83
Q

the roles of public relations

A
  • corporate advertising
  • reputation management
  • publicity generation
84
Q

what are booklets and brochures

A

-brand sponsored, multiple page document that is distributed to consumers and other interested stakeholders

85
Q

what are public relations primary goals

A

to inform, to educate, and to raise awareness

86
Q

what are the measurements of public relations

A
  • outputs
  • outgrowths
  • outcomes
87
Q

what are outputs

A

measures the amount of exposure in the media and the number of placements

88
Q

what is outgrowths

A

measures message reception by the audience: how do audience understand the communications

89
Q

what are outcomes

A

measures attitude and behavioral change

90
Q

what is event sponsorship

A

the financial support of an event in exchange for advertising privileges associated with that event

91
Q

what are the types of sponsorship

A

sports
entertainment
culture and arts

92
Q

what is sports sponsoship

A

attracts large audience
provides an easy basis for segmentation
visibility opportunities are high

93
Q

what is ambush marketing

A

a strategy used by non sponsors of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors

94
Q

venue marketing

A

linking a brand name or company name to a physical site, such as a stadium, arena or theatre

95
Q

what package do you get when venue marketing

A

naming rights to the arena
rights to use the teams trademark in advertising
in arena display areas for the products

96
Q

what is a value-added sponsorship

A

large amounts of public relations and media exposure accompany a marketers sponsorship agreement - lucrative player endorsement

97
Q

what are entertainment sponsorships

A

entertainment opportunities are ideal for companies targeting the youth and young adult segments

98
Q

what is awareness of sponsorships

A

how much awareness of the event is there within the target audience and how well do people recall the brand name that sponsored the event

99
Q

what are the indicators used to measure the benefits of sponsorship

A
  • awareness
  • image
  • new clients
  • sales
  • specific target market
  • media coverage
100
Q

what is direct marketing

A

mass marketing is being combined with micro marketing techniques. like CRM and database management

101
Q

what is direct response advertising

A

ads placed in any medium that generate an immediate and measurable response

102
Q

what are the internal sources of database management

A
  • house list of customers with the goal to maintain relationshios
  • collecting data on names, purchase behaviour, demographics, psychopgraics
  • accessing data by data mining
103
Q

what are butterfly customers

A

high profitability but short term customers: good fit between customers offerings and needs

104
Q

what are true friend customers

A

high profitability and long term customers: highest profit potential

105
Q

what are stranger customers

A

low profitability and short term customers: little fit between companies offering and customer needs: lowest profit potential

106
Q

what are barnacle customers

A

low profitability and long term customers: limited fit between companies offering and customer needs

107
Q

what are some external sources for database management

A

lists purchased from a broker to acquire new customers 3 types:
Response
Circulation
Compiled

108
Q

what are response lists

A

a list of proven direct response buyers

109
Q

what are circulation lists

A

a publications subscription list, targets customers based on specified demographic, interests or activities

110
Q

what are compiled lists

A

lists assembled from government, census and other publication information (cheaper)

111
Q

media of direct marketing

A
  • direct mail
  • direct response tv
  • direct response print
  • telemarketing
  • catalogues
112
Q

direct mail components

A
  • envelope
  • letter
  • leaflets and folders
  • order form
  • postage-paid return envelope
113
Q

what is solo direct mail

A

unique offers for unique customers by individual organizations

114
Q

what is cooperative direct mail

A

offers from non-competing companies in one envelope; cost sharing strategy for participating partners

Marketing Communications (2 decks)

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